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Netflix will generate more than $14 billion in US OTT subscription revenues this year, more than any other company. Disney will come closest to Netflix, but that’s after Disney+, Hulu, and ESPN+ revenues are combined. Netflix will account for more than one-fifth of total OTT subscription revenues this year; no other service comes close.

Only 49% of respondents have a cable or satellite TV subscription, down from 63% three years ago. Younger generations are more likely to state they will cancel these subscriptions within the next 12 months, with 23% of Gen Zers and 18% of millennials planning to cancel compared to 8% of baby boomers.

OTT video is popular whether it’s free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

Among digital activities, subscription OTT (sub OTT), social networks, and digital audio take up the most time. Sub OTT and free ad-supported streaming TV (FAST) are among the few activities still seeing meaningful annual growth in time spent. Most others will be stagnant or even decline. For active users of specific formats, traditional TV (4:01) remains the most popular, followed by sub OTT (2:43).

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

Studio and linear remain a dark cloud for WBD and Paramount: Revenues were down YoY for both companies, but streaming remains a beacon of hope.

Time spent with subscription OTT (sub OTT) will grow a few percentage points per year for the next few years. Netflix’s share of total time spent in 2024 was larger than that of any other streaming service, according to Comscore. The vast majority of Netflix viewing is still happening ad-free.