THE FUTURE OF LIVE AND LINEAR VIDEO IN EUROPE
Yospace has sponsored a research programme by leading international research consultancy MTM that looks at the growth of live IP-delivered television in Europe, and the advanced advertising opportunities that are being created as a result.
The research found that many European TV executives believe we’re in a “Golden age of TV”, in which there is a strong supply of high-quality TV content and robust consumer demand, and that live and linear TV still provide unique value in the advertising market – concurrent mass reach without duplication of audiences. Sports is an important driver of audiences for live viewing online.
The findings also look at the increasing competition from major internet companies for sports rights, and the lessons being learned from leading broadcasters in how to respond.
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