The Report Covers United States Over-The-Top (OTT) Platform Providers. The Market is Segmented by Type (SVoD, Tvod, and AVoD). The Market Size and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Discover the USA OTT Platform Market is valued at USD 48.40 billion, highlighting market segmentation, growth prospects, major players, and forecasts.

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.

The global OTT content market size is anticipated to be worth US$ 13.39 billion by 2034. According to the estimates, the market is projected to clock a 17.3% CAGR until 2034. In 2024, the OTT content market size is valued at US$ 2.71 billion.

Attribute	Details
OTT Content Market Size, 2023	US$ 2.34 billion
OTT Content Market Size, 2024	US$ 2.71 billion
OTT Content Market Size, 2034	US$ 13.39 billion
Value CAGR (2024 to 2034)	17.3%

Category-wise Insights

Segment	Video (Content Type)
Value Share (2024)	42.5%

Segment	Smartphone/Tablets (Access Type)
Value Share (2024)	49%

Country-wise Insights

Countries	Value CAGR (2024 to 2034)
United States	14.2%
Germany	4.8%
Japan	6.1%
China	17.8%
Australia & New Zealand	20.8%

The USA OTT Platform market is valued at USD 50 billion driven by the increasing demand for on-demand streaming services, and investments in original content.

Over-the-top (OTT) TV and video revenue is expected to reach 215 billion U.S. dollars by 2029, more than double the figure reported in 2019. The market has experienced massive growth over the past years.

Over-the-top providers

The term ‘over-the-top' is used to describe internet-based services that allow users to stream media content over the internet without the need for cable or satellite subscriptions. In the United States alone the penetration rate of OTT amounted to over 80 percent in 2022, with many of the most popular services in the market being video-on-demand platforms like Netflix, Hulu, Amazon Prime, and Disney+. Netflix has more than 240 million paying subscribers worldwide making it the biggest OTT video provider in the world.

OTT - a lucrative market for advertisers U.S.-based CTV users spent in total over nine million hours with OTT services as of February 2022, and as they begin to replace traditional media such as television, the platform has become beneficial for both consumers and advertisers. Not only are OTT users more receptive to advertisement than TV viewers, but the platforms themselves allow advertisers to better target their ads to specific demographics or types of consumers that are more likely to be interested in their products or services.

Roku was the leading streaming TV platform in the United States in the first quarter of 2019. During the measured period, Roku media streamers and Roku-based smart TVS accounted for the lion's share of over 30 percent of all connected TV device sales in the U.S.

The rise of Roku
A Roku is a digital media player device that allows users to stream content from a number of original channels, cable networks, entertainment apps, and third-party providers like Netflix and Hulu. These devices deliver OTT (over-the-top) video content via the users’ internet connection – to great success: in the United States, Roku Inc. reported close to 30 million monthly active users in the first quarter of 2019 and an annual revenue of over 325 million U.S. dollars in 2018.

Connected TV devices in the United States
Connected TVs (CTVs) are television devices that either have a build-in internet connection or are paired with an external web-enabled device like a Roku. This technology is enjoying great popularity in the United States, where an estimated 203 million people used connected TV devices in 2019. This figure is expected to increase in the following years, with roughly 45 percent of U.S. CTV users projected to stream content via a Roku device.

[300 Pages Report] The global over the top (OTT) services market garnered US$ 1.8 Trillion in 2021 and is likely to exhibit a Y-o-Y increase of 16% to be valued at US$ 2.1 Trillion in 2022. Owing to the increasing advancement in technology, the market is likely to propel to US$ 7.0 Trillion by 2032. The trade is projected at a 12.6% CAGR during the forecast period.

Attributes	Details
Global Over the Top (OTT) Services Market CAGR (2022 to 2032)	12.6%
Global Over the top (OTT) Services Market (2032)	US$ 7.0 Trillion
Global Over the top (OTT) Services Market Attraction	Increasing adoption of internet-based communication applications is expected to drive the growth of the market in the forecast period.

Country-Wise Forecast Cagrs For The Over The Top (OTT) Services Market

Countries	Estimated CAGR
USA	12.7%
UK	10.4%
China	13.6%
Japan	9.0%
Germany	14.4%

Snapshot img

Over The Top Market Size 2025-2029

The over the top (OTT) market size is forecast to increase by USD 934.9 billion at a CAGR of 31.3% between 2024 and 2029.

The market is experiencing significant growth due to several key factors. One of the primary drivers is the increasing preference for cloud streaming services, which offer flexibility, convenience, and cost savings compared to traditional cable and satellite TV. Another growth factor is the rising number of partnerships and acquisitions among OTT players, enabling them to expand their content offerings and reach wider audiences. However, the market also faces challenges such as illegal downloading and piracy, which undermine revenue growth and threaten the sustainability of the industry. To mitigate these challenges, OTT providers are investing in strong content protection measures and collaborating with law enforcement agencies to combat piracy.

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

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The market, which delivers video and audio media content over the internet, has been experiencing significant growth in recent years. This shift from traditional cable and satellite television to OTT platforms is driven by the convenience and flexibility offered by on-demand access to a vast array of content. OTT services enable consumers to subscribe to their preferred streaming services and access media content on various devices, breaking free from the limitations of provider-based packages. OTT platforms have disrupted the media landscape by providing customers with personalized data and narrow type selections, allowing them to tailor their entertainment experience.



The internet has become the new battleground for broadcasters, with OTT services offering a wider range of device availability and streaming license agreements for local content. Subscription fees and advertisements are the primary revenue streams for OTT platforms. While subscription fees provide a steady income, advertisements offer an opportunity to generate additional revenue. However, the customer experience is paramount, and OTT platforms must have a balance between providing an ad-free experience and generating sufficient revenue to sustain their business models. The rise of OTT platforms has led to increased competition in the home entertainment industry. Traditional cable and satellite television providers are responding by offering their streaming services to retain their customer base.
Streaming services have revolutionized the entertainment landscape, with OTT advertising playing a key role in monetization. Video-on-demand (VOD) platforms have grown alongside live sports streaming, offering viewers flexible access to their favorite content. Subscription-based streaming services have gained popularity, while ad-supported streaming models cater to those seeking free access. Mobile OTT apps enable seamless cross-platform streaming, allowing users to enjoy content anytime, anywhere. The rise of cord-cutting trends has accelerated regional OTT expansion, as consumers shift away from traditional TV. Hybrid monetization models, such as FAST channels, combine ad-supported and subscription models. AI-driven recommendations enhance user experiences, and cloud-based OTT platforms offer scalability, making it easier to serve diverse global audiences.

How is this market segmented and which is the largest segment?

The market 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.

Content Type

  Video
  Text and images
  VoIP
  Music streaming


Device

  Smartphones and tablet
  Laptop and desktop
  Smart TV


Component

  Solution
  Services


Geography

  North America

    Canada
    US


  Europe

    Germany
    UK
    France


  APAC

    China
    India
    Japan


  South America

    Brazil


  Middle East and Africa

By Content Type Insights

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

The market is experiencing notable growth due to the expanding selection of provider-based podcasts, audio streaming, and narrow type video selections. OTT devices, such as smartphones and smart TVs, offer wider device availability for consumers to access these services. Personalized data enables customized content recommendations, enhancing user experience. OTT communication and online services, including social media marketing, offer additional value. E-commerce integration and alcohol choice further expand offerings. The market snapshot reveals three primary formats: subscription video on demand (SVOD), advertising-based video on demand (AVOD), and transactional video on demand (TVOD).

SVOD provides access to video content for a subscription fee, wh

According to the most recent data, Netflix accounts for 87 percent of total OTT video service users in the United States. However, Netflix's share will continue to decrease as its competitors gradually increase their influence within the the U.S. market. As of September 2019, new services due to launch include Apple TV+, Disney+, Peacock, and HBO Max among others, all of which will lightly impact Netflix's user base and some of which, like Disney, have the potential to seriously rival the market leader in years to come.

The Latin America OTT services market size reached US$ 5,752.6 million in 2018. Demand for OTT services recorded a y-o-y growth rate of 9.5% in 2022. The Latin America market is expected to reach US$ 8,455.5 million in 2023.

Attributes	Key Insights
Latin America OTT Services Market Estimated Size (2023E)	US$ 8,455.5 million
Projected Market Valuation (2033F)	US$ 42,299.3 million
Value-based CAGR (2023 to 2033)	17.5%
Collective Value Share: Top 5 Vendors	55%

Scope of the Report

Attribute	Details
Estimated Market Size (2023)	US$ 8,455.5 million
Projected Market Valuation (2033)	US$ 42,299.3 million
Value-based CAGR (2023 to 2033)	17.5%
Forecast Period	2023 to 2033
Historical Data Available for	2018 to 2022
Market Analysis	Value (US$ million)
Key Countries Covered	Brazil, Mexico, Argentina, Chile, Colombia, Peru, and rest of Latin America
Key Segments Covered	Service Type, Business Model, End User, and Country
Key Companies Profiled	Amazon Prime Video Apple TV+ Box Brazil Claro Disney+ América Play Go Megamedia Globo Play HBO Netflix Sky Telecine Telefónica
Report Coverage	Market Forecast, Company Share Analysis, Competition Intelligence, Market Dynamics and Challenges, and Strategic Growth Initiatives

Subscriprion-based models accounts for the largest revenue share of the over-the-top market in the United States and Canada. In 2023, SVOD services generated over 57 billion U.S. dollars. Moreover, this segment is expected to grow further and by 2029 it would reach a value of around 67.4 billion U.S. dollars. Meanwhile, the rental video market is the segment with lowest generated revenue and is forecast to remain quite stable in the years to come.

Ott Content Market valued at US$ 292.15 billion in 2025, is anticipated to reaching US$ 796.72 billion by 2032, with a steady annual growth rate of 15.4%.

The USA Set-Top Box market is valued at USD 1.6 billion based on a five-year historical analysis. This market is driven by the rapid transition from traditional cable TV to digital platforms, fueled by the increasing demand for Over-the-Top (OTT) streaming services.

The telecom industry in the US offers a range of products and services, including voice, data, OTT, and pay TV services. Voice services, both wired and wireless, remain essential for communication and are supported by advanced technologies like VoLTE and VoIP. Data services, encompassing mobile and broadband internet, enable high-speed data transmission and power digital applications and services. OTT services, such as streaming platforms and messaging applications, have gained popularity due to their convenience and affordability. Pay TV services, including cable and satellite television, provide entertainment and information content to consumers. Recent developments include: September 2022: AT&T unveiled its collaboration with Ford, thereby promising to deliver 5G Connectivity to the heavy-duty 2023 models of Ford. This ensures faster navigation, mapping, and audio downloads with AT&T 5G and enables Ford Power-Up software upgrades to be downloaded easily. This development will help the vehicle get better over time., August 2022: in association with Canva and Meta, T-Mobile launched an offer for small business enterprises to improve their marketing for free with user-friendly, skilled design and advertising resources. Through the end of the year, T-Mobile is providing Canva Pro on Us to ALL qualified small business customers, in addition to USD 200 in free Facebook and Instagram advertising.. Key drivers for this market are: Growth of Mobile Internet Connection, Deployment of 5G network in the United States. Potential restraints include: , Lack of Control over Operations and Cost Visibility. Notable trends are: Deployment of 5G Networks in the United States.

The video streaming market is expected to capture a CAGR of 16.4% from US$ 279.5 million in 2024 to US$ 1,277.4 million by 2034, according to a recent analysis. The increasing demand for encoders that support numerous broadcasting formats, the rise in live-streamed content, and technical advancements are the main factors propelling the expansion of the video streaming software market.

Attributes	Details
Market Value for 2024	US$ 279.5 million
Market Value for 2034	US$ 1,277.4 million
Market CAGR from 2024 to 2034	16.4%

Charting the Video Streaming Market Journey From 2019 to 2023 and Predicting the Path from 2024 to 2034

Attributes	Details
Market Value for 2019	US$ 154.4 million
Market Value for 2023	US$ 246 million
Market CAGR from 2019 to 2023	12.4%

Category-wise Outlook

Leading Segment	Video On-Demand
Segment Share	7.1%

Leading Segment	OTT
Segment Share	46.5%

Country-wise Analysis

Nation	Australia
CAGR	19.9%

Nation	India
CAGR	17.6%

Country	China
CAGR	16.9%

Nation	Germany
CAGR	15.9%

Nation	United States
CAGR	13.3%

The Media and Entertainment Industry Overview is Segmented by Type (Print Media (Newspaper, Magazines, Billboard, Banner, Leaflets & Flyers), Digital Media (Television, Music & Radio, Electronic Signage, Mobile Advertising, Podcasts), Streaming Media (OTT Streaming, Live Streaming)) and Geography (North America (United States, Canada), Europe (United Kingdom, Germany, France, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia Pacific), Latin America, and Middle East and Africa). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Snapshot img

Broadcasting Cable TV Market Size 2025-2029

The broadcasting cable TV market size is forecast to increase by USD 36.7 billion, at a CAGR of 2.1% between 2024 and 2029.

The market is experiencing significant growth, driven by several key trends. One notable trend is the increasing development of over-the-top (OTT) platforms by TV broadcasters to expand their reach and engage audiences beyond traditional television. Another trend is the expansion of OTT delivery systems, allowing viewers to access content on-demand and on various devices. However, the market is also subject to stringent rules and regulations set by the Federal Communications Commission (FCC), which can impact business operations and revenue. These factors, among others, provide a dynamic and complex landscape for the broadcasting and cable TV market.

What will be the Size of the Broadcasting Cable TV Market During the Forecast Period?

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The market encompasses the provision of subscription-based cable television services, delivering a diverse range of content to consumers via one-to-many models. Service providers offer bundled packages featuring content from broadcasters, including news, sports, entertainment, and educational programs, as well as access to content libraries and streaming applications. User preference shapes market dynamics, with technological progress enabling personalized viewing experiences through predictive analytics models. International sports events and advertising remain significant revenue drivers.
Alliances and combinations among service providers and broadcasters, as well as financial elements, influence market direction. The market's size continues to expand, with audio and video content delivered through the electromagnetic spectrum via both cable and FM radio. Despite competition from streaming services, the cable TV market remains strong, adapting to evolving consumer demands and technological innovations.

How is this Broadcasting Cable TV Industry segmented and which is the largest segment?

The broadcasting cable TV 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.

Revenue Stream

  Advertising
  Subscription


Application

  Satellite TV
  Cable TV
  Internet Protocol TV (IPTV)
  Others


Service

  Entertainment
  News and sports
  Educational/documentary


Geography

  North America

    Canada
    US


  APAC

    China
    India
    Japan


  Europe

    Germany
    UK
    France


  South America

    Brazil


  Middle East and Africa

By Revenue Stream Insights

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

The market is segmented into advertising and subscription revenue channels. In 2024, the advertising segment dominated the market due to the expansion of cable and satellite TV networks in underserved regions. Advertising revenue is generated by selling ad space, a common monetization strategy for both online and offline businesses. Broadcasters, including cable and satellite providers, generate significant revenue through advertising, primarily during commercial breaks in their programming. Key content providers, such as broadcasters, content libraries, and streaming services, cater to consumer preferences through bundled packages and specialized programming in areas like news, entertainment, sports, kids, music, documentaries, and specialized programming.

Technological progress, including predictive analytics models, streaming applications, mobile applications, and internet penetration, influences content consumption patterns. The satellite TV segment continues to grow due to live streaming of sporting events, news, and live concerts. Financial elements, alliances and combinations, regulatory obstacles, and technological disruptions impact the market. High infrastructure costs remain a challenge. Advertising revenue is a crucial component of the broadcasting industry, with multi-year multi-platform agreements and partnerships with global sports leagues driving growth.

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The advertising segment was valued at USD 237.70 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 30% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American market holds the largest revenue share in the global broadcasting cable TV industry, driven by th

The over-the-top (OTT) TV and video revenue is estimated to reach 74 billion U.S. dollars in the United States in 2023. A forecast suggested that the revenue will continue to increase to over 80 billion U.S. dollars in 2029. While SVOD will likely remain the largest segment, ad-supported streaming will show the highest growth rate.

The North America Sports Team and Clubs Market is projected to reach a value of XX million by 2033, growing at a CAGR of 6.20% from 2025 to 2033. Factors driving the growth of the market include the increasing popularity of sports, the rising disposable income of consumers, and the growing demand for live sports experiences. Major trends shaping the market include the rise of digital media, the increasing popularity of e-sports, and the growing focus on sustainability. Key players in the North America Sports Team and Clubs Market include Austin FC, Westwood Motorcycle Racing Club, Great Lake Canadians, Club America, Tennis Club Of Canada, ESPN, Fox Sports, Coca Cola, Dallas Cowboys, and Toronto FC. The market is segmented by type (football, basketball, baseball, hockey, other types), revenue source (media rights, merchandising, tickets, sponsorship), and region (United States, Canada, Mexico). The United States is the largest market for sports teams and clubs in North America, accounting for the majority of the market share. Recent developments include: July 2023: U.S. Soccer and Coca-Cola North America entered into a long-term partnership, supporting the growth of the U.S. soccer ecosystem and leveraging Coca-Cola's iconic global reach to connect with fans around the world. The Coca-Cola Company exists as a beverage company with products sold in more than 200 countries and territories, and the U.S. Soccer Federation has been the official governing body of the sport in the United States for more than 100 years., June 2023: The PGA Tour and LIV Golf, a Saudi-funded upstart, partnered with each other to create a new entity that would combine their assets and make a major change in golf governance. The PGA Tour holds tournaments in North America, Europe, and Asia, with prize pools worth millions of dollars and LIV golf existing as a Saudi-backed golf tour.. Key drivers for this market are: OTT and online streaming platforms driving the market, Rising Leisure time driving the sports entertainment market. Potential restraints include: OTT and online streaming platforms driving the market, Rising Leisure time driving the sports entertainment market. Notable trends are: Rising Digital Platforms Driving The Market.