The rise of generative AI – particularly ChatGPT and other large language models – poses fundamental questions about Google and Meta’s ad-driven business models. If users bypass search engines in favour of AI assistants, and brands follow the audience, could this open the digital ad market to new players?
This report investigates whether OTT streamers like Netflix, Prime Video, Disney+, ITVX, and regional broadcasters can seize this moment especially as most now offer AVOD or hybrid tiers.
We examine Google’s ad revenue since 2020, changes post-LLM launch in November 2022, and what might happen next. We also explore whether brands are shifting budgets, what it would take to democratise streaming ad inventory for SMEs, and if Meta’s platform diversity makes it more resilient in the short term.
Global in scope (US, UK, Europe, APAC, LatAm, MENA), this report offers actionable insights, future scenarios, and a clear roadmap for streamers ready to monetise attention as the AI era unfolds.
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ABOUT KAUSER KANJI
Kauser Kanji has been working in online video for 19 years, formerly at Virgin Media, ITN and NBC Universal, and founded VOD Professional in 2011. He has since completed major OTT projects for, amongst others, A+E Networks, the BBC, BBC Studios, Channel 4, DR (Denmark), Liberty Global, Netflix, Sony Pictures, the Swiss Broadcasting Corporation and UKTV. He now writes industry analyses, hosts an online debate show, OTT Question Time, as well as its in-person sister event, OTT Question Time Live.
