Non-subscribers can download a free copy of this paper, by completing the Executive Summary request form below

2024 has seen a concerted effort to enhance video quality, latency, and overall user experience through the evolution of standards. While newer WiFi standards promise improved connectivity and better support for video-heavy applications, challenges persist around spectrum allocation and interoperability. Similarly, MoQ and HTTP/3 are positioned to revolutionize content delivery workflows, though adoption barriers remain.

OTT services are converging as hybrid models dominate the landscape, blending subscriptions and advertising to meet diverse consumer demands. Large platforms owned by content studios or tech giants remain dominant, but regional disparities and the rise of local players reshape competition.  

Meanwhile, operators are facing increasing pressure to adapt, balancing infrastructure investments (fiber, 5G, and beyond) with leaner cost structures. There is a critical need for efficiency, while the integration of cloud-managed solutions and content recommendation engines reflect the industry’s push toward personalization and retention.

Across all sectors, consolidation emerges as a dominant theme. Whether in the commoditization of various services (DRM, recommendation engines), the absorption of smaller vendors, or the blurring of the lines between OTT business models, the industry continues to centralize power among larger players. However, these shifts still present opportunities for smaller, SaaS based vendors across areas like decentralized CDNs or forensic watermarking. The rise of hybrid solutions and SaaS models is pivotal for operators and vendors striving to stay competitive in a saturated market. 

Our industry is at the nexus of innovation and consolidation, striving to meet the demands of a highly digital, video-centric future while navigating economic and operational pressures. The intersection of technology, consumer expectations, and strategic adaptation defines the roadmap to 2029.