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OTT video worldwide: trends and forecasts 2019–2024

25 June 2020 | Research

Martin Scott Rémy Giraud Alex Boisot Jakub Konieczny

Forecast report | PPTX and PDF (36 slides); Excel | Video Strategies

"The COVID-19 pandemic will significantly shift the narrative for OTT video services; the market will grow by USD8 billion in 2020 due to increased viewership."

The total spend on OTT video services worldwide will almost double between 2019 and 2024, from USD67 billion to USD130 billion. The increased adoption of subscription video on demand (SVoD) will be the main driver of this growth and will be boosted by the change in user behaviour following the COVID-19 pandemic.

This report provides:

  • forecasts for the number of premium OTT video users, their retail revenue (spend) and the average revenue per user (ASPU)
  • forecasts split by category of OTT video service (linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD)
  • forecasts for 47 individual countries, all 8 world regions and worldwide
  • an overview of the trends and drivers in the market.

Key metrics:

  • Users/subscribers
  • Population penetration
  • Spend (retail revenue)
  • 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 set-top boxes, smart TVs, consoles and other streamers)

Geographical coverage:

Region Countries (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, Estonia, Hungary, Latvia, Lithuania, Montenegro, Poland, Romania, Russia, Slovakia, Turkey

Middle East and North Africa

Egypt, Oman, Qatar, Saudi Arabia, UAE

Sub-Saharan Africa


North America

Canada, USA

Latin America

Brazil, Mexico


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


Australia, Japan, New Zealand, South Korea

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