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OTT video services incorporating advertising and subscription-based business models in an integrated platform are scaling and proliferating across the world.


  • From 2019 onwards, Ovum expects the market impact of hybrid platforms to grow considerably, as leading platforms such as Hotstar (India), iVi (Russia), iflix (multiple markets in ASEAN and the Middle East & North Africa), and iQiyi (China) leverage their scale to accelerate growth.
  • The hybrid platform model is starting to scale: the leading hybrid platforms are expected to grow annual revenues from advertising and subscriptions by over 100 per cent by 2023 from $6.9b in 2018 to $15b in 2023.

Features and Benefits

  • Evaluates, sizes, and forecasts advertising and subscription revenues, subscribers, and market share for the leading hybrid video platforms: Hotstar (India), iVi (Russia), iflix (multiple markets in ASEAN), iQiyi (China), and YouTube TV, YouTube Premium (US), and YouTube Premium (UK).
  • Provides SWOT analyses of leading hybrid video platforms: Hotstar (India), iVi (Russia), iflix (multiple markets in ASEAN), iQiyi (China), and YouTube TV, YouTube Premium (US), and YouTube Premium (UK).

Key questions answered

  • What market share of AVOD and subscription revenue will hybrid platforms win in their key markets to 2023?
  • What are the critical factors for success in growing hybrid video platforms?

Table of contents


  • Introduction
  • Download 1: OTT Video Hybrid Platforms: AVOD and Subscriptions

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