Global OTT revenue to hit $215bn by 2029, according to Digital TV Research

Global OTT revenues by source in 2029 (US$ billion)

Global revenue from OTT services will reach US$215bn in 2029, up 33% from US$162bn in 2023, according to UK analysis firm Digital TV Research.

The US is tipped to remain the dominant territory by some distance. Its share of global revenue is expected to be 38% by 2029, although that represents a decrease from 46% in 2023.

Digital TV Research forecasts that US revenue will climb by US$8bn between 2023 and 2029 to reach US$82bn.

US SVoD services are expected to reach US$54.6bn in revenue in 2029, with US AVoD making US$21.6bn. Revenue from Chinese SVoD and AVoD services will be US$9.6bn and US$7.4bn respectively, according to Digital TV Research.

The rental market will make revenue of US$9.7bn in 2029, with download-to-own (DTO) at US$9.2bn, the analysis shows. Revenue from other SVoD and AVoD platforms combined is predicted to total US$62.5bn and US$40.3bn respectively.

Overall, SVoD will remain the principal OTT revenue source, growing by US$19bn between 2023 and 2029 to US$127bn, but AVoD revenue will grow faster than SVoD, the company said.

Simon Murray, principal analyst at Digital TV Research, said: “AVoD revenue for TV series and movies will reach US$69bn by 2029, up by US$30bn from US$39bn in 2023. These figures are lower than our previous edition due to the global advertising slowdown and slower-than-expected rollouts of hybrid AVoD-SVoD platforms by the US major platforms.”