Next-generation television services that focus on interactivity are most likely to find success in Spain, the UK and Japan, with the US ranking sixth in a study that examines the digital readiness of 12 countries for interactive and personalised television services -- Consumers in general exhibited varied levels of interest in targeted television services specific to enhanced communications, personalisation, interactivity, and TV-to-PC convergence. The report suggests that operators planning to deploy IPTV or internet protocol television services will need to take into account the requirements of each region. In Spain, nearly 80 percent of those surveyed showed an interest in at least one key advanced television offering, especially those related to interactive features such as personalised recommendations and voting. In both the UK and Japan, 75 percent showed an inclination towards interactive services. In France and Canada the number was 73 percent, while in the US it was 72 percent. These were followed by Australia and Taiwan with 70 percent, with Korean and China with 69 percent and 68 percent respectively. There was apparently less interest in Germany and Italy, where 65 percent and 58 percent of respondents expressed an interest.
The global streaming industry has spent the better part of a decade chasing subscriber counts as the primary metric of success. That era is now formally over. New market data from Omdia confirms that the industry has crossed a decisive threshold; one that shifts the competitive playing field from growth-at-all-costs to monetization discipline. For senior executives navigating media, advertising, and technology strategy, the implications extend well beyond entertainment. A Historic Revenue Crossover Online video revenue increased 13.5 percent to $176 billion in 2025, while pay-TV revenue declined 4 percent to $170 billion; marking the first time in the industry's history that streaming has surpassed legacy pay-TV in revenue terms. This is not a rounding error or a statistical artifact; it represents the culmination of more than a decade of structural disruption to the traditional broadcast and cable TV model. Global subscriptions to online video services reached 2.24 billion by the ...