VIDEO MARKET DEVELOPMENT SCENARIOS – LOCAL AND GLOBAL PERSPECTIVE

Abstract

In this article, the authors try to present potential scenarios for the development of the video market. Taking up this issue is of particular importance due to the high dynamics of the development of this market as well as the circumstances that we have observed in recent months in the global context as well as local initiatives. The article takes into account the reports and analyzes that are already available and present the perspective of content development from a global and local perspective. The analysis shows that due to the period of the COVID-19 pandemic, the landscape surrounding media companies is changing dynamically, which may lead to modification of the strategy and goals set by video market participants. From the local - national perspective - an important aspect included in the article are also various ideas about companies operating in this market, including, for example, plans to introduce a tax on advertising revenues in the media. These activities may have a significant impact on the estimated revenue predictions on the video market in Poland and lead to a change in development plans and strategies not only in the local but also in the global context of this market.