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Rethink TV

Rethink TV is our video research team, producing market forecasts, technology white papers and tracking operator-technology vendor relationships in OTT video.

  • Rethink TV Subscription

    Rethink TV is a research service with a series of forecasts of core OTT video technologies and applications explaining how changing business models will revolutionize video delivery. It also comprises profiles of the 100 largest operators in the world, and the technology stacks they use to deliver OTT video content.

    Available on an annual subscription basis, it’s designed as a tool to increase revenues from OTT video markets and survive the rethink of TV.

    Subscription Content

    • Rethink TV Profiles | A library of over 100 OTT Operator Profiles is held at our website.  There are new updates to these profiles each week, providing analysis of the top TV operators globally.
    • Rethink TV Reports & Forecasts | The delivery of a report/forecast to aid business decisions. At least eight per year, plus archive access.
    • Exclusive Web Access | Paid subscribers have unlimited access to the full Rethink TV archives held at our website. [See the Back Catalogue of Reports below also.]
    • Access to Rethink TV’s Editor and Analysts for questions.
    • Full back-up service from our Client Relations team.
    Prices shown include VAT for UK and EU.

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8 April 2022

SVoD & AVoD Forecast 2022-2027

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    Despite the current hysteria surrounding Netflix’s historic subscriber loss, the collective SVoD giants are on track to expand their reach, with the challengers well-placed to secure their own slices.

    This report from Rethink TV is critical for anyone who wants to understand the transformative impact of SVoD and AVoD, which have massively disrupted the core pay TV market. These SVoD platforms are swiftly becoming global considerations, but their regional impact will be keenly felt on the pay TV operators. 

    The report collates the global SVoD and AVoD subscriber and monthly active user (MAU) counts, as well as the revenues for each. Here, we find that the SVoD market grows from some 723 million subscribers in 2022 to 1.81 billion in 2027, with revenue growing from $72.1 billion to $170.85 billion. For AVoD, the MAU count grows from 6.81 billion today to over 8.62 billion in 2027, with the advertising revenue growing from $50.18 billion to $91.36 billion – as the ARPU is bolstered.

    Companies mentioned in this report:  Amazon, Apple, AT&T, BiliBili, Comcast, Crackle Plus, Crunchyroll, CuriosityStream, Dailymotion, Discovery+, Disney+, Facebook, fuboTV, Google, HBO Max, Hulu+, Iflix, Instagram, iQIYI, Le.com, MX Player, Netflix, Now, Paramount, Peacock, Pluto TV, Prime Video, Roku, Sky, Sony, Starz, Tencent Video, Tubi, Twitch, Viki, Viu, Voot, Vudu, WarnerMedia, Xumo, Youku, YouTube


    Included with your purchase, you will receive 1-year access to Rethink TV:

    • SVoD & AVoD report (PDF and XLS)
    • ALL previously published reports (see listings below)
    • At least 8 NEW reports across the 1-year period
    • Profiles of the top global Pay TV operators
    • Analyst webinars and Q&A sessions

    Need more information?

    Roz Hilton (Business Development Director, Video Technologies)

    [email protected]

    + 44 (0)7399 491840

    Rethink Store

    If you have any questions, please contact [email protected] for more information.
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31 January 2022

Multicast-ABR Market Forecast 2022-2027

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    This report is critical for anyone who wants to understand the future of the Multicast-ABR marketplace, and its history. An often misunderstood technology, it has real tangible benefits for operators facing challenging network environments. Not all operators will require M-ABR to alleviate their bandwidth challenges, but as audiences increasingly switch to live content delivered OTT, M-ABR must be considered and evaluated as part of the stack.


    Client Review of Multicast-ABR Market Forecast

    “I recently read Rethink TV’s latest work, “M-ABR Forecast 2022-2027”. I’d originally intended to browse through the 29-page report from a high level. However, once I started to read, I found myself unable to put it down. The report was easily consumable, divided into sensible, digestible, sections and topics. It was instructive from a basic level all the way to complex points, yet it deconstructed complex topics in an easy-going fashion to make them very accessible. In short, the forecast was absolutely comprehensive, packed full of knowledge, and covered everything from networks to business cases to vendors, pros and cons, latest statistics and intelligent projections, and was a splendid way to get valuable industry training at my own pace. Well done, Rethink TV!”
    Meir Lehrer, VP Portfolio Development, MediaKind

    Companies mentioned in this report:  Adobe, Agile Content, Akamai, Amino, Anevia, Ateme, Apple, Arris, Broadpeak, CableLabs, Cellcom, Comcast, CommScope, DAZN, Delta Fiber, Dotscreen, DVB Project, Edgeware, Enensys, Ericsson, Expway, IBM, IETF, Kaltura, MediaKind, MegaCable, Microsoft, Netflix, Nokia, Quadrille, Qwilt, RIST Forum, SRT Alliance, Technicolor, TIM, Velocix, Verizon, Viaccess-Orca, Wowza, Wyplay, Zixi, ZTE

    Included with your purchase, you will receive 1-year access to Rethink TV:

    • Multicast-ABR report (PDF and XLS)
    • ALL previously published reports
    • At least 8 NEW reports
    • Profiles of the top global Pay TV operators
    • Analyst webinars and Q&A sessions

    Need more information?

    Roz Hilton (Business Development Director, Video Technologies)

    [email protected]

    + 44 (0)7399 491840

    Rethink Store

    If you have any questions, please contact [email protected] for more information.
    Prices shown include VAT for UK and EU.

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  • Download Executive Summary
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7 December 2021

WiFi Cloud Management, Multi-AP, WiFi 6, 6E & 7 Forecast– 2021-2026

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    The state of consumer WiFi is set to transform considerably over the next five years as broadband infrastructure becomes smarter, stronger and more flexible – as operators capture the Multi-AP market. These operators will increasingly deploy WiFi Cloud Management (WCM) software, additional access points for homes (Multi-AP), and new CPE that will lay the groundwork for WiFi 6, WiFi 6E, and eventually WiFi 7.  In our period, WiFi will become significantly ‘smarter’, both due to the increased decisioning capacity for management software that comes with the expansion into the cloud, but also due to the increased flexibility in decision making that is enabled by Multi-AP set ups.  As such, the number of homes with more than one access point (AP) will grow considerably in the next five years, although this number will start to plateau at the market cap in North America by 2026. Globally, Multi-AP technologies will encompass over a quarter of all broadband homes by 2026, at 325 million homes.


    Client Review of WiFi Market Forecast

    “I spent a weekend deep diving in the 46 page long WiFi Cloud Management forecast from Rethink TV (WiFi Cloud Management Multi-AP, WiFi 6, 6E & 7 Forecast– 2021-2026). The report is packed with forecast statistics on the various WiFi standards, how Managed WiFi is predicted to grow and how many homes are forecasted to be Multi-AP. In addition, it also takes the WiFi client market into perspective as WiFi clients are a driving factor behind the rollout of new WiFi technology in our homes. In addition to all the facts, Rethink TV provides an overview of their private discussions held with all operators and vendors contributing to the report, this was especially interesting as it gave some extra flavour to the reading. All in all, it is a very comprehensive and useful report, a kind of must read for companies in the business of connected home. Thank you, Rethink TV, look forward to follow-ups.”

    Conny Franzén, CEO Inteno Group AB

    Companies mentioned in this report:
    Actiontec, Agem, Airties, Akoustis, Amazon, Apple, Arcadyan, Arris, Assia, ASUS, AT&T, AVM, Bell Canada, Broadband Forum, Broadcom, Calix, Calix, Charter, Comcast, Compal, Broadband, Dell, Devolo, DirectTV, D-Link, FCC, Google, Hitron, HP , Huawei, IEEE, Intel, Lenovo, LG, Liberty Global, Linksys, MediaTek, Netgear, ON Semiconductor, Orange, Panasonic, Plume, Qorvo, Qualcomm, Quantenna, Samsung, Sercomm, Sky, Skyworks, Skyworth, SMC Networks, SoftAtHome, Synology, Taiyo Uden, Technicolor, TP-Link, Ubee, Verizon, WiFi Alliance, Wireless Broadband Alliance, Wyze, Xiaomi, Zyxel

    Included with your purchase, you will receive 1-year access to Rethink TV:
    • WiFi  report (PDF and XLS)
    • ALL previously published reports
    • At least 8 NEW reports
    • Profiles of the top global Pay TV operators
    • Analyst webinars and Q&A sessions

    Need more information?

    Roz Hilton (Business Development Director, Video Technologies)

    [email protected]

    + 44 (0)7399 491840

    Rethink Store

    If you have any questions, please contact [email protected] for more information.
    Prices shown include VAT for UK and EU.

    Purchase an annual subscription to Rethink TV

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  • Download Executive Summary
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22 October 2021

Decentralized CDN and Multi-CDN Forecast 2021-2026

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    There has been a lot of buzz around the concept of Decentralized CDN (D-CDN) recently, but early reports of immense disruption are misplaced. However, as part of the Web 3.0 trend, where centralized cloud computing functions will become distributed across the third-party network edge, D-CDN will play an important role in supporting the inexorable growth of video consumption over the next decade.

    To this end, in the period, we expect D-CDN to account for just 114.91 exabytes (EB) of data, by 2026, which is just over 1.1% of total CDN traffic. However, D-CDN will begin to turn heads, as a viable part of a Multi-CDN strategy by this point, and we expect it to grow strongly from the roots that it lays down during the period. Its exponential growth, toward the end of the period, shows no signs of slowing.

    This report is critical for anyone that needs to understand the impact that Decentralized CDN and Web 3.0 will have on their business. The incumbent CDN providers are facing a growing hunger for video, and need to find ways to manage this growth inside their core infrastructure. With customers turning to Multi-CDN deployments to ensure that their viewers are always being served the best possible stream, Decentralized CDN will fit inside a Multi-CDN strategy.

    This report includes:

    • Numbers you can drop straight into your business case.
    • An expectation of the shape of the Multi-CDN and Decentralized CDN market through 2026.
    • A clear understanding of the initial scope of this market, without hype.

    Companies mentioned in this report: AIOZ Network, Akamai, Alibaba, Amazon, Anevia, Audius, AWS, Axel, BitSong, BitTorrent, BitTube, Broadpeak, CDNnow, CDNvideo, CloudFlare, Concurrent, Conversant Solutions, D.tube, Decent, Edge Networking, Edgemesh, Edgeware, Eluvio, Ethereum, Fastly, FileCoin, Flixxo, G-CoreLabs, Globecast, Google, Haivision, LBRY, Letmesee, LimeLight Networks, Livepeer, Lumen, MediaKind, Microsoft, MovieBloc, Nanocosmos, Net Insight, NETNIC, NKN, Peer5, PeerCDN, Poseidon Network, Protocol Labs, Qumu, Red5 Pro, Ridge, Sia, Storj, Strivecast, SWRM Labs, Synamedia, Syntropy, Tachyon, Teltoo, Theta Network, Tron, Vecima, Velocix, Verizon, Vevue, Viblast, VideoCoin, Vidgo, W3C, Watchit, Wowza, Yahoo, YCombinator, Zoom.

    Need more information?

    Roz Hilton (Business Development Director, Video Technologies)

    [email protected]

    + 44 (0)7399 491840

    Rethink Store

    If you have any questions, please contact [email protected] for more information.
    Prices shown include VAT for UK and EU.

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6 September 2021

Cloud Production Technologies – Market Forecast 2021-2026

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    Cloud Production undergoes baptism of fire, as pandemic pushes remote technologies to the fore, with Sport the biggest driver

    The move towards cloud-based production environments has been rapidly accelerated by the Covid-19 pandemic, which has forced the video ecosystem to quickly shift to a new way of working, using cloud-based production techniques to solve the physical separation of their workforce.

    The conventional thought that has dictated so many technology purchasing decisions, that all members had to be within arm’s reach, has been challenged by the pandemic, with cloud and remote production proving their worth. This trial by fire has shown that new techniques can be deployed, enabling new use cases and cost efficiencies inside a typically conservative industry.

    Put simply, we expect total production costs in the video industry to grow from $291 billion in 2020 to around $376 billion in 2026. This comprises a lot of costs that are not part of Rethink’s usual technology focus, and so, we believe that Cloud Production revenues will rise from $601.87 million in 2020 to $2.48 billion in 2026. Growth is not delineated by regions, and will not be until this market has matured significantly.

    This report is critical for stakeholders in the content creation industry, as well as those who are responsible for delivering that video to viewers. A raft of new technologies are taking root, which will significantly alter the production landscape – creating opportunities for those in the distribution realm to have a greater stake in the production market.

    Companies mentioned in this report: Accsoon Technology, Adobe, Agama Technologies, Amagi, Amazon, Appear, Apple, Aspera, Ateme, Autodesk, Avid, Bitmovin, Blackbird, BlackMagic, Box, Brightcove, Canon, Cerberus, Corel, CyberLink, Dejero, Dropbox, Edius, EVS, Filmora, Frame.io, Globecast, Google, Grass Valley, Haivision, Harmonic, HitFilm, Hollyland, Inkee, JVC, Kaltura, Latakoo, Lightworks, LiveU, Live X, Magix, Maven, Media Silo, MediaKind, Microsoft, Nero, Net Insight, Nevion, Ooyala (Dalet), Open Broadcast Systems, Panasonic, Pinnacle, Pix, Red Bee Media, Ross Video, SampleDigital, Shift, Signiant, Sony, SWIT, Teradek, The Switch, Vaxis, Vimeo, WireDrive, Wondershare, Z-Cam, Zixi

    Need more information?

    Roz Hilton (Business Development Director, Video Technologies)

    [email protected]

    + 44 (0)7399 491840

    Rethink Store

    If you have any questions, please contact [email protected] for more information.
    Prices shown include VAT for UK and EU.

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8 July 2021

Set Top Box, Smart TV, and Connected TV Device Operating System Forecast – 2020-2026 (updated May 2022)

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    Android TV shines in set tops and Smart TVs as global pay TV market declines, but Huawei’s HarmonyOS poised to surge

    Android TV and Huawei’s HarmonyOS are set to dominate the coming years across both the shrinking footprint of operator set tops, and the ballooning number of smart TVs and connected TV (CTV) devices.

    Pay TV Households will decline from an estimated 921 million in 2020 to 680 million in 2026, impacting the annual shipments of Operator Set Tops, which falls from 242.6 million to 184.8 million, propped up by the upgrade cycle for new Set Top Box operating systems.

    This means that the install base for set tops is set to decline from 1.21 billion in 2020 to 824.67 million in 2026, while the Smart TVs & Connected TV Devices segment is expected to grow from an installed base of 497 million in 2020 to 905 million in 2026.

    Operators will ditch resource-thirsty legacy Linux-based Proprietary set tops as their footprint of pay TV homes starts to decline around the world, with the market share such systems falling from around 85% in 2020 to 48% in 2026. This transformation will see a global uptick in Android TV and HarmonyOS set tops, with RDK making some progress in Europe and keeping hold of the US market.

    Globally, Android TV Operator Tier will grow from around 5% of the installed operator set top base to some 23%, in 2026. RDK, meanwhile, is only expected to grow from 6% to 10%, even with interest from Tier 1 operators in Europe. Almost doubling your footprint would normally be a cause for celebration, but when compared to Android TV Operator Tier’s success, it is not as emphatic.

    Linux is also set to decline in the world of smart TVs and CTV devices, as LG’s WebOS, Samsung’s Tizen and Roku’s platform lose ground to the rise of Android TV and Huawei’s HarmonyOS. This will also drive out Chromecast and AOSP-based installations, with former’s decline catalyzed by a decline in demand for CTV devices as device replacement cycles lead smart TVs become the standard first screen in the home.

    Android TV is set to reach 25% share of Smart TVs and Connected TV Devices by 2026, representing an estimated 236 million of a total 905 million devices.

    Perhaps the standout feature of our findings is the rise of HarmonyOS. The trade dispute between China and the US, with resulting concerns over access to Android updates, has galvanized the Chinese government to push for a major independent national OS, with HarmonyOS the apparent preferred candidate. The long-term consequences for Google and Android of this trade dispute could be enormous and almost entirely negative.

    In the short term, Huawei and others will continue to favor Android for set top and other connected devices, including smartphones and tablets – leading to growth in China for Android, initially. However, the likely longer-term direction is towards HarmonyOS as a ubiquitous cross-platform OS that will also increasingly take on Android in neutral markets outside China – especially in APAC and Latin America.

    Companies mentioned in this report: 3SS, Accedo, Access, ADB, AirTies, Alticast, Amazon, Amino, Amlogic, Amstrad, Apple, Arris, Askey, Broadcom, Canal+, Comcast, CommScope, Coship, Cox, EchoStar, Ensys, Espial, Google, Hisense, HiSilicon, Huawei, Humax, Intek, Intel, Kaon Media, LG, Marvell, Metrological, Microsoft, Myrio, Nagra, Netgem, Nokia, Orange Networks, Oregon Networks, Panasonic, Philips, Pioneer, Radix, Reference Design Kit (RDK), Roku, Sagemcom, Salt, Samsung, SeaChange, Skyworth, Sony, SPB TV, Sumitomo Electric, Synamedia, Tata Elxsi, Tatung Technology Inc, TCL, Technicolor, Thomson, TiVo, Tru2Way, Vestel, Vewd, Viaccess-Orca, Videoscape, ViXS, Vizio, Witzivi, Wyplay, Zappware, Zenterio

    Need more information?

    Roz Hilton (Business Development Director, Video Technologies)

    [email protected]

    + 44 (0)1962 732886

    Rethink Store

    If you have any questions, please contact [email protected] for more information.
    Prices shown include VAT for UK and EU.

    Purchase an annual subscription to Rethink TV

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  • Download Executive Summary
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