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At the same time, use of subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) increased: Gen Zers watched an average of 56 minutes per day in 2023, up from 53 minutes in 2022 and well ahead of all other age cohorts. Video-sharing platforms are the new video viewing destination.

The Walt Disney Co. will receive just under $10 billion from Disney+, ESPN+, and Hulu’s subscription video-on-demand (SVOD) product combined. And Hulu + Live TV will bring an additional $4.46 billion in subscription revenues. To improve profits, streaming services keep raising prices and restricting password-sharing. These tactics have become common.

Broadcaster (BVOD), ad-supported (AVOD), and subscription video-on-demand (SVOD) will jostle for position. There will likely be some give-and-take across these services, as consumers deal with economic factors and come to grips with the volume of TV-like content available to them in various ways. Sources. Accel. Accenture. Adyen. Coleman Parkes Research. Dealroom.co. Google Cloud. IZEA.

Zooming out: The findings align with streaming trends, with both subscription OTT video viewers and ad-supported video on demand (AVOD) viewers climbing steadily, per our forecasts. Continued growth in ad-supported streaming is helping boost overall share of subscription streaming viewers.

NBCU-owned Peacock ranks highly for subscription OTT ad revenues at $2.25 billion, surpassing services like Netflix and Disney+, but lags behind these companies in overall growth. Maintaining rights to the Thanksgiving Day Parade could sustain steady growth for the platform, giving it an advantage and ensuring NBCU remains competitive in an increasingly fragmented media environment.

The Walt Disney Co. will receive just under $10 billion from Disney+, ESPN+, and Hulu’s subscription video-on-demand (SVOD) product combined. And Hulu + Live TV will bring an additional $4.46 billion in subscription revenues. To improve profits, streaming services keep raising prices and restricting password-sharing. These tactics have become common.

While Apple TV+’s viewer base is steadily increasing, it is still significantly behind competitors like Netflix and Amazon Prime Video for subscription OTT video viewers, per our 2025 forecast. The MLB might prefer platforms with a higher subscription base and more revenue—perhaps the likes of Netflix, Hulu, and Disney+, which generate the most OTT subscription revenues.

India's subscription video-on-demand market is projected to grow from $1.5 billion in 2023 to $2.1 billion by 2028. Only 33% of Indian sports fans use subscription streaming services, suggesting strong upside potential as the market continues its digital transformation.

Click here to view the full forecasts for US time spent with subscription OTT and US subscription OTT ad spending. Prime Video ranks third in time spent among major streamers, but we don’t yet have a reliable estimate for its ad revenues.

The number of subscription video-on-demand services has increased dramatically in recent years, as has the price of ad-free alternatives and the barrier of entry for sports streaming packages like YouTube’s NFL Sunday Ticket. Those rising costs have created an appetite among consumers for cheaper, ad-supported subscription tiers, but also for FAST services and free entertainment, hence Tubi’s rise.

Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.

Netflix’s ad-supported video-on-demand experiment got off to a bumpy start in late 2022 and early 2023, but by 2024, the US leader in subscription OTT (sub OTT) viewership had righted the ship. With its ad tier proving to be incredibly popular and its ad tech improving, we forecast 43.0% growth for 2025, reaching $2.07 billion.

Social network video (30.0% growth) and subscription OTT video (47.3% growth) are driving 2024's expansion. Subscription OTT video revenues of $11.26 billion represent 21.5% of social video's $52.25 billion. Format dynamics:. Display advertising will capture 85.7% of the $90 billion in additional ad spending between 2024 and 2028.

Subscription OTT services, for instance, will earn $2.48 billion in ad revenues on mobile or other devices in 2026. But their bread and butter will remain CTV, where they will generate 84.7% of their ad sales in 2026, for a total of $16.23 billion across devices. CTV also serves ads for a small but rapidly growing part of retail media ad sales.

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).

Peacock and Max trail subscription video-on-demand (SVOD) leaders Netflix, Disney+, and Amazon Prime Video, and bundling allows them to add more value for financially prudent consumers.

Netflix’s ad-supported video-on-demand experiment got off to a bumpy start in late 2022 and early 2023, but by 2024, the US leader in subscription OTT (sub OTT) viewership had righted the ship. With its ad tier proving to be incredibly popular and its ad tech improving, we forecast 43.0% growth for 2025, reaching $2.07 billion.

32% of US adults are watching subscription video-on-demand (SVOD) services less because they are watching more on free streaming services, per a July 2023 Aluma Insights survey. For 34% of US adults, viewing behaviors across streaming services haven’t changed as a result of free streaming services.

In part one of this two-part podcast episode, we discuss some predictions for 2024 that are too specific to be 100% certain about but could still come true, including: which subscription video-on-demand (SVOD) platform Apple will likely buy, where metaverse playgrounds will spring up, and what the ruling between Google and the US Department of Justice will be. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.

Subscription OTT video is chasing linear TV in terms of time spent in the US. We estimate adults still spend significantly more time per day watching TV, but that figure is decreasing and will fall below 3 hours this year. Meanwhile, for subscription OTT video, time spent will surpass an hour and a half per day. But ad spend on these platforms is not proportional to time spent.

Ad-supported video-on-demand (AVOD) services will gain more than triple the US viewers that subscription OTT video will this year, per our forecast. AVOD will add 13.3 million viewers, including 4.3 million from free premium platforms, for a total of 157.1 million. Meanwhile, subscription OTT services will gain 4.3 million viewers to reach 222.2 million.