Worldwide Subscription OTT Users Forecast 2023

2 Billion Viewers Milestone Reached Amid Slowing Growth

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.


  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.

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

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Ethan Cramer-Flood


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