Solar photovoltaic (PV) has achieved a dramatic decrease in levelized cost of energy (LCOE) in the last decade, making it a competitive technology versus most other power generation sources. Ground-mounted solar PV plants have achieved record prices of just €14.7/MWh in the Portuguese bids this summer (2019).While PV cost competitiveness will be driven by large-scale plants, distributed generation facilities are also finding their space—mainly in environments with net-metering friendly regulation and with mature financing structures. If these are also supported by investments in network and storage, distributed generation can grow to be a relevant contributor (>10%) to cover market demand without major technical problems.While constrained with space in urban environments, the competitiveness of roof-top facilities will continue to benefit from more reliable tracking systems, more agile installation approaches and lower cost modules. As PV panels become more cost effective, pre-fabricated construction modules gain market share and energy efficiency regulations become stricter, using PV cells and panels as a construction material for new buildings will grow. Pure building-integrated photovoltaic (BiPV) however (i.e. façades, atria, canopies, rainscreens, curtain walls), will need to offset the impact of worse economics (lower energy yield and higher cost of construction materials), and of other technical and architectural barriers (e.g. mechanical, thermal, limitations to textures, shapes or colors). As an example, new, non-standard technologies are emerging such as small PV tiles, using PV cells inside window glass or on window shades. These are in most cases not as efficient and still relatively costly, so they will likely take longer to reach commercial maturity. One offset on cost is that BiPVs are integrated into the building envelope and hence also replacing traditional parts of the building, e.g. the roofing. In this context, the BIPVs limit the overall building costs by serving dual purposes. BiPVs have an advantage compared to non-integrated systems because there is no need for allocation of land nor stand-alone PV systems.Regulators are expected to increase pressure to achieve Zero Emission Buildings (ZeB) and net-off environmental footprint. The development of directives like energy performance of buildings (EPBD), initiatives like smart readiness indicators, new construction standards, and any other form of clean energy package will incentivize deployment of BiPV beyond pure convenience for developers.In the short-term we should expect the market to grow above 25% CAGR, from very moderate global volumes, and with major installations occurring in flagship institutional and commercial buildings in major global cities and in mid-sized EU urban hubs. Mid and long-term consolidation of BiPV will depend on the industry’s ability to offset current economic and architectural barriers and in achieving determined regulatory support to Zero Emission Buildings. In this context, commercial success will be very dependent on the technical features of the product, the underlying economics of the solutions and the ability to execute micro-segmented regional and client commercial strategies.