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Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

Video viewer numbers in Western Europe will keep rising, despite market turbulence and some price increases for ad-free subscription services. Nearly 80% of internet users in Western Europe already watch digital video at least monthly. In 2025, that audience will number 300.1 million. Subscription video providers are under pressure as most consumers face a cost-of-living crisis.

US TV and CTV Ad Spending Benchmarks: Q3 2024​ (Ä¢¹½AV subscription required). US CTV Time Spent vs. Ad Spending 2024 (Ä¢¹½AV subscription required). Note: Data was provided to Ä¢¹½AV by iSpot.TV.

Subscription video-on-demand (SVOD) is most common—but multiple subscriptions aren’t 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.