OTT Statistics Worldwide (2025) – 49 Global Stats, Trends & Facts

The OTT (Over-the-Top) industry is experiencing rapid growth in 2025, transforming the way people watch movies, shows, and live content. With streaming now part of daily life, the global OTT market is expected to cross $343.82 billion in revenue this year. Viewers are spending more time on smartphones, smart TVs, and connected devices, while platforms continue to expand through subscriptions, ads, and new content formats. In this article we are going to take a look at 49 OTT Global statistics, trends, and facts showcasing how OTT is changing and transforming entertainment and consumer behavior worldwide.

Global OTT Market Size

• The global OTT market is projected to generate approximately $343.82 billion in revenue in 2025, exhibiting a compound annual growth rate (CAGR) ranging from 6.5% to over 22%, depending on the forecast period.
• OTT video advertising is projected to generate approximately $207 billion in revenue in 2025, with further growth expected through 2029.
• Among OTT services, Subscription Video on Demand (SVOD) generates the most revenue, at over $119 billion. Ad-supported Video on Demand (AVOD) accounts for approximately 60% of total revenue, while Transactional Video on Demand (TVOD) contributes around 6%.

OTT User Base and Consumption

The global OTT user base has been steadily growing over the past decade, rising from 4.11 billion in 2020 to an estimated 5.54 billion in 2025. This upward trend is expected to continue, reaching approximately 6.33 billion users by 2029, reflecting the increasing adoption of digital streaming services by consumers and the growing popularity of on-demand content worldwide.

Year	Number of OTT Users
2020	4.11 billion
2021	4.51 billion
2022	4.54 billion
2023	4.95 billion
2024	5.27 billion
2025	5.54 billion
2026	5.76 billion
2027	6.0 billion
2028	6.14 billion
2029	6.33 billion

OTT Users By Age Group 

OTT platforms are most popular among younger audiences, with the 18 to 24 age group accounting for 42.7% of users. Users aged 25 to 29 make up 18.4%, while those aged 30 to 36 years old represent 11.5%. Teenagers 17 and under contribute 15% of the user base. Adoption declines in older age groups, with 6% of users aged 37 to 45 and only 2.1% aged 45 to 54. 

Age Group	Number of OTT Users
17 and younger	15%
18 to 24 years	42.7%
25 to 29 years	18.4%
30 to 36 years	11.5%
37 to 45 years	6%
45 to 54 years	2.1%

OTT Regional Insights

• North America is the largest OTT market, contributing ~40% of global revenue. The U.S. alone is projected to generate US$71 billion in 2025, with forecasts exceeding US$146 billion by 2030.
• India is one of the fastest-growing markets, with 600+ million users and a 10% annual growth rate. Connected TV adoption has surged to 129 million users (up 87% YoY), while paid subscriptions have reached 148 million.
• In market leadership, Disney+ Hotstar dominates India, whereas Netflix, with ~282 million paid subscribers worldwide, remains the global leader.

OTT User Statistics

• Nearly 98% of Americans subscribe to at least one streaming service, and 75% use two or more.
• Users spend an average of 17 hours per week on OTT platforms, which equals ~70 minutes per day. On mobile apps alone, viewing time reaches 38 hours per month, nearly a full workweek.
• Over 70% of users regularly binge-watch content. About 35% stream multiple times a day, and 75% access OTT at least three times per week. Typical sessions last 20–60 minutes.
• 86% of users plan to keep or expand their subscriptions. Of these, 61% will maintain current plans, 25% intend to add another service, while only 14% consider reducing subscriptions.
• On-demand OTT audiences grew by 45% YoY in Q1 2021, reflecting a lasting shift in viewing behavior.

OTT Video Global Penetration Rate

The global OTT penetration rate has shown significant growth over the past decade, increasing from 48.28% in 2019 to an estimated 70.92% in 2025. This upward trajectory is expected to continue, reaching approximately 78.62% by 2029, indicating that a growing majority of the global population will have access to or use OTT services.

Year	OTT Penetration Rate
2019	48.28%
2020	54.83%
2021	59.63%
2022	59.67%
2023	64.54%
2024	68.07%
2025	70.92%
2026	73.2%
2027	75.08%
2028	76.86%
2029	78.62%

OTT Revenue Statistics

The OTT market has experienced remarkable growth, accelerated by increased adoption during the pandemic as users turned to digital platforms for video content. Financially, the sector has expanded from $6.1 billion in 2010 to $83.34 billion in 2019, and further to $162 billion in 2023. Looking ahead, global OTT revenue is projected to reach approximately $215 billion by 2029, reflecting sustained growth and the increasing monetization of streaming services worldwide. 

Year	OTT Revenue
2010	$6.1 billion
2019	$83.34 billion
2021	$135.1 billion
2022	$154 billion
2023	$162 billion
2029	$215 billion

OTT TV And Video Revenue In United States

The United States OTT TV and video market continues to show steady growth, with total revenue reaching $73.6 billion in 2023. Of this, SVOD services contributed $52.5 billion, AVOD generated $15.6 billion, and other revenue sources accounted for $5.5 billion. In 2024, total revenue is expected to rise to $76.6 billion, supported by growth in AVOD to $17.5 billion and a slight increase in SVOD to $53.5 billion. 

By 2029, total OTT revenue in the U.S. is projected to reach $79.9 billion, with SVOD at $54.6 billion, AVOD at $21.6 billion, and other segments contributing $3.7 billion, highlighting the continuing dominance of subscription services alongside the rising importance of ad-supported models.

Year	Total Revenue	SVOD Revenue	AVOD Revenue	Other
2023	$73.6 billion	$52.5 billion	$15.6 billion	$5.5 billion
2024	$76.6 billion	$53.5 billion	$17.5 billion	$5.6 billion
2029	$79.9 billion	$54.6 billion	$21.6 billion	$3.7 billion

Top OTT Platforms by Subscribers

Netflix leads the global OTT market with over 301 million subscribers, followed by Amazon Prime with 200 million and Disney+ at 127.8 million. Other major platforms include HBO (125.7 million), Tencent Video (117 million), and iQIYI (101.1 million), reflecting strong user bases in both Western and Asian markets.

OTT Platform	Subscribers
Netflix	301,630,000
Amazon Prime	200,000,000
Disney+	127,800,000
HBO	125,700,000
Tencent Video	117,000,000
iQIYI	101,100,000
Paramount+	77,700,000
Hulu	55,500,000
Peacock	41,000,000
Hotstar	35,900,000
SonyLiv	33,300,000
Apple	30,000,000
CuriosityStream	25,000,000
ESPN	24,100,000
DAZN	20,000,000

Subscription numbers decline for platforms like Paramount+ (77.7 million), Hulu (55.5 million), Peacock (41 million), and Hotstar (35.9 million), while niche and specialized services such as SonyLiv (33.3 million), Apple TV+ (30 million), CuriosityStream (25 million), ESPN (24.1 million), and DAZN (20 million) serve smaller but dedicated audiences.

Consumer Spending on OTT Worldwide

Consumer spending on OTT services has grown significantly over the past decade, rising from $27.68 billion in 2017 to a peak of $73.43 billion in 2021 during the pandemic-driven surge. Although spending dipped to $65.47 billion in 2023, forecasts indicate a strong recovery, with global consumer spending projected to climb to $120.46 billion by 2027. 

This steady upward trend underscores the increasing value consumers place on digital streaming platforms, fueled by expanding content libraries, wider accessibility, and the global shift toward on-demand entertainment.

Year	Consumer Spending on OTT
2017	$27.68 billion
2018	$34.61 billion
2019	$43.14 billion
2020	$57.74 billion
2021	$73.43 billion
2022	$80.83 billion
2023	$65.47 billion
2024	$78.11 billion
2025	$92.64 billion
2026	$106.81 billion
2027	$120.46 billion

OTT Trends & Technology Statistics 2025

• SVOD holds 47% of OTT revenue in 2025, while AVOD and FAST are the fastest-growing. FAST channels generate US$18.7B in 2025, up 19% YoY. TVOD remains a niche, mainly for pay-per-view.
• Over 80% of OTT platforms use AI for recommendations. Platforms using AI personalization see a 25% boost in engagement. Generative AI cuts localization and dubbing costs by 15% to 20%.
• Live OTT viewership is rising at 45% to 50% YoY. Sports make up 37% of live content in 2025. Interactive live events (concerts, gaming) grow 30% annually.
• 14% of OTT users consumed AR/VR content in 2025, up from 6% in 2022. Gamification features increase retention by 18% to 22%.
• Connected TVs drive 38% to 40% of OTT viewing time, mobile apps 35%, and browsers <15%. Programmatic ads represent 72% of OTT ad spend, with 20–25% better CPM efficiency.

OTT Live Streaming Statistics 2025

• Live streaming makes up ~25% of all OTT viewing time in 2025, up from 17% in 2022. Total live OTT viewers are projected to exceed 1.6 billion worldwide this year.
• Sports contribute ~37% of live OTT consumption. ESPN+ has surpassed 25M subscribers, while DAZN serves ~20M subscribers across 200+ countries. Global sports streaming revenue is projected at US$18B in 2025, growing at ~20% CAGR through 2030.
• E-sports live streaming has grown at 35% YoY, now attracting over 300M monthly viewers. Asia-Pacific leads with 55% of the global e-sports audience, followed by North America at 17%. The global e-sports market is valued at $4.3B in 2025.
• Platforms like Instagram Live, Facebook Live, and YouTube Live integrate with OTT apps, extending potential reach to 2.5B+ active users. TikTok Live alone hosts ~50M daily active stream viewers, many under age 30.
• 20% of live OTT streams are available in 4K/8K in 2025, up from 7% in 2020. By region, North America leads with 28% of streams in UHD, while Asia-Pacific follows at 22%. The rollout of 5G and rising smart TV penetration (now ~38% of global OTT devices) drive this trend.
• Live chat, polls, and multi-camera features are used by 65% of viewers during live streams. Platforms offering interactivity report 30% higher watch-time and 25% lower churn rates.

OTT TV Apps Statistics 2025

• OTT apps are expected to be installed on 80% of smart TVs worldwide in 2025, making them a primary gateway for streaming content.
• Netflix’s TV app remains the leader with 1B+ global installations, the highest among all OTT platforms.
• The Asia-Pacific OTT TV and movie market is set to grow by 90% in 2024, reaching US$54 billion in revenue by 2026.
• Engagement on OTT TV apps has risen by 30%, supported by better UI/UX design and AI-driven recommendations.
• In the U.S., 26% of monthly OTT TV app viewers primarily tune in for breaking news content.
• Around 50% of OTT TV app users now rely on voice search for content discovery, enabled by smart TV assistants.
• Live TV apps such as Hulu Live and YouTube TV have seen a 40% increase in usage, driven by sports and real-time event streaming.
• Global Pay TV subscriptions are projected to exceed 1 billion by 2026.
• Around 66% of users access their SVOD services through Pay TV set-top boxes, highlighting the integration of OTT and Pay TV.
• In the U.S., 54% of Connected TV viewers fall within the 18 to 34 age group, making young adults the dominant audience segment.

OTT Device Usage & Consumer Preferences Statistics 2025

• Over 70% of OTT content is consumed on smartphones, making them the leading streaming device globally.
• The revenue from live video streaming is projected to reach $184.27 billion by 2027.
• 60% of households in the U.S. and Europe now rely on smart TVs for OTT streaming, up from 45% in 2022.
• About 80% of viewers use multiple devices switching between smartphones, tablets, and TVs for seamless streaming.
• Millennials are the largest audience for live content, with 63% of them watching live. Most prefer viewing on a smartphone (56%) or tablet (44%).
• With 5G rollout, 4K/8K streaming is becoming mainstream, reducing buffering times by up to 80% in urban regions.
• About 34% of Generation Z have developed an interest in live streaming, especially on social media platforms.
• In South America, 85.12% of smartphones run on Android, while only 14.46% operate on iOS, highlighting Android’s clear dominance in the region.
• In 2021, viewers spent a combined 548 billion hours streaming content on mobile devices, underscoring the dominance of mobile in OTT consumption.
• Between 2021 and 2022, the online learning industry experienced a significant 120% growth in live streaming sessions.
• Live streaming accounts for 23% of total global viewing time.
• Twitch is currently the largest live streaming platform globally, with over 9.3 billion hours of live social video watched in 2019, holding a 73% market share.

Wrapping Up

The OTT industry in 2025 reflects a massive shift in global entertainment consumption. The industry is set to generate over $343 billion in revenue with more than 5.5 billion users worldwide and a 71% penetration rate. Young audiences remain the biggest drivers of growth, while smartphones and smart TVs lead content consumption. With steady expansion in subscriptions, ads, and live streaming, OTT platforms are shaping the future of how people watch and engage with content.