Gartner Research

Market Opportunity Map: Consumer Video Media

Published: 09 June 2017

ID: G00303019

Analyst(s): Fernando Elizalde , Frank Marsala , Derek O'Donnell, Neha Gupta , Andrew Chetham , Megan Reinhart, Amanda Sabia


An increasing proportion of consumers will experiment with new forms of content and delivery, disrupting conventional pay-TV providers in the video service market. Technology strategic planners driving content strategy in pay TV must embrace internet-delivered content into portfolio planning.

Table Of Contents

Market Opportunity Map

Market Opportunities Overview

  • Description of Markets
    • Pay TV
    • S-VOD
    • T-VOD


  • Assessing Profitability at the Regional Level
  • Assessing Profitability for Emerging Services
  • Technology Trends
    • User Experience Will Become an Increasing Priority for Buyers
  • Buyer Trends
    • Consumers Watching More Video but From Different Sources
    • Consumers Are Using Multiple Services — Especially in the VOD Area
    • Users Substituting Services in Favor of Internet-Delivered Video
    • Users Have Markedly Different Levels of Price Elasticity for Different Services
    • Consumers in General Favor Regular Monthly Subscription Services but Will Use Transactional Offerings Where They Provide Unique Content
  • Sellers' Strategic Options

Vendors to Watch


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