The OTT streaming market size has grown rapidly in recent years. It will grow from $195.68 billion in 2024 to $224.55 billion in 2025 at a compound annual growth rate (CAGR) of 14.8%. The growth in the historic period can be attributed to internet penetration and connectivity, shift in consumer viewing habits, original content creation, mobile device proliferation, subscription and cost models.
The OTT streaming market size is expected to see rapid growth in the next few years. It will grow to $406.04 billion in 2029 at a compound annual growth rate (CAGR) of 16%. The growth in the forecast period can be attributed to global expansion of OTT services, integration with smart devices, emergence of hybrid content models, live and event streaming, partnerships and content agreements. Major trends in the forecast period include hybrid models and bundling services, integration of ai and personalization, sports and esports streaming, offline viewing options, ad-supported streaming options.
With the continuous shift in consumer social behavior, transitioning from traditional subscriptions to on-demand video and music streaming services, the OTT streaming market is projected to experience rapid growth in the forecast period. Every year, more segments of the population are opting for video streaming services over conventional television, drawn by benefits such as on-demand content and easy accessibility. For instance, in 2023, data from Demand Sage, a US-based software company, indicated that Netflix had 238.39 million global subscribers as of Q2 2023, reflecting a 5.9 million increase from the previous quarter. Consequently, the expanding customer base is expected to drive the growth of the OTT streaming market during the forecast period.
The increasing availability of high-speed internet is anticipated to be a key driver for the OTT streaming market. High-speed internet, which surpasses traditional dial-up connections, can be delivered through various technologies such as cable, DSL, fiber optic, and satellite. The deployment of 5G networks and other high-speed internet technologies is facilitating seamless streaming of OTT content in high quality, attracting new subscribers and retaining existing ones. For example, as of December 2022, Eurostat, the Luxembourg-based office of the European Union, reported that 93% of EU households have internet access. Therefore, the growing availability of high-speed internet is poised to propel the growth of the OTT streaming market during the forecast period.
A prominent trend in the OTT streaming market is the adoption of 4K televisions for streaming. With a resolution of 3,840x2,160 pixels, 4K, also known as Ultra-High Definition (UHD), offers the highest level of video quality for film, television, and sports viewing. Nowadays, most of the latest TVs are 4K compliant, and while they can be expensive, decent 4K TVs can be found for under $1,000 or even under $500. Major streaming services such as Netflix, Disney+, and Amazon Prime Video have incorporated premium 4K and 4K content into their offerings. FuboTV, in a noteworthy move, launched its first live-TV coverage in 4K with HDR, initially featuring World Cup matches and later expanding to include some NCAA football matches.
Leading companies in the OTT streaming market are focusing on innovative technologies such as spatial audio to drive revenues. Spatial audio, a technology that creates a surround sound effect using headphones or earbuds, gives listeners the illusion that sound is coming from all around them, even though it originates from just two speakers. For instance, in February 2023, Netflix, a US-based OTT streaming company, introduced spatial audio across its top 700 titles, enhancing the immersive surround sound experience through stereo speakers or headphones on various devices, including TVs, computers, tablets, and smartphones, without the need for specialized audio equipment, thereby elevating the customer experience.
In June 2024, Amazon.com Inc., a US-based multinational technology company specializing in e-commerce, cloud computing, digital streaming, and artificial intelligence, acquired the online streaming platform MX Player for an undisclosed amount. Through this acquisition, Amazon aims to broaden its ad-supported streaming offerings and enhance its market position in India’s competitive digital entertainment sector. MX Player, an India-based online platform, has transitioned from a video player to a prominent OTT platform by providing a wide range of ad-supported content and original programming, particularly targeting the Indian audience.
Major companies operating in the OTT streaming market include Amazon.com Inc., Apple Inc., Alphabet Inc., Google LLC, Microsoft Corporation, AT&T Inc., The Walt Disney Company, Tencent Holdings Limited, Discovery Inc., Netflix Inc., Paramount Global, Disney DTC LLC, Sling TV LLC, ESPN Inc., Rakuten Inc., Telstra Corporation Limited, WarnerMedia LLC, Hulu LLC, Kakao Corporation, Lions Gate Entertainment Corp., Roku Inc., AMC Networks Inc., Peacock TV LLC, fuboTV Inc., ViacomCBS Pvt. Ltd., IndieFlix Group Inc., Philo Inc., Vudu Inc., BBC Studios and ITV plc, CuriosityStream Inc., Crunchyroll LLC, Funimation Global Group LLC, Kanopy Inc., MUBI Inc., Tubi Inc., Comcast Corporation, Zee Entertainment Enterprises Limited.
Asia-Pacific was the largest region in the OTT market in 2024. Middle East is expected to be the fastest-growing region in the global OTT streaming market share during the forecast period. The regions covered in the ott streaming market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the ott streaming market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
OTT Streaming involves the distribution of video content via the internet, eliminating the requirement for conventional cable or satellite subscriptions. This service allows viewers to access movies, TV shows, and live broadcasts on demand through platforms such as Netflix, Hulu, and Amazon Prime Video. This technology offers consumers enhanced flexibility and convenience in their media consumption.
The primary devices used for OTT streaming include smartphones, smart TVs, laptops, desktops, and tablets, gaming consoles, set-top boxes, and others. Smartphones refer to handheld electronic devices that provide connectivity to a cellular network. Revenue sources in OTT streaming encompass AVOD, SVOD, TVOD, and others, catering to diverse user types such as commercial and personal. This technology is utilized across various sectors, including e-commerce, media and entertainment, education and training, IT and telecom, health and fitness, and others.
The OTT streaming market research report is one of a series of new reports that provides OTT streaming market statistics, including OTT streaming industry global market size, regional shares, competitors with a OTT streaming market share, detailed OTT streaming market segments, market trends and opportunities, and any further data you may need to thrive in the OTT streaming industry. This OTT streaming market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.
The OTT streaming market includes revenues earned by entities by providing content/video streaming services through the internet. It includes the streaming services of T movies, sitcoms, dramas, reality shows, talk shows, game shows, news programs, children’s programs, art, sports programs, documentaries, animated cartoons, and instructional videos. Examples of well-known OTT players include Apple TV, iTunes, Netflix, Roku, Hulu, and Amazon among others. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 3-5 business days.
The OTT streaming market size is expected to see rapid growth in the next few years. It will grow to $406.04 billion in 2029 at a compound annual growth rate (CAGR) of 16%. The growth in the forecast period can be attributed to global expansion of OTT services, integration with smart devices, emergence of hybrid content models, live and event streaming, partnerships and content agreements. Major trends in the forecast period include hybrid models and bundling services, integration of ai and personalization, sports and esports streaming, offline viewing options, ad-supported streaming options.
With the continuous shift in consumer social behavior, transitioning from traditional subscriptions to on-demand video and music streaming services, the OTT streaming market is projected to experience rapid growth in the forecast period. Every year, more segments of the population are opting for video streaming services over conventional television, drawn by benefits such as on-demand content and easy accessibility. For instance, in 2023, data from Demand Sage, a US-based software company, indicated that Netflix had 238.39 million global subscribers as of Q2 2023, reflecting a 5.9 million increase from the previous quarter. Consequently, the expanding customer base is expected to drive the growth of the OTT streaming market during the forecast period.
The increasing availability of high-speed internet is anticipated to be a key driver for the OTT streaming market. High-speed internet, which surpasses traditional dial-up connections, can be delivered through various technologies such as cable, DSL, fiber optic, and satellite. The deployment of 5G networks and other high-speed internet technologies is facilitating seamless streaming of OTT content in high quality, attracting new subscribers and retaining existing ones. For example, as of December 2022, Eurostat, the Luxembourg-based office of the European Union, reported that 93% of EU households have internet access. Therefore, the growing availability of high-speed internet is poised to propel the growth of the OTT streaming market during the forecast period.
A prominent trend in the OTT streaming market is the adoption of 4K televisions for streaming. With a resolution of 3,840x2,160 pixels, 4K, also known as Ultra-High Definition (UHD), offers the highest level of video quality for film, television, and sports viewing. Nowadays, most of the latest TVs are 4K compliant, and while they can be expensive, decent 4K TVs can be found for under $1,000 or even under $500. Major streaming services such as Netflix, Disney+, and Amazon Prime Video have incorporated premium 4K and 4K content into their offerings. FuboTV, in a noteworthy move, launched its first live-TV coverage in 4K with HDR, initially featuring World Cup matches and later expanding to include some NCAA football matches.
Leading companies in the OTT streaming market are focusing on innovative technologies such as spatial audio to drive revenues. Spatial audio, a technology that creates a surround sound effect using headphones or earbuds, gives listeners the illusion that sound is coming from all around them, even though it originates from just two speakers. For instance, in February 2023, Netflix, a US-based OTT streaming company, introduced spatial audio across its top 700 titles, enhancing the immersive surround sound experience through stereo speakers or headphones on various devices, including TVs, computers, tablets, and smartphones, without the need for specialized audio equipment, thereby elevating the customer experience.
In June 2024, Amazon.com Inc., a US-based multinational technology company specializing in e-commerce, cloud computing, digital streaming, and artificial intelligence, acquired the online streaming platform MX Player for an undisclosed amount. Through this acquisition, Amazon aims to broaden its ad-supported streaming offerings and enhance its market position in India’s competitive digital entertainment sector. MX Player, an India-based online platform, has transitioned from a video player to a prominent OTT platform by providing a wide range of ad-supported content and original programming, particularly targeting the Indian audience.
Major companies operating in the OTT streaming market include Amazon.com Inc., Apple Inc., Alphabet Inc., Google LLC, Microsoft Corporation, AT&T Inc., The Walt Disney Company, Tencent Holdings Limited, Discovery Inc., Netflix Inc., Paramount Global, Disney DTC LLC, Sling TV LLC, ESPN Inc., Rakuten Inc., Telstra Corporation Limited, WarnerMedia LLC, Hulu LLC, Kakao Corporation, Lions Gate Entertainment Corp., Roku Inc., AMC Networks Inc., Peacock TV LLC, fuboTV Inc., ViacomCBS Pvt. Ltd., IndieFlix Group Inc., Philo Inc., Vudu Inc., BBC Studios and ITV plc, CuriosityStream Inc., Crunchyroll LLC, Funimation Global Group LLC, Kanopy Inc., MUBI Inc., Tubi Inc., Comcast Corporation, Zee Entertainment Enterprises Limited.
Asia-Pacific was the largest region in the OTT market in 2024. Middle East is expected to be the fastest-growing region in the global OTT streaming market share during the forecast period. The regions covered in the ott streaming market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the ott streaming market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
OTT Streaming involves the distribution of video content via the internet, eliminating the requirement for conventional cable or satellite subscriptions. This service allows viewers to access movies, TV shows, and live broadcasts on demand through platforms such as Netflix, Hulu, and Amazon Prime Video. This technology offers consumers enhanced flexibility and convenience in their media consumption.
The primary devices used for OTT streaming include smartphones, smart TVs, laptops, desktops, and tablets, gaming consoles, set-top boxes, and others. Smartphones refer to handheld electronic devices that provide connectivity to a cellular network. Revenue sources in OTT streaming encompass AVOD, SVOD, TVOD, and others, catering to diverse user types such as commercial and personal. This technology is utilized across various sectors, including e-commerce, media and entertainment, education and training, IT and telecom, health and fitness, and others.
The OTT streaming market research report is one of a series of new reports that provides OTT streaming market statistics, including OTT streaming industry global market size, regional shares, competitors with a OTT streaming market share, detailed OTT streaming market segments, market trends and opportunities, and any further data you may need to thrive in the OTT streaming industry. This OTT streaming market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.
The OTT streaming market includes revenues earned by entities by providing content/video streaming services through the internet. It includes the streaming services of T movies, sitcoms, dramas, reality shows, talk shows, game shows, news programs, children’s programs, art, sports programs, documentaries, animated cartoons, and instructional videos. Examples of well-known OTT players include Apple TV, iTunes, Netflix, Roku, Hulu, and Amazon among others. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 3-5 business days.
Table of Contents
1. Executive Summary2. OTT Streaming Market Characteristics3. OTT Streaming Market Trends and Strategies4. OTT Streaming Market - Macro Economic Scenario Macro Economic Scenario Including the Impact of Interest Rates, Inflation, Geopolitics and Covid and Recovery on the Market32. Global OTT Streaming Market Competitive Benchmarking and Dashboard33. Key Mergers and Acquisitions in the OTT Streaming Market34. Recent Developments in the OTT Streaming Market
5. Global OTT Streaming Growth Analysis and Strategic Analysis Framework
6. OTT Streaming Market Segmentation
7. OTT Streaming Market Regional and Country Analysis
8. Asia-Pacific OTT Streaming Market
9. China OTT Streaming Market
10. India OTT Streaming Market
11. Japan OTT Streaming Market
12. Australia OTT Streaming Market
13. Indonesia OTT Streaming Market
14. South Korea OTT Streaming Market
15. Western Europe OTT Streaming Market
16. UK OTT Streaming Market
17. Germany OTT Streaming Market
18. France OTT Streaming Market
19. Italy OTT Streaming Market
20. Spain OTT Streaming Market
21. Eastern Europe OTT Streaming Market
22. Russia OTT Streaming Market
23. North America OTT Streaming Market
24. USA OTT Streaming Market
25. Canada OTT Streaming Market
26. South America OTT Streaming Market
27. Brazil OTT Streaming Market
28. Middle East OTT Streaming Market
29. Africa OTT Streaming Market
30. OTT Streaming Market Competitive Landscape and Company Profiles
31. OTT Streaming Market Other Major and Innovative Companies
35. OTT Streaming Market High Potential Countries, Segments and Strategies
36. Appendix
Executive Summary
OTT Streaming Global Market Report 2025 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses on ott streaming market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
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Description
Where is the largest and fastest growing market for ott streaming? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? The ott streaming market global report answers all these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include:
- The forecasts are made after considering the major factors currently impacting the market. These include the Russia-Ukraine war, rising inflation, higher interest rates, and the legacy of the COVID-19 pandemic.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth. It covers the growth trajectory of COVID-19 for all regions, key developed countries and major emerging markets.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The trends and strategies section analyses the shape of the market as it emerges from the crisis and suggests how companies can grow as the market recovers.
Scope
Markets Covered:
1) By Device Type: Smartphones; Smart TV's; Laptops, Desktops and Tablets; Gaming Consoles; Set-Top Box; Other Devices2) By Revenue Source: AVOD; SVOD; TVOD; Other Revenue Sources
3) By User Type: Commercial; Personal
4) By End User: E-commerce; Media and Entertainment; Education and Training; IT and Telecom; Health and Fitness; Other End Users
Subsegments:
1) By Smartphones: Android Phones; IPhones2) By Smart TVs: Android TVs; Roku TVs; Fire TVs
3) By Laptops: Windows Laptops; MacBooks; Chromebooks
4) By Desktops and Tablets: Windows Desktops; IMacs; IPads; Android Tablets
5) By Gaming Consoles: PlayStation; Xbox; Nintendo
6) By Set-Top Box: Roku; Apple TV; Amazon Fire TV
7) By Other Devices: Projectors; Streaming Sticks
Key Companies Mentioned: Amazon.com Inc.; Apple Inc.; Alphabet Inc.; Google LLC; Microsoft Corporation
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Russia; South Korea; UK; USA; Canada; Italy; Spain
Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time Series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita.
Data Segmentation: Country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery Format: PDF, Word and Excel Data Dashboard.
Companies Mentioned
- Amazon.com Inc.
- Apple Inc.
- Alphabet Inc.
- Google LLC
- Microsoft Corporation
- AT&T Inc.
- The Walt Disney Company
- Tencent Holdings Limited
- Discovery Inc.
- Netflix Inc.
- Paramount Global
- Disney DTC LLC
- Sling TV LLC
- ESPN Inc.
- Rakuten Inc.
- Telstra Corporation Limited
- WarnerMedia LLC
- Hulu LLC
- Kakao Corporation
- Lions Gate Entertainment Corp.
- Roku Inc.
- AMC Networks Inc.
- Peacock TV LLC
- fuboTV Inc.
- ViacomCBS Pvt. Ltd.
- IndieFlix Group Inc.
- Philo Inc.
- Vudu Inc.
- BBC Studios and ITV plc
- CuriosityStream Inc.
- Crunchyroll LLC
- Funimation Global Group LLC
- Kanopy Inc.
- MUBI Inc.
- Tubi Inc.
- Comcast Corporation
- Zee Entertainment Enterprises Limited
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 175 |
| Published | March 2025 |
| Forecast Period | 2025 - 2029 |
| Estimated Market Value ( USD | $ 224.55 Billion |
| Forecasted Market Value ( USD | $ 406.04 Billion |
| Compound Annual Growth Rate | 16.0% |
| Regions Covered | Global |
| No. of Companies Mentioned | 37 |
