Global OTT revenues are projected to rise from $162 billion this year to $215 billion in 2029, a gain of $53 billion, according to new data from Digital TV Research.
The U.S. will continue to lead the global market, rising by $8 billion to reach $82 billion, but its share of overall revenues will slip from 46 percent this year to 38 percent in 2029. U.S. SVOD revenues are expected to be $54.6 billion, with AVOD revenues at $21.6 billion. In China, SVOD revenues are expected to rise to $9.6 billion, with AVOD not far behind at $7.4 billion.
SVOD will remain the main revenue source for OTT, adding $19 billion till 2029 to reach $127 billion. AVOD revenues will grow faster than SVOD.
Simon Murray, principal analyst at Digital TV Research, noted: “AVOD revenues for TV series and movies will reach $69 billion by 2029, up by $30 billion from $39 billion 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 U.S. major platforms.”