While traditional pay television revenue is forecast to fall by over $20 billion globally between 2018 and 2024, online video subscription revenue is expected to rise over the same period, from about $36 billion to an estimated $87 billion in 2024, an increase of $51 billion. While some of that will go to new entrants, much of it may go to the same major media companies. Digital TV Research forecasts that the online video market, including subscription and advertiser supported video, retail and rental, will be worth nearly $160 billion in 2024.