In 2025, the number of Netflix subscribers in India was expected to gross nearly ***** million. The forecast suggested that the subscriber base would expand at a tremendous pace in the span of a decade.

Netflix reported approximately 90 million subscribers across the U.S. and Canada in the fourth quarter of 2024, making North America its second-largest global market after Europe, Middle East, and Africa (EMEA). Netflix reports its first subscriber loss in decades After a decline in the number of paid Netflix subscribers worldwide during the first two quarters of 2022, the streaming giant seems to be back on track, adding over 30 million net subscribers in only one year. The United States and Canada experienced the most substantial combined subscriber loss, which is particularly noteworthy considering that Netflix generates the highest average monthly revenue per user (ARPU) in these countries. When asked about the main reasons for canceling their subscription, many former Netflix users listed the price as their main incentive for leaving. The service’s average monthly fee has increased significantly over the past few years, leading audiences to switch to more affordable (ad-supported) video streaming options or cut down on subscriptions altogether. Expanding global influence and content catalogs Netflix remains the leading subscription video-on-demand (SVOD) service worldwide, outperforming all other international streaming powerhouses and local providers by a significant margin. To maintain its global lead, Netflix allocates impressive sums toward marketing while also expanding its regional content. In 2021, for example, the Seattle-based company opened its first office in Stockholm to serve as a hub for the Nordics region. In addition to that, Netflix also produces more original content outside the U.S. to appeal to its diverse international user base.

Streaming giant, Netflix, entered the Indian market as part of its global rollout in 2016, and recorded a revenue of over ** billion Indian rupees in fiscal year 2024. India’s video streaming market recorded a high growth, with many new players testing the waters. Owing to the growing internet access in urban as well as rural areas in the country, online video and music streaming services have picked up pace. The global growth of Netflix Netflix’s global net income saw increasing revenues in recent years. The number of streaming subscribers for the company continued to grow in recent years as well. As for the Indian market, it was projected that there would be over *** million Netflix subscribers by 2020. Free content versus subscriptions In terms of active monthly users of streaming platforms, Netflix ranked much lower compared to the Indian streaming services like Hotstar and Jio TV. A possible reason for this could be the reluctance among Indians to pay for streaming services. In a 2017 survey regarding people’s spending choice on digital video streaming platforms, preferring advertising-based offers for online video content. Video streaming services including Netflix, Amazon Prime Video and Hotstar had been pitted against more than ** Indian rival companies, most of which provide content in regional languages, making it harder to break through the market.

Netflix's global subscriber base has reached an impressive milestone, surpassing *** million paid subscribers worldwide in the fourth quarter of 2024. This marks a significant increase of nearly ** 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 *** 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 ** 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 **** 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.

According to a survey conducted in July 2023, more than ** percent of Indian Netflix subscribers were willing to pay an extra fee that was less than an actual subscription to be able to share their Netflix passwords with friends and family. This was higher than the share of urban Indians who were inclined to do the same. Netflix has halted password sharing in India as of July 2023.

The Video On Demand Market size was valued at USD 97.19 USD Billion in 2023 and is projected to reach USD 291.69 USD Billion by 2032, exhibiting a CAGR of 17.0 % during the forecast period. Video On Demand (VOD) includes all video content requested on-demand by users. This could be premium movies or libraries of TV shows, sporting events or concerts. It could also include user-created video content. In addition, some IPTV operators are starting to offer the ability to see all the TV programs aired on their multichannel pay-TV channels in the previous 24 or 48 hours on demand. This video content is held in a constantly updated library hosted by their network. VOD systems typically distribute media using internet connections, so good bandwidth is important for best results for viewers. Popular platforms include Netflix, Hulu, Disney, Amazon Prime Video and many others. Recent developments include: January 2024: Evision expanded its strategic partnership with Disney Star. Through this collaboration, Evision aims to bring South Asian entertainment content to audiences across the Middle East & Africa (MENA)., August 2023: DistroTV entered a partnership with Network18. Through this partnership, users of DistroTV in India will be able to stream Network18's wide range of channels live and for free., July 2022: Netflix partnered with Microsoft to offer new ad-supported subscription plans. Through this partnership, Microsoft became Netflix's global ad technology and delivery partner to support all advertising needs., April 2022: Hulu developed U.S. streaming rights to Schitt’s Creek. By this acquisition, the company became the exclusive subscription VoD destination for the fan-favorite and critically acclaimed series "Schitt's Creek" in the U.S. , September 2021: Amazon.com Inc. launched prime video channels across India. The premium video channels provide access to several on-demand video channels, including Lionsgate Play, discovery+, Eros Now, Docubay, Hoichoi, MUB, Manorama Max, and Shorts TV for its prime members., July 2021: Comcast Corporation and ViacomCBS Inc. partnered to expand their streaming services in the international market. Comcast Corporation’s NBCUniversal Peacock has more than 42 million subscribers in the U.S. Also, ViacomCBS Inc.’s Paramount+ has around 36 million subscribers base for its video streaming platform. . Key drivers for this market are: Increasing Adoption of Smart Devices and Online Streaming Applications to Propel Market Growth . Potential restraints include: Concern Regarding the Privacy of Video Content to Hinder the Market Growth. Notable trends are: Enhanced User Experience and Ease of Use are Considered Emerging Trends.

As of September 2020, the total number of Netflix subscribers amounted to about *** million, making it by far the most popular subscription video-on-demand service worldwide. Amazon Prime Video ranked second in the market, with *** million users. Estimates from September 2023 predict that both competitors might be up for a close race for the top spot by 2029, while Disney+ has lost considerable ground to them, compared to estimates from October 2021. Why is Disney+ growing so fast? In 2018, The Walt Disney Company acquired 21st Century Fox, which also included the TV broadcaster Star India – the owner of India’s most popular streaming platform Hotstar. Two years later, the media conglomerate launched the rebranded Disney Plus Hotstar in India and Indonesia. By 2026, the conversion of the preexisting platform will be rolled out to numerous other Asian countries. However, the number of Disney Plus subscribers decreased in the company's first two fiscal quarters of 2023 as Disney+ Hotstar, in particular, lost subscribers. Leading VOD markets According to estimates, over-the-top TV revenue reached over *** billion U.S. dollars in 2022, with subscription video-on-demand revenue accounting for the majority of that figure. However, ad-supported video-on-demand is forecast to grow the most, with revenue more than doubling between 2022 and 2028.

The size of the India Smart TV & OTT Market was valued at USD 18.94 Million in 2023 and is projected to reach USD 61.05 Million by 2032, with an expected CAGR of 18.20% during the forecast period. Smart TVs and over-the-top (OTT) services represent a significant evolution in how consumers access and enjoy entertainment. A Smart TV is a television set equipped with internet connectivity and interactive features, allowing users to stream content directly from various online sources without the need for additional devices. These TVs typically come pre-loaded with applications for popular streaming services like Netflix, Amazon Prime Video, and Hulu, enabling viewers to watch their favorite shows and movies with ease. In addition to streaming, Smart TVs often support web browsing, gaming, and social media integration, creating a multifunctional entertainment hub in the living room. On the other hand, OTT refers to the delivery of video, audio, and other media content over the internet, bypassing traditional cable or satellite TV platforms. This model allows consumers to access a vast array of content on demand, often at a lower cost than traditional cable subscriptions. Popular OTT platforms, such as Netflix, Disney+, and HBO Max, offer original programming and a wide library of movies and TV shows, catering to diverse viewer preferences. The rise of OTT services has shifted consumer habits, leading to the decline of traditional TV viewing and prompting many to “cut the cord” in favor of more flexible viewing options. Recent developments include: May 2022: Kerala Government announced to launch of a state-owned over-the-top platform offering an array of movies, short films, and documentaries. The OTT platform's name is CSpace, an initiative of the Kerala State Film Development Corporation., February 2022: T-Series, one of India's leading film studios, is entering into the production of web series for video streaming devices. The company will focus on creating content for all mediums, which shall appeal to all audience sectors, with gripping shows across genres.. Key drivers for this market are: Large Volume of the Indian Households and Relative Less Levels of Penetration, Growing Spending Power and Growth in Smartphone Adoption to boost OTT Demand; Declining Unit Prices Coupled with Entry of Several Regional Players to Drive Bargaining Leverage of Buyers. Potential restraints include: Manufacturers Faced with Taxation Challenges and Relatively Higher Replacement Rate. Notable trends are: Increasing Adoption of Smart Devices Across IoT Ecosystem to Drive the Market Growth.

What is OTT? OTT, short for "Over-the-Top," represents a modern method of media distribution that challenges traditional television formats, such as cable or satellite. This technology enables users to stream video content directly over the internet to various devices, bypassing conventional broadcasting methods. There are three primary types of OTT services: Subscription-Based Services (SVOD): These are premium platforms where users pay for access to a wide range of content. Examples include Netflix, Disney+ Hotstar, and MAX, where viewers subscribe to enjoy movies, TV shows, and documentaries. Ad-Supported Streaming (AVOD): Services like Pluto TV and Amazon Free provide free access to content, supported by advertisements. These platforms do not have premium levels and are accessible to anyone with an internet connection. Virtual Multichannel Video Programming Distributors (vMVPDs): These are companies that offer live and on-demand video content over the internet, through multiple channels. YouTube, Hulu +Live TV, and Sling TV are examples of this type, offering a range of channels and content choices similar to traditional cable TV but delivered over the internet. OTT platforms have become immensely popular due to their convenience and flexibility. They provide viewers with the freedom to watch a diverse range of shows, movies, and documentaries anytime, anywhere, without the need for satellite or cable connections. This flexibility, combined with the option of free and subscription-based content, allows users to trial different OTT apps before deciding on a subscription. Furthermore, many OTT platforms enhance user experience by offering personalized recommendations and a vast library of content, including exclusive original productions, to maintain user engagement and satisfaction. Different Types of OTT Platforms The different types of OTT platforms cater to various entertainment needs: Video Streaming Platforms: These are perhaps the most recognized OTT services. They allow users to watch a wide variety of video content, including movies, TV shows, documentaries, and other on-demand videos. Mostly available through subscription-based models, popular examples include Disney+, Hulu, and Netflix. Music Streaming Platforms: Services like Spotify and YouTube Music fall under this category. They enable users to stream music, create and listen to playlists, enjoy podcasts, and more, all online. This has significantly reduced the reliance on traditional physical mediums like CDs or cassettes. These platforms often offer personalized music experiences with custom playlists and recommendations. Live TV Streaming: This type of OTT service focuses on live content. Users can watch events as they happen in real-time, such as live news broadcasts, sports events like football games, and various live entertainment shows. This brings the immediacy and excitement of live TV to the internet. Gaming OTT Platforms: A relatively new addition to the OTT space, these platforms combine traditional entertainment content with interactive gaming experiences. Users can both watch shows and play games within the same service. An example of this innovation is Netflix, which in 2021 introduced Netflix Games, specifically catering to mobile users. The growth and diversification of OTT platforms indicate a significant shift in entertainment consumption, offering users more flexibility, variety, and personalized content across different types of media.

The digital media market is projected to grow from $925.09 billion in 2025 to $1,741.99 billion by 2033 at a CAGR of 12.8%. The growth of this market can be attributed to the increasing adoption of digital devices, the rising popularity of online content, and the growing need for digital marketing. The market is expected to be driven by the increasing demand for video content, the growing popularity of streaming services, and the increasing use of social media. Key drivers for the digital media market growth include the increasing popularity of online video content, such as streaming services, video on demand, and user-generated content; the growing adoption of mobile devices, such as smartphones and tablets, which provide a convenient and portable way to access digital media; the rising popularity of social media, which provides a platform for users to share and consume digital media; and the increasing use of digital media for advertising and marketing purposes. The market is also being driven by the increasing availability of high-speed internet connections, which enable users to easily access and consume digital media content. Recent developments include: In June 2024, Amazon Prime Video launched Crunchyroll in India, expanding its digital media offerings in the country. Crunchyroll is a popular anime streaming service that will now be available to Indian audiences through Amazon Prime Video. This move aims to cater to the growing demand for anime content in India and enhance the streaming platform’s entertainment options for its subscribers. , In June 2024, Netflix, Inc. announced the release of new mobile games available on its platform. As a leading streaming service, Netflix's expansion into mobile gaming represents a strategic move to diversify its content offerings and enhance user engagement within the broader digital media landscape. By providing subscribers with access to a growing library of mobile games, Netflix is positioning itself as a more comprehensive entertainment destination, blending traditional streaming content with interactive gaming experiences. , In March 2024, Hulu on Disney+ launched the U.S. for Disney Bundle Subscribers. Hulu's extensive library of over 70,000 TV episodes and movies will now be fully integrated into the Disney+ app, providing Bundle subscribers with greater convenience, value, and discoverability by having the breadth and depth of both Hulu and Disney+ content available in one place. .

The graph shows the number of subscribers to selected video streaming services in India as of January 2017. According to the source, Netflix had 4.2 million subscribers in India as of January 2017.

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The Video-on-Demand (VOD) market, valued at $115.55 billion in 2025, is experiencing robust growth, projected to expand at a Compound Annual Growth Rate (CAGR) of 10.66% from 2025 to 2033. This growth is fueled by several key drivers. The increasing affordability and accessibility of high-speed internet are enabling wider adoption of streaming services. Consumers are increasingly shifting away from traditional cable television subscriptions, attracted by the flexibility, on-demand content, and personalized viewing experiences offered by VOD platforms. Furthermore, the proliferation of smart TVs and mobile devices enhances convenience, further bolstering market expansion. The rise of original content produced by streaming giants like Netflix, Amazon Prime Video, and Disney+ is another significant driver, attracting and retaining subscribers. Competition remains fierce, however, with established players facing challenges from new entrants and the evolving preferences of consumers. Different business models, including Subscription Video-on-Demand (SVoD), Transactional Video-on-Demand (TVoD), and others, cater to diverse consumer needs, contributing to market segmentation and overall growth. The market is geographically diverse, with North America and Europe currently holding significant shares but substantial growth potential existing in the Asia Pacific region driven by increasing internet penetration and smartphone usage. The market segmentation by business model reveals distinct growth trajectories. SVoD, with its recurring revenue streams, is likely to dominate, although TVoD offers significant opportunities for monetizing specific content. Competitive dynamics within the industry are intense, leading to ongoing innovations in content delivery, user interface design, and pricing strategies. The ongoing expansion of VOD services into niche markets and the integration of emerging technologies such as Artificial Intelligence for personalized recommendations will continue to shape the future landscape. Addressing challenges like content piracy and maintaining high-quality streaming infrastructure will be crucial for sustained growth and profitability throughout the forecast period. Recent developments include: January 2023: FOX Entertainment and Hulu have announced a multi-year content partnership that includes in-season streaming rights for FOX's extensive programming schedule and a multi-platform strategic marketing alliance. All FOX primetime entertainment programming, from Family Guy and The Cleaning Lady to The Masked Singer and Next Level Chef, are expected to continue to stream on Hulu the day after its linear telecast, according to the terms of the agreement. Furthermore, the agreement includes a significant alliance in which FOX and Hulu branding will coexist across all FOX-owned and external marketing touchpoints to align FOX content's live and on-demand viewing messaging., June 2022: Amazon Prime Video, an over-the-top (OTT) platform, partnered with AMC Networks, a US-based entertainment company, to offer its content through Prime Video Channels in India. Furthermore, Amazon Prime Video Channels in India offer the ad-free subscription service AMC+ and AMC's streaming service Acorn TV on a subscription basis as part of the agreement.. Key drivers for this market are: Developments in Digital Video Landscape, Surge in Mobile Based Internet Users. Potential restraints include: Developments in Digital Video Landscape, Surge in Mobile Based Internet Users. Notable trends are: Surge in Mobile-based Internet Users to Drive the Market.

Key YouTube Statistics (Editor’s Choice) YouTube recorded 70 billion monthly active users in March 2023, which includes 55.10% of worldwide active social media users. There have been more than 14 million daily active users currently on YouTube, in the United States of America this platform is accessed by 62% of users. YouTube is touted as the second largest search engine and the second most visited website after Google. Revenue earned by YouTube in the first two quarters of 2023 is around $14.358 billion. In 2023, YouTube Premium and YouTube Music have recorded 80 million subscribers collectively worldwide. YouTube consumers view more than a billion hours of video per day. YouTube has more than 38 million active channels. In the fourth quarter of 2021, YouTube ad revenue has been $8.6 billion. Around 3 million paid subscribers to access YouTube TV. YouTube Premium has around 1 billion paid users. In 2023, YouTube was banned in countries such as China excluding Macau and Hong Kong, Eritrea, Iran, North Korea, Turkmenistan, and South Sudan. With 166 million downloads, the YouTube app has become the second most downloaded entertainment application across the world after Netflix. With 91 million downloads, YouTube Kids has become the sixth most downloaded entertainment app in the world. Nearly 90% of digital consumers access YouTube in the US, making it the most popular social network for watching video content. Over 70% of YouTube viewership takes place on its mobile application. More than 70% of YouTube video content watched by people is suggested by its algorithm. The average duration of a video on YouTube is 12 minutes. An average YouTube user spends 20 minutes and 23 seconds on the platform daily. Around 28% of YouTube videos that are published by popular channels are in the English language. 77% of YouTube users watch comedy content on the platform. With 247 million subscribers, T-Series has become the most subscribed channel on YouTube. Around 50 million users log on to YouTube every day. YouTube's biggest concurrent views record has been at 2.3 billion from when SpaceX has gone live on the platform to unveil Falcon Heavy Rocket. The majority of YouTube users are in the age group of 15 to 35 years in the US. The male-female ratio of YouTube users is 11:9. Apple INC. has been touted as the biggest advertiser on YouTube in 2020 spending $237.15 million. YouTube produced total revenue of $19.7 billion in 2020. As of 2021, the majority of YouTube users (467 million) are from India. It is the most popular platform in the United States with 74 percent of adult users. YouTube contributes to nearly 25% of mobile traffic worldwide. Daily live streaming on YouTube has increased by 45% in total in 2020. In India, around 225 million people are active on the platform each hour as per the 2021 statistics. YouTube Usage and Viewership Statistics #1. YouTube accounts for more than 2 billion monthly active users Around 2.7 billion users log on to YouTube each month. The number of monthly active users of YouTube is expected to grow even further. #2. Around 14.3 billion people visit the platform every month The number of YouTube visitors is far higher compared to Facebook, Amazon, and Instagram. #3. YouTube is accessible across 100 countries in 80 languages. The platform is widely available across different communities and nations. #4. 53.9% of YouTube users are men and 46.1% of women use the platform As of 2023 statistics, 53.9% of men use the platform and 46.1% of women over 18 years are on YouTube. The share in the number of males and females is 1.38 billion and 1.18 billion respectively. Age Group Male Female 18 to 24 8.5% 6% 25 to 34 11.6% 8.6% 35 to 44 9% 7.5% 45 to 54 6.2% 5.7% 55 to 64 4.4% 4.5% Above 65 4.3% 5.4% #5. 99% of YouTube users are active on other social media networks as well. Fewer than 1% of YouTube users are solely dependent on the platform. #6. Users spend around 20 minutes and 23 seconds per day on YouTube on average It is quite a generous amount of time spent on any social network platform. #7. YouTube is the second most visited site worldwide With more than 14 billion visits per month, YouTube has become the second most visited site in the world. However, its parent company Google is the most visited site across the globe. As per the statistics, YouTube is the third most popular searched word on Google. #8. 694000 hours of video content are streamed on YouTube per minute YouTube has outweighed Netflix as well in terms of streaming video content. #9. Over 81% of total internet users have accessed YouTube #10. Nearly 450 million hours of video content are uploaded on YouTube each hour More than 5 billion videos are watched on YouTube per day. #11. India has the maximum numb

In March 2022, among its unique visitors, Indian males between 15 and 24 years old were the largest demographic for the video-on-demand company. After its introduction in 2016, Netflix was available in India and became a competitor in an online market dominated by YouTube for freely accessible videos, and Hotstar for paid subscriptions.

Snapshot img

Video Streaming Market Size 2025-2029

The video streaming market size is forecast to increase by USD 725.2 billion at a CAGR of 28.3% between 2024 and 2029.

The market is experiencing significant growth, driven by the heightened demand for encoders that support multiple broadcasting formats. This trend is fueled by the increasing popularity of over-the-top (OTT) content and the proliferation of connected devices. Furthermore, the application of advanced technologies such as artificial intelligence (AI), deep learning (DL), and machine learning (ML) is transforming the industry, enabling personalized recommendations and enhanced user experiences. However, this market expansion also brings challenges, including growing privacy and security concerns. As consumers become more aware of data protection issues, providers must prioritize robust security measures to maintain trust and compliance.
In summary, the market is witnessing dynamic growth, fueled by evolving consumer preferences and technological advancements, while navigating the complexities of privacy and security concerns.

What will be the Size of the Video Streaming Market During the Forecast Period?

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In the dynamic the market, immersive video technologies are revolutionizing content consumption, with streaming platforms continuously developing innovative features. Esports broadcasting infrastructure leverages these advancements, delivering high-quality, real-time experiences to viewers. AI-powered content discovery and personalized recommendations enhance user engagement, while CDN performance analysis and content analytics dashboards optimize streaming quality. Content licensing agreements and churn reduction initiatives ensure a steady supply of premium content and minimize subscriber loss. Content piracy prevention and cybersecurity protocols safeguard intellectual property and user data. Interactive content formats and augmented reality experiences create new revenue streams and improve user experience. Video compression technologies and audio encoding techniques enable efficient content delivery, while content acquisition strategies and production workflows ensure a steady supply of diverse and high-quality programming.
Streaming infrastructure scaling, server capacity management, and network performance optimization address the challenges of handling increasing demand and maintaining consistent streaming quality. Data privacy regulations and customer engagement strategies are essential components of the evolving video streaming landscape, ensuring user trust and fostering long-term relationships. Content moderation guidelines and streaming quality optimization address the need for a safe and enjoyable viewing experience.

How is this Video Streaming Industry segmented and which is the largest segment?

The video streaming industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Live
  Non-linear


Deployment

  Cloud
  On-premises


Platform

  Smartphones and tablets
  Smart TV
  Laptops and desktops
  Gaming consoles


End-user

  Individual users
  Enterprises
  Educational institutions


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The live segment is estimated to witness significant growth during the forecast period.

The market experienced significant growth in 2024, with live video streaming leading the segment. This trend is driven by the rising popularity of streaming services in various industries, including media and entertainment, esports, education, and marketing. The widespread availability of high-speed internet and mobile devices has made live content more accessible, leading to increased consumer engagement. Major platforms like YouTube, Facebook, and Twitch dominate this landscape, particularly among younger audiences. In addition, businesses utilize live streaming for product launches, marketing events, and customer interaction, enhancing brand visibility. The market encompasses a diverse range of players, from industry giants like Amazon and Netflix Inc.

To emerging players. Machine learning, predictive analytics, and user behavior analysis are essential components of the market, enabling personalized content recommendations and improving user experience. Content acquisition, distribution, and monetization models continue to evolve, with free trials, subscription tiers, and targeted advertising becoming common strategies. Content libraries, global expansion, and digital rights management are also critical areas of focus. The market's future is shaped b

In 2024, there were approximately **** million new Netflix membership additions in the Asia-Pacific region. This represented an increase from approximately *** million new subscriptions across APAC countries in the previous year. By the end of 2024, the total number of Netflix memberships in the region amounted to around **** million.  APAC’s local streaming providers While Netflix is among the three most-subscribed to streaming-video-on-demand (SVOD) platforms worldwide, the streaming landscape across Asia is quite unique and diversified. In China, which boasts the region’s biggest number of SVOD users at over *** million, Netflix is not available. Instead, the country has its very own streaming environment with local providers such as iQiyi, Youku, and Tencent Video, the latter of which operates as WeTV outside of China. Other popular streaming services operating in Asia include Hong Kong-based platform Viu and Indonesian provider Vidio. The future of SVOD in APAC In some countries in APAC, the streaming market is still in its early stages. New Zealand, Australia, India, and the Philippines have the highest monthly share of internet users using SVOD, with shares over ** percent.It remains to be seen how the multitude of local streaming services and U.S.-operated platforms like Netflix and Disney+ can coexist in the region. Netlfix is already widely used and was projected to have the largest number of subscribers in APAC in 2029.

According to Cognitive Market Research, the Over the Top Content Market Size will be USD XX Million in 2024 and is set to achieve a market size of USD XX Million by the end of 2031, growing at a CAGR of XX% from 2025 to 2033

North America held share of XX% in the year 2024 Europe held share of XX% in the year 2024 Asia-Pacific held share of XX% in the year 2024 South America held share of XX% in the year 2024 Middle East and Africa held share of XX% in the year 2024

Market Dynamics of the Over-the-Top Content Market

Key Drivers for the Over-the-Top Content Market

The growing demand for Regional content is fueling the expansion of the OTT market’s industry. 

Regional OTT platforms are swiftly gaining ground in India’s streaming market with tailored, localised content. Promotion of regional content like mythological and historical tales, content produced in regional languages, dedicated regional platforms,and availability of subtitles in regional languages are aiding in the surge. According to a FICCI-PwC report, the share of regional language consumption on OTT platforms will cross 50% of total time spent. The share of regional language OTT titles increased from 47% in 2021 to 52% in 2023. Content has started to travel across language barriers; industry discussions indicate that between 20% and 50% of consumers now consume content in more than one language using subtitles and dubbed versions. OTT platforms desirous of a national reach will require focusing on at least eight to nine languages. For instance, (2024, In India, the viewer base has surged to 347 million, with a staggering 60% of content consumption coming from regional languages. Telugu leads the pack (15%), followed by Tamil (13%), Malayalam (8%), and Bengali (7%). Smartphones have become the dominant device for streaming, accounting for 70% of all viewership

Increased streaming of live sports and events is accelerating the growth of the OTT market 

OTT platforms such as DAZN, ESPN+, and Amazon Prime Video have rapidly grown in popularity by delivering a seamless, on-demand viewing experience that appeals to modern sports fans. For instance, Netflix’s foray into live sports has yielded substantial subscriber growth. The platform attracted 1.4 million U.S. sign-ups for the Jake Paul vs Mike Tyson fight and 700,000 for NFL Christmas Day games in 2024. While retention rates were slightly below the platform's average, they still outperformed competitors like Paramount+ and Hulu. Netflix continues to expand its live sports offerings, securing deals with WWE and exclusive rights for the FIFA Women’s World Cup in 2027 and 2031. The IPL’s media rights for 2023-2027 were auctioned for approximately US$6.2 BILLION, SURPASSING THE Premier League to become the second-highest-valued sports media property worldwide, behind only the NFL. By 2025, the number of US viewers who stream a sports event at least once a month is projected to rise to over 90 million — a steep rise from 57 million in 2021. This reflects the immense value and revenue potential of live

Key Restraints for the Over-the-Top Content Market

The growing issue of Content Piracy continues to be a significant restraint on the expansion of the OTT market. 

According to Viacom18 Digital Ventures in 2021, every piece of content is pirated and it affects anywhere between 25-50% revenue of OTT platforms. This is substantial given the significant cost of content that they carry and investments they make, he said. In Intellectual property, copyright comes under the most important part as it gives the creator the right to produce work in literary and artistic work rights like creating and publishing books, films, paintings, music, & databases. In addition to breaking intellectual property laws, these piracy cases cause service providers and content producers to suffer enormous financial losses. Advertising and subscription-led video streaming services are losing up to 30% of their annual revenue to piracy as more and more Indians log in to digital platforms to watch content. Popular shows such as Scam 1992 on Sony LIV and Ashram on MX Player have seen pirated versions surfacing within half an hour of their launch (2021). Platforms must also navigate issues related to censorship and regulatory compliance, as seen with recent controversies arou...

The Cloud Gaming Market size was valued at USD 5.76 USD billion in 2023 and is projected to reach USD 54.62 USD billion by 2032, exhibiting a CAGR of 37.9 % during the forecast period. Cloud gaming, also called gaming on demand or game streaming, refers to playing a video game hosted on a remote server rather than on the player’s own computer or device. The remote servers use high-performance hardware to manage the processing, rendering, and execution of the game. The game audio and video are streamed back to the player’s device over the Internet, while player input (i.e., controller or keyboard and mouse actions) are sent back to the server. Due to their dependency on high-quality streaming video, cloud gaming services typically require reliable, high-speed internet connections with low latency. Even with high-speed connections available, traffic congestion and other issues affecting network latency can affect the performance of cloud gaming, and the ability to use a service regularly may also be limited by data caps enforced by some internet service providers. Recent developments include: December 2023 - Meta's VR headsets support Xbox Cloud Gaming, with a beta version of the app available for Meta Quest 2, 3, or Pro. Users can stream numerous Xbox games via an Xbox Game Pass Ultimate subscription, a Bluetooth controller, and a Quest headset. The beta app is accessible from the Meta Quest Store, and various Bluetooth controllers, including Xbox, PS4, and Switch Pro, are compatible. Support for PS5 controllers is expected in the future., October 2023 - Samsung Electronics Co., a leading smartphone manufacturer, introduced a cloud gaming service for mobile devices. This initiative aims to explore new revenue streams from its vast user base of 1 billion Galaxy users, given the sluggish growth in global mobile phone sales., October 2023 - Netflix trialled its cloud gaming service in the U.S., enabling members to play games on TV-connected devices and smart TVs using their smartphones as controllers. This beta phase, similar to previous tests in Canada and the U.K., offers a limited game selection and requires downloading a dedicated controller app., March 2023 - Ubitus K.K. entered into a partnership with Google, Inc. to bring advancement in the development of cloud-based game streaming. In contrast, Google Cloud is chosen as a cloud provider for Ubitus' GameCloud solution., March 2023 – Microsoft Corporation partnered with Boosteroid, a cloud gaming platform provider, to involve more gamers worldwide and aims to develop gaming operations in Ukraine and Russia., January 2023 - Ubitus K.K, a Japan-based cloud gaming provider, collaborated with JioGames to enhance the cloud gaming platform on 5G in India and help to improve the performance of cloud gaming in the local gaming market. , October 2021 – NVIDIA Corporation launched an advanced gaming platform on GeForce NOW, GeForce RTX 3080. The GeForce RTX 3080 subscription offers gamers the fastest frame rates, high resolutions, and lowest latency., September 2021 – Amazon Web Services, Inc., expanded its service offerings with the launch of a family-oriented subscription plan. Through these new updates, users get 36 child-friendly games such as Wandersong, Overcooked, Adventure Pals, and Spongebob Squarepants for an extra USD 2.99 per month to Luna+.. Key drivers for this market are: 5G Technology’s Low-latency Capability to Drive the Cloud Gaming Market Growth. Potential restraints include: Latency and Responsiveness Issues to Hinder Market Potential . Notable trends are: Rising Mobile Cloud Gaming Trend Likely to Boost Market Growth.

The global TV Set Top Box (STB) market, while exhibiting a slightly negative CAGR of -1.19% between 2019 and 2024, presents a complex picture with significant regional variations and technological shifts. The decline is likely attributable to the increasing penetration of Smart TVs, which integrate streaming capabilities directly, thereby reducing reliance on external STBs for many users. However, the market is far from stagnant. Growth in emerging markets, particularly in Asia, driven by increasing internet penetration and affordability of STBs, offsets the decline in mature markets. The demand for higher resolution (HD and Ultra-HD) STBs is a key driver, as consumers seek improved viewing experiences. Furthermore, advancements in technology, such as the incorporation of advanced features like voice control and 4K streaming capabilities, are fueling demand in specific segments. The segmentation by technology (Satellite/DTH, IPTV, Cable, DTT) reveals significant differences in growth trajectories, with IPTV and potentially DTT experiencing stronger growth as internet infrastructure expands and digital broadcasting continues its expansion. The competitive landscape is dominated by a mix of established players like Humax and ZTE, alongside a number of regional manufacturers. This suggests ongoing innovation and competition, shaping product offerings and pricing strategies. The forecast period (2025-2033) anticipates a gradual recovery and potential positive growth, driven by continued adoption in underserved regions and the emergence of new applications like multi-room streaming and enhanced interactive television services. The ongoing shift from traditional cable to IPTV and streaming services will continue to reshape the market, impacting different segments differently. The companies listed represent a mix of global and regional players, highlighting the diverse nature of the market and the opportunities for both large-scale manufacturing and localized solutions. Successful players will likely focus on delivering innovative, cost-effective solutions tailored to the specific needs of different regions and technology platforms. Market segmentation based on technology and resolution provides valuable insights into the nuanced dynamics within the overall market. Recent developments include: August 2024 - Jio unveiled its indigenous operating system, Jio TvOS, for the Jio Set-top Box. This advanced system boasts Ultra HD 4K video playback, Dolby Vision HDR, and Dolby Atmos surround sound. Furthermore, it seamlessly integrates the Hello Jio voice assistant, now powered by AI for improved natural language comprehension, enabling users to launch and access third-party applications, including Netflix, effortlessly., March 2024 - M7 Deutschland and German network operator Wilhelm. Tel renewed and expanded their long-standing partnership. The new multi-year agreement grants Wilhelm. Tel distribution rights for a comprehensive range of premium TV channels for its cable customers. This partnership now includes IPTV content rights for M7 pay-TV packages, featuring interactive capabilities such as instant restart, live pause, time-shifted viewing, and seven-day catch-up. The multiscreen option allows customers to watch channels on smartphones or tablets. In addition, the agreement includes a network PVR-based cloud solution for TV recordings.. Key drivers for this market are: High Levels of Technological Innovations, Increasing Adoption in the Emerging Markets; Deployment of OS-based Devices. Potential restraints include: High Levels of Technological Innovations, Increasing Adoption in the Emerging Markets; Deployment of OS-based Devices. Notable trends are: IPTV to Witness Major Growth.