The streaming business model needs to adapt

In Latin America, channels continue dominating the television scene, but consumers already have 58 pay and free streaming services to access, reveals the 2020 global study Media Trends & Predictions from Kantar.

It is a moment of expansion for the audiovisual industry because even brands are opening studios to produce video content that connects with consumers. However, the study details the profitability of platforms as a business.

“The streaming platform business has to adapt to be successful, let us bear in mind that it took cable programmers ten years to become profitable,” commented Jimena Urquijo, director of Insights and Business Development at Kantar IBOPE Media.

Among other trends, Kantar points out that 2020 will be key for digital media and influencers because 84% of marketing professionals de plan to increase their investment in online videos and 70% on social media. Regardless, they recommend advertisers and agencies in the region to adopt the global trend of executing one or more processes with an in-house model.