Entertainment & Content

Video Streaming Goes Mainstream

This article is based on stories originally published in the September/October issue of It Is Innovation (i3) magazine, published by the Consumer Technology Association (CTA)®.

Overview The soaring popularity of video streaming services has redefined the television industry. Now, new big players are setting the stage for the next shift in the streaming world.

Technical advances have improved connectivity and convenience and made on-demand services the norm. These changes are reflected in the exponential rise in video streaming as consumers move away from traditional cable television. Viewers are relying on subscription video on-demand (SVOD) services from providers like Netflix and Hulu — often using more than one service — for entertainment.

With the highly anticipated addition of large media powerhouses like Apple and Disney in the SVOD space, viewers’ demands will change as we advance to multitiered services. Despite some friendly competition in the entertainment field, new opportunities lay ahead.

The plethora of streaming options promises to be more than just more of the same thing. Here is what some popular entertainment platforms are preparing.


NBCU aims to play acquired programming such as The Office—the hit comedy series previously available on Netflix —and is scheduled to launch in early 2020.


The new Disney Plus aims to include content from Disney’s new Fox subsidiary as well as Disney’s own well-loved archives. The company also announced that it will offer a bundle of Disney Plus, Hulu and ESPN Plus, a new hybrid approach to streaming services.

Apple TV Plus

Apple TV Plus will roll out this autumn as well, and the company has recruited renowned filmmakers such as J.J. Abrams, Steven Spielberg and M. Night Shyamalan to create new shows uniquely for Apple TV’s programs. Some analysts have argued that original content engages viewers and encourages continuous subscriptions, whereas others believe that classics and archival titles, such as Disney’s, draw in the audiences.


AT&T-owned WarnerMedia has HBO Max launching before year-end. HBO Max will include live sports and draw on WarnerMedia relationships with Major League Baseball, the National Basketball Association and the NCAA.

“Live TV offerings such as sports and news [is a] content realm that continues to be dominated by traditional pay TV providers,” said Steve Koenig, VP of market research at the Consumer Technology Association® (CTA). “In other words, the video stream is about to get wider and deeper, and consumers are expected to wade in with their wallets open.”

The video stream is about to get wider and deeper, and consumers are expected to wade in with their wallets open.

Steve Koenig
VP of Market Research, CTA

What Does This All Mean?

CTA estimates U.S. consumer spending on video streaming services to climb 27% to $18.2 billion in 2019, and approach $22 billion in 2020. Both a rise in interest and the increase in these new streaming providers are fueling the large growth.

Beyond growth for companies in the streaming services arena,“increases in consumer spending on video streaming services will likely help drive demand for upgraded devices with bigger and better screens,” Koenig said.

From advancements in 4K UHD TVs to the next 5G network with improved mobile broadband, areas across tech will be matching the streaming growth and providing more choices for consumers.

Read more about Next Generation Streaming and Steve Koenig’s take on this growing area.

Keep Up with Innovation

It Is Innovation (i3) magazine, the flagship magazine from the Consumer Technology Association (CTA)®, focuses on innovation in technology, policy and business as well as the entrepreneurs, industry leaders and startups that grow the consumer technology industry.

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