Worldwide Subscription OTT Users Forecast 2023

2 Billion Viewers Milestone Reached Amid Slowing Growth

Report by Ethan Cramer-Flood  | Dec 9, 2022
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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)
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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.

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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)

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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