OTT Video - Worldwide

  • Worldwide
  • Revenue in the OTT Video market market worldwide is forecasted to reach US$316.40bn in 2024.
  • The revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 6.30%, leading to a projected market volume of US$429.40bn by 2029.
  • The largest market is OTT Video Advertising with a market volume of US$191.30bn in 2024.
  • When compared globally, the in the United States is expected to generate the most revenue (US$132,900.00m in 2024).
  • It is projected that the number of users in the OTT Video market market will reach 4.9bn users by 2029.
  • User penetration is forecasted to be 50.6% in 2024 and is estimated to increase to 61.0% by 2029.
  • The average revenue per user (ARPU) in the OTT Video market market is expected to be US$80.70 in 2024.
  • The Worldwide OTT Video market is experiencing a surge in subscription-based services, with streaming giants competing for global dominance.

Key regions: United Kingdom, Germany, Asia, South Korea, Japan

Region comparison

Analyst Opinion

The OTT Video market in Worldwide is experiencing significant growth and development.

Customer preferences:
Customers in Worldwide are increasingly opting for OTT video services due to their convenience and flexibility. With the rise of smartphones and high-speed internet connectivity, consumers are able to access a wide range of video content anytime, anywhere. Additionally, the ability to stream content on multiple devices and the availability of personalized recommendations are also driving customer preferences towards OTT video platforms.

Trends in the market:
One of the key trends in the OTT Video market in Worldwide is the increasing demand for original content. Streaming platforms are investing heavily in producing their own original series and movies to attract and retain subscribers. This trend has led to a surge in competition among OTT video providers, as they strive to offer unique and compelling content to their customers. Another trend in the market is the growing popularity of live streaming. Many OTT video platforms now offer live streaming of sports events, concerts, and other live performances. This has become a major draw for customers who want to experience real-time events from the comfort of their own homes.

Local special circumstances:
In Worldwide, the OTT Video market is influenced by the diverse cultural and linguistic preferences of its population. Streaming platforms are increasingly offering localized content in different languages to cater to the needs of specific regions. This localization strategy helps in attracting and retaining a larger customer base.

Underlying macroeconomic factors:
The growth of the OTT Video market in Worldwide is supported by several macroeconomic factors. The increasing penetration of smartphones and the availability of affordable high-speed internet are key drivers of market growth. Additionally, the rising disposable income of consumers and their willingness to spend on entertainment services contribute to the expansion of the OTT Video market. In conclusion, the OTT Video market in Worldwide is witnessing rapid growth and development due to customer preferences for convenience and flexibility, the increasing demand for original content, and the popularity of live streaming. The market is also influenced by local special circumstances, such as the need for localized content. Overall, the growth of the OTT Video market in Worldwide is supported by underlying macroeconomic factors, including smartphone penetration, internet availability, and consumer spending power.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.


We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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