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

OTT Statistics

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

OTT Statistics  - General Stats
  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
  1. In 2023, OTT platforms are expected to generate $316.10 billion in revenue. Besides, the revenue generated in 2022 was $272.70 billion
  1. 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
  1. 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. 
  1. 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. 
  1. 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. 
  1. 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
  1.  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?

  1. 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. 

YearNumber of OTT users
20172.2 billion
20182.4  billion
20192.7 billion
20203.1 billion
20213.3 billion
20223.26 billion
20233.5 billion

Source: Statista

  1. 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. 

YearNumber of OTT users
20233.5 billion
20243.7 billion
20253.9 billion
20264.05 billion
20274.2 billion 

Source Statista. 

  1. 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. 

YearNumber of users of ad-supported OTT videos
20171.92 billion
20182.1 billion
20192.32 billion
20202.6 billion
20212.77 billion
20222.66 billion
20232.82 billion
20242.96 billion 
20253.12 billion
20263.28 billion
20273.43 billion

Source: Statista.

  1. 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. 

YearNumber of users of pay-per-view OTT videos
20170.41 billion
20180.46 billion
20190. 52 billion
20200.65 billion
20210.71 billion
20220. 69 billion
20230. 75 billion
20240. 78 billion
20250. 81 billion
20260. 83 billion
20270. 86 billion

Source: Statista. 

  1. 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. 

YearNumber of users that download OTT videos. 
20170.54 billion
20180.56 billion
20190.60 billion
20200.66 billion
20210.70 billion
20220.67 billion
20230.70 billion
20240.72 billion
20250.73 billion
20260.74 billion
20270.76 billion

Source: Statista. 

  1. 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. 

YearNumber of users that stream OTT videos
20172.19 billion
20182.42 billion
20192.67 billion
20203.08 billion
20213.34 billion
20223.26 billion
20233.50 billion
20243.70 billion
20253.88 billion
20264.05 billion.
20274.21 billion

Source: Statista. 

OTT Revenue Statistics

  1. 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. 

YearRevenue generated by the OTT platforms. 
201772.52 billion
201898.67 billion
2019131.10 billion
2020180.00 billion
2021236.80 billion
2022272.70 billion
2023316.10 billion

Source: Statista. 

  1. 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. 

YearPredicted revenue of the OTT platforms 
2023316.10
2024356.20
2025393.70
2026428.70
2027462.90

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. 

  1. 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. 

YearRevenue generated by the OTT video advertising sector. 
201735.54 billion
201854.10 billion
201975.96 billion
2020107.50 billion
2021148.60 billion
2022177.50 billion
2023205.10 billion
2024231.70 billion
2025258.00 billion
2026282.70 billion
2027307.30 billion

Source: Statista. 

  1. 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. 

YearPay-per-view(TVod)
20174.79 billion
20185.47 billion
20196.36 billion
20208.07 billion
20219.15 billion
20229.11 billion
202310.20 billion
202410.93 billion
202511.51 billion
202612.08 billion
202712.66 billion

Source: Statista. 

  1. $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. 

YearVideo Downloads (EST)
20174.51 billion
20184.68 billion
20194.90 billion
20205.36 billion
20215.62 billion
20225.28 billion
20235.51 billion
20245.63 billion
20255.71 billion
20265.78 billion
20275.85 billion

Source: Statista. 

  1. 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.

YearVideo Streaming (SVoD)
201727.68 billion
201834.42 billion
201943.86 billion
202059.02 billion
202173.40 billion
202280.81 billion
202395.35 billion
2024107.90 billion
2025118.50 billion
2026128.10 billion
2027137.00 billion

Source: Statista. 

Average Revenue Per User (ARPU) of OTT  

  1. 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. 

YearAverage 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. 

  1. 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. 

YearAverage 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. 

  1. 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. 

YearARPU 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. 

  1. 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. 

YearARPU 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. 

  1. 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. 

YearARPU 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

  1. 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
Netflix16 %
Disney+14 %
Amazon Prime Video13 %
YouTube10 %
HBO Max8 %
Hulu6 %
Paramount+5 %
Tubi5 %
Pluto TV4 %
Crunchyroll2 %
Other17 %

Source: Statista. 

OTT Revenue Size by Country

  1. 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. 

CountryRevenue generated by OTT videos in 2022Revenue generated by OTT videos in 2023. 
United States119.1 billion137.8 billion
China63.5 billion74.13 billion
United Kingdom13.9 billion16.17 billion
Japan8.79 billion9.75 billion
Germany7.12 billion8.44 billion
Canada5.73 billion6.61 billion
Australia4.50 billion5.14 billion
France4.48 billion5.34 billion
South Korea4.02 billion4.57 billion

Source: Statista. 

  1. 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. 

CountryRevenue generated by OTT videos in 2022Revenue generated by OTT videos in 2023. 
Seychelles1.96 million2.18 million
Gambia2.77 million3.28 million
Belize3.30 million3.63 million
Burundi4.14 million4.86 million
Suriname4.27 million4.74 million
Timor-Leste4.30 million4.80 million
Sierra Leone5.58 million6.63 million
Bhutan6.25 million6.92 million
Togo6.33 million7.42 million
Lesotho6.43 million7.01 million

Source: Statista. 

  1. 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. 

CountryOTT penetration rate in 2022OTT penetration rate in 2023
Canada89.1%90.0%
New Zealand85.3%88.6%
United Kingdom85.1%90.0%
United States82.7%85.2%
Norway79.5%87.1%
Denmark78.9%86.9%
Belgium78.6%87.0%
Australia77.6%80.2%
Spain77.3%85.8%
Israel76.8%79.5%

Source: Statista. 

Global OTT Market Size

  1. 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. 

YearMarket 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

OTT Video Advertising Statistics
  1. The global OTT video advertising market volume is expected to reach $205.10 by the end of the year 2023. 
  1. 72% of OTT viewers said that they recognized a specific ad they saw while watching the content.
  1. 66% of OTT viewers reported discovering new content while watching OTT videos. 
  1. 43% of Americans said they could watch ads in exchange for free content on OTT platforms. 
  1. 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. 
  1. 24% of the brand’s social media engagement can increase after advertising its products on the OTT platforms. 
  1. 25% of the OTT viewers said that they were happy to watch a 10-minute advertisement in exchange for the free video content. 
  1. 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. 
  1. 40% of the total advertising video impressions are found while the users stream video on the OTT platforms. 

OTT Live Streaming Statistics

OTT Live Streaming Statistics
  1. 28% increase in the consumption of live videos has been observed after the pandemic hit. 
  1. 12% of people watch live sporting events online on OTT platforms. 
  1. 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 news26%
Comedy25%
How-to tutorials 21%

OTT Device Streaming Statistics

  1. 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. 

DevicePercentage of Users
Smartphone 30%
Smart TV15%
Personal computer15%
  1. 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. 

DeviceGrowth in viewing time 
Connected TV devices27%
Smart TV115%
Mobile phone29%
Desktop38%
Gaming console14%
Tablet43%

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

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

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

YearNumber of subscribers
2023223 million 
2022220.6 million
2021209 million
2020192.95 million
2019151.56 million
  1. Netflix generated $31.6 billion in revenue in the year 2022. It was a 6.7% increase year-on-year in revenue. 
  1. The net income of Netflix was more than $5 billion in the year 2022. 
  1. The majority of Netflix subscribers are from the United States and Canada. More than 73 million subscribers of Netflix are from these countries. 
  1. North America is the largest market for Netflix generating a revenue of $14 billion. 

Amazon Prime

Amazon Prime Video
  1. According to Statista, Amazon prime will surpass Netflix by the end of the year 2027. 
  1. Amazon Prime has more than 200 million users around the globe. 60% of American households have subscribed to Amazon prime. 
  1. In the year 2022, Amazon prime reached a daily sales of $12 billion. 
  1. 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. 

YearOnline storesPhysical storesRetail third-party seller servicesSubscription servicesAWS
201468.51 billion11.75 billion2.76 billion4.64 billion
201576.86 billion16.09 billion4.47 billion7.88 billion
201691.43 billion22.99 billion6.39 billion12.22 billion
2017108.35 billion5.8 billion31.88 billion9.72 billion17.46 billion
2018122.99 billion17.22  billion42.75 billion14.17 billion25.66 billion
2019141.25 billion17.19 billion53.76 billion19.21 billion35.03 billion
2020197.35 billion16.23 billion80.46 billion25.21 billion45.37 billion
2021222.08 billion17.08 billion103.37 billion31.77 billion62.2 billion
2022220 billion18.96 billion117.72 billion35.22 billion80.1 billion

Source: Statista. 

Disney+

Disney Plus
  1. 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. 

YearRevenue 
20202.8 billion
20215.2 billion
20227.4 billion
  1. Disney Plus app has more than 22 million downloads as of 2023. 
  1. 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. 
  1. 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. 
  1. Disney plus owns 15% of the market share of streaming services. 

OTT User Behavior

  1. 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. 
  1. 73% of Gen Zers use their Smartphones to watch OTT content. 
  1. 34% of grown-ups regularly watch OTT TVOD content. 
  1. Almost half of the population, which is 45%, watched more on-demand services since the previous years. 
  1. 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 planPercentage of subscribers
Anticipating to have the same subscription61%
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. 

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