Digital consumers around the world prefer to consume TV content and this behavior continues with the varied options of on-demand or streaming or the traditional broadcast television route. The challenge with the former is that advertisers still do not have the best routes to approach the audiences on these platforms.
In some of the more mature markets, on-demand or catch-up, is already showing encouraging growth. The wide range of catch-up and OTT services available in markets such as North America plays a role in this. While the Middle East and Africa (MEA) is not among the lead markets in this trend, there is a significant audience that is leaning towards these options as per data from Global Web Index.
