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 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.

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

Category-wise Outlook

Country-wise Analysis

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...

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.

The estimated value of the on-demand video streaming market in Japan amounted to 525 billion Japanese yen in 2023. The market, which encompasses subscription video-on-demand (SVOD), transaction video-on-demand (TVOD), electronic sell-through (EST), and live-streaming services, more than doubled in size since 2018.

The Japanese video streaming market

Japan was comparably slow to embrace paid streaming services, both in the case of video and music streams. Hulu, which was founded as a joint venture between 21st Century Fox, Disney, and Comcast, established its operations in Japan in September 2011, but its Japan business was eventually sold to Nippon Television in 2014. The service initially suffered from high pricing and a neglect of local content that could have appealed to Japanese audiences. Amazon started Amazon Instant Video in November 2013, which was then followed by Amazon Prime Video in 2015 as Netflix also started its operations in Japan. Both companies today rank among the leading SVOD services in Japan, next to services such as U-Next, DAZN, and Disney+.

Market prospects

The paid video streaming market is several times larger than the subscription-based music streaming market, which reached a value of about 85 billion yen in 2023. While real-time television broadcasting continues to be the most popular form of video consumption in Japan, the share of people who use paid online video streaming services steadily increased in recent years and is expected to grow further.

The most popular video streaming service as of September 2019 was YouTube, with 163.75 million monthly active users. Netflix ranked second with 46.55 million MAU, followed by Hulu with just under 26.5 million.

The global video streaming market size is set to increase from USD 677.91 billion to USD 4.49 trillion, demonstrating a CAGR of around 17.9% during the forecast period, from 2025 through 2037. North America industry is projected to hold the largest revenue share by 2037, due to high consumption of video content by the population in the region.

The video streaming market size is expected to rise from $364.7 billion in 2024 to $2,236 billion by 2035, growing at a CAGR of 17.93% from in the forecast period.

Global Live Video Streaming Services market size 2025 was XX Million. Live Video Streaming Services Industry compound annual growth rate (CAGR) will be XX% from 2025 till 2033.

The Media Streaming Market is Segmented by Content Type (Music Streaming, Video Streaming), Revenue Model (Advertising, Subscription), Streaming Platform (Smartphone & Tablet, Laptop, and Desktop, Smart TV), and Geography (North America (United States, Canada), Europe (Germany, UK, France, Spain, and Rest of Europe), Asia-Pacific (China, Japan, India, Australia, and Rest of Asia-Pacific), and Latin America (Brazil, Mexico, Argentina, and Rest of Latin America), and Middle East & Africa (UAE, Saudi Arabia, South Africa, and Rest of MEA). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

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.

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.

The online streaming services market is experiencing explosive growth, projected to reach $232.88 billion in 2025 and exhibiting a remarkable Compound Annual Growth Rate (CAGR) of 26.01%. This surge is fueled by several key drivers. The increasing affordability and accessibility of high-speed internet are crucial, enabling broader adoption of streaming services across diverse demographics. The rising popularity of on-demand content, coupled with a preference for personalized viewing experiences, further fuels market expansion. Additionally, the continuous influx of high-quality original content from major players like Netflix, Disney+, and Amazon Prime Video, along with the emergence of niche streaming platforms catering to specific interests, contributes significantly to market growth. Technological advancements, such as improved video compression and streaming capabilities, also play a vital role in enhancing user experience and driving adoption. However, the market faces certain restraints. Increased competition among streaming platforms is leading to price wars and potentially squeezing profit margins. Concerns regarding data privacy and security, as well as the prevalence of piracy, also pose challenges to sustained growth. Furthermore, regional variations in internet penetration and consumer preferences necessitate tailored strategies for market penetration. Segmentation reveals a dynamic interplay between revenue models (subscription, advertising, and rental) and content types (online video and music streaming). The dominance of subscription-based models is evident, although advertising revenue is also a significant contributor. North America, specifically the US, currently holds a substantial market share, with significant growth anticipated in APAC (especially China and Japan) and Europe (Germany and the UK) driven by increasing internet and smartphone penetration. Key players such as Netflix, Disney, Amazon, and Spotify are actively shaping market dynamics through innovative content strategies and technological investments, constantly striving for competitive advantage. The forecast period from 2025 to 2033 anticipates continued market expansion driven by the factors outlined above.

The global movie streaming service market is experiencing robust growth, driven by increasing internet penetration, the proliferation of smart devices, and a rising preference for on-demand entertainment. The market size in 2025 is estimated at $100 billion, exhibiting a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033. This significant growth is fueled by several key trends, including the rise of original content production by streaming giants, the expansion of subscription-based models, and the increasing adoption of advanced technologies like 4K resolution and HDR. The market segmentation reveals a strong dominance of Video on Demand (VOD) over live streaming, while the Enterprise segment is expected to experience faster growth compared to the Personal segment due to corporate training and internal communication needs. Competition is fierce, with established players like Netflix, Amazon Prime Video, and Disney+ vying for market share alongside emerging services catering to niche audiences, such as KweliTV and The Criterion Channel. The North American market currently holds the largest share, but regions like Asia-Pacific are showing significant potential for future expansion, driven by rapid economic growth and increasing internet access. Despite the growth, challenges remain, including content licensing costs, intense competition, and the risk of subscriber churn due to price sensitivity and content fatigue. Despite the challenges, the long-term outlook for the movie streaming service market remains positive. The continued innovation in streaming technology, including the development of personalized recommendations and interactive content, will contribute significantly to the market's expansion. The integration of virtual reality (VR) and augmented reality (AR) experiences is also poised to disrupt the industry and further enhance the viewing experience. Furthermore, strategic partnerships between streaming platforms and telecommunication companies are likely to boost market penetration in developing economies. The increasing adoption of mobile streaming and the development of affordable data plans will also drive growth, particularly in emerging markets. The focus on creating high-quality original content, coupled with the diversification of subscription offerings to cater to various viewer preferences, will be crucial for sustained growth and profitability in the years to come.

Published on: July 24, 2024

Future Market Insights’ recent report on the video streaming software ecosystem highlights various opportunities and growth spots for the coming decade. As per the analysis, the video streaming software market is set to account for a current valuation of US$ 6.9 billion in 2024.

Historical Performance and Future Growth of the Video Streaming Software Market

Category-wise Insights

Country-wise Insights

Report Scope

The Video Streaming Market size was valued at USD 554.33 USD Billion in 2023 and is projected to reach USD 1744.96 USD Billion by 2032, exhibiting a CAGR of 17.8 % during the forecast period. Video streaming is the process of transmitting video data over the internet in real-time or near-real-time, allowing users to watch videos on their devices without having to download the entire video file first. Streaming video content from a physical or virtual server to a user’s device using the internet is termed video streaming. Video streaming is a continuous process wherein the audio and video are transmitted for an optimized user experience. Streaming video offers an uninterrupted viewing experience. Content is sent in a compressed format to the user’s device during data transmission. The user requires a video player to uncompress the video and prepare it for watching. In the best online video platforms, the video that the user uses uncompresses the audio, video, and text files. Recent developments include: February 2023: Brightcove introduced a new video streaming solution, Communications Studio, to enhance internal communication between HR and other communication professionals and build better relationships., January 2023: Haivision launched Haivision Hub, a FedRAMP video network service for government, which allows different government agencies to share live stream video among other government teams to fulfil federal information assurance requirements., January 2022: IBM Corporation launched an advanced IBM streaming mobile application that globally enhances workplace communications. The mobile application is made available on the App Store and Play Store. IBM’s video streaming application allows users to broadcast and live stream videos. IBM’s streaming enterprise-ready broadcasting tool offers businesses enriched security and impeccable features., January 2022: Walt Disney Company's streaming service, Disney+, announced that it will launch in 42 countries and 11 additional territories this summer, including the Faroe Islands. South Africa, Turkey, Poland, and the UAE. This expansion allows members to watch Pixar, Marvel, Star Wars, Disney, National Geographic, and other Star content., September 2021: Roku introduced a 4K streaming stick that offers faster user experience and access through Wi-Fi. The advanced streaming device named Roku Streaming Stick 4K, made available in two different versions. The two models feature HDMI port, TV support, and Dolby Vision.. Key drivers for this market are: Increasing Demand for Video on Demand (VoD) Streaming Services Aids Market Growth. Potential restraints include: Rising Concerns Related to Content Piracy and Protection to Hinder Market Expansion. Notable trends are: Rising Adoption of Low Latency Streaming Protocol Videos to Drive Market Growth.

[175+ Pages Report] The global video streaming software market witnessed a size of USD 7 Billion in 2020 and with growth at a CAGR of 19% is expected to reach a value of USD 18 Billion by 2026

The global live TV streaming service market is experiencing robust growth, driven by increasing consumer demand for on-demand entertainment and cord-cutting trends. The market, estimated at $50 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033. This significant expansion is fueled by several key factors. The proliferation of affordable high-speed internet access globally has broadened the reach of streaming services, making them accessible to a wider audience. Furthermore, the increasing availability of diverse content packages, including live sports, news, and entertainment channels tailored to specific viewing preferences, has significantly boosted market appeal. The rise of smart TVs and media streaming devices further contributes to market growth by seamlessly integrating streaming services into consumers' daily routines. Competition among established players and emerging newcomers continues to foster innovation and drive down prices, benefiting consumers and accelerating market penetration. However, challenges remain. Retaining subscribers in a highly competitive landscape requires continuous investment in content acquisition and technological advancements. The impact of economic downturns on consumer spending patterns presents a potential restraint. Furthermore, regional variations in internet infrastructure and consumer preferences require tailored strategies for effective market penetration. Nevertheless, the long-term outlook for the live TV streaming service market remains positive, driven by ongoing technological innovations and evolving consumer viewing habits. The segmentation of the market by subscription type (cable TV, wireless antenna) and application (mobile, web, streaming devices) allows companies to target specific demographics effectively. Key players such as YouTube TV, Hulu, and others are actively involved in shaping this dynamic market through aggressive content acquisition, partnerships, and technological improvements. The geographical distribution reveals that North America currently holds a significant market share, but growth opportunities are substantial in developing economies in Asia-Pacific and other regions.

The size and share of the market is categorized based on Type (PC-based, Mobile Apps) and Application (News, Sports, Concerts, Corporate, Government, Others) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).