Reported for several months, the subscription video-on-demand market is experiencing its first crisis. Subscription platforms are competing to strengthen their revenues and retain their subscribers. The incorporated advertising model appears to be the new Eldorado for video-on-demand, with a hybridization of subscription models in full swing.
This eleventh edition of our Digital Market News Bulletin, reserved for Unifrance members (downloadable below, in French only), takes a look at events in the global digital distribution market in the months of June, July, and August 2022.
The contraction of the subscription video-on-demand market, which started at the beginning of the year, continues to be confirmed month after month. The main global platforms are therefore seeking to preserve their subscriber base and consolidate their revenues. While pricing leverage is not enough to achieve profitability, platforms are looking as quickly as possible to offer hybrid subscription models, incorporating advertising. The hybridization of models is undoubtedly the key phenomenon for video-on-demand in 2022.
The race for content, always real for VOD platforms, is also undergoing a redefinition phase. After significant investments in fictional works, video-on-demand platforms are now investing in other fields, in particular sports broadcasting rights.
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