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A recent article in The Wall Street Journal paints a concerning picture for Google, likening the company to a “Titanic just hours before hitting the iceberg.” The analysis suggests that Google is experiencing a trend similar to Facebook, with an increasingly older user base. This shift is becoming a growing issue for Alphabet, Google’s parent company.

Italian television is becoming increasingly connected, reaching even older age groups.

In the first half of 2024, paid video-on-demand (VOD) platforms in Italy saw an increase in users, reaching 14.355 million unique users—218,000 more than in the same period of 2023.

Notably, this is the situation for Netflix maintained a significant lead with 8.2 million users, despite an 8.7% decrease from the previous year.

Amazon Prime Video grew to 6.8 million users, marking a 5% increase, and Disney+ continued its steady growth, reaching 3.6 million unique users, up 6.2% from the previous year.

Noteworthy growth came from Now (Sky) with a 24.9% increase in users, while DAZN saw a slight decline in its user base.

Global Quality Improvements Enhance Streaming Experience

At the same time, globally, the streaming industry witnessed several shifts. Major players are enhancing streaming quality, with metrics like buffering rates significantly dropping by over 50% year-over-year.

Engagement time is also on the rise, with users globally spending more hours on these platforms due to improved experience and accessibility on mobile devices.

On the free VOD side, platforms in Italy such as RaiPlay and Sky TG24 saw 34 million unique users in June 2024, albeit slightly fewer than the same period in 2023, as streaming services adapt with both free ad-supported and subscription-based offerings to capture varied consumer preferences.

As subscription saturation rises in established markets, platforms like Netflix and Disney+ have started exploring ad-supported tiers and enforcing stricter account-sharing policies to maintain revenue and attract new users.

Key Trends Shaping the Future of Streaming

These shifts highlight a wider global trend toward ad-based monetization and an increase in mobile-driven growth, which has surged by nearly 383% in consumer spending since pre-pandemic levels, underlining the continued importance of mobile access to streaming platforms.

These trends, captured across industry sources and data aggregators like Agcom and NPAW, show that while paid VOD maintains growth, the competition for user engagement and adaptation to evolving market demands, especially in quality and pricing models, will be pivotal in shaping the streaming landscape through 2024 and beyond.

AI dubbing is on the verge of revolutionizing the broadcast media industry, as newly developed solutions are poised for widespread adoption.

A surge of dubbing startups has entered the AI arena, tapping into the growing demand for cost-effective content localization. With the potential to reduce production costs by 30-50%, these companies are set to disrupt the media and creative industries significantly.

For now, both investors and the media face the challenge of assessing these emerging solutions. However, in 2024, the spotlight is shifting toward evaluating the financial implications and industry-wide impact of these new tools.

Major players in media localization are committed to staying at the forefront of AI advancements. The London-based VSI Group, which provides media localization services in over 80 languages globally, recently appointed Scott Rose as CTO to ensure “VSI remains at the cutting edge of AI-driven dubbing innovations.”

The market for AI-powered dubbing is rapidly taking shape.

The year 2023 marked a pivotal moment, with the first niche leaders in AI voice translation and dubbing for content localization emerging.

Blending AI with human expertise, these pioneering solutions use a hybrid approach where human professionals refine AI-generated dubbing. Standout startups like Papercup and Deepdub (which each secured $20 million in funding in 2022) offer end-to-end translation services tailored to meet the quality standards of major broadcasters.

AI-powered DIY translation tools are also gaining traction, allowing users—such as freelance content creators and small businesses—to leverage AI for video translation, which they can then edit independently. Solutions from companies like Heygen, for example, emphasize natural-sounding AI voices, enhancing accessibility and affordability for smaller content creators.

How AI-Powered Dubbing Will Reshape the Job Market

With the rapid growth of AI tools, many industries and career paths are experiencing profound changes. AI-powered dubbing, in particular, is poised to create new roles and transform existing ones in the coming year. Here’s how:

1. AI Dubbing Managers or Proof Listeners
   These professionals will specialize in refining AI dubbing systems for different types of content and industries. Their responsibilities will include listening to automated voiceovers to capture cultural nuances, adjusting voice modulation, and making corrections. Actors, interpreters, and linguists may transition into these roles as the demand for fine-tuned dubbing grows.
2. Creative Directors for AI-Enhanced Productions
   In the world of AI-assisted content, Creative Directors will ensure that the technology supports rather than detracts from the emotional and artistic value of a production. They will oversee the integration of AI dubbing in projects to enhance storytelling and audience engagement.
3. Actors Licensing AI-Generated Voices
   Actors will have new opportunities to license AI replicas of their voices for specific uses, charging fees per usage. Emerging tools will allow actors to generate AI versions of their voices, which can be tailored or modified as needed. This shift will enable actors to create entirely new voice personas based on their unique voice profiles.

Approaching the Final Frontier in AI Dubbing

In 2024, AI dubbing will face critical regulatory debates, as the U.S. advances a new executive order on AI, and the EU prepares its AI regulatory framework. These regulations will influence the global tech landscape and determine the future of AI in media.

As the number of AI video translation and dubbing services expands, the industry is also approaching the ultimate challenge: replicating the emotional depth and nuanced modulation that distinguish human voices. Overcoming this frontier could redefine the role of AI in media, bringing AI-generated voices closer than ever to human authenticity.

Video-on-demand platforms are experiencing varied consumption dynamics, with subscription-based services (SVOD) showing a clear advantage over ad-supported services (AVOD).

According to recent BB Media data, users spend more time on SVOD services like Netflix and Disney+ than on free, ad-supported platforms like Pluto TV and Tubi. This preference likely stems from a higher perceived quality of content and an ad-free experience.

Global Trends and Regional Preferences

Globally, SVOD users tend to spend more time on paid platforms than on free, ad-supported ones. Notably, SVOD usage peaks in the APAC (Asia-Pacific) and UCAN (U.S., Canada, and other Americas) regions, with an average of 20 hours per week in APAC and 19 hours in UCAN, compared to only 10 hours per week spent on AVOD platforms.

Significant differences also emerge in other regions:

• EMEA (Europe, Middle East, and Africa): users consume 14 hours per week on SVOD, compared to 6 hours on AVOD.
• LATAM (Latin America): time spent on paid platforms reaches 16 hours, while free services see about 8 hours of weekly usage.

These data suggest that the perceived value of SVOD platforms translates into higher viewing times, a trend that remains steady even during busier periods like weekdays.

Viewer Behavior: Higher Binge-Watching on Weekends

During weekends, SVOD content consumption peaks, with 60% of users watching only one or two episodes during the week but switching to four or more episodes over the weekend. This trend, observed globally, indicates a strong inclination towards binge-watching, facilitated by the absence of ads.

Top Platforms: Netflix and Pluto TV Lead the Way

In terms of specific platforms, Netflix stands out as the most popular SVOD service across all regions. Weekly usage averages vary slightly by region: six hours in UCAN and EMEA, and up to seven hours in LATAM and APAC (excluding China). Preferences for AVOD platforms, however, show regional differences:

• EMEA and LATAM: Pluto TV ranks first with an average of two hours per week in EMEA and three hours in LATAM.
• UCAN: Tubi leads with four hours per week.
• APAC: Zee5 holds the top spot, excluding China.

Conclusion: SVOD Leads, but AVOD is Growing

Although SVOD services currently enjoy higher usage times, AVOD platforms continue to grow, attracting users with their free model and a continually expanding content library. This provides a viable alternative for users who prefer a cost-free option, leaving the future of the SVOD vs. AVOD competition open.

Amazon Fire TV and Roku continue to lead the streaming device market in the United States and in select foreign markets. New analysis data suggest that Roku holds a leadership position in both the U.S. and Canada, although beating it as a competitor has now become a priority for Amazon. In fact, the tech giant is investing several million USD to take the crown from its direct rival.

New features are coming to Google TV: in addition to the remote control locator function, support for Picture-in-Picture (PiP) will soon be available. The idea of being able to view an additional window on the screen is interesting, especially given the success of this feature on smartphones. However, there are some limitations that might temper the excitement.

Although the NFL season is months away, Peacock and Amazon have already secured significant victories.