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The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

Karlene Lukovitz of MediaPost writes that, "25% of SVOD subscribers and 32% of new signups are now ad-supported." 25% of SVOD subscribers, subscriptions, and 32% of new signups are now ad-supported, according to Antenna. Both numbers, the 25% and the 32% are up from 18.

贬耻濒耻鈥檚 SVOD-only and Live TV+SVOD also saw modest ARPU increases from higher ad revenues (growing from $12.36 to $12.40 and $99.94 to $100.27, respectively), but were significantly offset by subscriber mix shifts. Disney also announced that it will no longer provide subscriber numbers for its streaming offerings in quarterly reports.

OTT video鈥攊ncluding YouTube, subscription OTT, AVOD, and free ad-supported streaming TV鈥攊s extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

The top 10 countries as measured by subscription OTT penetration are scattered across North America, South America, Europe, and Asia-Pacific, according to our forecasts. Click here to view our full forecast for OTT video service users by country. Pay TV subscribers turn to digital options. YouTube TV is successfully separating from the pack.

Paramount+ also saw streaming subscriber growth, adding 1.5 million net additions to reach 79 million global subscribers, up 11% YoY. The company narrowed its streaming losses by 62%, hitting $109 million. Studio and linear revenues are far less positive.

The news: Netflix is deepening its investment in unscripted TV as it aims to expand its user base and gain ad-supported subscribers, per The Wall Street Journal. The streamer reportedly spoke with Spotify about partnering on live events, including live concerts and music awards shows. Our take: Netflix鈥檚 unscripted push is a strategic move that will solidify it as a destination for high-quality originals and reality programming alike, where ad inventory is ripe, costs are low, and audiences come from all walks of life.

Click here to view our full forecast for subscription OTT video viewers worldwide. Despite the slow growth, tens of millions of paying customers are still emerging annually. In 2025, 75.1 million people will join the ranks of sub OTT viewership, which means that either they or someone in their household will be a paying subscriber after not being one in 2024.

Paramount+ and ESPN+ will set the pace among subscription video-on-demand (SVOD) services. Paramount+鈥檚 ad-supported Essential plan is now free for Walmart+ subscribers and free for one year for T-Mobile subscribers. The platform is also incorporating Showtime鈥檚 content into one bundle, which will shift a cohort of new viewers in its direction.

However, with the second season of 鈥淪everance鈥� set to conclude in March, Apple TV+ needs to find other ways to maintain its subscriber base. Expanding on its current deal with MLB could be the key to keeping users around. Yes, but: Going from $85 million to a deal that could match what ESPN was offering might be a stretch, even for tech giants like Apple.

As wages fail to keep pace with higher costs of living, more than two-thirds (68.1%) of paying subscribers in Latin America had just one or two monthly subscription video services. Our survey revealed similar findings across all demographic groups. Less than 1 in 5 paying subscribers had four or more services. This figure was highest among those ages 35 to 44.

In addition to linear TV, sizable audiences tune in to AVOD and subscription VOD (SVOD) platforms, also known as OTT services. Device choice is also increasing, which is reflected by the growing number of CTVs in the home and their use via smartphones. More than 4 in 5 digital video viewers watched CTV on a smartphone, likely in addition to watching on other devices.

But new sign-ups have been more amenable to advertising than long-standing subscribers. In 2024, ad-supported viewers will make up just 7.5% of Netflix鈥檚 total US viewers, according to our forecast. In markets where Netflix sells ads, about 40% of new sign-ups adopted ad tiers in Q4 2023, according to Netflix. Click here to view our full forecast for subscription OTT video viewers.

Although YouTube is usually used as a free service monetized through ads, it says its YouTube Music and Premium services now have more than 100 million subscribers worldwide. In February 2024, YouTube shared that YouTube TV had surpassed 8 million subscribers in the US.

This follows Netflix in November 2022 and Disney+ in November 2023, meaning that the largest SVOD platforms all now offer, or will offer, a cheaper ad-supported option to their customers. These moves are keeping the market for SVODs buoyant, but only just. In Netflix鈥檚 most recent earnings, it reported the slowest increase in subscriber numbers since it launched in the UK.

The ecommerce giant鈥檚 launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

OTT video viewership is thriving, although its broad success will make finding untapped viewers challenging for subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) providers. In the realm of linear TV, digital pay TV is giving TV viewership a surprising reprieve.

In markets where it sells ads, 4 in 10 new Netflix subscribers opted for the ad-supported tier in Q4 2023, according to the company. Ad-forward: On the other end is Amazon, 鈥渁 very ad-dependent company,鈥� Benes said.

In particular, the surge of sub OTT subscribers, connected TV users, and short-form video viewers in recent years has coincided with the erosion of traditional TV consumption. Digital media time surges in India. In 2025, time spent with digital media in India is expected to increase the fastest among the countries we forecast.

What share of subscribers are serial churners? Well, according to research company Antenna, 33% of premium SVOD, subscription video on demand users frequently sign up for and then quite subscription streaming platforms making them churners, serial churners, 33%. Before the pandemic, that number was just 10%.

When digital pay TV subscriber growth eventually turns negative, some providers will exit the market, while others will seek consolidation through mergers and acquisitions. DoorDash and Uber Eats are cashing in with groceries. The top two restaurant delivery services in the US may one day be known mainly for groceries.

The average US household only subscribes to about four subscription video-on-demand (SVOD) services, and while bigger platforms could be insulated in upcoming quarters, smaller platforms with less content diversity could lose viewers and ad dollars.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.