US OTT and Pay TV Viewership Forecast 2024

Amazon Prime Video Soars to the Top of the AVOD List, While Digital Pay TV Slows TV’s Fall

OTT video viewership is thriving, although its broad success will make finding untapped viewers challenging for subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) providers. In the realm of linear TV, digital pay TV is giving TV viewership a surprising reprieve.

Key Question: How many people in the US will watch OTT video streaming services in 2024, and what is the viewership outlook for traditional pay TV and digital pay TV?

Key Stat: Over 254 million people in the US—nearly 75% of the population—will watch OTT video this year. OTT comes in many forms, and most of the categories above intermix or nest within one another.

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Ethan Cramer-Flood


Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Yoram Wurmser
Principal Analyst

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