The video maket outside the USA is in its infancy and is essentially non existant.
In the USA the video ad model is as follow
1. For live/linear the majority of ad breaks during and after the program airing (3 day window) are owned by the content owner or provider . These ad breaks are in the vicinity of 95%. Content consumed after 3 days , for catch up are as an example are 50% to the content provider and 50% the network provider.
2. For AVOD content the revenue share is in the vicinity of 85/15 . 85% goes to the content provider
3. Analytics are actually becoming a very topic due to privacy reasons. Under European law private data collection is being challenged . Taincrow provided a very good summary of this proposed legistation
4. Multiple operators are looking to examine rules based analytics- this is simply based on metadata and provides a similar experience to what Netflix uses for recommendations
The video market is regulated globally be Nielson and I would suggest you speak with nielson.com
FYI and DYOR
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