OTT video revenue worldwide from 2010 to 2028

Over-the-top (OTT) TV and video revenue is expected to reach 235 billion U.S. dollars by 2028, nearly double the figure reported in 2021. The market has experienced massive growth over the past years, with revenues growing exponentially from 6.1 billion U.S. dollars in 2010 to over ten times that amount in 2021.

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 230 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.