knowledge centre

OTT video worldwide: trends and forecasts 2018–2023

Martin Scott Principal Analyst, Research
Rémy Giraud Senior Analyst, Research

"The total number of OTT video users will reach 915 million by 2023, led by growth in the adoption of SVoD services."

915 million people will use premium OTT video services by 2023, up from 492 million in 2018. Increased adoption of subscription video on demand (SVoD) will be the main driver of this growth, but linear (live streaming) services will become an important part of the OTT market.

This report provides:

  • a forecast of the number of OTT users, their retail revenue (spend) and the average revenue per user (ASPU)
  • forecasts split by category of OTT video service (SVoD, TVoD, linear)
  • forecasts for eight regions
  • an analysis detailing the individual regional trends.

Key performance indicators:

  • Users/subscribers
  • Population penetration
  • Spend
  • ASPU

All of the above split by the following categories of OTT video service:

  • Linear – channels (paid-for and free)
  • Linear – events
  • TVoD – rental
  • TVoD – ownership
  • SVoD (paid-for and free)
  • operator OTT

Also split by device type:

  • Smartphone
  • Tablet
  • PC
  • TV set (including STB, smart TVs, consoles and other streamers)

Geographical coverage:

RegionCountries (if applicable)



Western Europe

Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK

Central and Eastern Europe

Bulgaria, Croatia, Czech Republic, Hungary, Montenegro, Poland, Romania, Russia, Slovakia, Turkey

Middle East and North Africa

Oman, Qatar, Saudi Arabia, UAE

Sub-Saharan Africa


North America

Canada, USA

Latin America



China, India, Indonesia, Malaysia, Philippines, Thailand, Vietnam


Australia, Japan, New Zealand, South Korea