1. Global internet advertising revenues in 2028 will nearly double the 2021 total. Spending on connected in-stream TV advertising will double between 2023 and 2028..
   
   "Addressable, measurable ads delivered on TV screens will become a vital contributor to the revenues of direct-to-consumer online video providers. Online connected TV (CTV) ads, which are served during video programming, are projected to double, from US$20.5 billion in 2023 to US$41.2 billion in 2028. Retail media players are increasingly experimenting with ‘shoppable TV’ advertising, which makes it possible for consumers to buy products direct from ads on television and on videos."
   
   Filmmaker Question - How are you making sure your content (Film/TV) will play into this model? Product Placement? Technology that coordinates shopping and watching in sync? Can you integrate a code/influencer into your content somehow that immediately lends itself to consumer purchases? How about those over-the-top scenese where someone is trying on 20+ different outfits (and the BF is there saying none will work for their date tonight) - can you add shopping for those outfits in your content?  Any content that somehow contributes to increased consumer shopping, which increases content buyers (studios, distributors, streamers) bottom line is going to be the clear winner here. Have you ever bought something while watching content because of an ad, QR code, etc? What sealed the deal for you? Were you using multiple devices (ie, watching TV while scrolling on your phone?). Was an "influencer" in the ad? 
    
2. Global video subscriptions will rise through 2028, but the average revenue per over-the-top (OTT) video subscription will barely budge. 
   
   As the number and range of streaming services proliferate, a form of market saturation has begun to kick in. This plateauing effect is already pushing leading streamers to reshape their business models and find new revenue streams beyond subscriptions. The big three Western global players in the streaming sector—Disney+, Netflix and Amazon Prime Video—all rolled out ad-funded ‘hybrid tier’ offerings, in which consumers agree to view ads in return for paying a lower subscription fee. By 2028, advertising will account for about 28% of global streaming revenues, up from 20% in 2023.
   
   Filmmaker Question - So far, theatrical release revenue remains uninfluenced by the latest ad and consumer shopping trends. But, what about streaming? If subscription revenue won't be enough for a streamer to purchase content outright, as they have in the past, how will they evaluate the purchase of content in the future? Will a standard distribution deal be enough? Will you negotiate a split of consumer spending/ ad revenue in your deals going forward? Does your content stand out in the way streamers will be looking to generate revenue over the next 5 years? 

Of course, we always integrate the latest research into our Business Plan and other templates, so the most current and professional information is highlighted in a way that puts your investment in the best and most realistic spotlight. 

Read More: Perspectives from the Global Entertainment & Media Outlook 2024–2028 - Seizing growth opportunities in a dynamic ecosystem