Connected TV advertising market dynamics

In August last year, Ofcom published a report by consultancy Mediatique (PDF, 2.0 MB) looking at the commercial dynamics involved when services like iPlayer or Netflix are carried by connected TV platforms such as Amazon’s Fire TV or Samsung’s Tizen. We noted that these dynamics were relevant to Ofcom in two contexts: the future of public service broadcasting (PSB); and the proposals set out by the Digital Markets Taskforce, with Ofcom’s involvement, on the future economic regulation of digital platforms.

Our stakeholder engagement since then suggested that advertising is playing an increasingly important role in these dynamics. To deepen our understanding of this area, we commissioned consultancy Spark Ninety to produce a report on the market dynamics of advertising in connected TV, including arrangements on advertising inventory, revenue shares, and the underlying technology and data.

Connected TV advertising market dynamics – a report for Ofcom (PDF, 2.8 MB)