Highlights
Market definition
in-scope / out-of-scope
Reports
  • Revenue in the OTT Video segment is projected to reach US$25,051m in 2020.
  • Revenue is expected to show an annual growth rate (CAGR 2020-2025) of 9.5%, resulting in a projected market volume of US$39,482m by 2025.
  • User penetration will be 50.5% in 2020 and is expected to hit 57.3% by 2025.
  • The largest segment is OTT Video Advertising with a market volume of US$14,220m in 2020.
  • In global comparison, most revenue will be generated in the United States (US$48,305m in 2020).
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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).
in-scope
  • Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
  • Subscription-based services (subscription VoD or SVoD) 
  • Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
  • OTT Video Advertising
out-of-scope
  • Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
  • Physical home video (DVD & Blu-ray)
  • Traditional TV advertising
Revenue (2020)
+9.1% yoy
US$25,051m
Users (2020)
+5.4% yoy
428.0m

Revenue Revenue Growth

in the OTT Video market in million US$ in percent

Reading Support Revenue in the OTT Video segment is projected to reach US$25,051m in 2020. Reading Support The OTT Video segment is expected to show a revenue growth of 14.6% in 2021.

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  • Revenue
  • Revenue Growth
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Revenue:

The “Revenue” box shows the forecasted revenue development of the selected market (market segment, region) for each year.


Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

A definition and detailed explanation of the displayed markets can be found here.
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Users Penetration Rate

in the OTT Video market in millions in percent

Reading Support In the OTT Video segment, the number of users is expected to amount to 486.2m by 2025. Reading Support User penetration in the OTT Video segment is expected to be at [penetration_firstsegment_yeartoday] in 2020.

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  • Users
  • Penetration Rate
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User:

The “User” box shows the number of active customers (or accounts) of the selected market (market segment, region) in millions for each year.


Penetration Rate:

The “Penetration Rate” box shows the share of active customers (or accounts) from the total population of the selected market (market segment, region) for each year.

A definition and detailed explanation of the displayed markets can be found here.
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Analyst Opinion

After occupying living rooms all over the globe in recent years, video streaming giants such as Netflix and Amazon Prime Video are now seeing themselves confronted with the first signs of market saturation. While the idea of having unlimited access to an ever-growing library of video content was once enough for customers to subscribe to such services, recent developments such as Disney’s market entry and frequent price hikes will put consumer loyalties to the test. It remains to be seen whether Netflix and Amazon’s boost in exclusive content production will be enough to address increasing competition and shifting consumer tastes.

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ARPU

in the OTT Video market in US$

Reading Support The average revenue per user (ARPU) in the OTT Video segment is projected to amount to US$58.53 in 2020.

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ARPU:

The “ARPU” box shows the average annual revenue per user of the selected market (market segment, region) for each year.

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Users by age Users by gender Users by income

in the OTT Video market in percent in percent in percent

Reading Support In the year 2019 a share of 31.0% of users is 25-34 years old. Reading Support In the year 2019 a share of 55.0% of users is male. Reading Support In the year 2019 a share of 40.0% of users is in the low income group.

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  • Users by age
  • Users by gender
  • Users by income
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Users by age:

The Users by age box shows the age distribution of users of the selected market (market segment, region) in age groups. The data is based on Statista's Global Consumer Survey.

Users by gender:

The Users by gender box shows the gender distribution of users of the selected market (market segment, region). The data is based on Statista's Global Consumer Survey.

Users by income:

The Users by income box shows the income distribution of users of the selected market (market segment, region) in tertiles. The data is based on Statista's Global Consumer Survey. Values shown are only based on survey respondents who answered the question regarding their income.

A definition and detailed explanation of the displayed markets can be found here.
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Global Comparison - Revenue Global Comparison - User Penetration

in the OTT Video market in million US$ in percent

Reading Support With a projected market volume of US$48,305m in 2020, most revenue will be generated in the United States. Reading Support With a rate of 85.4%, the user penetration in the OTT Video segment is highest in Canada.

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  • Global Comparison - Revenue
  • Global Comparison - User Penetration
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Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.


Global Comparison – User Penetration:

The “User Penetration” tab shows a comparison of user penetration rates for 150 of the world’s leading digital economies in the selected market (market segment, region) and year.

A definition and detailed explanation of the displayed markets can be found here.
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Key Market Indicators

The following Key Market Indicators give an overview of the social and economic outlook of the selected region and provide additional insights into relevant market-specific developments. These indicators, together with data from statistical offices, trade associations and companies serve as the foundation for the Statista market models.

201720182019202020212022202320242025 CAGR
(2017-2025)
Population in m
Number of individuals (all ages) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
0-14 years in m
Number of individuals (age 0-14) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
15-24 years in m
Number of individuals (age 15-24) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
25-34 years in m
Number of individuals (age 25-34) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
35-44 years in m
Number of individuals (age 35-44) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
45-54 years in m
Number of individuals (age 45-54) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
55+ years in m
Number of individuals (age 55 and older) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
Consumer spending, per capita (current prices) in US$
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages in US$
Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco in US$
Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear in US$
Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing in US$
Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household in US$
Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health in US$
Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport in US$
Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication in US$
Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture in US$
Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education in US$
Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels in US$
Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other in US$
Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication
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Broadband subscriptions per 100 capita in #
The indicator shows the number of-fixed broadband subscriptions per 100 inhabitants in the selected region. | Source: Statista, based on ITU
Average connection speed in Mbits/s
Estimated average internet connection speed in Mbits/s | Source: Statista
Smartphone penetration in %
Estimated share of the total population using a smartphone | Source: Statista
Internet users in m
Number of people in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Hardware market
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Per-capita volume laptops in units
Average per capita sales of laptops and tablets in units | Source: Statista Consumer Market Outlook
Per-capita revenue laptops in US$
Average revenue of laptops and tablets per capita | Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs in units
The indicator shows the estimated average per capita sales of Desktop-PCs in units. | Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$
The indicator shows the estimated average revenue of Desktop-PCs per capita. | Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units
The indicator shows the estimated average per capita sales of mobile phones in units. | Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$
The indicator shows the estimated average revenue of mobile phones per capita. | Source: Statista Consumer Market Outlook
Households in m
The indicator shows the total number of private households in the selected region. Households denote residential communties of people living and keeping house together. Business facilities as well as institutional housholds (like unversity dormitories or retire homes) are not counted as households. | Source: Statista, based on national and international statistical offices
GDP, per capita (current prices) in US$
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: Statista, based on IMF, World Bank, European Commission, OECD, ADB
Internet penetration in %
Estimated share of the total population in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Company revenues
Click arrow to expand
Facebook revenue
The indicator shows the global advertising revenue of Facebook. | Source: Statista, based on company filings
Snapchat revenue
The indicator shows the global advertising revenue of Snapchat. | Source: Statista, based on company filings
Twitter revenue
The indicator shows the global advertising revenue of Twitter. | Source: Statista, based on company filings
Tencent Social revenue
The indicator shows the estimated global social media advertising revenue of Tencent (includes WeChat, Tencent QQ, Qzone, Tencent Weibo). | Source: Statista, based on Tencent Holdings company filings
TikTok revenue
The indicator shows the estimated global advertising revenue of TikTok. | Source: Statista, based on third-party data and analyst review
Youtube Ads revenue
The indicator shows the global advertising revenue of Youtube. | Source: Statista, based on Alphabet company filings
Netflix revenue
The indicator shows the global revenue of Netflix. | Source: Statista, based on company filings
iQiyi revenue
The indicator shows the global subscription revenue of iQiyi. | Source: Statista, based on company filings
iQiyi Advertising revenue
The indicator shows the global advertising revenue of iQiyi. | Source: Statista, based on company filings
Tencent Video revenue
The indicator shows the global estimated subscription revenue of Tencent Video. | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
Tencent Media revenue
The indicator shows the global advertising revenue of Tencent Media. | Source: Statista, based on company filings
HBO revenue
The indicator shows the global revenue of HBO (includes HBO cable subscription, HBO Go, HBO Now, HBO Max [2020]).Due to recent changes in the company’s ownership structure and method of reporting numbers for previous years than 2018 are not comparable (HBO is a division of WarnerMedia Entertainment [formerly Time Warner, which was acquired by AT&T in 2018]) | Source: Statista, based on company filings of At&T
Hulu revenue
The indicator shows the estimated global subscription revenue of Hulu. | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
Hulu Advertising revenue
The indicator shows the estimated global advertising revenue of Hulu. | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
Youtube Premium revenue
The indicator shows the estimated global subscription revenue of Youtube Premium. | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
iflix revenue
The indicator shows the estimated global revenue of iflix. | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
Alt Balaji revenue
The indicator shows the estimated global revenue of Alt Balaji. | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
Eros International revenue
The indicator shows the estimated global revenue of Eros International (includes Eros Now). | Source: Statista, based on company filings, number of subscribers from other companies, third-party data and analyst review
Starz revenue
The indicator shows the global estimated revenue of Starz (Includes all of Lionsgates Media Networks [Starz Network and Starzplay]). | Source: Statista, based on company filings of Lionsgate Entertainment
CBS All Acces revenue
The indicator shows the estimated global subscription revenue of CBS All Access (includes premium pay Showtime OTT offerings). | Source: Statista, based on company filings of ViacomCBS
Stan revenue
The indicator shows the estimated global subscription revenue of Stan. | Source: Statista, based on company filings of Nine Entertainment
Source: Statista, September 2020
Source: Statista, September 2020, based on IMF, World Bank, UN and Eurostat

Methodology

The OTT Video market builds on Statista’s primary research (the Statista Global Consumer Survey), bottom-up modeling, market data from independent databases and third-party sources, analyses of various key market and macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes. The user metrics show the number of customers who have made at least one online purchase within the last 12 months.

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