Worldwide Subscription OTT Users Forecast 2023

2 Billion Viewers Milestone Reached Amid Slowing Growth

Report by Ethan Cramer-Flood  | Dec 9, 2022
Download
Report
The One-Pager
Spreadsheet
Deck
Share
Table of Contents
Executive Summary
Key Points
Sub OTT: A Maturing Service Approaching Several Milestones
North America: Anemic Growth in Saturated Markets
Asia-Pacific: All Eyes on India’s Potential
Western Europe: A Competitive Market That Lags North America in User Uptake
Latin America: Brazil Leads in Totals and Growth
The Streaming Wars Go Global
What These Forecasts Mean for Marketers in 2023
Read Next
Media Gallery
About This Report
Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.
Topics
Video-on-Demand (VOD)
Worldwide
Table of Contents
Executive Summary
Key Points
Sub OTT: A Maturing Service Approaching Several Milestones
North America: Anemic Growth in Saturated Markets
Asia-Pacific: All Eyes on India’s Potential
Western Europe: A Competitive Market That Lags North America in User Uptake
Latin America: Brazil Leads in Totals and Growth
The Streaming Wars Go Global
What These Forecasts Mean for Marketers in 2023
Read Next
Media Gallery

Executive Summary

Even as viewer growth stagnates in North America and Western Europe, subscription OTT (sub OTT) services are still finding plenty of new viewers elsewhere. Meanwhile, the international competition between Netflix, Disney+, and Amazon Prime Video is coming into focus.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How many people will use sub OTT services worldwide in 2023 and beyond?
  2. What does sub OTT usage look like by country and in various regions?
  3. What is the outlook for the competition between Netflix, Amazon Prime Video, and Disney+ in the countries that we track?

WHAT’S IN THIS REPORT? Our latest forecast for worldwide sub OTT video service users, including breakdowns and comparisons across regions and countries. Also, our latest forecast for Netflix viewer numbers around the world and for Amazon Prime Video and Disney+ in select countries.

Subscription OTT Video Service Users Worldwide, 2021-2026 (billions, % change, and % of internet users)
E-Mail ChartDownload

KEY STAT: Although growth is slowing, more than 2 billion people will watch sub OTT services around the world next year. This represents slightly more of a deceleration than we previously anticipated.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

18charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Sub OTT: A Maturing Service Approaching Several Milestones
  4. North America: Anemic Growth in Saturated Markets
  1. Asia-Pacific: All Eyes on India’s Potential
  2. Western Europe: A Competitive Market That Lags North America in User Uptake
  3. Latin America: Brazil Leads in Totals and Growth
  4. The Streaming Wars Go Global
  1. What These Forecasts Mean for Marketers in 2023
  2. Read Next
  3. Media Gallery

Charts in This Report

Subscription OTT Video Service Users Worldwide, 2021-2026 (billions, % change, and % of internet users)Subscription OTT Video Service Penetration, by Region, 2023 (% of internet users)
Subscription OTT Video Service Penetration in Select Countries, 2023 (% of internet users)Subscription OTT Video Service Users in Select Countries, 2023 (millions)
US Subscription OTT Video Service Users, 2021-2026 (millions, % change, and % of population)Subscription OTT Video Service Users in Canada, 2021-2026 (millions, % change, and % of population)
Subscription OTT Video Service Users in Select Countries in Asia-Pacific, 2022-2026 (% of internet users)Subscription OTT Video Service Users in India, 2021-2026 (millions, % change, and % of internet users)
Subscription OTT Video Service User Growth in Select Countries in Asia-Pacific, 2023 (% change)Subscription OTT Video Service Users in Western Europe, 2021-2026 (millions, % change, and % of population)
Subscription OTT Video Service Users in Select Countries in Europe, by Country and Region, 2023 (millions, % change, and % of population)Subscription OTT Video Service Users in Latin America, 2021-2026 (millions, % change, and % of internet users)
Subscription OTT Video Service Users in Select Countries in Latin America, 2021-2026 (millions)Netflix Viewers Worldwide, 2021-2026 (millions, % change, and % of subscription OTT users)
Netflix Viewers vs. Amazon Prime Video Viewers in Select Countries, 2023 (millions)Disney+ Hotstar, Amazon Prime Video, and Netflix Viewers in India, 2021-2026 (millions of viewers)
UK Disney+, Amazon Prime Video, and Netflix Viewers, 2021-2026 (millions)YouTube Viewers, Subscription OTT Users, and Netflix Viewers Worldwide, 2021-2026 (% of internet users)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download
Report
The One-Pager
Spreadsheet
Deck
Share
Table of Contents
Executive Summary
Key Points
Sub OTT: A Maturing Service Approaching Several Milestones
North America: Anemic Growth in Saturated Markets
Asia-Pacific: All Eyes on India’s Potential
Western Europe: A Competitive Market That Lags North America in User Uptake
Latin America: Brazil Leads in Totals and Growth
The Streaming Wars Go Global
What These Forecasts Mean for Marketers in 2023
Read Next
Media Gallery
About This Report
Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.
Topics
Video-on-Demand (VOD)
Worldwide
Table of Contents
Executive Summary
Key Points
Sub OTT: A Maturing Service Approaching Several Milestones
North America: Anemic Growth in Saturated Markets
Asia-Pacific: All Eyes on India’s Potential
Western Europe: A Competitive Market That Lags North America in User Uptake
Latin America: Brazil Leads in Totals and Growth
The Streaming Wars Go Global
What These Forecasts Mean for Marketers in 2023
Read Next
Media Gallery
Download PDF

authors

Ethan Cramer-Flood

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Paul Verna
Principal Analyst
Jane Xu
Associate Forecasting Analyst

Latest Reports

The State of Payment Transaction Types
Report
The State of Payment Transaction Types
The 2024 Healthcare Consumer
Report
The 2024 Healthcare Consumer
Canada Mobile Banking Emerging Features Benchmark 2024​
Report
Canada Mobile Banking Emerging Features Benchmark 2024​
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Restaurant Digitization 2024
Report
Restaurant Digitization 2024
What Advertisers Can Learn From Privacy Industry Events 2024
Report
What Advertisers Can Learn From Privacy Industry Events 2024
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
Bank Brand Safety on Social Media
Report
Bank Brand Safety on Social Media
US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
What Banks Need to Know About Gen Alpha
Report
What Banks Need to Know About Gen Alpha
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Ad Measurement Trends H1 2024
Report
Ad Measurement Trends H1 2024
Brand Safety 2024
Report
Brand Safety 2024

Popular on EMARKETER

Data Drop: 5 Charts on Netflix Advertising
Article
Data Drop: 5 Charts on Netflix Advertising
Google delays the end of cookies for a third time after regulator and industry pushback
Article
Google delays the end of cookies for a third time after regulator and industry pushback
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Article
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Streaming service loyalty wanes as serial churning rises
Article
Streaming service loyalty wanes as serial churning rises
PubMatic and GroupM will offer cookieless ad inventory
Article
PubMatic and GroupM will offer cookieless ad inventory
TikTok launches Notes, but existential threats loom large
Article
TikTok launches Notes, but existential threats loom large
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Article
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
Article
Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
TikTok ban signed by President Biden, giving ByteDance 9 months to sell
Article
TikTok ban signed by President Biden, giving ByteDance 9 months to sell
Spotify comes out strong in Q1 but is still fishing for the next thing
Article
Spotify comes out strong in Q1 but is still fishing for the next thing
Google delays deprecation of third-party cookies once again
Article
Google delays deprecation of third-party cookies once again
Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital advertising
Article
Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital ...
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
TikTok outperforms YouTube Shorts and Reels viewership
Article
TikTok outperforms YouTube Shorts and Reels viewership

Latest Forecasts

Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country
Display Ad Spending, UK
Forecasts
Display Ad Spending, UK
Video Ad Spending, UK
Forecasts
Video Ad Spending, UK
Retail Media Ad Spending, China
Forecasts
Retail Media Ad Spending, China
Ecommerce Channel Ad Spending, China
Forecasts
Ecommerce Channel Ad Spending, China
Traditional Media Ad Spending
Forecasts
Traditional Media Ad Spending
Total Media Ad Spending, China
Forecasts
Total Media Ad Spending, China
Digital Ad Spending, China
Forecasts
Digital Ad Spending, China
Display Ad Spending, China
Forecasts
Display Ad Spending, China

"Behind the Numbers" Podcast

The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
Audio
The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
Audio
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
Audio
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
Audio
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
Audio
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
Audio
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
Audio
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
The Banking & Payments Show: The Crypto Renaissance
Audio
The Banking & Payments Show: The Crypto Renaissance
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
Audio
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...