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OTT Video - United States

United States
  • Revenue in the OTT Video market in the United States is projected to reach US$146.25bn in 2025.
  • Revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 7.26%, leading to a projected market volume of US$193.59bn by 2029.
  • The largest market within this market is OTT Video Advertising, which is anticipated to have a market volume of US$93.88bn in 2025.
  • In a global context, the majority of revenue will be generated the United States, amounting to US$146.25bn in 2025.
  • Within the OTT Video market, the number of users the United States is expected to reach 259.8m users by 2029.
  • User penetration is projected to be 71.7% in 2025 and is expected to increase to 74.1% by 2029.
  • The average revenue per user (ARPU) the United States OTT Video market is anticipated to be US$593.31 in 2025.
  • The usage share of YouTube is estimated to constitute 16.0% of the Videostreaming (SVoD) market in the selected region for 2023.
  • The United States OTT video market continues to evolve, with a growing emphasis on original content and increased competition among established and emerging platforms.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.
In-Scope
  • Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
  • Subscription-based services (subscription VoD or SVoD)
  • Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
  • OTT Video Advertising
  • Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee
Out-Of-Scope
  • Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
  • Physical home video (DVD & Blu-ray)
  • Traditional TV advertising
Media
Media
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TV & Video: market data & analysis
Study Details
    methodology
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    Revenue

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update: Jan 2025

    Source: Statista Market Insights

    Notes: Data was converted from local currencies using average exchange rates of the respective year. FAST refers to the Free ad-supported streaming TV market. AVoD refers to the Advertising Video-on-Demand market.

    Most recent update: Jan 2025

    Source: Statista Market Insights

    Notes: The chart “Comparable Estimates” shows the forecasted development of the selected market from different sources. Please see the additional information for methodology and publication date.

    Most recent update: Aug 2024

    Most recent update: Jan 2025

    Source: Statista Market Insights

    Analyst Opinion

    The OTT Video market in the United States is witnessing remarkable growth, fueled by the surge in digital content consumption, advances in streaming technology, and an increasing preference for flexible viewing options among consumers seeking diverse entertainment experiences.

    Customer preferences:     Consumers are increasingly gravitating towards personalized and on-demand content in the OTT Video market, driven by a desire for tailored viewing experiences that align with their individual tastes and schedules. The rise of binge-watching culture reflects a shift in how audiences engage with storytelling, favoring complete series over episodic releases. Additionally, younger demographics are embracing diverse and international content, highlighting a growing appreciation for cultural variety and inclusivity in entertainment options.

    Trends in the market:     In the United States, the OTT Video market is experiencing a surge in subscription-based services, as consumers increasingly favor platforms that offer expansive libraries of content tailored to their preferences. Globally, there is a marked rise in localized content production, catering to diverse audiences and enhancing the inclusivity of streaming offerings. In addition, the integration of interactive features and social viewing experiences is reshaping how users engage with content, prompting traditional media companies to innovate and adapt their strategies to maintain relevance in this rapidly evolving landscape.

    Local special circumstances:     In the United States, the OTT Video market is significantly shaped by the diverse cultural landscape and varying regional preferences, driving demand for localized content that resonates with different demographics. The country’s regulatory framework, including net neutrality debates, influences service delivery and competition among platforms. Additionally, the presence of major tech hubs fosters innovation in user engagement features, such as personalized recommendations and interactive content, which enhance viewer experience and retention in this competitive environment.

    Underlying macroeconomic factors:     The OTT Video market in the United States is significantly influenced by macroeconomic factors such as consumer spending trends, economic stability, and technological advancements. A robust national economy, characterized by rising disposable incomes and low unemployment rates, fuels increased expenditure on streaming services as consumers seek diverse entertainment options. Moreover, fiscal policies promoting broadband infrastructure development enhance access to high-speed internet, further supporting OTT adoption. Global economic trends, such as shifts in advertising spending and subscription models, also impact competition and revenue generation within the market, driving innovation and content diversity to meet evolving viewer expectations.

    Users

    Most recent update: Jan 2025

    Source: Statista Market Insights

    Notes: The total number of users is not represented here in its entirety. We only display specific services that do not encompass the entire market.

    Most recent update: Jan 2025

    Source: Statista Market Insights

    Demographics

    Most recent update: Mar 2024

    Sources: Statista Market Insights, Statista Consumer Insights Global

    Media Usage

    Most recent update: Mar 2024

    Source: Statista Consumer Insights Global

    Key Players

    Most recent update: Jul 2024

    Source: Statista Market Insights

    Global Comparison

    Most recent update: Jan 2025

    Source: Statista Market Insights

    Methodology

    Data coverage:

    The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

    Modeling approach / market size:

    The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

    Forecasts:

    We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

    Additional notes:

    The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

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    Key Market Indicators

    Notes: Based on data from IMF, World Bank, UN and Eurostat

    Most recent update: Jan 2025

    Source: Statista Market Insights

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    Video streaming worldwide - statistics & facts

    Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.
    More data on the topic
    OTT segment generating the highest revenue
    SVOD
    Number of OTT users worldwide
    3.9bn
    Country with the highest OTT penetration rate
    Canada

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