Video Streaming Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Streaming Type (Live Video Streaming, Non-Linear Video Streaming), By Platform (Over-the-Top (OTT), Pay-Tv, IPTV), By Revenue Model (Advertising, Transactional, Subscription), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 104.17 Billion
CAGR (2026-2031)	22.01%
Fastest Growing Segment	Transactional
Largest Market	North America
Market Size (2031)	USD 343.65 Billion

Market Overview

The Global Video Streaming Market will grow from USD 104.17 Billion in 2025 to USD 343.65 Billion by 2031 at a 22.01% CAGR. Video streaming is defined as the real-time transmission of audio and visual content over the internet, allowing continuous viewing without a permanent download. The sector’s expansion is underpinned by the extensive deployment of high-speed broadband infrastructure and the global proliferation of smart connected devices. Moreover, a fundamental consumer shift toward flexible, on-demand entertainment consumption continues to propel industry demand. According to the Digital Entertainment Group, in 2025, consumer spending on subscription streaming in the United States increased 25.3 percent to exceed $52 billion for the year 2024.

Nevertheless, the market encounters a substantial impediment in the form of subscription fatigue and saturation. As the number of competing platforms multiplies, consumers increasingly rotate services to manage costs, resulting in higher churn rates that threaten recurring revenue stability. This fragmentation forces providers to contend with the dual pressures of retaining a volatile subscriber base and financing the escalating costs required for premium content production.

Key Market Drivers

The widespread adoption of high-speed broadband and 5G network infrastructure functions as a critical enabler for the market, permitting seamless transmission of high-definition data across diverse geographies. Enhanced connectivity reduces latency issues that previously hindered the user experience, thereby encouraging higher engagement rates on mobile devices and connected televisions. This technological proliferation is evident in recent network expansion metrics. According to Ericsson, June 2024, in the 'Ericsson Mobility Report', global 5G subscriptions increased by 160 million during the first quarter of 2024 to reach a total of 1.7 billion. Such infrastructure upgrades ensure that streaming providers can reliably deliver bandwidth-intensive formats, such as 4K resolution and live sports broadcasts, to an expanding user base without service interruption.

Simultaneously, the surge in investment for original and exclusive content production constitutes a primary strategy for retaining subscribers amid intensifying platform rivalry. Providers are prioritizing the development of proprietary intellectual property to differentiate their service offerings and mitigate the impact of subscription fatigue. According to Variety, January 2024, in the article 'Netflix Execs Say Content Budget Will Remain at Roughly $17 Billion in 2024', the streaming entity confirmed a programming budget of $17 billion to bolster its exclusive library. This capital-intensive approach directly influences financial outcomes and market share stability. According to Netflix, in 2024, third-quarter revenue grew 15 percent year-over-year as the company added 5.1 million paid memberships. Consequently, the ability to fund and deploy premium content remains a decisive factor in sustaining long-term revenue growth.

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Key Market Challenges

The Global Video Streaming Market faces a substantial barrier to sustainable expansion in the form of subscription fatigue and intense market saturation. As the number of available platforms increases, consumers are becoming increasingly sensitive to cumulative costs, leading to a behavior known as "churn and return" where users cancel subscriptions once they have consumed specific content. This volatility undermines the recurring revenue model that is essential for long-term stability, creating a precarious environment for service providers who must continuously invest in expensive premium productions to maintain their user base.

The direct impact of this challenge is a discernible deceleration in the growth of pure subscription-based revenue, as audiences seek to consolidate their spending. This trend hampers the market's ability to maintain the explosive financial trajectories seen in previous years. According to the Digital Entertainment Group, in the fourth quarter of 2024, consumer spending on subscription streaming in the United States grew 18.3 percent, a slower rate than in earlier periods, as viewers increasingly migrated to lower-cost ad-supported plans to manage their household budgets. This shift forces companies to contend with reduced average revenue per user while facing the relentless pressure of rising content creation costs.

Key Market Trends

The strategic pivot toward hybrid monetization models represents a fundamental restructuring of revenue generation within the sector. Platforms are increasingly integrating lower-cost, ad-supported tiers to broaden accessibility and unlock high-margin advertising inventories. This dual-revenue approach mitigates reliance on subscription fees alone, allowing services to monetize price-sensitive demographics effectively while offering advertisers granular targeting capabilities not available on linear television. The rapid scale of this adoption indicates a permanent shift in consumer preference toward value-oriented access. According to Netflix, May 2024, in the article 'Netflix Upfront 2024', the company’s ad-supported tier reached 40 million global monthly active users, demonstrating significant consumer acceptance of this value exchange.

Simultaneously, the integration of exclusive live sports broadcasting rights has emerged as a high-value differentiator for major streaming entities to secure subscriber loyalty. By securing rights to premium athletic events, platforms capitalize on real-time engagement and appointment viewing, which significantly reduces churn compared to static on-demand libraries. This transition marks a decisive move of live sports from traditional cable bundles to digital-first distribution, forcing a realignment of the broadcasting landscape. According to NBCUniversal, January 2024, in the press release 'Peacock’s Exclusive NFL Wild Card Game Is Most-Streamed Event in U.S. History', the platform’s exclusive broadcast of the Chiefs-Dolphins playoff game delivered an average audience of 23 million viewers, underscoring the massive draw of live digital sports.

Segmental Insights

The Transactional segment is anticipated to register the fastest growth within the global video streaming market. This expansion is primarily driven by the strategic decision of major production studios to offer theatrical releases on digital platforms shortly after their cinema debut. Viewers increasingly prefer the flexibility of the pay-per-view model, which allows them to purchase or rent specific titles without incurring recurring subscription costs. Consequently, the ability to access exclusive movies and events on an individual basis is fostering significant adoption of transactional services among consumers seeking selective entertainment options.

Regional Insights

North America dominates the global video streaming market, driven by the widespread adoption of high-speed internet and a robust digital infrastructure. The region houses major industry leaders such as Netflix and Amazon, fostering a competitive environment that accelerates service innovation. High disposable income levels allow for multiple subscription services per household, further solidifying market revenue. Additionally, the presence of advanced cloud computing networks facilitates reliable content delivery. This ecosystem is supported by favorable conditions for digital media consumption, establishing the United States and Canada as pivotal hubs for industry growth and content distribution.

Recent Developments

• In November 2024, Netflix deployed its proprietary advertising technology platform in Canada, marking the first commercial launch of its in-house ad-tech solution. This technical breakthrough allowed the company to reduce its reliance on third-party vendors and gain greater control over its advertising ecosystem, including ad delivery and performance measurement. The new platform was designed to offer advertisers improved targeting capabilities and purchasing flexibility directly within the service. By internalizing this critical infrastructure, the streaming giant aimed to enhance the experience for both marketers and members, establishing a foundation for a broader global rollout scheduled for the following year.
• In May 2024, Comcast Corporation launched a new bundled streaming offering known as "Xfinity StreamSaver," which became available to its internet and television customers. This collaboration combined subscriptions for Peacock Premium, Netflix Standard with ads, and Apple TV+ into a single package priced at $15 per month, offering a substantial discount compared to purchasing the services individually. The bundle aggregated a diverse range of content, including live sports, original series, and movies from three major media companies. This development highlighted the industry's growing trend toward re-aggregation, designed to deliver greater value to consumers while helping participating platforms scale their subscriber bases.
• In March 2024, The Walt Disney Company officially completed the full integration of Hulu content into the Disney+ application for bundle subscribers in the United States. This product launch, marketed as "Hulu on Disney+," allowed users to stream an extensive library of general entertainment titles, including popular series and films, directly within a single interface without switching apps. The seamless integration followed a beta testing period and represented a major technical and strategic effort to enhance user engagement and reduce churn. By consolidating distinct content libraries, the company aimed to provide a more unified and competitive streaming experience for its domestic audience.
• In January 2024, Amazon executed a significant strategic shift for its Prime Video service by introducing limited advertisements into its streaming content across key international markets, including the United States, United Kingdom, Germany, and Canada. This update required subscribers to pay an additional fee of $2.99 per month to maintain an ad-free viewing experience, a move the company stated would allow for continued investment in compelling content over the long term. The initiative aimed to present meaningfully fewer ads than linear television, marking a major transition in the platform's revenue model to a hybrid approach combining subscriptions and advertising.

Key Market Players

• International Business Machines Corporation
• Google LLC
• Amazon.com, Inc.
• Netflix, Inc.
• The Walt Disney Company
• Apple, Inc.
• Roku, Inc.
• Haivision Systems Inc.
• Brightcove, Inc.
• Kaltura, Inc.

By Streaming Type	By Platform	By Revenue Model	By Region
Live Video Streaming Non-Linear Video Streaming	Over-the-Top (OTT) Pay-Tv IPTV	Advertising Transactional Subscription	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Video Streaming Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Video Streaming Market, By Streaming Type:

• Live Video Streaming
• Non-Linear Video Streaming

• Video Streaming Market, By Platform:

• Over-the-Top (OTT)
• Pay-Tv
• IPTV

• Video Streaming Market, By Revenue Model:

• Advertising
• Transactional
• Subscription

• Video Streaming Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE