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Issue link: https://digital.macdirectory.com/i/1476669
The Americas have remained fairly constant with 85 percent of households having at least one SVOD service and an annual churn of about 37 percent. Neither number was good but folks sorta glossed over it until they didn’t. Despite the hand wringing, global SVOD subscriptions are about 1.2B this year and there is still plenty of growth potential. China and the US will account for 48 percent of the world’s total viewers by 2027. China leads the world in population (1.4B+) but the market is “reserved” for Chinese streamers – iQiyi, Youku, Tencent – controlled by the country’s internet companies – Baidu, Alibaba, Tencent. European and American early adopter/majority consumers – especially GenZs and millennials - rapidly adopted the idea of anytime, anyplace, any screen viewing, meaning that wining the older late adopters would be slow and expensive. However, the second and fourth largest population areas – India (1.38B) and SEA (Southeast Asia – 700M) offer excellent growth potential. The big challenge for SVOD services is that the majority of the households have Pay TV entertainment and its very inexpensive – about $2US/mo. India currently has 102M SVOD subscribers and is projected to grow to 224M by 2026.