Once dominated by traditional television channels and cable networks, broadcasting is now shaped by digital streaming, on-demand content, and emerging technologies. As new trends continue to redefine how content is delivered, watched, and monetized, the future of broadcasting will be determined by innovation, consumer-centric experiences, and evolving business models.
Evolution from Linear TV to On-Demand and Live Streaming
Traditional broadcasting relied heavily on linear TV, where viewers tuned into scheduled programming airing on a specific channel transmitting to a particular location. From over-the-top local stations to the cable revolution, the growth of linear TV fueled technological advances in broadcasting.
The proliferation of channels and program choices combined with cable bundling and rising prices paved the way for on-demand subscription streaming platforms like Netflix, Hulu, and Disney+, allowing audiences to consume content whenever and wherever they want. It also led the way for new ways to broadcast digitally, like with FAST platforms where VOD assets are aggregated and streamed linearly. These platforms and new live streaming services have gained popularity, offering real-time broadcasts of everything from news events to sports and gaming.
OTT (over-the-top) apps have also disrupted traditional broadcasting by bypassing cable networks, and directly delivering content via the Internet. Complementing this shift is the rapid rise of connected TV (CTV), where consumers access streaming services through devices like smart TVs, Roku, or Apple TV, making the home viewing experience more flexible than ever.
What’s Driving Change?
The broadcasting industry’s ongoing transformation is fueled by technological advancements and shifting consumer preferences.
Advancements in Technology
New technological advancements are at the heart of broadcasting’s evolution. The roll-out of 5G networks promises faster, more reliable internet connections, enabling seamless live streaming and high-quality broadcasts. Cloud-based services are revolutionizing content storage and distribution, making it easier to scale operations. Artificial intelligence helps create personalized content recommendations, real-time data analytics, and even content moderation.
Changing Consumer Behaviors and Expectations
Consumers now expect high-quality content, delivered instantly across multiple devices. With a preference for on-demand and ad-free experiences, audiences are driving the requirement for platforms that provide seamless and tailored viewing. Mobile devices have become central to this shift, offering content anywhere, at any time.
The Shift in Revenue Models
New methods, including ad-based, subscription-based, and hybrid models are quickly replacing traditional revenue models like cable subscriptions. OTT platforms, for instance, utilize subscription-based models (SVOD), while digital live streaming platforms offer ad-supported models (AVOD) providing free content with ads. These flexible monetization approaches cater to different audience preferences and open new revenue streams for broadcasters.
Streaming Trends Every Broadcaster Should Know in 2025
Live streaming has become one of the fastest-growing sectors in broadcasting. Sports, gaming, and event streaming are key drivers behind this surge, with viewers flocking to watch live events in real time, often engaging with content through polls, chat, shopping or even betting. Let’s look at some current trends and what’s coming next in the broadcasting space.
The global video streaming market was valued at approximately USD 160.52 billion in 2024.
The market is projected to grow at a compound annual growth rate (CAGR) of 18.66%, reaching USD 411.7 billion by 2033. The significant growth is driven by factors such as increased internet usage, the widespread adoption of smartphones, and consumers’ growing demand for personalized content.
Additionally, the development of 5G technology, the distribution of HD content, and the rise of original programming fuel market expansion. With more niche streaming services emerging and continued innovations like personalized recommendations, offline modes, and cross-device support, the market is set to remain dynamic and highly competitive.
Live streaming reached an audience of 28.5% of internet users worldwide in Q4 2023.
(Statista)
This percentage represents a surge of 2.8% since the previous quarter. The growing popularity of live streaming as a preferred form of video content is driven by its widespread use for both entertainment and functional purposes, further solidifying its position as a dominant medium for online video consumption.
By 2026, nine streaming services are expected to generate over $1 billion in ad revenue, up from just two in 2020.
This significant growth in ad revenue is driven by the increasing competition within the connected TV (CTV) space, where platforms focus on capturing a larger share of advertising dollars, ultimately reshaping marketing budgets and consumer experiences.
Best Practices for Successful Live Streaming
To ensure seamless live content delivery, broadcasters rely on various streaming protocols, such as HTTP Live Streaming (HLS) and Dynamic Adaptive Streaming over HTTP (DASH), which adjust video quality based on the viewer’s internet connection.
Another important protocol, Web Real-Time Communication (WebRTC), allows for low-latency, real-time peer-to-peer video streaming. Low latency is particularly crucial in industries like sports and gaming, where minimizing delays ensures a live experience as close to real-time as possible.
Additionally, adaptive bitrate streaming helps maintain uninterrupted viewing by automatically adjusting the video quality based on fluctuating network conditions.
Beyond technology, successful live streaming requires careful planning, including selecting the right content, engaging the audience, and targeting the right viewers. Interactivity plays a key role in platforms like Twitch and YouTube Live, where real-time comments, donations, and participation, foster a sense of community and improve viewer retention. Broadcasters must also address common challenges, such as buffering and poor video quality, by ensuring high-quality equipment and a stable internet connection.
Finally, AI is becoming increasingly important in enhancing the live streaming experience, automating content moderation, providing personalized recommendations, and improving content curation to better match user preferences.
OTT vs. CTV – Understanding the Differences
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CTV |
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CTV and OTT Market Trends
OTT platforms lead the market, offering a wide range of content like movies, TV shows, and documentaries. Meanwhile, CTV is a growing segment, with devices becoming a key part of the TV experience. The combination of OTT and CTV gives broadcasters the chance to reach viewers on multiple platforms and devices.
By 2026, CTV will account for 20% of daily media time for US adults, up from 11.5% in 2020.
Despite this growth, CTV will only capture 8.1% of total ad spend, while linear TV’s share of daily viewing will drop to 21.3%. This imbalance between viewership and ad revenue is pushing streaming services to introduce more ad-supported plans to balance income streams.
87% of advertisers believe CTV is as effective as or more effective than traditional TV.
The digital capabilities of CTV make it highly effective for targeting specific audiences and tracking campaign success, positioning it as a powerful tool for achieving specific performance goals beyond just brand awareness.
Nearly 80% of U.S. households now own a smart TV, and more than half of viewers prefer streaming over traditional TV.
As consumer expectations continue to evolve, Connected TV (CTV) is accelerating its growth, marking a shift from traditional linear TV, which still captures two-thirds of U.S. ad spend.
93% of CTV viewers use another device while watching TV, with 71% keeping their phones nearby.
The behavior, driven by multitasking and instant gratification, highlights the importance of integrating multiple platforms, as consumers engage with content across screens simultaneously.
Campaigns using CTV video, native ads, and mobile video saw brand awareness increase nearly 5x.
These integrated campaigns also experienced an 8x increase in ad recall and an 11x surge in brand consideration, demonstrating the significant impact of a cohesive, multi-screen strategy that mirrors the full consumer experience.
The global OTT Video user base is expected to grow by 997.9 million users, reaching 4.9 billion by 2029.
(Statista)
This growth represents a 25.46% increase over the period from 2024 to 2029, marking the seventh consecutive year of growth in the OTT Video segment.
The global OTT revenue is projected to reach $215 billion by 2029.
(Statista)
In 2023, global OTT video revenue was around $162 billion, marking a significant increase from $135.1 billion in 2021. Since 2010, OTT revenue has grown substantially from $6.1 billion, reflecting the rapid expansion of the industry.
Best Practices for Monetizing Live, CTV, and OTT Content
As the demand for live, CTV, and OTT content grows, broadcasters are adopting different strategies to generate revenue and connect with audiences. Below are some effective approaches for monetizing these platforms.
Monetization Models
Here’s an overview of the various monetization models broadcasters can choose from to maximize revenue and cater to different audience preferences:
| AVOD | Free content supported by ads. |
| SVOD | Paid subscription for content access. |
| TVOD | Pay-per-view or rental models. |
| Hybrid | Offers flexibility with both ads and subscriptions. |
The growth of both SVOD and AVOD revenue highlights the expanding opportunities for broadcasters in monetizing content. Global SVOD revenue is expected to reach $124 billion by 2028, up from $67 billion in 2020, with a significant increase to $99 billion in 2022.
On the other hand, AVOD revenue in the U.S. is projected to exceed $21.6 billion by 2029, positioning the country as the leader in ad-supported video-on-demand revenue. Other regions, such as China, the UK, Canada, and India, are also seeing growth in AVOD, with China expected to generate $7.4 billion, the UK $3.6 billion, Canada $3.5 billion, and India over $3 billion in AVOD revenue by 2029.
The growth in both SVOD and AVOD demonstrates the diverse revenue streams and the growing demand for subscription-based and ad-supported content models.
Programmatic Advertising
Programmatic advertising uses automated technology to buy and optimize digital advertising, allowing advertisers to target audiences with precision in real time. The approach relies on algorithms and data to purchase ad space, as opposed to traditional, manual methods.
The importance of programmatic advertising lies in its ability to efficiently reach specific target audiences across various platforms and deliver the right message to the right person at the right time.
As digital marketing continues to evolve, programmatic advertising has become a cornerstone of modern ad strategies, providing measurable results and enhancing overall campaign performance.
Programmatic advertising is set to remain a dominant force in 2025, with global spending expected to rise to nearly $779 billion by 2028. Despite the challenges, such as signal loss due to the declining use of third-party cookies, programmatic remains a robust and evolving space.
In response to these challenges, marketers are focusing on 1st party data, contextual targeting, predictive audiences and AI innovations to refine their strategies. Contextual targeting, for instance, has gained renewed attention, with AI-driven tools enabling more precise and personalized ad placements.
Once a service reserved for online, on-demand content, programmatic advertising is starting to find success with digital live broadcasters, OT,T and CTV platforms. These platforms and their similarities to linear cable television providers, drive higher CPMs or ad rates for streaming broadcasters. As a result, advertisers are shifting their budgets to private marketplaces and programmatic direct buys to ensure higher-quality inventory and improved targeting precision.
The rising popularity of programmatic advertising, driven by AI advancements, is expected to drive significant growth, with programmatic video ad spending surpassing $110 billion by 2025. the growing integration of generative AI is creating new opportunities for highly personalized, data-driven advertising strategies, setting the stage for a transformative year ahead in programmatic advertising.
CTV Advertising
Connected TV (CTV) advertising is becoming a major focus for broadcasters and advertisers, driven by changes in consumer behavior and the rise of streaming services. Recent events, like the record-breaking viewership of the NFL playoff game on Peacock, highlight the growing impact of CTV platforms.
By 2027, AVOD viewers are expected to outnumber pay TV viewers, increasing CTV’s importance in the industry. With the decline of traditional cable TV and the growth of ad-supported streaming, advertisers are shifting how they plan TV-based media strategies.
A survey from The Trade Desk found that 95% of advertisers plan to maintain or boost their programmatic CTV spend in 2024.
with 43% of Americans reporting they’re spending more time on CTV due to increased content options, it makes sense that advertisers are increasing their investment.
CTV advertising is attractive to brands and advertisers for its flexibility, scalability, better ROI, and ability to control ad frequency, making it a key part of their strategies.
Final Thoughts
The future of broadcasting lies in adapting to changing consumer preferences and innovative business models. The industry must embrace flexibility, personalization, and new revenue streams to stay competitive. With advancements in AI, CTV, and live streaming, broadcasters have the opportunity to deliver enhanced viewer experiences and capitalize on a consistently transforming market.