Over-the-top (OTT) platforms have truly transformed the way of consuming content over the last few years. The days when you needed to wait for prime-time TV slots or rent DVDs from a local store have long gone. With OTT platforms, you now have the benefit of watching your favorite shows, movies, and live events at your convenience.

We aren't exaggerating. The numbers speak for themselves. The OTT market has been growing at a staggering rate with a trajectory pace worldwide. And with this paradigm shift, understanding the latest OTT statistics has become even more important than ever. So, if you’re thinking about if your business should enter the business arena or are just seeking some interesting facts about the global OTT industry, you’re at the right place.

Read below this article to explore the top OTT statistics, trends, and insights into the ever-evolving world of OTT in 2025.

Key OTT Statistics At A Glance

Here are some figures highlighting the current and future state of the OTT industry that may leave you surprised.

• The global OTT market is projected to hit a revenue of US$ 343 billion by 2025, growing at an annual compound rate of 6.56 percent.
  
  
• The average time spent on OTT platforms by users too has increased abruptly. The weekly usage has increased to 17 hours streaming online video content. In India, the average time spent on streaming platforms was reported as 180 minutes per day.
  
  
• North America remains the largest OTT market, contributing almost 40 percent of the global revenue, followed by Europe and Asia Pacific.
  
  
• Another surprising fact is that cord cutting is continuing to rise in the US. And nearly 59.6 million households have cancelled traditional cable subscriptions and have turned to OTT exclusively. 
  
  
• There has been a reported increase in mobile streaming too, with over 70 percent of viewers accessing content via smartphone, especially in emerging markets including India and Southeast Asia.
  
  
• Netflix leads the pack globally with around 282 million paid subscribers as of 2024. However, regional market players such as Disney+ Hotstar dominate the Indian market with 35.9 million paid subscribers, contributing to nearly 26 percent of market share, followed by Amazon Prime Video and Netflix.
  
  
• Ad-supported OTT platforms (AVOD) are estimated to account for a market volume of US$63 billion by 2027, revealing how monetization models are constantly diversifying.
  
  
• OTT penetration among Internet users worldwide is currently at 60 percent, showing the global preference for on-demand content.
  
  
• Live streaming content on streaming platforms has witnessed a 45 percent year-over-year growth, which is mostly driven by sports and other interactive events.
  
  
• According to Forbes, original content investment by top OTT platforms, including Netflix, Disney+ Hotstar, and Amazon Prime Video, will reach up to US$ 40 billion globally.

OTT Market Size and Growth Projections

Surprisingly, the OTT market is showing an unbeatable growth. 

In 2023, the global market size, valued at US$ 190 billion, is expected to rise to US$ 343 billion by 2025, as per Statista. This growth is fueled primarily by twin factors: increasing Internet penetration and, second, the widespread adoption of smartphones. 

Needless to say, the demand for on-demand content has seen an upward curve too.

Furthermore, the emerging markets are significantly contributing to this worldwide industry expansion. In the Asia Pacific region, OTT consumption is expected to grow 20 percent annually; this growth is majorly driven by affordable Internet access and regional content. 

On the other hand, in North America and the European region, viewers are mostly prioritizing niche OTT platforms serving specific interests, particularly sports, documentaries, and regional content.

OTT Platform Usage and Demographics

Eventhough OTT is a global concept, the user behavior widely varies across regions. So, you can say while OTT platforms are a universal favorite, the usage varies depending on age groups, geographies, and lifestyles. 

There’s a good reason why OTT platforms are witnessing such huge growth—viewers can access content anytime, anywhere. In fact, as of 2025, the OTT users worldwide are expected to exceed 4.5 billion, nearly 50 percent of the total world population—literally!

One of the most significant aspects that shapes the content strategies is demographics. Millennials and Gen Zs primarily dominate the viewership and contribute to nearly 65 percent of overall OTT consumption. 

And this younger audience is what favors binge-worthy series, live streaming, and user-generated content on leading platforms such as YouTube and Twitch. While Baby Boomers are yet to catch up, their usage saw a 30 percent increase over the last three years, mostly drawn to documentaries and classic shows.

Simultaneously, regional preferences too play a very big role. In North America and Europe, premium subscription-supported platforms such as Netflix and Disney+ dominate the industry; in Asia and Latin America, AVOD platforms such as MX Player and iQIYI lead the charge due to affordability. Furthermore, in these regions, mobile-first viewing is predominantly popular, with almost 70 percent of content consumed on smartphones.

Therefore, it can be said that demographic diversity in OTT consumption is actually pushing these platforms to cater to optimized content strategies to ensure the content resonates well with the target regional audience.

Revenue and Monetization Models

Revenue and Monetization Models

The revenue models on OTT platforms are just as diverse as the content that goes on these platforms. Here are the common monetization models catering to specific market demands.

Subscription-Based Video on Demand, or SVOD

Leading platforms such as Netflix and Disney+ primarily rely on monthly subscriptions. In fact, almost 60 percent of the total OTT market revenue is contributed by SVOD platforms. For example, Netflix offers tiered plans that allow users to access the best plan based on streaming quality and the number of screens.

Advertising-Based Video on Demand or AVOD

Free platforms such as YouTube earn a major chunk of their revenue through ads. The AVOD approach is popular in price-sensitive markets such as India and accounts for nearly $25 billion of global OTT market share in 2024. This model has been the true game changer, as it lets users access content without direct payment.

Transactional Video On Demand (TVOD)

This monetization model is basically a pay-per-view mode, such as sports events or movie rentals on Apple TV, while catering to one-time consumers. It basically appeals to users who want to pay for what they see.

Hybrid Video On Demand (HVOD)

It is hands down one of the best monetization models, combining multiple revenue streams, or, in simple words, combining subscriptions with limited ads. In simple words, the HVOD model allows users to pick reduced subscription costs in exchange for limited ads.

OTT Statistics 2025 – Device Usage and Consumer Preferences

Understanding how viewers consume content is crucial for content creators and platform owners. Here’s what the data tells us about device usage and consumer behavior in 2025:

• Smartphones Lead the Way: Over 70% of OTT content will be consumed on smartphones, making mobile devices the primary platform for streaming.
  
  
• Connected TVs on the Rise: Connected TV usage will grow significantly, with 60% of households in the U.S. and Europe relying on smart TVs for streaming.
  
  
• Cross-Platform Viewing: Multi-device usage will become the norm, with 80% of users switching between smartphones, tablets, and TVs for seamless content consumption.
  
  
• 5G Impact: The rollout of 5G networks will revolutionize streaming, enabling 4K and 8K video streaming with minimal buffering, particularly in urban areas.

OTT Statistics 2025 – OTT TV App Statistics

• OTT TV apps will be installed on 80% of smart TVs by 2025.
  
  
• Netflix’s TV app will remain the most downloaded, with over 1 billion installations globally.
  
  
• User engagement on OTT TV apps will increase by 30%, driven by improved UI/UX and content recommendations.
  
  
• 50% of OTT TV app users will use voice search to find content, thanks to smart TV integrations.
  

   

• Live TV apps (e.g., Hulu Live, YouTube TV) will see a 40% increase in usage

OTT Statistics 2025 – Data About Live Streaming

• Live streaming will account for 25% of total OTT viewership by 2025.

• Sports streaming will dominate live OTT, with platforms like ESPN+ and DAZN leading the way.
  
  
• E-sports live streaming will grow by 35%, attracting younger audiences.
  
  
• Social media live streaming (e.g., Instagram Live, Facebook Live) will integrate with OTT platforms for broader reach.
  
  
• 4K and 8K live streaming will become mainstream, with 20% of live streams offered in ultra-high definition.
  
  

Build Your Own OTT Platform With Enveu

From industry giants to niche platforms, OTT revolution has a place for everything. If you’re looking to build and monetize your own OTT platform, Enveu is an ultimate solution.

Why Choose Enveu?

• Enveu, with its intuitive design, ensures a user-friendly and seamless viewer experience.
• Get in-depth data on OTT statistics so you can track performance and optimize your content strategies.
• From SVOD to AVOD and hybrid models, incorporate the best of revenue models based on your platform’s needs.
• Ensure multi-device content accessibility across smartphones, smart TVs, PCs, laptops, tablets, and more.
• With integrated content monetization tools, you can now maximize your content effortlessly. 

Conclusion

The OTT industry is showing absolutely no signs of slowing down in the near future. And here’s your reminder to grab this opportunity to mark your entry into the OTT space for business. As you enter 2025, understanding key OTT statistics and trends has become more important than ever to understand the growing market opportunities.

Whether you’re craving a massive audience base or just want to cater to niche subscribers, with Enveu it's time to join the OTT movement.

So, are you ready to make your mark in the OTT world? Get in touch with Enveu today to build your own OTT platform and be a part of the ultimate entertainment revolution.