Experimenting with multi-mode monetization will be key as consumer spend evolves
As media and consumer electronics markets mature, monetizing through advertising or freemium options will become critical for service providers and vendors to grow. Omdia will quantify the potential of existing and emerging “free” and lower-price business models, including AVOD, FAST, social video, retail media, shoppable TV, live service games, and ad-supported music and audio.
TV and online video providers will build on their progress with hybrid subscription- and ad-supported video on-demand (VOD) services by seeking to blend in more forms of content and ways to monetize.Reimagining live TV events for the streaming age will be a key priority for many, given Netflix’s increasing incursions – and success – in this area. Questions about sport will become increasingly pressing.Streamers, broadcasters, and pay-TV operators will take a leaf out of free ad-supported streaming TV’s (FAST) book, by adding more linear video to services. Conversely, expect FAST platforms to further integrate VOD to grow their share of viewing.Video podcasts will also become the focus of competition, especially as YouTube and Spotify seek to capitalize on the growing trend of podcasters offering video versions of their episodes.Netflix and YouTube, meanwhile, will continue to experiment with games, but largely in learning mode with neither likely to make any major breakthroughs. Delivering standout gaming experiences will remain the biggest obstacle to overcome.Both mobile video and connected TV (CTV) services will also increasingly merge with e-commerce to become more “shoppable”, by enabling users to buy products from within their apps or on TV screens.Shoppability and Patreon-like models will also boost social video’s impact. Linking content to product sales, subscriptions, and donations will help influencers and brands focus their efforts and make creator careers more sustainable.
With their ever-evolving gameplay, in-app purchases, subscriptions, and advertising, live service games promise more dependable revenue compared to one-off game sales – but are more technically complex and commercially fraught.One of the biggest challenges in 2025 will be winning consumers’ attention. Competition will come from Netflix, YouTube, and other digital media services, but mainly with other live service games.The popularity of Fortnite, League of Legends, and other leading titles looks unshakeable. Despite being in operation for several years, each regularly attracts tens of millions of users.The Autumn 2025 launch of Grand Theft Auto 6 – possibly one of the most anticipated game franchise updates of all time – promises to suck even more time and spend out of the market as many gamers drop everything to play.2025 will also be a make-or-break year for backend games tech platforms, which promise to democratize live service game development, but have gained limited traction so far.
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2025 Trends to Watch: Games Tech
2025 Trends to Watch: Media & Entertainment Superthemes
2025 Trends to Watch: Games Content and Services