50+ OTT Video Streaming Statistics to Know for 2023

BlogOct 25, 2022

The over-the-top (OTT) video streaming market is growing rapidly as U.S. and global audiences continue to shift their viewing preferences towards convenient and accessible web-based video streaming services.

And as audience preferences shift, content producers and owners will need to adjust their distribution strategies and “follow the money” to effectively monetize their content assets in the evolving media distribution landscape.

To help our readers learn more about the shift toward OTT media distribution and the rising popularity of OTT video streaming services, we’ve put together this list of 50+ OTT statistics.

You can view the entire list below or use our Table of Contents to find what’s most relevant to you.

 

OTT Statistics on This Page

 

OTT vs Pay TV Statistics

Over the past decade, overall revenue and viewership has increased for OTT video streaming services and declined for Pay TV.

  1. OTT video streaming in the United States is expected to generate $119.08 billion in revenue in 2022, a figure that includes all subscription, advertising, and transactional revenue from OTT video streaming services.  (Source)
  2. Globally, OTT video streaming is expected to generate $275.30 billion in 2022. (Source)
  3. Despite millions of traditional Pay TV subscribers terminating their subscriptions over the past five years, Linear TV subscriptions are still generating $86.3 billion per year in 2022. (Source)
  4. As the cord-cutting trend continues and Pay TV subscriber counts continue to decline, just 50.5% of American households now have access to traditional Pay TV (satellite, cable TV, etc.).  (Source)
  5. Just 15% of Americans say that they only watch traditional Pay TV and don’t use any OTT video streaming services. (Source)
  6. Around two-thirds, or 66% of Americans have access to a video streaming service. (Source)
  7. In a recent survey, 28% of Americans reported that they don’t have a Pay TV subscription and only watch movies and television on OTT video streaming services. (Source)
  8. 38% of Americans choose to maintain their traditional Pay TV subscriptions while also subscribing to OTT video streaming services. (Source)
  9. Market penetration for Pay TV and OTT video streaming is high, but 38% of Americans say they don’t subscribe to either traditional Pay TV or any OTT streaming services. (Source)

 

Devices Used to Consume Media

Thanks to the rise of streaming media, consumers can watch their favorite movies and shows on a variety of devices. According to one survey, TVs are still the most popular at 58% followed in order by mobile phones, laptops, desktops, and tablets. It is worth highlighting that TVs may use a variety of technologies to display content. Smart TVs can run a variety of apps, and many consumers used connected TV devices like Roku or game consoles to stream media.

Usage of OTT Devices

 

OTT Annual Revenue by Distribution Model

As video streaming has increased in popularity, we’ve seen new OTT distribution models like SVOD, AVOD, TVOD, and FAST emerge with varying degrees of financial success.

Global OTT Revenue

  1. Global revenues for advertising-funded video-on-demand (AVOD) video streaming services are expected to exceed $180.40 billion in 2022. (Source)
  2. Global revenues for subscription-based video-on-demand (SVOD) video streaming services are expected to reach $80.83 billion in 2022. (Source)
  3. Global revenues for transactional video-on-demand (TVOD) streaming services is expected to total $8.89 billion in 2022. (Source)

United States OTT Revenue

  1. AVOD platforms generate the most revenue. United States AVOD revenues for 2022 are expected to reach $81.05 billion. (Source)
  2. In the United States, SVOD video streaming platforms will generate a total of $34.10 billion in subscriber revenue in 2022. (Source)
  3. U.S. revenue from Electronic Sell-Through (EST), also known as “Download-to-Own (DTO)”, is expected to total $1.83 billion in 2022. (Source)
  4. U.S. revenue from digital video rentals, also known as “Download-to-Rent (DTR)” is expected to reach $1.83 billion in 2022. (Source)
  5. U.S. revenues from free ad-supported streaming television (FAST) streaming services are expected to reach $4 billion in 2022. (Source)

 

U.S. Streaming ARPU by OTT Distribution Model

Average Revenue Per User (ARPU) is a measurement of how effectively audiences are monetized in each OTT distribution model. A higher ARPU means that each subscriber or audience member generates more revenue for the OTT streaming service provider.

  1. AVOD video streaming services in the United States generate an average of $399.70 per subscriber each year  (Source)
  2. SVOD video streaming providers in the US generate an average of $231.40 per subscriber on an annual basis. (Source)
  3. EST transactions on TVOD streaming platforms generate an average of $36.24 per subscriber each year. (Source)
  4. Digital video rental transactions on TVOD platforms generate an average of $22.53 per subscriber per year. (Source)
  5. Virtual multichannel video programming distributors (vMVPDs) charge a monthly subscription to stream live TV channels over the web, generating an average of $708 annually for each subscriber. (Source)

 

U.S. Market Penetration by OTT Distribution Model

We’ve already mentioned that 66% of Americans have access to at least one OTT streaming platform. The OTT statistics below indicate the percentage of Americans accessing video content in each OTT distribution model, revealing that some models have penetrated the market more widely than others.

  1. 60.6% of Americans report using at least one AVOD streaming service. (Source)
  2. 55% of Americans report having accessed content on at least one FAST video service in the past 30 days. (Source)
  3. 85% of American households with broadband service have at least one SVOD subscription. (Source)
  4. Market penetration of DTR digital video rental services in the United States has been measured at 27.9%. (Source)
  5. Market penetration of EST download-to-own services in the U.S is 15.1%. (Source)

 

Top SVOD Platforms by Subscribers

The easiest way to measure the relative size and popularity of SVOD video streaming platforms is to look at their subscriber counts.

  1. Netflix is a pioneer of the SVOD media distribution model and the largest SVOD streaming platform with 220.67 million subscribers. (Source)
  2. Amazon Prime was launched as a subscription to the eCommerce giant’s express shipping service. By expanding those subscription benefits to include Prime Video streaming, Amazon quickly grew its customer base to 172 million subscribers. (Source)
  3. Disney acquired BAMTech in 2016 to help build out and launch its video streaming service Disney+.  Since its launch in 2019, the platform has amassed 152.1 million subscribers.   (Source)
  4. Home Box Office (HBO) was founded in 1972 and shifted its focus over time from traditional Pay TV to OTT streaming services. HBO and HBO Max are now owned by Warner Brothers and have a total of 76.8 million subscribers. (Source)
  5. Paramount Plus was launched in 2021 and has rapidly grown to 43.4 million subscribers. (Source)

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Top AVOD Streaming Services

A recent survey published in Variety measured the popularity of AVOD platforms by asking 3000 survey respondents to indicate which AVOD platforms they watched on a weekly basis.

  1. YouTube is, by far, the most popular AVOD platform in the United States, with 55% of respondents saying they watch on a weekly basis. (Source)
  2. Facebook Watch is also a popular AVOD platform, with 22% of Americans using the platform each week to access video content. (Source)
  3. Peacock, the streaming service owned and operated by NBCUniversal, is growing in popularity with 14% of respondents accessing content on a weekly basis.  (Source)
  4. The Roku Channel is another popular AVOD streaming service, with 10% of survey respondents saying they watch on a weekly basis. (Source)
  5. Tubi TV (often just called Tubi) is owned by the Fox Corporation. In this 2022 survey, 8% of Americans said they were watching AVOD content on Tubi on a weekly basis. (Source)

With the huge revenue potential of AVOD, a growing number of recognized SVOD streaming platforms are beginning to show advertisements on their platforms or offer a lower-cost subscription option with some advertisements.

  1. Hulu gives audiences two subscription options: a low-cost option that includes ads, and an ad-free option at a higher price point. Currently, 62% of Hulu subscribers are experiencing Hulu with advertisements and paying the lower subscription fee. (Source)
  2. Hulu was one of the first SVOD platforms launched to the public, but its willingness to experiment with an ad-supported subscription model led the platform to generate $2.7 billion in advertising revenue in 2021. (Source)
  3. Amazon recently started offering ad-supported content on its Prime Video service. The company says that it now reaches more than 55 million viewers each month with ad-supported OTT content. (Source)
  4. Netflix is launching a new ad-supported plan that will cost $6.99 per month. The “Basic with ads” plan will launch in the United States on November 3, 2022, and is expected to spread to other markets in subsequent months. (Source)
  5. Disney is also launching a “Disney+ Basic” ad-supported plan on December 8th, 2022, that is expected to cost $7.99 per month. (Source)

 

Top FAST Streaming Services by Weekly Viewership

Free ad-supported streaming television (FAST) is a relatively new distribution model for OTT media, but the low cost and familiar linear viewing experience are making FAST services skyrocket in popularity. Respondents in a 2022 survey were asked to share which FAST services they watched on a regular basis.

  1. Peacock was the most popular FAST service, with 21% of survey respondents indicating they watched the service on a regular basis. (Source)
  2. The Roku Channel is another popular FAST service, with 15% of survey respondents indicating that they watch on a regular basis. (Source)
  3. Pluto TV is a rapidly growing FAST platform with a reported U.S. ARPU of $2.54 at the end of 2021. 14% of survey respondents said that they regularly streamed content on Pluto TV.  (Source)
  4. Freevee, formerly known as IMDB TV, is Amazon’s newly acquired and rebranded FAST streaming service. In this survey, 11% of respondents said they accessed content on Freevee at least weekly. (Source)
  5. Samsung TV Plus is another popular service, with 4% of respondents in this survey indicating they watch on a regular basis. (Source)

Ranking of FAST Services(Source)

Top TVOD Platforms by Popularity

A 2022 survey asked respondents who had previously accessed content on a TVOD platform to indicate which platform they had used to complete their EST or DTR transaction. Their responses offer insight into the most popular TVOD platforms in 2022.

  1. The Amazon Prime Video Store was the most popular TVOD platform, with 68% of respondents saying they used it to access content. (Source)
  2. YouTube Movies & Shows is another popular TVOD platform, with 26% of respondents saying they had recently purchased content. (Source)
  3. Disney Premier Access gives Disney Plus subscribers the option to pay a one-time fee for early access to stream new theater releases, a distribution model known as Premium Video-on-Demand (PVOD). In this survey, 25% of respondents said they had recently purchased content on Disney Premium Access. (Source)
  4. Google Play Movies & TV is an easy way for Android phone users to access television and film content. In this survey, 22% of respondents said they had recently purchased content on Google Play Movies & TV. (Source)
  5. iTunes Video Store makes it easy for Apple customers to access television and video content on their iPhones and other Apple devices. In this survey, 16% of respondents reported having recently accessed content on this platform. (Source)

Ranking of TVOD Services

(Source)

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