According to a new research report, The Diffusion Group (TDG) anticipates that over-the-top (OTT) ad revenue will balloon 4X by 2020. OTT revenue will account for nearly half ($40 billion) of the $85 billion in projected total TV ad revenue in 2020.
While Alan Wolk – author of the report and also the chairman of ‘The 2nd Screen Society’ – sees the length of a 30-minute linear program declining from eight minutes to five minutes as a result of the shift to OTT, linear advertising in 2020 will be worth more than it is today.
Advertisement