Contact Sales:1-800-405-0844
Does my company subscribe?
Newsletter sign-up
Log in
Become a ClientGet a DemoPricing
InsightsEventsPricing

Industries Overview

Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →
All Topics

Latest Articles

Browse All →

US student loan forgiveness will give 73,000 US consumers extra cash—and they’ll want help saving and investing it

Article |
 Jan 24, 2024

Third-party intermediaries haven’t caught up with grocers

Article |
 Jan 24, 2024

2023 was a strong year for Netflix. With the WWE, the future looks even brighter.

Article |
 Jan 24, 2024

5 factors driving the growth of beauty and cosmetics sales

Article |
 Jan 24, 2024

Shoppers want AI to help with product research and customer service

Article |
 Jan 23, 2024

US ad agencies approach 2024 with a mix of optimism and economic caution

Article |
 Jan 23, 2024

5 charts showing the potential of text message (SMS) marketing

Article |
 Jan 23, 2024

84.51° exec: Consumers remain concerned with inflation and retailers must balance digital and physical for success in 2024

Article |
 Jan 23, 2024

Cookie deprecation won’t change advertisers’ preferred transaction methods

Article |
 Jan 23, 2024

Walmart’s lackluster protection of financial services customers raises questions about unregulated nonbanks

Article |
 Jan 22, 2024
Explore our Research →

Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More →
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More →
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More →

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More →
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More →
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More →
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More →

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
Download
Report
Deck
Executive Summary
Share
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
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)
E-Mail ChartDownload

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

8charts

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

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)

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
Already have a subscription?Sign In

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

Become a Client

Geographies

Insider Intelligence

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844ii-sales@insiderintelligence.com

* Copyright © 2024 
Insider Intelligence Inc. All Rights Reserved.