Global OTT video penetration rate from 2017 to 2025

Over-the-top video (OTT video) refers to the transmission and sale of video content over the internet. Users can access OTT content via networked devices such as PCs, laptops, tablets, set-top boxes and game consoles. By controlling the IP address, content can be restricted to specific countries. In addition to all advertising-financed moving image content, from premium to user-generated (OTT Video Advertising), Video-on-Demand (VoD) services are also part of this category. VoD offers essentially comprise three fee-based business models: time-limited individual rentals of professionally produced films, series or shows (transactional VoD or TVoD), the subscription to a video streaming service such as Netflix or Amazon Prime Video with unlimited access to the content offered for the duration of the subscription (subscription VoD or SVoD) and individual purchases of films or series as direct downloads, analogous to the purchase of a DVD or Blu-Ray (electronic sell-through or EST).

All figures are estimates. A detailed methodology can be found in the Advertising & Media Outlook.