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[New] DTH will remain the leading pay-TV technology in Malaysia over 2019-2024, but its share of the total pay-TV service subscription will decline with growing adoption of IPTV services.
[New] The overall growth in the pay-TV services revenues will be primarily supported by improving the aggregate average revenue per user from pay-TV services over the forecast period 2019-2024, despite the ongoing cord-cutting trends triggered by growing demand for OTT-based video services in Japan.
[New] Despite the headwinds caused by COVID-19 in 2020, the global flat-panel TV market is expected to rebound from 2021 as businesses continue to reopen.
[New] The IPTV will remain the leading platform to deliver pay-TV services in Australia through 2024.
[New] Cable will continue to be the leading technology to deliver pay-TV services in Japan, as cable subscriptions grow at a slow CAGR of 0.1% over 2019-2024.
The total pay-TV services revenue in Australia is set to decline at a compound annual growth rate of 3.2% from $2.6 billion in 2019 to $2.2 billion in 2024 due to the declining cable and DTH TV subscriptions and falling pay-TV average revenue per user.
Advertisers will spend $61 billion on total TV advertising in the U.S. in 2020.
TV networks' business prospects may not improve anytime soon - the amount of money that advertisers will spend in this year's TV upfront marketplace is expected to drop 28% year over year to $14.78 billion.
Eight operators will lose one million or more subscribers between 2019 and 2025, led by China Radio and TV with a 37 million loss.
2020 will be another year when Digital OOH will distance itself from traditional OOH media and get closer to fulfilling futuristic visions of ubiquitous, spectacular and all-knowing advertising screens depicted in sci-fi movies.
The average internet user will watch 100 minutes of online video per day by 2021, resulting in growing online video budgets that offset a decline in TV advertising.
Excluding political advertising in the U.S., GroupM anticipates total television advertising to decline by 17.6% in 2020 before rebounding slightly next year.
Excluding political advertising in the US, GroupM anticipates total television advertising declining by 17.6% in 2020 before rebounding slightly to grow 5.9% next year.
Excluding political advertising, growth is predicted to be mostly flat in 2019 at -0.2%, with a decline of -2.3% in nonpolitical television advertising for 2020.
As the next five years play out, the trends identified will begin to impact the UK TV landscape, with content libraries evolving, new services entering the market, and aggregators bringing VoD services together.
Cable TV revenues will fall to US$ 63 billion in 2025 from a 2012 peak of US$ 97 billion, while IPTV revenues will see no major change at around US$ 27 billion.
Traditional TV advertising will be flat in 2020, accounting for 19% of media spend, after ending up down by 2.3% this year, with Brexit being seen as a potential explanation for continuing caution.
TV is expected to be down globally by 33% over the first half of the year, but print, out of home, and events are suffering even more dramatically.
For the German TV advertising market in 2020, Magna Global currently anticipates a decline of 2.1%; ZenithOptimedia forecasts a drop of 1.5%.
Market movements have ushered in a new digital era for Germany: The full value of service launches will be felt across 2020 and beyond, with the TV and video market culminating in a value of almost €11 billion in 2023.
IPTV will see the largest growth, adding 84 million subscribers to reach 391 million, and upping its pay-TV subscriber share from 30% to 37%, between 2019 and 2025.
Video on demand (VOD) recorded growth of 15.5% in 2019 but, overall, TV saw a decline of 3.5%: Both are expected to be affected by the downturn this year, with TV forecast to see a 19.8% dip in advertisBoth are expected to rebound in 2021, with TV expected to grow 15.0% and VOD an increase of 21.9%.

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Last updated: 02 August 2020