Introduction
Contents
- Introduction
- Editor’s Choice
- General OTT Platform Statistics
- OTT Platform Revenue Statistics by Segments
- By Advertising Video-on-Demand (AVoD) and Free ad-supported TV (FAST)
- OTT Platform Statistics by Revenue Per User
- OTT Platform User and Penetration Rate Statistics
- OTT Platform Subscribers Statistics
- OTT Platform Brand Share Statistics
- Global Revenue Comparison by Country
- Top 3 OTT Platform Statistics
- OTT TVs App Statistics
- OTT Advertising Statistics
- OTT Live Streaming Statistics
- Conclusion
OTT Platform Statistics: In today’s digital age, OTT (Over-The-Top) platforms have become a regular part of how we watch shows, movies, and other entertainment. These platforms, like Netflix, Amazon Prime, and Disney+, let people stream content directly on their devices without needing cable or satellite TV.
The rise of OTT services has changed the way we consume entertainment. There will be millions of users around the world in 2024, and these platforms will grow fast. This article will explore important statistics and trends about OTT platforms, showing how they’re shaping the future of entertainment.
Editor’s Choice
- OTT Platform Statistics states that in 2024, the OTT video market will generate USD 316.40 billion in revenue.
- Revenue is expected to grow at an average rate of 6.98% per year from 2024 to 2029.
- By 2029, the market size is predicted to reach USD 443.30 billion.
- The total number of OTT global users worldwide is projected to reach 3.92 billion by the end of 2024.
- In the same period, OTT Video Advertising is the biggest segment, and it is expected to reach a market size of USD 191.40 billion.
- Meanwhile, the United States is expected to generate the highest revenue in the OTT market, amounting to USD 133.7 billion.
- The OTT Video market expects average revenue per user (ARPU) to reach USD 80.71.
- OTT Platform Statistics further show the global penetration rate of OTT video is projected to be 68.07% in 2024
- By the end of 2029, 4.9 billion people are expected to use OTT video platforms globally.
- As of 2024, around 50.6% of people are expected to use it, rising to 61% by 2029.
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General OTT Platform Statistics
- Global subscription video-on-demand (SVOD) revenues are predicted to surpass USD 136 billion by 2027.
- Netflix maintains a significant market share, with over 260 million subscribers as of December 2023.
- Approximately 65% of streaming is conducted on mobile and TV apps rather than on browsers.
- Users spend nearly 17 hours per week streaming online video content on OTT platforms.
- In addition, over 70% of OTT users engage in binge-watching behaviour.
- OTT Platform Statistics also depicts that the global OTT content market could reach USD 1.94 trillion by 2032, up from USD 204 billion.
- Worldwide, OTT TV and movie revenue may grow by USD 86 billion, reaching USD 243 billion by 2028.
- More than 25% of subscribers may cancel a service, citing uninteresting content as the main reason.
- There will be 6.92 billion smartphones in 2024. Android leads with 70.9%, while iOS holds 28.36%.
- In the U.S. and Canada, iOS leads with 54.22%, while Android holds 45.38%.
- Programmatic campaigns on connected TVs in the U.S. have grown 207%, boosting impressions significantly.
- The global OTT market may grow from USD 121.61 billion in 2019 to USD 1,039.03 billion by 2027.
OTT Platform Revenue Statistics by Segments
(Source: statista.com)
As of 2024, OTT Video Advertising is the biggest segment, and it is expected to reach a market size of USD 191.40 billion, with a growth rate of 10.3%.
Other segment’s revenue and change rate at the same time is followed by Pay-per-View (USD 10.93 billion) (7.2%), Video downloads (USD 5.63 billion) (2.2%), and Video Streaming (USD 108.50 billion) (13.2%).
Furthermore, OTT’s segmental revenue (USD Billion) and growth rate in coming years are stated below:
| Years | OTT Video Advertising | Pay-per-View | Video Downloads | Video Streaming |
| 2025 | 207.50 (8.5%) | 11.51 (5.3%) | 5.71 (1.4%) |
119.10 (9.8%) |
|
2026 |
223.50 (7.7%) | 12.08 (5%) | 5.78 (1.3%) | 128.80 (8.2%) |
| 2027 | 239.10 (7%) | 12.66 (4.8%) | 5.85 (1.2%) |
137.70 (6.9%) |
|
2028 |
254.00 (6.25) | 13.24 (4.6%) | 5.92 (1.2%) | 146.60 (6.5%) |
| 2029 | 268.00 (5.5%) | 13.82 (4.4%) | 5.99 (1.1%) |
155.50 (6.1%) |
By Advertising Video-on-Demand (AVoD) and Free ad-supported TV (FAST)
(Source: statista.com)
- OTT Platform Statistics show that in 2024, revenue generated by AVoD and FAST will be approximately USD 48.32 billion and USD 9.62 billion, respectively.
Furthermore, in coming years, the estimated revenue is detailed in the table below:
| Year | AVoD (USD billion) | FAST (USD billion) |
| 2025 | 54.54 |
11.68 |
|
2026 |
59.59 | 13.36 |
| 2027 | 63.50 |
14.63 |
|
2028 |
67.40 | 15.53 |
| 2029 | 71.31 |
16.14 |
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OTT Platform Statistics by Revenue Per User
(Source: statista.com)
- As of 2024, per-user revenue accounted for by Advertising Video-on-Demand (AVoD) will be around USD 12.33.
- Others are followed by Free-ad-supported streaming TV (USD 9.93), OTT Video Advertising (USD 48.81), Py-per-View (USD 13.90), Video Downloads (USD 7.77), and Video Streaming (USD 76.58).
Similarly, in the next few years, the average revenue per user in different segments is stated below:
| Year (USD) | AVoD | FAST | OTT Video Advertising | TVoD | EST | SVoD |
| 2025 | 13.21 | 11.43 | 50.27 | 14.17 | 7.74 |
78.97 |
|
2026 |
13.75 | 12.76 | 51.57 | 14.44 | 7.72 | 81.33 |
| 2027 | 14.02 | 13.83 | 52.80 | 14.70 | 7.68 |
83.69 |
|
2028 |
14.27 | 14.53 | 53.78 | 14.94 | 7.65 | 86.45 |
| 2029 | 14.50 | 14.95 | 54.49 | 15.17 | 7.62 |
89.04 |
OTT Platform User and Penetration Rate Statistics
| Year (billion) | AVoD | FAST | OTT Video Advertising | TVoD | EST | SVoD |
| 2024 | 3.9 (50.6%) | 3.9 (50.6%) | 1.0 (12.5%) | 0.8 (10.2%) | 0.7 (9.4%) | 1.4 (18.3%) |
| 2025 | 4.1 (52.8%) | 4.1 (52.8%) | 1.0 (13.1%) | 0.8 (10.4%) | 0.7 (9.4%) | 1.5 (19.3%) |
| 2026 | 4.3 (55%) | 4.3 (55%) | 1.1 (13.3%) | 0.8 (10.6%) | 0.8 (9.5%) | 1.6 (20.1%) |
| 2027 | 4.5 (57.1%) | 4.5 (57.1%) | 1.1 (13.1%) | 0.9 (10.9%) | 0.8 (9.6%) | 1.7 (20.7%) |
| 2028 | 4.7 (59.1%) | 4.7 (59.1%) | 1.1 (13.4%) | 0.9 (11.1%) | 0.8 (9.7%) | 1.7 (21.1%) |
| 2029 | 4.9 (61%) | 4.9 (61%) | 1.1 (13.4%) | 0.9 (11.3%) | 0.8 (9.8%) | 1.8 (21.7%) |
OTT Platform Subscribers Statistics
(Source: statista.com)
- As mentioned in OTT Platform Statistics, in November 2024, Netflix had the highest number of subscribers, 201.7 million, followed by Amazon Prime Video (172.1 million) and Disney+ (134.4 million).
- Furthermore, other OTT services subscriber counts are represented as Apple TV+ (45.9 million), HBO Max (77.2 million), Hulu (35.6 million), iQIYI (103.9 million), Paramount+ (49.4 million), Tencent Video (91.3 million), Youku (70.4 million) and YouTube Premium (89 million).
- By the end of 2023, Amazon Prime Video secured an 18% share of the global OTT platform, followed by Disney+ (15%) and Netflix (13%).
- Moreover, YouTube made up an OTT platform share of 12%, while Tubi and Pluto TV accounted for 8% each, and Crave and Paramount+ secured 7% each.
- Lastly, Crunchyroll and Discovery+ made up a share of 3% and 2%, respectively.
- Similarly, the rest of the OTT brand’s share was around 7%
Global Revenue Comparison by Country
- OTT Platform Statistics also show that the OTT Video market in the United States will earn USD 133.70 billion in 2024, growing by 7.68% annually (CAGR) to reach USD 193.60 billion by 2029.
- OTT Video Advertising will be the biggest segment, generating USD 85.39 billion in 2024.
- By 2029, 259.8 million people in the U.S. will use OTT video services, with user penetration rising from 71.0% in 2024 to 74.1%.
- The average revenue per user will be USD 550.60.
As per OTT Platform Statistics, the other top four countries’ market analyses in 2024 are stated in the table below:
| Country | Market Size (USD) | CAGR (from 2024 to 2029) | Largest Market | User Penetration Rate | Average Revenue Per User (USD) |
| China | 76.60 billion | 6.73% | OTT Video Advertising: USD 53.48 billion | 65.6% |
|
|
United Kingdom |
15.95 billion | 4.48% | OTT Video Advertising: USD 9.71 billion | 83.9% | |
| Japan | 9.94 billion | 5.42% | OTT Video Advertising: USD 5.23 billion | 65.4% |
|
|
Germany |
7.18 billion | 6.14% | Video Streaming (SVoD): USD 4.30 billion | 82.5% |
By Region, 2024
| Region | Revenue (USD) | CAGR (2024 to 2029) | Revenue Per User (USD) | User Penetration Rate |
| Africa | 3.91 billion | 8.54% | 10.06 |
29.9% |
|
Americas |
151.30 billion | 7.58% | 223.30 | 66.7% |
| Asia | 104.80 billion | 6.65% | 46.32 |
49.8% |
|
Australia and Oceania |
5.66 billion | 6.38% | 251.40 | 51.9% |
| Caribbean | 375.50 million | 4.76% | 19.06 |
48.6% |
|
Europe |
50.71 billion | 5.77% | 89.10 |
67.4% |
Top 3 OTT Platform Statistics
By Netflix
- Netflix has reached 282.7 million paid subscribers worldwide, adding 5.1 million in the third quarter of 2024.
- In Q3 2024, the company reported revenues of USD 9.82 billion, a 15% increase over the same period last year.
- The third quarter of 2024 saw Netflix’s profits rise by 41% year-over-year, totaling USD 2.36 billion.
- The ad-supported service has attracted 1.9 million subscribers in Q3 2024.
- Netflix’s content spending for 2024 will amount to USD 17 billion, underscoring its commitment to delivering diverse and engaging programming.
By Amazon Prime Video
- Prime Video’s ad-supported reach is approximately 200 million customers worldwide, with over half located in the United States.
- In the U.S., Prime Video holds a 22% share of the subscription video-on-demand (SVOD) market, matching Netflix’s share.
- Amazon has increased its spending on Prime Video content to around USD 21 billion in 2024, up from USD 18.9 billion in 2023.
- Prime Video’s recent upfront event secured over USD 1.8 billion in advertising commitments, surpassing targets and indicating potential ad revenues of USD 3.5 billion to USD 4 billion by 2025.
- The fourth season of “The Boys” attracted more than 55 million global viewers within 39 days of its premiere, becoming Prime Video’s fourth most-viewed television season to date.
By YouTube
- As of January 2024, YouTube boasts over 2.7 billion monthly active users worldwide.
- In 2023, YouTube’s advertising revenue reached USD 31.7 billion, marking a 2% increase from the previous year.
- As of February 2024, YouTube TV has surpassed 8 million subscribers in the United States.
- Users collectively watch over one billion hours of videos daily on YouTube.
- In the past year, YouTube users have watched more than 35 billion hours of sports content, representing a 45% increase from the previous year.
OTT TVs App Statistics
- By the end of 2026, Pay TV subscribers are expected to cross the 1 billion mark.
- A large number of people, 66%, use set-top boxes linked to Pay TV services to access their streaming subscriptions.
- In the U.S., over half of connected TV viewers (54%) are aged 18 to 34.
- OTT TV services are growing fast. Asia Pacific saw a 90% increase in subscriptions, and revenues will reach USD 54 billion by 2026.
- In the U.S., 82% use at least one OTT app, compared to 67% still using traditional Pay TV.
- Globally, smartphones play a big role, with nearly half the population owning one.
OTT Advertising Statistics
- OTT video advertising is expected to generate USD 191.30 billion in revenue by 2024, making up over half of all OTT earnings.
- Traditional TV ad spending will still outpace streaming, reaching USD 60.56 billion in 2024.
- Streaming will cover about one-third of the combined US TV and streaming ad budgets.
- Many OTT viewers (65%) use a second screen to search for product information while watching content.
- Additionally, 59% of Americans are okay with ads if it means they get free OTT content.
- OTT Platform Statistics show that by 2027, almost 3.4 billion people are expected to use ad-supported video-on-demand (AVOD) services.
- The global OTT video market will see user penetration grow by 70.1% by 2029.
- Worldwide, revenue from streaming TV and movies will hit USD 224 billion by 2027.
- On average, OTT video advertising will bring USD 12.18 per user in 2024.
- In the U.S., digital video ad spending will rise to USD 112.77 billion by 2028.
OTT Live Streaming Statistics
- This year, Uscreen live streams received 5.6 million views, 1.6 million of which came from mobile apps and 1.2 million from TV apps.
- Fitness and wellness memberships see 30% of their live stream views from mobile users.
- Meanwhile, OTT Platform Statistics state that media and entertainment memberships spend 23% of their watch time on mobile apps and 20% on TV apps.
- The faith and spirituality industry received 14% of its watch time from TV apps, and its total watch time increased by 300% in a year.
- By 2024, American live video viewers will hit 164.6 million.
- The global live-streaming market is supposed to reach USD 184 billion by 2027.
Conclusion
OTT platforms have changed the way people watch movies, shows, and videos. They offer convenience, variety, and flexibility, allowing users to enjoy content whenever and wherever they want. As there are so many options available, viewers can choose what suits their taste and budget. These platforms provide creators with a chance to share unique stories and reach global audiences. As technology improves, OTT platforms will continue to grow and change, making entertainment even more accessible.
In summary, OTT platforms are shaping the future of entertainment by providing more choices, better quality, and a personalized experience for everyone. Their rise shows how much people value entertainment that fits their lifestyle.
