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In the decade following 2015, the packaging of visual entertainment will evolve as channel bundling frays, eventually giving way to a new approach to content aggregation which enables a much finer degree of market segmentation.


  • Data will enable increasingly granular, personalized TV services: the main unit of TV consumption will shift from households to individuals
  • Super-aggregators capable of selling fully integrated, personalized content, data, service, and communications bundles will dominate entertainment and communications value chains
  • By 2025, the merging of broadcast and digital advertising will be complete, enabling integrated campaigns across TV, online, and mobile

Features and Benefits

  • Identifies the major shifts in the business of providing TV
  • Recommends strategies for each type of company in the TV value chain

Key questions answered

  • How will TV change between now and 2025?
  • What are the major opportunities and threats that will emerge as a result of these changes?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Multiplay is child’s play: Super-aggregation is the future

  • Moving towards multiplay and beyond
  • The era of the super-aggregator

Data will be TV's kingmaker

  • By 2025, the balance of power will shift towards data gatherers, controllers, and owners
  • TV audience measurement and tracking will be transformed

TV advertising 2025: When everyone knows your name

  • Targeting TV advertising

Targeting TV content

  • The advent of dynamically constructed personalized ‘channels’
  • TV channels in 2025: Endangered or empowered

TV in 2025: Ovum’s final answer

  • Our current obsession with distribution technologies will dissolve
  • “This is not the year of mobile TV”
  • Bumps in the road
  • By 2025, the convergence of TV, digital advertising, and visual entertainment distribution will be complete


  • Methodology
  • Author