OTT video is growing rapidly in the U.S. market, with the country responsible for almost half of global revenue for Internet video services, according to the Global Entertainment and Media Outlook 2017-2021 produced by PricewaterhouseCoopers International (PwC).
The U.S. over-the-top video market is "by far the largest and most established in the world," bringing in 47 percent of global revenue in 2016.
That noted, linear subscription services are saturated in North America and Western Europe.
TV subscription revenue elsewhere remains robust. PwC expects traditional TV revenue to grow at 1.3 percent to $277.4 billion in 2021, with TV subscription steadily increasing its share from 80.2 percent of total in 2016 to 84 percent in 2021.
Cable TV subscriptions are growing steadily in the Asia-Pacific region, with PwC predicting 600 million households subscribing to cable by 2021, generating $5.9 billion. China and India will be the powerhouses driving this growth and will be responsible for 436 million subscriptions by 2021.
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