Over-the-Top Video. Over-the-top (OTT) video consumption leans heavily toward subscription services, as viewers increasingly gravitate away from traditional TV, a medium with high ad loads. There’s every reason to believe that lighter ad loads are still important to OTT video viewers, as people continue to spend time in ad-free services like Netflix.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

More than three-quarters (76%) of media buyers in the US, UK, Germany, and Australia at least somewhat agreed that “TV” refers to both linear and streaming, per the report. The majority (86%) agreed at least somewhat that cross-platform TV measurement and attribution was a leading priority for their company or clients.

This report explores our latest forecast for time spent with media in France and Germany, and how COVID-19 will affect media usage patterns in 2020 and beyond.

In Germany, spending dropped from $1.50 billion to $1.15 billion during the same period. DOOH spending is rebounding as Europe’s public spaces reopen and the worst of the pandemic appears over.

According to an AGF Videoforschung and Kantar survey of video-on-demand users in Germany, Disney+ was already the third-most popular streaming service by June, despite having only entered the market in March.