ExchangeWire: Captify’s Steve Pereira Discusses The Future of Advanced TV in the UK Market

In this Q&A written exclusively for ExchangeWire, Steve Pereira, President of UK at Captify, discusses the growth of AVOD, BVOD, and SVOD in the UK, the challenges facing the advanced TV market, and the impact of new privacy regulations on marketers, broadcasters, and providers.

How will the balance between AVOD, BVOD, and SVOD subscription growth in the UK change over the next 1-3 years? How will this compare to other European markets?

AVOD has been growing rapidly and I don’t see that slowing down. Put simply, if you’re not considering AVOD as a media owner, you’re missing out not only on a major advertising revenue stream but potential subscription revenue from premium offerings.

The spectacular rise of subscription services (SVOD) isn’t news to anyone. However, it does feel like this train has finally started to slow. I would expect to see these services take a bigger hit in 2022 as the market matures and more players saturate it.

Meanwhile, BVOD is seeing a trend towards content consolidation, particularly through platforms and services like Britbox. This will only continue as broadcasters and studios see the benefits of directly engaging consumers, and viewers look to amalgamate their profiles and access points. These aggregators will look to scale their audiences, implement direct-to-consumer billing, and offer hardware formats. Amazon is a fine example of this.

The big challenge the UK is facing is that, outside of the national broadcasters, the scale just isn’t there. By contrast, many of the European markets have a plethora of local broadcasters, many of whom are looking to monetise their inventory. I expect the big US players who have a direct-to-consumer approach (the likes of Disney, Apple, and HBO) to continue to march on and increase their market share in Europe.

Want to find out more? Read the full article on ExchangeWire.