Market Report

The State of Cross-Platform Video Playback 2024

Trends and challenges for media & entertainment companies deploying premium video experiences cross-platform

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What is this market research about?

We've put together this report to give you the full scoop about cross-platform video playback. We're diving deep into the nitty-gritty – talking challenges, opportunities, and highlighting the best practices. How did we do it? Well, we've had over 50 heart-to-heart chats with the big players in media and entertainment. They shared insights on their video playback strategies, and now we're sharing it with you.

Key trends:

  • Cross-platform is table stakes: In the evolving streaming landscape, cross-platform video playback has become an essential requirement. However, ensuring compatibility across a multitude of devices presents significant complexities.
  • Viewer quality expectations are sky-high: Expectations for superior quality have grown exponentially. Whereas 4K has been de-prioritized, the emphasis has shifted to aspects like startup time and flawless ad transitions.
  • Focus on profitability: Considerable attention is given to upgrading streaming codecs to reduce cost, and increasing revenues through ad-supported models like FAST and AVOD, shifting focus to ad insertion optimizations.


We acknowledge that progress in video playback technology thrives on collaboration, not isolation. With this in mind, whether you’re a video engineer, developer, product manager, or C-level business leader, this report will furnish you with insights to drive your business growth and effectively navigate the complexities in cross-platform video playback.
PJ - Colour
Pieter-Jan Speelmans

- Co-Founder & CTO at THEO