Quality of experience (QoE) market forecast 2023-2028

The Service Obtainable Market (SOM) for Embedded QoE Agents is set to hit over $9 billion by 2028. Strong growth over the next five years will flatten off towards 2028, in the face of a sharp drop in pricing for vendors and an OTT video market entering maturity.

Amid the unstoppable rise of OTT, it is too often forgotten that IP-delivered video still has a long way to go when it comes to catching up with the reliability of linear, Pay TV networks. OTT services have usurped Pay TV when it comes to offering consumers an endless buffet of choice, but they still regularly suffer from infuriating buffering windows and highly variable picture quality. In many ways, this poor user experience is the final obstacle to OTT wiping out Pay TV altogether.

• QoE market begins to flatten off by 2028, amid consolidation and commoditization.
• Nonetheless, Service Obtainable Market (SOM) for vendors grows 89% to reach $9.2 billion by 2028.
• Average CPM for QoE falls 29% to reach $0.29 in 2028.
• In-house QoE deployments make up 23% of the market by 2028, despite shrinkage. Rethink Research