Omdia is forecasting continued solid growth for paid online video this year, but says 2024 will also see a new stage of market evolution: a drive from paid to free streaming – what the analyst firm is calling ‘P2F’. This presentation outlines the factors behind P2F, from restricted household budgets to the attractiveness of FAST. Omdia says the SVOD/D2C password sharing clampdown is initially boosting subscriptions, but explains why the eventual outcome could be more free and ad-supported viewing. Expect advice on what a good P2F execution looks like for an individual streaming service and for the consumer.