SpotX released today a whitepaper where analyses the European market for Connected TV (OTT). The document inquired agencies and publishers in UK, France, Germany, Spain and Italy where the participants expect the market reached 825 million on revenues in 2020.
Participants of the study, “believe that the major commercial free-to-air (FTA) broadcasters in each market are best-placed to grow the CTV ad market: they have the content, scale, reach and resources to respond to the opportunity.”
Competition: according to the document, “participants in all markets expect broadcasters to face significant competition in the CTV advertising market from Facebook and Google, and estimate that these companies could capture between a third and a half of the future CTV advertising market in each country, if broadcasters do not compete aggressively. In the longer term, many participants also feel that Amazon and potentially Netflix will look to introduce advertising into their services.”