UEFA and Relevent, a newly appointed media rights sales partner, are already surveying the rights market for the next cycle starting in 2027.
With minimal competitive tension in major European markets, incumbent broadcasters are unlikely to increase their bids.
Relevent will, however, try to leverage increased US appetite for soccer to lure a streamer into a global deal.
Looking to 2030, we forecast that broadcaster viewing will continue to decline, driven by a drop in live viewing. Non-live is increasing but will be unable to make up for the total broadcaster shortfall.
Change is demarcated by age: while under-35s will watch more YouTube on the TV, with SVOD steady, the inverse will occur for over-35s.
The heavy-watching over-65s remain mostly insulated from change for now, however, those aged 35-54 are currently undergoing the biggest behavioural shift: beyond 2030 they will eventually carry their modern habits into their time-rich retirements.
Podcast reach and share continue to grow, albeit slowly, aided by need-state differentiation and increasingly online, on-demand media habits.
The ad market remains small with the long tail of podcasts difficult to monetise, but an industry move into video—on both YouTube and Spotify—offers substantial reach and monetisation opportunities.
Publishers and broadcasters see podcasts as an essential brand extension enabling greater reach, whilst successful podcast networks have tapped into more relaxed, commercial formats.
The requirement for accurate audience measurement led to the creation of separate industry JICs— developed by media owners, agencies, advertisers and trade bodies—used for planning and as credible trading currencies.
However, now as brand advertisers need to be able to optimise campaigns across all audiovisual—and ideally all display—they want full cross-media measurement, and are therefore investing in the Origin platform.
But not all ‘views’ are equal; context is important. While most advertisers understand this, there is a risk that some ascribe the same value to all AV. Broadcasters are understandably wary.
Broadcaster reach and viewing fell in 2024, but the decline slowed as BVOD growth increasingly makes up for linear decline and the BBC’s viewing grew year-on-year.
SVOD penetration and engagement returned to (slight) growth in 2024 and video-sharing platforms are increasing their share of TV set viewing.
Broadcasters still offer a wider array of programming than SVODs, but they are expanding their offering, as is YouTube.
President Trump will likely impose much higher tariffs on most imported goods, which could ignite retaliation by major trading partners and reverse decades of post-war globalisation.
America's biggest tech brands are vulnerable: we assess $570 billion of exposure to sales in China and the Chinese supply chain for six large companies generating over $2 trillion in revenue.
Apple and Tesla are major investors in China to supply that market, and demand for their products could be blown off course by a wave of anti-US sentiment.
The spatial computing ecosystem is on the uptick with the wider availability of head mounted devices (HMD). Apple and Meta’s commitment to developing HMDs is existential to conquer the enormous technical hurdles these devices continue to face.
Apple has chosen to maroon the Vision Pro with a lack of controllers and other design choices making it reliant on mostly passive entertainment. In total contrast, Meta’s deep engagement in gaming and 3D experiences showcases the potential for the HMD category.
Live sports is the outstanding use case for TV experiences on VR headsets, with exclusive NBA VR programming on Quest bringing new levels of immersion and presence, while gaming, and its developers, will still remain the dominant driver for VR and MR for the rest of the decade.
We forecast broadcaster viewing share to drop to 52% in 2030 (from 58% in 2023), with the firming of its on demand viewing unable to balance out the decline of live: this is a slight improvement on our past estimates, with decline slowing.
SVOD viewing will begin to plateau in 2025, as video sharing platforms (YouTube, TikTok, Twitch) take an increasing share of engagement.
On the TV set, YouTube will grow strongly: we predict a 90% increase from 2023 to 2030. This is from a low base with broadcasters retaining 70% of viewing on the main screen in 2030
TikTok has been dealt a devastating blow as a US bill has been signed into law forcing owner ByteDance to sell within a year or face its removal from app stores.
The stakes are higher than in 2020—China's opposition to a divestment will make an optimal sale harder to conclude, so all sides must be prepared for a ban.
The TikTok bill introduces extraordinary new powers in the context of the US and China's broad systemic rivalry, though online consumer benefits will be limited.
Streaming profitability beckons, but owes much to the profitable services folded into companies’ DTC segments alongside the headline streamers.
There is a broader move towards bundling and price rises. The former bolsters subscriber additions and lifetime value but is ARPU-dilutive, while price rises will bump up both ARPU and churn.
2024 marks the first year with multiple players at scale in the ad space, as Prime Video entered the market. Other streamers with high CPMs and lower scale may be forced to re-examine their offerings.