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  4. > IP Video Marketplace Monetization 2015 – 2018: Ad Spend, Subscription, Paid Channels and Event Programming Receipts

The IP video program marketplace is a sprawling collection of non-linear contributory channels feeding into, and intermingling with broadcast television, and likewise supported by a wide-ranging mix of advertising, subscription, paid channels, events and services on course to yield $21.8 billion in 2015 combined receipts.

Leveraging off three successive years of high double-digit annual increases, the IP video marketplace is currently forecast to settle into a more moderate growth pattern of 16.1% in 2015, poised to produce a 2003 – 2018 CAGR of 37.5%.

IP video subscription, paid channel and event services have scored 50+% of marketplace revenue since 2012, according to the industry trade resource IP Video Marketplace Monetization 2015 – 2018: Ad Spend, Subscription, Paid Channels and Event Programming Receipts, produced by AccuStream Research.

IP video advertising (all formats, including pre-roll/in-stream, in-banner, authenticated sign-in, VOD impressions delivered through a set-top box, viral and earned views) is projected to produce 48% of marketplace revenue, with sports packages delivering low single-digit share through 2018.

Subscription movies and television dominate the IP video pay-as-you-go marketplace counting revenues encompassing international and domestic operations by the extensive group of companies, vendors, stores, sites and services analyzed.

Event and pay-as-you-go services include Netflix, Hulu, Wal-Mart’s Vudu offering, Real Networks’ SuperPass service (including an annual arrangement with CBS for Big Brother), the WWE broadband streaming channel, professional sports leagues, movie and television rentals and paid downloads effected through iTunes Video.

Table Of Contents

IP Video Marketplace Monetization 2015 - 2018: Ad Spend, Subscription, Paid Channels and Event Programming Receipts
SECTION ONE 1
IP VIDEO ADVERTISING, SUBSCRIPTION, PAID CHANNELS AND SITE VENDORS 2003 - 2018: A $21.8 BILLION MARKETPLACE IN 2015 1
TRENDING: IP video subscription and paid services have generated 50+% of marketplace revenue since 2012 1
BUSINESS OPERATIONS: The businesses driving this marketplace are owned by large media companies, whether pure-play internet multinationals, or cross-platform multinationals 1
IP VIDEO ADVERTISING, SUBSCRIPTION, PAID CHANNEL AND SITE SERVICES COMBINED FORECAST TO GROW BY 16.1% IN 2015 5
12-YEAR CAGR AT 43.9% 5
IP MOVIES AND TELEVISION AT $11.1 BILLION IN TOTAL 2015 RECEIPTS; $16.4 BILLION BY 2018 8
SUBSCRIPTION-BASED IP MOVIE AND TELEVISION REVENUES HAVE A 12-YEAR CAGR OF 84.8% 10
IP VIDEO ADVERTISING TO DELIVER $10.3 BILLION IN TOTAL 2015 BILLINGS 11
SECTION TWO 14
IP VIDEO SPORTS PPV, SUBSCRIPTION AND PAY-AS-YOU-GO SERVICE OFFERINGS REVENUE GROWTH: 2003 - 2015 14
IP Sports programming is designed for, and appeals to, mobile audiences and out-of-home users 14
IP VIDEO SUBSCRIPTION SPORTS LEAGUES 2004 - 2015 17
Subscriber revenue by service and vendor 17
SECTION THREE 36
IP MOVIES/TV DOWNLOAD AND SUBSCRIPTION SERVICES REVENUE ADVANCED 47.4% IN 2014, 13.8% in 2015 36
IP Movie, TV Vendor, Services provider and marketplace growth predictions 36
MOVIES/TV REVENUE HAS CONSISTENTLY INCREASED IN TOTAL MARKET SHARE SINCE 2003 41
MOVIES/TV A $14.2 MILLION MARKET IN 2004 43
OUT OF THE GATE QUICKLY: iTUNES VIDEO STORE CAPTURED DOMINANT CATEGORY SHARE IN 2006 47
MOVIES/TV SUBSCRIPTION AND DOWNLOAD REVENUE BREAKS THROUGH INTO DOUBLE-DIGIT MARKET SHARE IN 2008 55
MOVIE/TV SUBSCRIPTION AND DOWNLOAD REVENUE CAPTURES A 35.6% OF THE TOTAL MARKET IN 2011 62
MOVIE/TV PAID SUBSCRIPTIONS AND DOWNLOAD ANNUALIZED REVENUE GROWTH OUTPACES THE MARKET IN 2012 64
SECTION FOUR 76
IN-STREAM AND DIGITAL (ALL FORMATS) VIDEO AD BILLINGS FORECAST AT $10.3 BILLION IN 2015 76
IN-STREAM AD INVENTORY TO GENERATES 46.1% OF TOTAL SPEND IN 2015 76
Digital Video Ad Spend: Dollars Make Sense 2015 - 2017 76
In-stream and in-banner video formats are twin pillars of spend, and account for 87.2% of total billings in 2015, though social and brand-direct marketing on the rise 81
Market mechanisms to clear video inventory have emerged in large numbers to address macro and micro adtech opportunities 83
Mobile video ad billings forecast at $1.4 billion in 2015, including YouTube and Facebook 87
DIGITAL VIDEO AD BILLINGS EXHIBIT A HISTORY OF SUSTAINED GROWTH: CAGR of 50.5% (2003 - 2014) 88
Premium IP video (“live” and on-demand) is sold like television: Inventory expansion frames a $4.8 billion market in 2015 89
Insertion frequencies rise across the ecosystem: UGC to Premium long-form 89
PREMIUM PUBLISHERS CONTINUE TO INCREASE IP VIDEO AD LOADS WHEN MONETIZING BEYOND THE LINEAR CLOCK 90
DIGITAL VIDEO ADVERTISING AVAILS AND MEDIA SPEND OVERVIEW: TOTAL IN-STREAM VIDEO SPEND IMPROVED BY 23.4% IN 2014, NON-DESKTOP BY 261.4% 91
In-banner video remains a potent execution format online: Ad spend forecast at $4.2 billion in 2015 92
IN-STREAM AND IN-BANNER VIDEO: BOTH FORMATS COMBINE TO DRIVE VIDEO AD INVENTORY SCALE 96

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