Streaming Services Poised to Overtake Legacy Media in 2028, Says Ampere Analysis
The TV landscape is undergoing a seismic shift as streaming services continue to dominate the industry. According to London-based Ampere Analysis, growth in the market is coming from streaming, with a 2.5% increase in spending over the last 28 months. The platform is expected to surpass legacy broadcast business globally by 2028.
In Europe, however, public and commercial broadcasters are still "very significant commissioners," particularly in Europe. However, priorities have shifted, and there is now room for premium content. The market has moved away from a focus on scripted drama, with unscripted shows matching scripted formats in terms of first-run new commissions. This shift is driven by the need for cost-effectiveness and longevity of viewing engagement.
Sports have also seen significant growth, but deep-pocketed streamer competition will drive up costs. Producers are now looking at companion programming as a major opportunity. Content about sports, such as Netflix's "Formula 1: Drive to Survive," has become a big growth area.
Consolidation is another key theme in the industry, driven by global platforms converging on streaming. The Netflix-Warner Bros. deal is often cited as an example of this trend. Big content owners and producers are increasingly vertically integrated with owned and operated distribution layers. This diagonal integration aims to bring legacy media into the streaming fold.
The rise of YouTube is also having a significant impact on the TV landscape. The platform offers a wealth of kids' and non-fiction content, leading to a decline in investment for comedy and documentary shows. However, Bisson argues that YouTube is "on television" and has become an important distribution layer.
Microdramas are another trend gaining traction, particularly in Asia, Turkey, and Brazil. These short-form, vertical videos with professional wrappers have attracted significant attention on social media platforms. The opportunities for microdramas lie in targeting specific genres, such as romance, drama, horror, sci-fi, music, and sport.
Finally, the threat of AI is becoming increasingly real. The "real and imminent threat" to the creator economy comes from the ease of production and low-to-zero-cost online content generation. This could lead to single entities or organizations operating influencer armies at zero cost across multiple genres, potentially shifting viewers' loyalty back to premium, human-generated content.
The TV landscape is undergoing a significant transformation, driven by the rise of streaming services and the impact of AI on content creation. As Bisson noted, "we've dismantled the old ways of thinking and doing business and are rebuilding." The opportunities for growth lie in premium content, unscripted shows, sports, companion programming, and microdramas – all areas that will shape the future of the industry.
The TV landscape is undergoing a seismic shift as streaming services continue to dominate the industry. According to London-based Ampere Analysis, growth in the market is coming from streaming, with a 2.5% increase in spending over the last 28 months. The platform is expected to surpass legacy broadcast business globally by 2028.
In Europe, however, public and commercial broadcasters are still "very significant commissioners," particularly in Europe. However, priorities have shifted, and there is now room for premium content. The market has moved away from a focus on scripted drama, with unscripted shows matching scripted formats in terms of first-run new commissions. This shift is driven by the need for cost-effectiveness and longevity of viewing engagement.
Sports have also seen significant growth, but deep-pocketed streamer competition will drive up costs. Producers are now looking at companion programming as a major opportunity. Content about sports, such as Netflix's "Formula 1: Drive to Survive," has become a big growth area.
Consolidation is another key theme in the industry, driven by global platforms converging on streaming. The Netflix-Warner Bros. deal is often cited as an example of this trend. Big content owners and producers are increasingly vertically integrated with owned and operated distribution layers. This diagonal integration aims to bring legacy media into the streaming fold.
The rise of YouTube is also having a significant impact on the TV landscape. The platform offers a wealth of kids' and non-fiction content, leading to a decline in investment for comedy and documentary shows. However, Bisson argues that YouTube is "on television" and has become an important distribution layer.
Microdramas are another trend gaining traction, particularly in Asia, Turkey, and Brazil. These short-form, vertical videos with professional wrappers have attracted significant attention on social media platforms. The opportunities for microdramas lie in targeting specific genres, such as romance, drama, horror, sci-fi, music, and sport.
Finally, the threat of AI is becoming increasingly real. The "real and imminent threat" to the creator economy comes from the ease of production and low-to-zero-cost online content generation. This could lead to single entities or organizations operating influencer armies at zero cost across multiple genres, potentially shifting viewers' loyalty back to premium, human-generated content.
The TV landscape is undergoing a significant transformation, driven by the rise of streaming services and the impact of AI on content creation. As Bisson noted, "we've dismantled the old ways of thinking and doing business and are rebuilding." The opportunities for growth lie in premium content, unscripted shows, sports, companion programming, and microdramas – all areas that will shape the future of the industry.
! I mean, who needs traditional TV when you can binge-watch your fave shows on Netflix or YouTube? The numbers are crazy, 2.5% growth in just 28 months? That's like me eating an extra pizza by myself every week 
. And don't even get me started on AI, it's like the ultimate scriptwriter - can churn out content faster and cheaper than a human can 
! Maybe we'll see more microdramas popping up everywhere, like my aunt's gossip posts on social media. Time will tell if streaming services really do surpass legacy media by 2028 
.
I guess it makes sense that people want to watch stuff on their phones and tablets instead of sitting around the TV like we used to. And AI is supposed to be a big deal too? It sounds like it's gonna change everything, but I'm not sure if I'm ready for that 
...
! Like seriously, it's getting to the point where they're gonna outdo those old-school broadcast networks in 2028 
They're all about the premium content now, and I'm like "okay, cool, more TV for us" 
but what's gonna happen to those little guys who can't compete with the big guns? 
. What's up with that?! 
. Short-form vids can be so much fun, especially when done right! And AI might just bring about a new era of content creation... but what happens to all the old-school creators who are struggling to keep up? 
I'm so down with this whole streaming thing 
. The idea of platforms becoming vertically integrated is wild 
. And can you believe how much money is being poured into sports content? 
Like, who wouldn't want to watch more Formula 1: Drive to Survive? 
. And let's be real, AI is going to change everything 
. One thing I'm looking forward to seeing more of is companion programming 
. Like, why not? If we can get quality content around sports and other big events, that's a win in my book 
. Can't wait to see how this all plays out!
. And now they're getting better content too 
. Like have you seen that Formula 1 show on Netflix? 
It's so good! 
. They already do with video content and now it's TV too 
. I don't know about you guys but I love watching shows and movies because of the creators' hard work 
. But if AI can make content for zero cost 
. More opportunities for creators and better content for us viewers 
just saw this news about streaming services overtaking legacy media by 2028 and I'm low-key hyped. like i know it's gonna be a wild ride for content creators but also super exciting to think about the types of shows we're gonna get 
have you guys watched any good microdramas lately? they seem to be on the rise 
i mean europe is still all about public and commercial broadcasters but other parts of the world are shifting priorities to premium content 
. Sports are getting more love too, with shows like "Formula 1: Drive to Survive" doing amazing numbers 
! Global platforms are merging and acquiring each other to stay ahead of the game. The Netflix-Warner Bros. deal is just the tip of the iceberg 
.