Revenue in the SVoD market will grow by 53.39% in five years

De aquí a 2029, Rethink TV prevé que los ingresos en el mercado del vídeo a la carta por suscripción (SVoD) crecerán en un 53,39%, al tiempo que la proporción de ingresos por publicidad aumentará en un asombroso 134,76%.

La consultora presenta un nuevo informe justo cuando Netflix confirma su compromiso con el rápido aumento de los niveles de suscripción con publicidad. Los servicios SVoD colectivos han mostrado un apetito voraz por el aumento del ARPU que proporcionan los abonados con publicidad.

El codirector general de Netflix, Greg Peters, que ha supervisado el lanzamiento de la publicidad, ha asegurado recientemente al presentar los resultados de la plataforma que Netflix no tiene una “posición fija sobre un techo” para los precios de suscripción.

Rethink TV predice que los servicios SVoD seguirán exprimiendo a los espectadores, subiendo constantemente los precios de los niveles sin publicidad. Lo que nos lleva a preguntarnos: ¿podrían eliminarse por completo los niveles sin publicidad?

El autor del informe, Alex Davies, analista principal de Rethink TV, destaca en el informe que la bajada de los precios ha reducido el problema de la rotación, por lo que, aunque el ARPU aumenta, the duración media de la suscripción disminuye, as viewers switch more frequently from one service to another.

"In short, we have revised downward the total historical number of subscribers, while increasing the penetration rate of advertising-supported customers. In 2024, revenue from advertising-supported users represents 26.22% of the total. In 2029, this figure stands at 40.14%," he assures.

Removal of advertising?

There are many wild card decisions that services could make over the next five years. The most far-fetched would be the complete elimination of their ad-free plans, "but it is clear that viewers' aversion to ads is a lucrative opportunity. They will continue to squeeze these viewers, constantly raising prices for ad-free slots and eliminating ad-free slots completely," Davies says.

In total, the Revenues go from 93.42 billion dollars in 2024 to 143.3 billion in 2029, 53.39% more. The Share of advertising revenue grows from $24.5 billion to $57.52 billion during this period, an increase of 134.76%, indicating the growing popularity of ad-supported levels.

It's less clear whether consumers voluntarily decide to downgrade an existing subscription or whether new customers prefer cheaper tiers, and the services are in no rush to reveal that detail. Extensive consumer surveying to determine that relationship is outside the scope of this forecast, but it is clear that services prefer their customers to see ads, due to better margins – with evidence suggesting that new customers accept ads.