Omdia data shows that TikTok and YouTube dominate US video for Millennials and Gen Z

Maria Rua Aguete

Senior Research Director, Media and Entertainment

Maria Rua Aguete leads the strategic development of the media team and manages its day-to-day operations, tracking the continuing evolution of global service providers and operators. Maria first created the team while at Screen Digest, which became part of IHS Markit. 

The team’s research on service providers is deep and extensive, leveraging long-standing relationships with operators in all of the 70+ markets covered by the group, resulting in the most comprehensive source of television and operator market intelligence in the world. 

Maria is also a regular contributor to various reports, including the European Cable Yearbook, and she has led or has been a significant contributor to many consulting projects for high-profile media and technology companies, including the market-launch and purchase plans of an emerging television group, a Latin America DTT platform for a major channel group, and a satellite pay-TV provider for a private equity group. 

She has also performed commercial due diligence on a cable TV components business for a major international bank; a competitive review and strategic analysis for a major international channel operator; a comprehensive review of investment opportunities in the European cable market for a venture capital group; and a market report and due diligence on a localization services (dubbing/subtitling) company for an investment bank. 

Maria has collected many accolades throughout a storied career, and she is one of only 11 Technology Fellows named by IHS Markit during her time at the company, an honor that recognizes her deep expertise and exceptional standing within the analyst community. 

Maria holds a first class degree in economics and business studies from Vigo University in Spain, and an MBA from Cardiff Business School in Wales. She is a regular speaker at events like IBC and Mobile World Congress.   

Adam Thomas

Senior Principal Analyst, TV, Video and Advertising

As part of the media and entertainment research practice, Adam is responsible for overseeing the World Television Information Service (WTVIS) spotlight product and its Media & Entertainment Viewpoint service. 

Adam joined Omdia in 2000 after serving as a senior media analyst at Market Tracking International. His primary area of focus for the past 20 years has been the traditional TV sector. He has written analyses and produced data and forecasts for all sectors of the traditional TV business, including the pay TV platforms of cable, satellite, IPTV, and DTT. Adam holds a degree in communications from London Guildhall University. 

Max Signorelli

Principal Analyst, Media & Entertainment

Max Signorelli is a principal analyst for the Media & Entertainment team at Omdia and is product lead for Omdia’s Consumer Research – Devices, Media & Usage Spotlight Service.

Max’s research builds on Omdia’s syndicated consumer survey to monitor and rationalise market traits and consumer profiles as well as track real, cross-platform usage of services and devices with time. Max specializes in global video markets with regional expertise in EMEA, covering markets both developed and emerging through in-depth strategy analysis and contextualising of local and international video players. Max joined the company and industry in 2017 after earning his Bachelor of Science in physics from Imperial College London, United Kingdom.

Juan Villegas

Research Analyst

As part of the media and entertainment team, Juan’s main areas of research are TV & Online Video, covering the Latin American markets.

Juan joined Omdia in July 2021 after two years working at Futuresource Consulting as a research analyst in the Home Electronics team covering devices such as TV sets, media streamers, and home video players. Before entering the market research industry, he worked in the corporate communications sector and politics in his native Venezuela along with freelance content contributions in the music business. Juan holds a licentiate degree in sociology from Andres Bello Catholic University in Venezuela and a master’s degree in marketing from the University of Manchester, UK.