Streaming Revolution or Evolution Panel: 40% of streaming revenue is US-based

Mark Walton, Associate Professor of Media Management at The New School and a consultant, moderated the panel “Revolution or Evolution: What’s Really Happening in the Streaming Space?” at the Cultural Insights Forum by Horowitz Research. He kicked off the debate by noting that nearly 40% of streaming revenue originates from the US. In the third quarter of this year alone, “streaming-generated advertising reached US$3.5 billion, a 44% increase over the previous quarter, while linear TV viewership declined by 6.3%. What’s happening? Is this a revolution or an evolution?”

The panel featured Alejandro Solorio, Director of Audience Strategy and Enablement at Comcast; Mónica González Piriz, Senior Director of Programming and Content at Liberty Latin America; Patrice Courtaban, Executive Vice President of Global Growth & Business Development at TV5MONDE SAS; Federico Garza, Senior Vice President of Research Strategy and Insights at NBCUniversal Telemundo Enterprises; and Victor Montilla, Executive Vice President and COO of NAICOM.

For Solorio of Comcast, it’s an evolution. “The industry is evolving to meet consumer needs by offering a wide range of options, the best content, and a viewing experience that is relevant, accessible, and flexible. I believe this is how we will truly evolve and dominate the market.”

For González Piriz of Liberty, it’s a blend of revolution and evolution. “From a revolutionary standpoint, streaming has introduced unprecedented business models that bypass traditional distribution channels by going directly to consumers. Artificial intelligence and personalization have significantly transformed the user experience. On the evolutionary side, mergers like Warner Bros. Discovery have led to content optimization and global consolidation with localized content. The emergence of US Hispanic content on platforms like Netflix and the introduction of FAST channels are further examples of this revolutionary and evolutionary landscape,” she explained.

Courtaban of TV5MONDE SAS views it as an evolution. “The fundamental principles of successful content distribution remain unchanged: you need quality content that resonates with your audience. However, the landscape has become significantly more competitive. With more players vying for the same audience, it’s crucial not only to produce and distribute content but also to ensure it’s accessible to viewers, which is a major challenge today. This is where the revolutionary aspect, driven by technology, comes into play.” Courtaban highlighted the stark contrast between the US and other regions like Europe, where the traditional pay TV model continues to thrive. “While the US undoubtedly leads the way, it’s essential to consider the global context,” he emphasized.

Garza of NBCUniversal Telemundo Enterprises suggested that the impact of streaming on younger generations and the way adults consume media is undeniably revolutionary. “Cable, satellite, DVR, CD, streaming, and social networks have all played a role in shaping how we engage with content. While it may feel like a revolution, it’s the cumulative effect of these changes. I believe this trend will continue to accelerate and evolve.”

FAST’S GREAT OPPORTUNITY

Montilla of NAICOM highlighted the significant potential of FAST (Free Ad-Supported Television). “At Olympusat, we pioneered digital channels, which were the precursors to today’s FAST channels. The current FAST landscape offers an incredible opportunity for audiences to access a vast array of content. In just six years, thousands of FAST channels have emerged globally. While this technology is here to stay, it needs to accelerate and integrate linear and live content onto the platform. Once this technological integration is achieved, FAST will provide a fantastic avenue for diverse content, all free of charge.”

González Piriz from Liberty noted that advancements in technology have enabled unprecedented levels of content curation. “For the first time, we can deeply analyze viewer behavior and tailor content recommendations accordingly. Gone are the days of worrying about audio and subtitles, as they are now readily available. This technological evolution presents immense potential,” she explained.

Garza likened content to ice cream, emphasizing its diverse flavors. He highlighted the current challenge of navigating the multitude of content providers. “We must collaborate and determine the optimal content offerings to provide to our audience,” he suggested.

To conclude the debate, Walton posed the question of what’s next. Solorio predicted that “options will proliferate, and platforms like TikTok will become major players in the streaming space.” González Piriz emphasized the enduring relevance of sports, while Courtaban highlighted the need for service consolidation to make offerings more sustainable for consumers. Garza pointed out that sports will continue to be enjoyed on big screens or at home with friends and family, fostering cultural connections. Montilla forecasted continued technological advancements that will enable seamless viewing of high-definition ( 4K, 8K) content on mobile devices without straining bandwidth.