We believe that some of this growth will be offset by weakness in ad revenues as ad dollars get split across several channels and platforms.

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To do so, YouTube allowed companies to create dedicated channels and split the advertising revenues, working with the likes of All3Media, Endemol and BBC Worldwide.

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It provides a five-year forecast of cloud services revenue worldwide, split into four business-size segments, four channels to market and eight geographical regions (see Figure 2).

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However, they need to carefully balance the quality and quantity split of their content between streaming and pay-TV channels to avoid conflict and cannibalization.

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In Japan, each of the 50 digital channels of terrestrial television in the UHF band is split into 13 segments.

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