68 Critical OTT Industry Statistics for Professionals in 2025

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Daniel Nic

Over The Top (OTT) platforms such as Netflix, Prime Video, and Spotify continue to surge in popularity worldwide, establishing themselves as essential channels for reaching modern consumers.

For content creators, knowledge providers, and business innovators alike, the OTT landscape offers tremendous potential. Keeping yourself well-versed in the latest OTT statistics becomes absolutely vital to your success.

This valuable insight empowers you to craft more strategic business choices while remaining current with this rapidly changing technology and its emerging patterns.

Without further delay, let’s explore the most current OTT statistics that should be on your radar.

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OTT Market Outlook Statistics

Let’s start by examining the current OTT market landscape statistics to provide you with a clear perspective on the industry’s present position.

The two primary catalysts fueling the OTT market expansion are the evolving media and entertainment sector and the widespread adoption of intelligent computing devices across the globe.

Consequently, heightened OTT usage is substantially boosting consumer interest and expediting overall market development.

  1. The worldwide OTT industry was assessed at $171.36 billion in 2020 and is forecasted to reach an impressive $1.04 trillion by 2027, representing a compound annual growth rate (CAGR) of 29.4%.

The OTT marketplace experienced extraordinary expansion during the COVID-19 pandemic, driven mainly by increased utilization of digital communication platforms and online entertainment content consumption.

  1. The OTT video marketplace is valued at approximately $178 billion in 2021 and projected to expand annually by 9.72% until reaching $297.9 billion by 2026.
  2. Video advertising represents the largest component within the OTT video sector, with a projected volume of $92.3 billion in 2021.
  3. Following closely behind is video streaming, contributing substantially with an estimated market value of $70.8 billion in 2021.
  4. User numbers in the OTT video segment are anticipated to grow to an impressive 3.9 billion individuals by 2026.
  5. The predicted average revenue per user within the OTT video category will reach $62.65 in 2025.
  6. In broader terms, average OTT user penetration is expected to hit 43.1% in 2025 and continue climbing to 49.9% by 2026.
  7. Among all nations, the United States will generate $87.26 billion in 2025, securing its position as the world’s leading OTT revenue producer.
  8. For comparative context, China’s OTT industry is forecasted to achieve a market valuation of $27.9 billion by 2026, representing less than half of the United States’ market size in 2025.
  9. 98% of Americans maintain subscriptions to at least one streaming media service, while 75% subscribe to two or more distinct platforms.

OTT Platforms Market Share

Curious about which OTT platforms dominate the market? Here’s valuable data highlighting the industry leaders in the OTT landscape.

    1. Netflix claimed the highest SVOD (subscription video-on-demand) revenue in 2021, capturing an impressive 30.8% of all OTT subscription earnings within the United States.
    2. Disney secured the position as the second-largest SVOD (subscription video-on-demand) revenue generator in the US during 2021, commanding a substantial 25.9% of the total market share.

Source: eMarketer.com

  1. Netflix and Tencent (non-gaming applications) ranked as the second and third most subscribed apps during 2019.
  2. During Q3 of 2020, the video streaming landscape was dominated by five major industry players. Netflix led with a commanding 25% market share, followed by Amazon Prime Video at 21%, Hulu with 15%, HBO Max capturing 9%, and Disney+ securing 6%.
  3. While Netflix maintained its subscriber leadership position at the conclusion of 2021 (222 million subscribers), Disney—which additionally owns Hulu and ESPN—has experienced remarkable growth momentum, reaching 179 million subscribers across its three video streaming platforms.
  4. In 2025, Disney+ plans to expand its geographical footprint by doubling the number of countries where its service is accessible, fueling further substantial growth.
  5. Regarding free streaming services, YouTube stands as the undisputed leader with an impressive 150 million American adult viewers.
  6. YouTube subscriptions represented 13.2% of all OTT subscription revenue generated during 2021.
  7. YouTube Premium and Youtube Music combined subscriber base reached 50 million users in 2021.
  8. Transactional video on demand (TVOD) streaming experienced growth from 10.9% to 13.3% of all streamed video content within the United States between Q2 and Q3 of 2021.

OTT Device Choice Statistics

The devices consumers prefer reveal significant insights about the OTT landscape and where content creators should concentrate their efforts. For instance, while smartphones have become tremendously popular for YouTube consumption, television remains the preferred medium for streaming OTT content.

    1. Approximately 6.64 billion smartphones worldwide can run applications, with an impressive 83.96% of the global population owning such devices.
    2. Android commands a 69.7% market share, establishing it as the predominant operating system globally. Meanwhile, Apple iOS maintains a worldwide presence of 29.51%.
    3. Although Android enjoys greater popularity internationally, Apple leads the North American market with a substantial 56% share, compared to Android’s 43.66%.
    4. Conversely, in South America, Android usage reaches an extraordinary 88% adoption rate.
    5. Between 2020 and 2021, smart TVs experienced the most dramatic growth in viewing duration, increasing by an exceptional 115%.
    6. During this same timeframe, tablets witnessed a 43% increase, desktops grew by 38%, and mobile phones expanded by 29%.

Source: Conviva

  1. Between 2017 and 2019, Indian consumers elevated their media consumption on smartphones to an impressive 80%, surpassing all other nations worldwide.
  2. Approximately 82% of British citizens possess smartphones, while 63% own tablets, and 41% have access to gaming consoles.
  3. Video streaming through mobile applications reached a staggering 240 billion hours globally during Q4 2020.
  4. The typical OTT consumer utilizes three distinct devices and three separate applications for their content viewing experience.
  5. Following the onset of the pandemic in 2020, approximately 70% of individuals have increased their smartphone usage frequency.

OTT Video Advertising Statistics

Where is the financial investment flowing? OTT advertising represents an enormous industry. Whether you’re looking to market your products or incorporate advertisements within your OTT channels, this section will provide valuable perspective on advertisement performance potential.

  1. Ad revenue for OTT advertising is projected to reach approximately $162.2 billion by 2026, representing 58% of total OTT revenue streams.
  2. Advertisement impressions increased by 13% during streamed video content throughout Q1 of 2021.
  3. Programmatic impressions from marketing initiatives experienced a remarkable 207% growth on connected television devices across the United States.
  4. OTT advertisements demonstrate significant effectiveness, with 66% of OTT viewers discovering new products or businesses through this medium.
  5. 65% of second-screen owners utilized their additional device to research products featured in advertisements while enjoying their OTT content.
  6. During OTT streaming sessions, 40% of viewers have temporarily paused their content to investigate or purchase advertised products or services.
  7. Advertisements prove so impactful within OTT environments that 72% of audience members could recall a particular advertisement they viewed.
  8. Regarding user experience, most viewers prefer watching advertisements over paying subscription fees. Specifically, 25% of OTT viewers willingly tolerate ten minutes of advertising in exchange for free OTT streaming access.
  9. 42% of marketing professionals and agencies intended to expand their OTT advertising investments during 2021.
  10. 60% of traditional television budgets will be allocated toward OTT streaming when advertising agencies boost their OTT advertising expenditures.
  11. In 2021, the foremost Asian markets for OTT advertising were Vietnam, Singapore, and Indonesia.
  12. 2019 witnessed an extraordinary 330% increase in advertisement transcriptions from OTT platforms.
  13. Streaming through OTT television accounted for 40% of all advertising video impressions throughout 2020.

OTT Live Streaming Statistics

Live streams have emerged as a favored method for consuming OTT video content worldwide. They enable content creators to showcase their real-time activities, interact meaningfully with their audience, and establish deeper connections with their viewers.

  1. During Q1 of 2021, live streaming represented 24% of global OTT viewership, experiencing impressive growth of 14% compared to the immediately preceding quarter.

Source: Conviva

There you have it: the top 68 OTT statistics for 2025. As current trends indicate, and with advancing technology, the OTT industry continues to strengthen its position. This presents an ideal opportunity to incorporate OTT strategies into your marketing initiatives or video content development. We trust these statistical insights will empower you to make more informed decisions that contribute to sustained success.

If you’re considering developing your own OTT platform, you needn’t begin entirely from scratch. Instead, leverage existing solutions like Uscreen, which enables you to construct custom mobile and television applications. We’ve published a comprehensive Uscreen review to help determine if this solution aligns with your specific requirements.

Frequently Asked Questions

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About The Author

Daniel Nic

Daniel NicFounder, SellingOnliceCoursesGuide.comis an entrepreneur and digital education specialist who founded sellingonlinecoursesguide.com, a platform dedicated to helping creators and educators successfully navigate the online course marketplace. Through his website, he shares insights and strategies for developing, marketing, and monetizing online educational content. His work focuses on empowering course creators to build sustainable online businesses while effectively sharing their knowledge with students worldwide.

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Daniel Nic

Daniel Nic is an entrepreneur and digital education specialist who founded sellingonlinecoursesguide.com, a platform dedicated to helping creators and educators successfully navigate the online course marketplace. Through his website, he shares insights and strategies for developing, marketing, and monetizing online educational content. His work focuses on empowering course creators to build sustainable online businesses while effectively sharing their knowledge with students worldwide.

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