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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.

That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Click here to view our full forecast for US digital audio listeners. Digital audio is so mainstream that listener growth will inevitably be slow going forward.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women’s sports and betting apps provides marketers with opportunities to reach new audiences.

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.

Exactly 60% of Gen Zers prefer user-generated content over subscription video-on-demand, according to Deloitte’s October 2023 survey. Respondents gravitate toward content offered by social algorithms because it’s brought directly (and tailored) to them as opposed to having to search for new content on streaming platforms. Gen Zers overindex on every platform we track, particularly social platforms.

Much of this digital consumption is TV-like, though—subscription OTT (sub OTT) and broadcaster video-on-demand (BVOD) have seen gains, for example. Video is also having a big impact on social media time. TikTok’s growth in the UK has led other platforms to pivot to video content. The increase in this type of content is leading to increased time spent on social media.

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.

Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

Subscription OTT (sub OTT) is the most time-consuming digital video activity (1:49), but its explosive growth era is ending. Netflix leads in sub OTT by a wide margin. Active social network users will max out their time spent at 1:52 per day. Time spent with social will decline for the first time ever in 2025.

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.