U.S. OTT Subs to Top 277 Million in 2026


The number of subscribers to OTT video services in the U.S. will soar from about 230 million last year to more than 277 million in 2026, a 20 percent increase, according to new data from Parks Associates.

The Parks Associates whitepaper, The Evolving Digital Media Landscape, developed in partnership with Everise, also reports that 80 percent of the millennial and Gen Z demo are consuming content on more than one platform at least monthly.

The data also found that subscription lengths to OTT services are much shorter for younger consumers than for older ones. Older demos generally subscribe to fewer services but keep them for longer, while younger audiences tend to churn through a greater number of platforms. In Q1 2021, the average OTT subscription in U.S. broadband households was roughly two and a half years.