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The number of people in the US with just one subscription video-on-demand (SVOD) service has only declined to 19% in January from 21% the year before, according to CivicScience. The number of people with four or more SVOD services increased to 28% in January from 25% the year before. 鈥淭here's been a lot of concern about consumer spending regarding inflation,鈥� said Konstantinovic.

Consumers鈥� growing acceptance of ads on streaming services鈥攁nd increased access to sports content鈥攕uggests that many are beginning to view subscription OTT services as the de facto access point for video entertainment.

Subscription OTT video viewers will make up 75.8% of US internet users and 84.6% of digital video viewers this year, according to our February 2024 forecast. Because the market is already so saturated, 鈥渢here aren鈥檛 a whole lot of new people coming into streaming,鈥� Benes said. That鈥檚 why growth in time spent is more important.

To view the time spent with subscription OTT forecast, click here, and to view the time spent with social media forecast, click here. Subscription revenues far outstrip ad revenues for digital audio. Digital audio subscription revenues crossed the $10 billion mark last year and are on track for $15 billion by the end of our forecast period in 2026.

鈥淭he coalescing of streaming service CPMs reflects a historical pattern of subscription video on demand platforms (SVODs) aiming high when they launch ad tiers, only to lower prices after buyers balk at the sticker shock,鈥� said our analyst Paul Verna. 鈥淥ther services including Warner Bros. Discovery鈥檚 HBO Max followed similar patterns.鈥�.

Amazon Prime Video will have 130.4 million US ad-supported viewers this year, accounting for 57.6% of subscription OTT video viewers, per our February 2024 forecast. Most of YouTube鈥檚 241.8 million US viewers this year will watch with ads, making it the only streaming service with more ad-supported viewers than Amazon Prime Video.

Subscription OTT video is becoming a bigger part of people鈥檚 media diet. High use on platforms like Netflix and Hulu are contributing to the 1 hour and 49 minutes (1:49) that people will spend watching subscription OTT this year, per our forecast. Both of those platforms now have ads, as do other large players like Amazon Prime Video, Max, and Disney+.

Ad-supported streaming to gain triple the viewers of subscription video this year. Who stands to lose with Prime Video鈥檚 new ads? More streaming viewers are adopting ad tiers. 4 ways to enhance your CTV ad creative and avoid consumer fatigue. Note: Data was provided to Insider Intelligence by DISQO.

So, we're talking people made videos and reels and TikToks over subscription video on demand, according to Deloitte. And part of that is because overwhelmed by the choice. Having to look through all these catalogs, having to sit through Netflix for what's entertaining.

Subscription Video: Making Steady Gains Despite Economic Gloom. More than half of Western Europe鈥檚 internet users already pay for over-the-top (OTT) video services, according to our estimates. Subscription video platforms such as Netflix and Amazon Prime Video are still attracting new customers, too.

Being the original subscription video-on-demand (SVOD) service has given Netflix the advantage of familiarity over its global rivals. In Australia, for example, Netflix accounted for 30% of SVOD subscribers, but half of the country鈥檚 streaming minutes, according to Media Partners Asia (MPA).

Several subscription video-on-demand (SVOD) providers now have ad-supported tiers. Some news outlets have also reassessed their subscription-first approach and plan to put more free content outside of their paywalls. Predictions. More ad-supported tiers are coming.

The subscription video-on-demand (SVOD) walled gardens are coming down, meaning ads targeting these video viewers are now available and can be more aligned with targeting in linear TV. CTV advertising is hot, boosting a stagnated linear TV market. This is good news for media buyers previously shut out from a growing base of cord-cutters. Our forecasts show:.

So it's SVOD? Ross Benes:. Subscription OTT, SVOD. Basically, there's many acronyms in this space, unfortunately. Marcus Johnson:. Yeah. Okay. So it's on that side of the bracket, if you will. It's on the streaming side, under streaming AVOD and SVOD, and under SVOD, you've got the ad-supported and the ad-free.

Despite increasing competition from the likes of Disney+鈥攁nd its ad-supported tier, launched in December 2022鈥擭etflix remains a force to be reckoned with as Latin America鈥檚 most popular subscription video service. This year, we estimate that 79.4% of subscription OTT viewers in Latin America, or 142.9 million people, will watch Netflix at least once per month.

Subscription video-on-demand (SVOD) is most common鈥攂ut multiple subscriptions aren鈥檛 favored. SVOD rates are similar across Canada. But 40% of respondents in the whole country paid for three or more video services, compared with 28% in Quebec. And 28% of Quebecois subscribed to just one service, versus 21% in all of Canada. Quebecois outpace the total country in watching free video services.

Report: Worldwide Subscription OTT Users Forecast 2023. Article: Who will win digital advertising鈥檚 鈥楪ame of Thrones鈥�? Article: What a difference a year makes in cable cord-cutting.

OTT subscription revenue growth will slow to single digits next year, as streaming reaches a saturation point, with subscription OTT viewers accounting for nearly three-quarters (73.8%) of internet users this year. Use this chart:. Evaluate ad budget between streaming and linear. Demonstrate the trend toward streaming. More like this:.

In June 2023, one-fourth of all subscription video sign-ups were ad-supported, up from nearly one-fifth in 2021, according to Antenna. Advertising plans bring in more revenues per user than ad-free plans, which make them attractive to streaming services seeking profitability. One way to incentivize advertising sign-ups is to expand the price difference between ad-free and ad-supported plans.

Beyond the chart: Subscription OTT video penetration will surpass two-thirds of the US population in 2025, according to our estimates. Netflix is the top video streamer, already reaching more than half of the population. The race for subscribers has evolved into a race for ad dollars. 鈥淣etflix used to be seen as AVOD鈥檚 primary competitor,鈥� said our senior analyst Ross Benes.

Netflix鈥檚 US audience is saturated, as the service will reach more than three-fourths of US subscription OTT users this year. To generate more revenues from its consumers, Netflix has restricted password-sharing and continued to raise subscription fees. Netflix also adopted advertising after avoiding it for years.

More Chart of the Day:. 8/4 - Programmatic video keeps growing. 8/3 - SVOD success. 8/2 - Meta over YouTube? 8/1 - Keeping it dynamic. 7/31 - Streaming showdown.

More Chart of the Day:. 8/8 - Saved by the bell. 8/7 - Generation AI. 8/4 - Programmatic video keeps growing. 8/3 - SVOD success. 8/2 - Meta over YouTube?

AVOD services will add 13.3 million US viewers this year, more than triple the 4.3 million that subscription OTT services will add, according to our March forecast. Major services like Disney+ and Netflix have also launched advertising subscription tiers, spurring brand interest. Our take: Advertising may be pulling out of a cold season, but growth still won鈥檛 return to pandemic rates soon.

Nearly two-thirds of US households pay for multiple subscription video services, according to August 2022 data from Leichtman Research Group. On average, households use over five streaming services, per Kantar鈥檚 Q3 findings. But inflation influences more consumers to cancel subscriptions. The pressure on subscription fees incentivizes streaming operators to consider promo prices and free tiers.