In the fourth quarter of 2024, Amazon Prime Video was the most popular subscription video-on-demand (SVOD) service in the United States with a market share of 22 percent, based on the users' interest in adding content to their watch lists of certain streaming platforms. Netflix followed closely with a market share of 21 percent. Subscription streaming market – a money-losing business? While subscription streaming platforms increased their subscriber bases in the years 2020 and 2021 due to the measures taken during the COVID-19 pandemic, 2022 and 2023 saw services such as Netflix and Disney+ lose a substantial number of customers. Furthermore, the direct-to-consumer (DTC) businesses of large media companies are struggling to turn a profit. Paramount, for example, reported a loss of 1.7 billion U.S. dollars for its streaming services in 2023. Streaming companies take action In order to compensate for subscriber and income losses, streaming companies implemented several strategies, such as launching more profitable ad-supported tiers, cracking down on credential sharing, laying off thousands of employees, and spending less on content. The Walt Disney Company was already able to increase DTC profits recently. Its cost-cutting measures include layoffs and savings in content spending by reducing content produced and removing TV shows and movies from its streaming services.

Netflix's global subscriber base has reached an impressive milestone, surpassing 300 million paid subscribers worldwide in the fourth quarter of 2024. This marks a significant increase of nearly 20 million subscribers compared to the previous quarter, solidifying Netflix's position as a dominant force in the streaming industry. Adapting to customer losses Netflix's growth has not always been consistent. During the first half of 2022, the streaming giant lost over one million customers. In response to these losses, Netflix introduced an ad-supported tier in November of that same year. This strategic move has paid off, with the lower-cost plan attracting 70 million monthly active users globally by November 2024, demonstrating Netflix's ability to adapt to changing market conditions and consumer preferences. Global expansion Netflix continues to focus on international markets, with a forecast suggesting that the Asia Pacific region is expected to see the most substantial growth in the upcoming years, potentially reaching around 70.1 million subscribers by 2029. To correspond to the needs of the non-American target group, the company has heavily invested in international content in recent years, with Korean, Spanish, and Japanese being the most watched non-English content languages on the platform.

The U.S. streaming market continues to evolve, with Amazon Prime Video and Netflix dominating the landscape in 2024. Both services maintain a market share of over 20 percent, highlighting the fierce competition in the subscription video-on-demand (SVOD) industry.

According to Cognitive Market Research, the global streaming service market size will be USD 107581.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 22.50% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 43032.60 million in 2024 and will grow at a compound annual growth rate (CAGR) of 20.7% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 32274.45 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 24743.75 million in 2024 and will grow at a compound annual growth rate (CAGR) of 24.5% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 5379.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 21.9% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 2151.63 million in 2024 and will grow at a compound annual growth rate (CAGR) of 22.2% from 2024 to 2031.
The music streaming is the fastest growing segment of the streaming service industry

Market Dynamics of Streaming Service Market

Key Drivers for Streaming Service Market

Increasing demand for on-demand content to drive market growth

The increasing demand for on-demand content is a primary driver of growth in the streaming service market. As consumers become accustomed to the flexibility of accessing their favorite shows and movies at their convenience, traditional viewing habits are shifting. This trend is particularly prominent among younger demographics, who prefer streaming over scheduled programming. The proliferation of binge-watching culture has further fueled this demand, leading platforms to invest heavily in vast libraries of on-demand content. Consequently, services that offer extensive content libraries and innovative features, such as personalized recommendations and user-friendly interfaces, are more likely to attract and retain subscribers. This consumer preference for on-demand content will continue to propel the growth of the streaming service market as more players enter the space and competition intensifies.

Rising internet penetration and connectivity to boost market growth

Rising internet penetration and connectivity are significantly boosting the streaming service market. As broadband access becomes more widespread, particularly in developing regions, a growing number of consumers can enjoy high-quality streaming experiences. Enhanced internet infrastructure, including the rollout of 5G technology, is facilitating faster and more reliable connections, enabling users to stream content seamlessly without buffering issues. This increased accessibility allows streaming services to reach new audiences, expanding their subscriber base. Additionally, the integration of streaming platforms into smart TVs, gaming consoles, and mobile devices has made it easier for consumers to access content anytime, anywhere. This trend toward greater connectivity is expected to drive market growth further, as more people embrace streaming as their primary source of entertainment.

Restraint Factor for the Streaming Service Market

High competition in the market to limit market growth

High competition in the streaming service market poses a significant restraint to growth. With numerous platforms vying for consumer attention, it becomes increasingly challenging for individual services to differentiate themselves. The presence of established players like Netflix and Amazon Prime Video, alongside emerging platforms, leads to a saturated market where customer loyalty is hard to maintain. This intense competition often results in price wars and increased marketing expenditures, straining the profitability of streaming services. Additionally, as consumers become overwhelmed by the sheer number of options, they may experience subscription fatigue, leading to cancellations or switching between platforms. Consequently, streaming services must continually innovate and invest in original content and user experience enhancements to stay relevant and attract new subscribers in this highly competitive landscape.

Impact of Covid-19 on the Streaming Service Market

The COVID-19 pandemic had a profound negative impact on the streaming servic...

Netflix continues to dominate the streaming landscape in Mexico, capturing 25 percent of the market share in early 2024. This leadership position underscores the company's strong foothold in Latin America's second-largest economy, where it has successfully navigated a competitive field of both international and regional players. The streaming giant's popularity in Mexico reflects broader trends in the region, where digital video consumption is rapidly growing. Subscription growth fuels market expansion The Mexican streaming market is experiencing significant growth, with approximately 23.5 million SVOD subscriptions recorded in the second quarter of 2023. Netflix led this expansion with 8.8 million subscribers, followed by Disney+ with 3.6 million users. This robust SVOD platforms’ subscriber base demonstrates the increasing appetite for streaming content among Mexican consumers and highlights the potential for further market development. Content diversity drives engagement Netflix's success in Mexico is partly attributed to its extensive content library. As of September 2023, the platform offered over 6,500 videos to Mexican viewers, with about two-thirds being films and the remainder series-related content. This diverse selection caters to various viewer preferences, helping Netflix maintain its competitive edge. Additionally, the company's investment in local content has paid off, as evidenced by the high consumption rates of newly released material across Latin America, with Brazil leading the region in viewing hours of 2023 content.

In the third quarter of 2024, Netflix was the most popular subscription video-on-demand (SVOD) service in the United Kingdom, capturing a market share of 27 percent based on users' interest in adding content to their watch lists. Amazon Prime Video followed closely with a market share of 26 percent, while Disney+ ranked third with a market share of 21 percent.

In France, the SVOD service with the highest market share during 2024 was Netflix, reaching market shares of over 27 percent between January and September. Amazon Prime Video closely followed. In contrast, Max, that was launched in June 2024 in France, had the lowest market share at 2.1 percent as of the third quarter of 2024.

Netflix is a public company headquartered in California with an estimated 12,800 employees. In the US, the company has a notable market share in at least two industries: DVD, Game & Video Rental, Video Streaming Services and Video Streaming Services. Their largest market share is in the Video Streaming Services industry, where they account for an estimated 24.2% of total industry revenue.

Overview

Streaming Services Statistics: Streaming services have transformed the entertainment landscape, revolutionizing how people consume content.

The advent of high-speed internet and the proliferation of smart devices have fueled the growth of these platforms, offering a wide array of movies, TV shows, music, and more, at the viewers' convenience.

This introduction provides an overview of key statistics that shed light on the impact, trends, and challenges within the streaming industry.

Netflix reported $442.42B in Market Capitalization this March of 2025, considering the latest stock price and the number of outstanding shares.Data for Netflix | NFLX - Market Capitalization including historical, tables and charts were last updated by Trading Economics this last March in 2025.

Netflix was estimated to reach 2.6 million subscriptions in Africa by the end of 2021, accounting for 51 percent of the subscribers of streaming on demand in Africa. Despite a projected increase in the number of subscriptions by 2026, the market share of Netflix was believed to reach 39 percent.

The size of the Over The Top Content Market was valued at USD 178.6185 Billion in 2024 and is projected to reach USD 489.78 Billion by 2033, with an expected CAGR of 15.50% during the forecast period. The Over-The-Top (OTT) content market has witnessed rapid growth in recent years, driven by increasing internet penetration, smartphone adoption, and demand for on-demand entertainment. OTT platforms offer diverse content, including movies, TV shows, web series, and live streaming services, catering to varied consumer preferences. The rise of subscription-based and ad-supported models has enhanced accessibility, with major players like Netflix, Amazon Prime Video, and Disney+ dominating the global landscape. Regional platforms are also expanding, offering localized content to attract niche audiences. Technological advancements, including artificial intelligence, cloud computing, and data analytics, are enhancing content recommendation and user experience. Additionally, strategic partnerships and collaborations among production houses, telecom operators, and streaming platforms are fueling market expansion. Challenges such as content piracy, regulatory restrictions, and high competition persist, but ongoing innovation continues to drive industry evolution. With a shift toward original productions and interactive content, the OTT market is poised for sustained growth. The integration of virtual reality, augmented reality, and artificial intelligence is expected to further revolutionize content delivery, ensuring that OTT remains a dominant force in the entertainment industry. Recent developments include: December 2022: Netflix has collaborated with Nike Training Club in order to provide workout and fitness programming to the OTT platform. The fitness content is being provided to the video streaming platform via the collaboration between Netflix and Nike Training Club., November 2022: A smartphone version of its Prime Video membership was introduced by Amazon, with rupees 599 of cost annually. This plan would be used specifically in India, and the consumers can buy a yearly subscription for their mobile access utilizing the official website of the Android app., September 2022: Streaming platforms Jet-Stream and Medianova announced a partnership to offer CDN service of Medianova within the service of Jet-Stream. As per the partnership, Jet-Stream Airflow Multi CDN is integrated into Jet-Stream Cloud services.. Key drivers for this market are: Growing internet penetration and smartphone usage

Increasing consumer demand for personalized and convenient entertainment experiences

Technological advancements such as 4K streaming and personalized recommendations

Expansion into emerging markets with large populations and growing internet access. Potential restraints include: Intense competition and high churn rate

Piracy and illegal content distribution

Regulatory challenges and content censorship issues

Limited broadband infrastructure in certain regions

Fluctuating advertising revenue for AVOD services. Notable trends are: Rise of interactive and personalized content

Integration of AI and machine learning for content discovery

Expansion into gaming and e-commerce

Convergence of OTT platforms and social media.

During 2024, Netflix remained the SVOD market leader in Brazil, reaching monthly market shares of over 25 percent. Amazon Prime Video followed, with market shares between 18 and 19 percent. In contrast, Apple TV+ had an eight percent market share in September 2024.

According to a report published by GEM Partners in February 2024, Netflix was the leading subscription video-on-demand (SVOD) service in Japan in 2023. The service held a market share of 21.7 percent during that year. The estimated value of the domestic SVOD market amounted to 505.4 billion Japanese yen in 2023, up from 450.8 billion yen in 2022. According to the estimate, which was based on user fees paid to service operators and excluded advertising revenues, Netflix's market share slightly decreased compared to the previous year.

Netflix in Japan

Netflix entered the Japanese streaming market in September 2015, making it the first Asian market the company ventured into. According to news reports, Netflix expected Japan to be one of the slowest markets to penetrate due to the brand sensitivity of Japanese audiences. At the same time, this brand sensitivity was seen as a key to long-term payoffs once the service was embraced by Japanese consumers. In order to achieve this, the company secured long-term partnership deals with Japanese content creators throughout the years. Notably among them were several high-profile anime studios, whose products were also seen as a way to counter Disney. Other shows featuring domestic content include "The Naked Director," "Terrace House," and "Tidying Up with Marie Kondo." A lack of local content is considered to be one of the factors that hampered Hulu's initial uptake when it started its operations in Japan back in 2011.

The Japanese video streaming market

Video streaming has become an increasingly contested business in Japan as the market has shown strong growth figures in recent years. One major reason for this development can be found in the entry of several foreign services into the Japanese market, with Netflix and Amazon Prime Video both launching in 2015, DAZN following in 2016, and Disney joining the competition in early 2019. One source estimated that the combined market of SVOD, transaction video-on-demand (TVOD), and electronic sell-through (EST) more than tripled in size between 2015 and 2022. A strong growth can also be seen in the share of people who use SVOD services. As a result, the average time people spend on watching video-on-demand (VOD) per weekday has increased significantly compared to the mid-2010s.

A study in September 2019 predicted that by the year 2024, Amazon Prime Video will account for 13 percent of total global SVOD subscriptions, and Disney's new streaming service, Disney+, will have a market share of eight percent. Current market leader Netflix will remain so, with a global share of 23 percent.

According to Cognitive Market Research, the global TV Studio Content market size is USD 65,841.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 5.20% from 2024 to 2031. North America held the major market share for more than 40% of the global revenue with a market size of USD 26,336.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.4% from 2024 to 2031. Europe accounted for a market share of over 30% of the global revenue with a market size of USD 19,752.36 million. Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 15,143.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031. Latin America had a market share for more than 5% of the global revenue with a market size of USD 3,292.06 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.6% from 2024 to 2031. Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 1,316.82 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.9% from 2024 to 2031. The Political Content Type held the highest TV Studio Content market revenue share in 2024. Market Dynamics of TV Studio Content Market Key Drivers for TV Studio Content Market Rising Demand for Streaming Services to Increase the Demand Globally The rising demand for streaming services is a significant driver for the TV studio content market due to several factors. Streaming platforms like Netflix, Amazon Prime, and Disney+ have revolutionized how audiences consume content, prioritizing convenience, accessibility, and a vast array of choices. This shift from traditional TV to on-demand viewing has led to an insatiable appetite for diverse and high-quality original content. TV studios are now increasingly focused on producing exclusive shows and movies to meet this demand, resulting in a surge in content creation and investment. Furthermore, global reach provided by streaming platforms allows studios to target broader, international audiences, enhancing revenue opportunities and fostering innovation in storytelling to cater to diverse viewer preferences across different regions. Expansion of Consumer Preferences to Propel Market Growth The expansion of consumer preferences is driving the TV studio content market by fostering a demand for a broader variety of content. Today's viewers seek diverse genres, inclusive storytelling, and culturally relevant programming that reflects their identities and experiences. This shift pushes TV studios to innovate and diversify their content offerings, producing everything from niche and genre-specific series to globally appealing blockbusters. Additionally, the increasing popularity of multicultural and multilingual content expands market opportunities, encouraging studios to create shows and movies that cater to various demographic groups. As consumers embrace new formats and platforms, studios must adapt by delivering engaging, high-quality content across multiple channels, ultimately driving growth and competition in the TV studio content market. Restraint Factor for the TV Studio Content Market High Production Costs to Limit the Sales High production costs are a significant restraint in the TV studio content market for several reasons. Firstly, producing high-quality content requires substantial investments in technology, talent, sets, and special effects, which can strain budgets, particularly for smaller studios or new entrants. These costs escalate further when creating blockbuster or high-concept series that demand elaborate production values. Secondly, the pressure to compete with streaming giants like Netflix and Amazon Prime, which have massive budgets for original content, intensifies cost pressures on traditional studios. Thirdly, high production costs limit the ability to take creative risks or experiment with new formats, potentially stifling innovation. Lastly, profitability can be compromised if production budgets exceed returns, making it challenging to sustainably finance ambitious projects. Balancing cost efficiency with maintaining production quality remains a critical challenge in the dynamic and competitive TV studio content market. Impact of Covid-19 on the TV Studio Content Market The Covid-19 pandemic had a significant impact on the TV studio content market, disrupting production schedules, delaying releases, and al...

By Revenue Model:The market is segmented by revenue model into Subscription-Based (SVoD), Advertisement-Based (AVoD), Transactional (TVoD), and Hybrid Models. Subscription-Based (SVoD) leads the market as consumers prefer ad-free experiences and access to exclusive content. Major platforms like Shahid and Netflix have captured significant audiences through competitive pricing and a wide content library. By Service Type:The Saudi Arabia streaming media market is segmented by service type into Video-on-Demand (VoD), Live Streaming, and Audio Streaming. Video-on-Demand (VoD) holds a dominant market share due to the increasing popularity of binge-watching and original Arabic content produced by major platforms. The convenience of personalized viewing experiences further strengthens its market position. KSA Streaming Media Market Segmentation The rollout of advanced ad-technology tools has significantly transformed the advertising landscape, enabling more effective targeted marketing campaigns and generating an estimated $5 billion in incremental revenue globally in 2024.

[Keywords] Market include Line TV, Hulu Japan, Netflix, Viu, IFlix

In the third quarter of 2024, Amazon Prime Video had the highest market share among new subscriptions for SVOD platforms in Germany, with around 17 percent. This was, however, a significant decrease compared to the same quarter a year before. Other leading streaming services in this ranking included Netflix and Disney+. Figures fluctuated during the specified period.

As of the first quarter of 2024, the leading streaming service in the Philippines was Netflix, dominating the market with a 34 percent share. Netflix was followed by iflix, with a 22 percent market share. Video streaming: a growing market in the Philippines Since 2017, there has been steady growth in both the penetration rate and revenue of video streaming services in the country, and this upward trend was forecast to continue for several more years. Adoption of video streaming platforms were boosted by an increasing demand for both local and international shows and video content, usually because of the ability to stream them for several hours. Netflix trending throughout Southeast Asia The number of Netflix subscribers in Southeast Asia has increased substantially recently, followed by growth in the company’s revenue in the region. As the number of pay-TV subscriptions is expected to increase in several Asian countries in the near future, streaming services such as Netflix will likely continue their upward trend.