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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Apple鈥檚 Prime Video deal draws the lines of power in streaming: Growth in SVOD is slowing significantly, leaving services little choice but to piggyback off larger platforms.

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.

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.

Disney+ also outperformed Netflix by this measure, drawing 20.0% of new subscribers in Q3. Amazon should continue to gain subscribers in Germany at a faster rate. For many consumers, subscription fatigue is setting in.

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.

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%.

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.

Our take: Although an increasing number of US children aged 2 to 12 prefer YouTube (excluding YouTube Shorts) over subscription video-on-demand (SVOD) services such as Netflix, the two are neck and neck in time spent, according to a July 2024 report by Precise TV.

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.

So the amount of time that people are spending in front of video is a huge drop in TV time, increase in subscription OTT, fast channels, whatever, all the streaming kind of things. And it balances out and we're all spending about as much time in front of the big screen as we used to. Marcus Johnson:. Okay. Oscar Orozco:. And consider audio too.

To avoid ads, Prime Video subscribers can pay an additional $3 per month. This tactic could generate $1.80 billion of subscription revenues for Amazon this year, Bank of America estimated. More sports are coming to Prime Video. In January, Amazon acquired a stake in the bankrupt Diamond Sports, a regional sports network company.

Amazon Prime鈥檚 massive subscriber base gives Prime Video a large potential audience. But it鈥檚 challenging to convert subscribers into viewers, even if they already have access to Prime Video. 蘑菇AV 3 in 10 Prime subscribers did not use Prime Video in 2024, according to Consumer Intelligence Research Partners (CIRP) data reported by Adweek.