A study from IMS Research has revealed that there were 693 billion ad-funded video streams in 2011, with this short-form content making up the overwhelming majority of the OTT video market.
The electronics research company predicts that advertising revenues will reach $13.4 billion in 2017, while more than $20.6 billion in revenue will be created from transactional and subscription over-the-top (OTT) video services.
Anna Hunt, the author of the study and principal analyst at IMS Research, comments, “Growth in revenues from in-video OTT advertising will be mainly driven by the growth of OTT video consumption, especially as streaming of short-form content via tablets and PCs becomes even more popular.
“Companies such as Google and AOL will have a significant share of these revenues, as they implement tactics such as forming new strategic relationships to monetise original video assets, directly approaching ad buyers, and offering guarantees for audience delivery.”
IMS Research’s study Business Model Evolution in OTT and On-demand Video Markets – 2012 Edition, reveals that revenues in the OTT video market will be driven by premium, long-form content over the next five years.
More information on the report can be found at IMS Research.
