63+ OTT Statistics For 2023 (Users, Platforms & Market Size)

OTT is one of the most in-demand streaming services around the globe as of 2023. You can stream different shows, web series, movies, and other content on these platforms. 

Besides, the most loved content category on the OTT platforms is a comedy, which is loved by all viewers irrespective of their age groups. Moreover, by the end of the year 2023, $316.10 billion is expected to be generated in revenue by the OTT platforms. 

Want to know more about OTT revenue, marketplace, and users?

After researching the latest OTT facts and figures in detail, we have compiled all the OTT statistics in the following article. 

OTT Statistics: At a Glance

1. In the year 2023, OTT users are expected to be 3.5 billion. Comparatively, in the year 2022, the number of OTT users was 3.26 billion. 

2. In 2023, OTT platforms are expected to generate $316.10 billion in revenue. Besides, the revenue generated in 2022 was $272.70 billion. 

3. The OTT platforms generated $83.57 as the average revenue per user(ARPU) in 2022. While in the year 2023, $90.14 is the expected ARPU. 

4. Netflix owns 16% of the OTT market share and is the largest shareholder in the OTT market. It is followed by Disney+ and Amazon Prime Video, with a 14% and 13% market share, respectively. 

5. OTT videos generated a revenue of $119.1 billion in the United States in 2022. While the expected revenue of OTT videos in the United States is $137.8 billion in the year 2023. 

6. The valuation of the OTT market in the year 2022 was $ 190.28 billion. It is expected to reach a valuation of $240.55 billion by the end of 2023. 

7. The OTT video advertising sector has the largest market volume and is expected to reach $205.10 billion by the end of the year 2023. 

8.  Canada had the highest OTT  penetration rate of 89.1% in the year 2022. It is followed by New Zealand and the United Kingdom, with a penetration rate of 85.3% and 85.1%. 

How Many People Use OTT?

9. 3.23 billion people used the OTT platform in the year 2022. While in the year 2023, it is predicted that the number of OTT users will rise to 3.5 billion. 

The following table displays the total OTT users over the years. 

Year	Number of OTT users
2017	2.2 billion
2018	2.4  billion
2019	2.7 billion
2020	3.1 billion
2021	3.3 billion
2022	3.26 billion
2023	3.5 billion

Source: Statista. 

10. Comparatively, in the year 2027, OTT Platforms are expected to have 4.2 billion users. 

The following table displays the predicted values of OTT users for the upcoming years. 

Year	Number of OTT users
2023	3.5 billion
2024	3.7 billion
2025	3.9 billion
2026	4.05 billion
2027	4.2 billion

Source Statista. 

11. In the year 2022, Free OTT videos that are supported by advertisements had a user base of approximately 2.7 billion. Comparatively, in the year 2023, it is expected to grow to 2.82 billion users by the end of the year 2023. 

The following table displays the OTT users that use Free (Ad-supported) OTT videos. 

Year	Number of users of ad-supported OTT videos
2017	1.92 billion
2018	2.1 billion
2019	2.32 billion
2020	2.6 billion
2021	2.77 billion
2022	2.66 billion
2023	2.82 billion
2024	2.96 billion
2025	3.12 billion
2026	3.28 billion
2027	3.43 billion

Source: Statista.

12. The pay-per-view users in the year 2022 were 0.68 billion. While in the year 2023, the pay-per-view users were 0.75 billion. 

The following table displays the OTT pay-per-view users over the years. 

Year	Number of users of pay-per-view OTT videos
2017	0.41 billion
2018	0.46 billion
2019	0. 52 billion
2020	0.65 billion
2021	0.71 billion
2022	0. 69 billion
2023	0. 75 billion
2024	0. 78 billion
2025	0. 81 billion
2026	0. 83 billion
2027	0. 86 billion

Source: Statista. 

13. The number of users that watch OTT videos by downloading was 0.6 7 billion. In the year 2023, it is predicted to increase to 0.7 billion. 

The following table displays the users that have enjoyed OTT video downloads over the years. 

Year	Number of users that download OTT videos.
2017	0.54 billion
2018	0.56 billion
2019	0.60 billion
2020	0.66 billion
2021	0.70 billion
2022	0.67 billion
2023	0.70 billion
2024	0.72 billion
2025	0.73 billion
2026	0.74 billion
2027	0.76 billion

Source: Statista. 

14. In the year 2022, 1.16 billion users streamed OTT videos. While in the year 2023, it is expected that 1.29 billion users will stream OTT videos. 

The following table displays the number of OTT users that stream videos online. 

Year	Number of users that stream OTT videos
2017	2.19 billion
2018	2.42 billion
2019	2.67 billion
2020	3.08 billion
2021	3.34 billion
2022	3.26 billion
2023	3.50 billion
2024	3.70 billion
2025	3.88 billion
2026	4.05 billion.
2027	4.21 billion

Source: Statista. 

OTT Revenue Statistics

15. In the year 2022, OTT platforms generated a revenue of $272.70 billion. While the expected revenue generated by the OTT platforms by the end of the year 2023 is expected to be $316.10 billion. 

The following table displays the yearly revenue of the OTT platforms generated over the past years. 

Year	Revenue generated by the OTT platforms.
2017	72.52 billion
2018	98.67 billion
2019	131.10 billion
2020	180.00 billion
2021	236.80 billion
2022	272.70 billion
2023	316.10 billion

Source: Statista. 

16. It is predicted that by the end of the year 2027, OTT platforms will be able to generate $462.90 billion. 

The following table includes the predicted values of the revenue that will be generated in the upcoming years. 

Year	Predicted revenue of the OTT platforms
2023	316.10
2024	356.20
2025	393.70
2026	428.70
2027	462.90

Source: Statista. 

Revenue Generated by Different OTT Sectors

The revenue generated by OTT platforms can be divided into four segments: OTT video advertising, Pay-Per-View, Video downloads, and Video streaming. 

Let us take a look at the revenue generated in each sector. 

17. In the year 2022, $ 177.50 billion was generated in revenue by the OTT Video Advertising segment. Besides, in the year 2023, the sector is expected to generate $ 205.10 billion in revenue. 

The following table displays the revenue the OTT video advertising sector generated over the past years. The table also includes the predicted values of the sector. 

Year	Revenue generated by the OTT video advertising sector.
2017	35.54 billion
2018	54.10 billion
2019	75.96 billion
2020	107.50 billion
2021	148.60 billion
2022	177.50 billion
2023	205.10 billion
2024	231.70 billion
2025	258.00 billion
2026	282.70 billion
2027	307.30 billion

Source: Statista. 

18. The pay-per-view(TVoD ) sector was able to generate $9.11 billion as of 2022. While in the year 2023, it is expected that the sector will generate $10.20 billion in the year 2023. 

The following table displays the revenue generated by pay-per-view (TVoD)over the past years. You will also come across the predicted values for the upcoming years. 

Year	Pay-per-view(TVod)
2017	4.79 billion
2018	5.47 billion
2019	6.36 billion
2020	8.07 billion
2021	9.15 billion
2022	9.11 billion
2023	10.20 billion
2024	10.93 billion
2025	11.51 billion
2026	12.08 billion
2027	12.66 billion

Source: Statista. 

19. $5.28 billion was generated by video downloads on the OTT platforms in the year 2022. While in the year 2023, video downloads are expected to generate a revenue of $ 5.51 billion in revenue. 

The following table displays the revenue generated by video downloads over the past years as well as the predicted values for the upcoming years. 

Year	Video Downloads (EST)
2017	4.51 billion
2018	4.68 billion
2019	4.90 billion
2020	5.36 billion
2021	5.62 billion
2022	5.28 billion
2023	5.51 billion
2024	5.63 billion
2025	5.71 billion
2026	5.78 billion
2027	5.85 billion

Source: Statista. 

20. Video Streaming (SVoD) generated a revenue of $80.81 billion in the year 2022. It is predicted that the sector will be able to generate $95.35 billion by the end of the year 2023. 

The following table displays the revenue generated by Video Streaming (SVoD) over the past years, and it includes the predicted values of revenue for the upcoming years.

Year	Video Streaming (SVoD)
2017	27.68 billion
2018	34.42 billion
2019	43.86 billion
2020	59.02 billion
2021	73.40 billion
2022	80.81 billion
2023	95.35 billion
2024	107.90 billion
2025	118.50 billion
2026	128.10 billion
2027	137.00 billion

Source: Statista. 

Average Revenue Per User (ARPU) of OTT  

21. The average revenue per user generated by OTT videos in the year 2022 is reported to be $83.57. While in the year 2023, ARPU is expected to be $90.14 billion. 

The following table displays the ARPU generated by the OTT over the past years. 

Year	Average revenue per user generated by the OTT
2017	$3.00
2018	$40.61
2019	$48.99
2020	$58.38
2021	$70.80
2022	$83.57
2023	$90.14

Source: Statista. 

22. In the year 2027, the average revenue per user of OTT is expected to be $109.80 billion. 

The following table displays the predicted values of ARPU for the upcoming years. 

Year	Average revenue per user generated by the OTT
2023	$90.14
2024	$96.22
2025	$101.30
2026	$ 105.70
2027	$ 109.80

Source: Statista. 

Average Revenue Per User of OTT Sectors

Let us take a look at the average revenue generated by various sectors of OTT video. 

23. OTT Video Advertising generated average revenue per user of $66.64 in the year 2022. While in the year 2023, it may generate an ARPU of $ 72.54. 

The following table displays the ARPU generated by OTT Video Advertising over the past years as well as the predicted values for the upcoming years. 

Year	ARPU of OTT Video Advertising
2017	$ 18.45
2018	$ 25.27
2019	$ 32.65
2020	$ 41.33
2021	$ 53.66
2022	$ 66.64
2023	$ 72.54
2024	$ 78.09
2025	$ 82.50
2026	$ 86.03
2027	$ 89.43

Source: Statista. 

24. Pay-per-View (TVoD)generated an average revenue per user of $13.04 in the year 2022. Besides, in the year 2022, It is expected to generate a revenue of $13.57 by the end of the year 2023. 

The following table displays the ARPU generated by Pay-per-View over the past years. You will also come across the predicted values for the upcoming years. 

Year	ARPU of Pay-per-View (TVoD)
2017	$ 11.51
2018	$ 11.75
2019	$ 12.13
2020	$ 12.35
2021	$ 12.77
2022	$ 13.04
2023	$ 13.57
2024	$ 13.90
2025	$ 14.17
2026	$ 14.44
2027	$ 14.70

Source: Statista. 

25. The average revenue generated by Video Downloads (EST) is recorded to be $7.78 in 2022. While the ARPU in the year 2023 is expected to be $ 7.81. 

The following table displays the ARPU that Video Streaming (SVoD) generated over the past years. We have also included the predicted values of the ARPU of video streaming for the upcoming years. 

Year	ARPU of Video Streaming (SVoD)
2017	$45.14
2018	$49.72
2019	$54.92
2020	$60.25
2021	$65.16
2022	$ 69.65
2023	$73.55
2024	$76.62
2025	$79.02
2026	$81.39
2027	$83.75

Source: Statista. 

OTT Market Share

26. Netflix owns the highest share of the OTT video market. It owns approximately 16% of the share. It is followed by Disney+, which has a market share of 14%. 

The following table displays the market share owned by different OTT providers in the OTT video segment. 

OTT providers	Market share owned
Netflix	16 %
Disney+	14 %
Amazon Prime Video	13 %
YouTube	10 %
HBO Max	8 %
Hulu	6 %
Paramount+	5 %
Tubi	5 %
Pluto TV	4 %
Crunchyroll	2 %
Other	17 %

Source: Statista. 

OTT Revenue Size by Country

27. OTT platforms generated a revenue of $119.1 billion in the United States in the year 2022. Besides, the United States is the leading country with the most OTT users, and hence it generates the most revenue. It is expected to generate $ 137.8 billion in the year 2023.

The following table displays the top 10 countries that lead in the revenue generation of OTT. 

Country	Revenue generated by OTT videos in 2022	Revenue generated by OTT videos in 2023.
United States	119.1 billion	137.8 billion
China	63.5 billion	74.13 billion
United Kingdom	13.9 billion	16.17 billion
Japan	8.79 billion	9.75 billion
Germany	7.12 billion	8.44 billion
Canada	5.73 billion	6.61 billion
Australia	4.50 billion	5.14 billion
France	4.48 billion	5.34 billion
South Korea	4.02 billion	4.57 billion

Source: Statista. 

28. Seychelles generates the least OTT revenue worldwide. In the year 2022, it generated a revenue of 1.96 million. Besides, in 2023, it is expected to generate $2.18 million in revenue. 

The following table displays the countries that generate the least OTT revenue worldwide. 

Country	Revenue generated by OTT videos in 2022	Revenue generated by OTT videos in 2023.
Seychelles	1.96 million	2.18 million
Gambia	2.77 million	3.28 million
Belize	3.30 million	3.63 million
Burundi	4.14 million	4.86 million
Suriname	4.27 million	4.74 million
Timor-Leste	4.30 million	4.80 million
Sierra Leone	5.58 million	6.63 million
Bhutan	6.25 million	6.92 million
Togo	6.33 million	7.42 million
Lesotho	6.43 million	7.01 million

Source: Statista. 

29. The penetration rate of OTT videos is the highest in Canada, with 89.1% as recorded in 2022. Besides, in the year 2023, it is expected to reach a penetration rate of 90%. 

The following table displays the penetration rates of OTT videos in the leading countries. 

Country	OTT penetration rate in 2022	OTT penetration rate in 2023
Canada	89.1%	90.0%
New Zealand	85.3%	88.6%
United Kingdom	85.1%	90.0%
United States	82.7%	85.2%
Norway	79.5%	87.1%
Denmark	78.9%	86.9%
Belgium	78.6%	87.0%
Australia	77.6%	80.2%
Spain	77.3%	85.8%
Israel	76.8%	79.5%

Source: Statista. 

Global OTT Market Size

30. In 2023, the market value of OTT statistics is expected to reach $240.56 billion. Besides, the market value of the OTT Statistics in the year 2022 was reported to be $190.28 billion. 

The following table displays the market value of the OTT statistics over the years. 

Year	Market value
2021	$150.51 billion
2022	$ 190.28 billion
2023	$240.55 billion
2024	$ 304.11 billion
2025	$384.47 billion
2026	$ 486.06 billion
2027	$ 614.48 billion
2028	$ 775.84 billion
2029	$982.1 billion
2030	$1241.6 billion

Source: Precedence research. 

OTT Video Advertising Statistics

31. The global OTT video advertising market volume is expected to reach $205.10 by the end of the year 2023. 

32. 72% of OTT viewers said that they recognized a specific ad they saw while watching the content.

33. 66% of OTT viewers reported discovering new content while watching OTT videos. 

34. 43% of Americans said they could watch ads in exchange for free content on OTT platforms. 

35. 40% of the OTT viewers reported that they paused the OTT video content to research about or purchase the product they saw in the ad while watching the content. 

36. 24% of the brand’s social media engagement can increase after advertising its products on the OTT platforms. 

37. 25% of the OTT viewers said that they were happy to watch a 10-minute advertisement in exchange for the free video content. 

38. Due to the increasing impact of advertisements on OTT viewers, 42% of marketing professionals and agencies are working on increasing their expenditure on OTT ads. 

39. 40% of the total advertising video impressions are found while the users stream video on the OTT platforms. 

OTT Live Streaming Statistics

40. 28% increase in the consumption of live videos has been observed after the pandemic hit. 

41. 12% of people watch live sporting events online on OTT platforms. 

42. Breaking news was the top most live streaming content on OTT in the United States. 

The following table displays the top three most live-streamed content on the OTT platforms.

Content type	Percentage of users that live streamed.
Breaking news	26%
Comedy	25%
How-to tutorials	21%

OTT Device Streaming Statistics

43. There are 820 million OTT streaming devices in the United States. 

30% of them are smartphones, while the rest of the devices include Smart TVs, personal computers, tablets, gaming consoles, etc. 

The following table displays the top 3 OTT streaming devices in the United States. 

Device	Percentage of Users
Smartphone	30%
Smart TV	15%
Personal computer	15%

44. Smart TVs witnessed a growth of 115% in the viewing time of OTT videos. At the same time, the tablet was in second place with a growth of 43%. 

The following table displays the growth observed in the view time of different devices for streaming OTT platforms. 

Device	Growth in viewing time
Connected TV devices	27%
Smart TV	115%
Mobile phone	29%
Desktop	38%
Gaming console	14%
Tablet	43%

OTT Platforms Specific Statistics

Some of the most popular OTT platforms are Netflix, Amazon Prime, Disney+, Hulu,  HBO Max, Peacock, etc. Want to know some statistics regarding the top OTT platforms?

In the following section, we have mentioned some key stats of the top OTT platforms which are loved by most OTT users worldwide. 

Netflix

45. Netflix has approximately 223 million paid subscribers as of 2023. 

The following table displays the Netflix subscribers over the past years. 

Year	Number of subscribers
2023	223 million
2022	220.6 million
2021	209 million
2020	192.95 million
2019	151.56 million

46. Netflix generated $31.6 billion in revenue in the year 2022. It was a 6.7% increase year-on-year in revenue. 

47. The net income of Netflix was more than $5 billion in the year 2022. 

48. The majority of Netflix subscribers are from the United States and Canada. More than 73 million subscribers of Netflix are from these countries. 

49. North America is the largest market for Netflix generating a revenue of $14 billion. 

Amazon Prime

50. According to Statista, Amazon prime will surpass Netflix by the end of the year 2027. 

51. Amazon Prime has more than 200 million users around the globe. 60% of American households have subscribed to Amazon prime. 

52. In the year 2022, Amazon prime reached a daily sales of $12 billion. 

53. Online stores Amazon generated a revenue of $220 billion in the year 2022. 

The following table displays the net revenue generated by AMaon in different product groups. 

Year	Online stores	Physical stores	Retail third-party seller services	Subscription services	AWS
2014	68.51 billion	–	11.75 billion	2.76 billion	4.64 billion
2015	76.86 billion	–	16.09 billion	4.47 billion	7.88 billion
2016	91.43 billion	–	22.99 billion	6.39 billion	12.22 billion
2017	108.35 billion	5.8 billion	31.88 billion	9.72 billion	17.46 billion
2018	122.99 billion	17.22  billion	42.75 billion	14.17 billion	25.66 billion
2019	141.25 billion	17.19 billion	53.76 billion	19.21 billion	35.03 billion
2020	197.35 billion	16.23 billion	80.46 billion	25.21 billion	45.37 billion
2021	222.08 billion	17.08 billion	103.37 billion	31.77 billion	62.2 billion
2022	220 billion	18.96 billion	117.72 billion	35.22 billion	80.1 billion

Source: Statista. 

Disney+

54. Disney+ has over 161.8 million subscribers as of the first quarter of 2023. While in the year 2022, it generated a revenue of $7.4 billion. 

The following table displays the revenue generated by Disney plus over the past years. 

Year	Revenue
2020	2.8 billion
2021	5.2 billion
2022	7.4 billion

55. Disney Plus app has more than 22 million downloads as of 2023. 

56. The revenue of Disney Plus was recorded to be $7.4 billion in the year 2022. Comparatively, in the year 2021, it was just $5.2 billion in the year 2021. 

57. In the year 2023, Disney+ is considering doubling the number of countries it is available in. Presently it is available in more than 42 countries. 

58. Disney plus owns 15% of the market share of streaming services. 

OTT User Behavior

59. 98% of Americans said that they subscribe to at least one streaming media service, while 75% of the users have subscribed to two or more services. 

60. 73% of Gen Zers use their Smartphones to watch OTT content. 

61. 34% of grown-ups regularly watch OTT TVOD content. 

62. Almost half of the population, which is 45%, watched more on-demand services since the previous years. 

63. Subscribers that plan on maintaining or adding to their subscriptions were recorded to be 86% of the total OTT users. 

The following table displays the breakdown of the interests of OTT users in retaining their subscriptions. 

OTT users plan	Percentage of subscribers
Anticipating to have the same subscription	61%
Want to add a new subscription	25%
Will decrease subscriptions	14%

Source: Unscreen. 

Conclusion: OTT Statistics (2023) 

That’s all about the OTT platforms from my side. 

You must also have subscribed to one of the OTT platforms to fulfill your appetite for daily entertainment. Similarly, more people around the globe are switching to OTT platforms. Hence, by the end of the year 2022, it is expected that most households will have at least two or more OTT subscriptions. 

If you have enjoyed reading the above article, you can check out other latest statistics from our website.