Top OTT Statistics

Over The Top (OTT) services like Netflix, Prime Video, and Spotify are becoming increasingly popular across the globe and have become a mainstream way to reach consumers.

Whether you’re an entertainer, educator, or entrepreneur, the OTT industry presents a great opportunity. And staying informed on the most recent OTT statistics is crucial.

It can ultimately help you make smarter business decisions and stay up-to-date on this ever-evolving technology and its trends.

Now, let’s get into the most up-to-date OTT statistics you need to know.

OTT Statistics: Brief Summary

1. In the year 2023, OTT users are expected to be 3.5 billion. Comparatively, in the year 2022, the number of OTT users was 3.26 billion.

2. In 2023, OTT platforms are expected to generate $316.10 billion in revenue. Besides, the revenue generated in 2022 was $272.70 billion.

3. The OTT platforms generated $83.57 as the average revenue per user (ARPU) in 2022. While in the year 2023, $90.14 is the expected ARPU.

4. Netflix owns 16% of the OTT market share and is the largest shareholder in the OTT market. It is followed by Disney+ and Amazon Prime Video, with a 14% and 13% market share, respectively.

5. OTT videos generated a revenue of $119.1 billion in the United States in 2022. While the expected revenue of OTT videos in the United States is $137.8 billion in the year 2023.

6. The valuation of the OTT market in the year 2022 was $ 190.28 billion. It is expected to reach a valuation of $240.55 billion by the end of 2023.

7. The OTT video advertising sector has the largest market volume and is expected to reach $205.10 billion by the end of the year 2023.

8. Canada had the highest OTT  penetration rate of 89.1% in the year 2022. It is followed by New Zealand and the United Kingdom, with a penetration rate of 85.3% and 85.1%.

What is the user number of OTT?

9. 3.23 billion people used the OTT platform in the year 2022. While in the year 2023, it is predicted that the number of OTT users will rise to 3.5 billion. 

10. Comparatively, in the year 2027, OTT Platforms are expected to have 4.2 billion users. The following table displays the predicted values of OTT users for the upcoming years.

11. In the year 2022, Free OTT videos that are supported by advertisements had a user base of approximately 2.7 billion. Comparatively, in the year 2023, it is expected to grow to 2.82 billion users by the end of the year 2023. The following table displays the OTT users that use Free (Ad-supported) OTT videos. 

12. The pay-per-view users in the year 2022 were 0.68 billion. While in the year 2023, the pay-per-view users were 0.75 billion. The following table displays the OTT pay-per-view users over the years. 

13. The number of users that watch OTT videos by downloading was 0.67 billion. In the year 2023, it is predicted to increase to 0.7 billion. The following table displays the users that have enjoyed OTT video downloads over the years.

14. In the year 2022, 1.16 billion users streamed OTT videos. While in the year 2023, it is expected that 1.29 billion users will stream OTT videos. The following table displays the number of OTT users that stream videos online.

How Much Revenue OTT Generates?

15. In the year 2022, OTT platforms generated a revenue of $272.70 billion. While the expected revenue generated by the OTT platforms by the end of the year 2023 is expected to be $316.10 billion. The following table displays the yearly revenue of the OTT platforms generated over the past years.

16. It is predicted that by the end of the year 2027, OTT platforms will be able to generate $462.90 billion. The following table includes the predicted values of the revenue that will be generated in the upcoming years. 

Revenue Generated by Different OTT Segments

The revenue generated by OTT platforms can be divided into four segments: OTT video advertising, Pay-Per-View, Video downloads, and Video streaming. Let us take a look at the revenue generated in each sector. 

17. In the year 2022, $177.50 billion was generated in revenue by the OTT Video Advertising segment. Besides, in the year 2023, the sector is expected to generate $205.10 billion in revenue. 

The following table displays the revenue the OTT video advertising sector generated over the past years. The table also includes the predicted values of the sector. 

18. The pay-per-view(TVoD ) sector was able to generate $9.11 billion as of 2022. While in the year 2023, it is expected that the sector will generate $10.20 billion in the year 2023. The following table displays the revenue generated by pay-per-view (TVoD)over the past years. You will also come across the predicted values for the upcoming years. 

19. $5.28 billion was generated by video downloads on the OTT platforms in the year 2022. While in the year 2023, video downloads are expected to generate a revenue of $5.51 billion in revenue. 

The following table displays the revenue generated by video downloads over the past years as well as the predicted values for the upcoming years.

20. Video Streaming (SVoD) generated a revenue of $80.81 billion in the year 2022. It is predicted that the sector will be able to generate $95.35 billion by the end of the year 2023. 

The following table displays the revenue generated by Video Streaming (SVoD) over the past years, and it includes the predicted values of revenue for the upcoming years.

Average Revenue Per User (ARPU) of OTT

21. The average revenue per user generated by OTT videos in the year 2022 is reported to be $83.57. While in the year 2023, ARPU is expected to be $90.14 billion

The following table displays the ARPU generated by the OTT over the past years. 

22. In the year 2027, the average revenue per user of OTT is expected to be $109.80 billion. The following table displays the predicted values of ARPU for the upcoming years.

Average Revenue Per User of OTT Sectors

Let us take a look at the average revenue generated by various sectors of OTT video. 

23. OTT Video Advertising generated an average revenue per user of $66.64 in the year 2022. While in the year 2023, it may generate an ARPU of $72.54

The following table displays the ARPU generated by OTT Video Advertising over the past years as well as the predicted values for the upcoming years. 

24. Pay-per-View (TVoD) generated an average revenue per user of $13.04 in the year 2022. Besides, in the year 2022, It is expected to generate a revenue of $13.57 by the end of the year 2023. The following table displays the ARPU generated by Pay-per-View over the past years. You will also come across the predicted values for the upcoming years.

25. The average revenue generated by Video Downloads (EST) is recorded to be $7.78 in 2022. While the ARPU in the year 2023 is expected to be $7.81

The following table displays the ARPU that Video Streaming (SVoD) generated over the past years. We have also included the predicted values of the ARPU of video streaming for the upcoming years. 

OTT Platforms Market Share

26. Netflix owns the highest share of the OTT video market. It owns approximately 16% of the share. It is followed by Disney+, which has a market share of 14%

The following table displays the market share owned by different OTT providers in the OTT video segment.

OTT Revenue Size by Country

27. OTT platforms generated a revenue of $119.1 billion in the United States in the year 2022. Besides, the United States is the leading country with the most OTT users, and hence it generates the most revenue. It is expected to generate $137.8 billion in the year 2023. The following table displays the top countries that lead in the revenue generation of OTT.

28. Seychelles generates the least OTT revenue worldwide. In the year 2022, it generated a revenue of 1.96 million. Besides, in 2023, it is expected to generate $2.18 million in revenue. The following table displays the countries that generate the least OTT revenue worldwide.

29. The penetration rate of OTT videos is the highest in Canada, with 89.1% as recorded in 2022. Besides, in the year 2023, it is expected to reach a penetration rate of 90%. The following table displays the penetration rates of OTT videos in the leading countries.

Global OTT Market Size

30. In 2023, the market value of OTT statistics is expected to reach $240.56 billion. Besides, the market value of the OTT Statistics in the year 2022 was reported to be $190.28 billion. The following table displays the market value of the OTT statistics over the years.

OTT Video Advertising Statistics

31. The global OTT video advertising market volume is expected to reach $205.10 by the end of the year 2023. 

32. 72% of OTT viewers said that they recognized a specific ad they saw while watching the content.

33. 66% of OTT viewers reported discovering new content while watching OTT videos. 

34. 43% of Americans said they could watch ads in exchange for free content on OTT platforms. 

35. 40% of OTT viewers reported that they paused the OTT video content to research about or purchase the product they saw in the ad while watching the content. 

36. 24% of the brand’s social media engagement can increase after advertising its products on the OTT platforms. 

37. 25% of the OTT viewers said that they were happy to watch a 10-minute advertisement in exchange for the free video content. 

38. Due to the increasing impact of advertisements on OTT viewers, 42% of marketing professionals and agencies are working on increasing their expenditure on OTT ads. 

39. 40% of the total advertising video impressions are found while the users stream video on the OTT platforms.

OTT Live Streaming Statistics

40. 28% increase in the consumption of live videos has been observed after the pandemic hit. 

41. 12% of people watch live sporting events online on OTT platforms. 

42. Breaking news was the top most live streaming content on OTT in the United States. 

The following table displays the top three most live-streamed content on the OTT platforms.

OTT Device Streaming Statistics

43. There are 820 million OTT streaming devices in the United States. 30% of them are smartphones, while the rest of the devices include Smart TVs, personal computers, tablets, gaming consoles, etc. 

The following table displays the top 3 OTT streaming devices in the United States. 

44. Smart TVs witnessed a growth of 115% in the viewing time of OTT videos. At the same time, the tablet was in second place with a growth of 43%. The following table will give us more idea about this.

OTT User Behavior

45. 98% of Americans said that they subscribe to at least one streaming media service, while 75% of the users have subscribed to two or more services. 

46. 73% of Gen Zers use their Smartphones to watch OTT content. 

47. 34% of grown-ups regularly watch OTT TVOD content. 

48. Almost half of the population, which is 45%, watched more on-demand services since the previous years. 

49. Subscribers that plan on maintaining or adding to their subscriptions were recorded to be 86% of the total OTT users. 

The following table displays the breakdown of the interests of OTT users in retaining their subscriptions.

OTT users planPercentage of subscribers
Anticipating to have the same subscription61%
Want to add a new subscription 25%
Will decrease subscriptions 14%

OTT Platforms Specific Statistics

Some of the most popular OTT platforms are Netflix, Amazon Prime, Disney+, Hulu,  HBO Max, Peacock, etc. Want to know some statistics regarding the top OTT platforms?

In the following section, we have mentioned some key stats of the top OTT platforms which are loved by most OTT users worldwide.

50. Netflix has approximately 223 million paid subscribers as of 2023. The following table displays the Netflix subscribers over the past years.

51. Netflix generated $31.6 billion in revenue in the year 2022. It was a 6.7% increase year-on-year in revenue. 

52. The net income of Netflix was more than $5 billion in the year 2022. 

53. The majority of Netflix subscribers are from the United States and Canada. More than 73 million subscribers of Netflix are from these countries. 

54. North America is the largest market for Netflix generating a revenue of $14 billion.

55. Disney+ has over 161.8 million subscribers as of the first quarter of 2023. While in the year 2022, it generated a revenue of $7.4 billion

The following table displays the revenue generated by Disney+ over the past years. 

YearRevenue 
20202.8 billion
20215.2 billion
20227.4 billion

56. The Disney+ app has more than 22 million downloads as of 2023. 

57. The revenue of Disney+ was recorded to be $7.4 billion in the year 2022. Comparatively, in 2021, it was just $5.2 billion.

58. In the year 2023, Disney+ is considering doubling the number of countries it is available in. Presently it is available in more than 42 countries. 

59. Disney+ owns 15% of the market share of streaming services.

60. According to Statista, Amazon Prime will surpass Netflix by the end of the year 2027. 

61. Amazon Prime has more than 200 million users around the globe. 60% of American households have subscribed to Amazon Prime. 

62. In the year 2022, Amazon Prime reached a daily sales of $12 billion

63. Online stores Amazon generated a revenue of $220 billion in the year 2022. 

The following table displays the net revenue generated by Amazon in different product groups.

As recent trends show, and with growing technology, the OTT industry is only getting stronger. It’s a great time to start using OTT in your marketing or video content strategies. We hope this list of statistics helps you make smarter decisions that lead to long-term success.

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