Worldwide OTT Video Viewers Forecast 2024

YouTube Is Incomparable, Netflix Leads Among Paid Options, and Amazon Prime Video Is on the Rise

Report by Ethan Cramer-Flood  | Dec 15, 2023
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Executive Summary
OTT video is a worldwide success story, but the outlook is mixed when viewed by country or platform
Most of the world has embraced OTT digital video, but new viewers will be hard to find
Sub OTT is most popular in North America, but growth will come from Indonesia, India, and Latin America
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About This Report
OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.
Topics
Internet Users
Video-on-Demand (VOD)
Worldwide
Table of Contents
Executive Summary
OTT video is a worldwide success story, but the outlook is mixed when viewed by country or platform
Most of the world has embraced OTT digital video, but new viewers will be hard to find
Sub OTT is most popular in North America, but growth will come from Indonesia, India, and Latin America
Media Gallery

Billions of people around the world watch digital video via subscription over-the-top (sub OTT) platforms and on YouTube, but this widespread popularity means there is less room for growth going forward. Not every country has embraced sub OTT to the same extent, and some major markets have more room to grow than others.

Key Question: How many people around the world will watch sub OTT services, YouTube, and Netflix in 2024, and what does viewership look like at the country level?

Subscription OTT Video Viewer Penetration, by Region, 2024 (% of internet users)
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Key Stat: On a global scale, sub OTT has become extremely popular, with 44.9% of worldwide internet users set to watch in 2024. However, regional penetration is quite disparate, and in some geographies, sub OTT is less common.

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Table of Contents

  1. Executive Summary
  2. OTT video is a worldwide success story, but the outlook is mixed when viewed by country or platform
  1. Most of the world has embraced OTT digital video, but new viewers will be hard to find
  2. Sub OTT is most popular in North America, but growth will come from Indonesia, India, and Latin America
  1. Media Gallery

Charts in This Report

Subscription OTT Video Viewer Penetration, by Region, 2024 (% of internet users)Subscription OTT Video Viewers Worldwide, 2022-2027 (billions, % change, and % of internet users)
YouTube Viewers Worldwide, 2022-2027 (billions, % change, % of internet users)Digital Video Viewers Worldwide, by Format and Platform, 2024 (billions)
Netflix Viewers Worldwide, 2022-2027 (millions, % change, and % of internet users)Netflix vs. Amazon Prime Video Viewers in Select Countries, 2024 (millions)
Top 10 Countries, Ranked by Subscription OTT Video Viewer Growth, 2024 (% change)Subscription OTT Video Viewers and Penetration in Select Countries, 2024 (millions and % of internet users)

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authors

Ethan Cramer-Flood

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Forecasting Analyst
Wendy Louie-Lam
Senior Forecasting Analyst

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