Top OTT Statistics for 2021

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Data-driven decisions are the best decisions.

OTT has grown exponentially in the last couple of years.

How much has it grown? That’s what we’re about to show you, illustrated through loads of useful bits of data and resources.

As a marketer, business owner, or video creator, getting your hands on the information you need about digital video can be tricky; we’ve been there ourselves.

That’s why we’ve gathered all the information we use, pulled some super useful statistics from our own databases, and put it in one handy place.

Let’s jump right into how the market is looking.

Top 10 Over-The-Top Statistics for 2021

We’ve got a helluva ride in store for you, with some statistics that’ll surprise you, confound you, and possibly confirm some long-held thoughts and ideas about OTT video content. OTT, or over-the-top video, is anything that’s streamed over the internet rather than delivered through cable, satellite, or analog signal.

Before we really get into the nitty-gritty, here’s our top ten OTT statistics that grabbed our attention.

  1. The OTT market was worth $121.61 billion in 2019 and will grow to $1.039 trillion by 2027. (Allied Market Research)
  2. 239 billion hours were spent using video streaming apps on mobiles across the globe in Q4 2020. (AppAnnie)
  3. When streaming video, 65% of the time it’s done on mobile and TV apps, rather than on browsers. (Uscreen)
  4. The most popular OTT TV device as of Q1 2021, was Roku, with a 37% share of TV viewing time in North America. (Conviva – Page 7)
  5. There was a 115% increase in OTT streaming to TVs between 2020 and 2021. (Conviva)
  6. Of all the revenue made in the OTT market…
    • 51.58% comes from advertising video-on-demand (AVOD)
    • 40.16% from subscription video-on-demand (SVOD)
    • 5.1% from pay-per-view, known as transactional video-on-demand (TVOD)
    • 3.16% from Video Downloads (EST) (Statista)
    • Even though advertising generates 51% of the total revenue in the OTT market, subscription customers generate nearly twice as much money per user than users who use ad-supported streaming services. (Statista)
  7. The SVOD market is expected to grow by 52% by 2025, whilst the total OTT revenue is predicted to jump 53% in the same time, totaling $272 billion. (Statista)
  8. Netflix is the biggest OTT service in the US in terms of revenue, with 30.8% of all subscriptions heading their way. (eMarketer)
  9. Of the people who watched live-stream content at least once a month in the US, the top three categories of content are breaking news at 26%, comedy with 25%, and how-to videos are live-streamed by 21%. (Vorhaus Advisors)
  10. With 38 hours of content consumed each month, we’re spending nearly a full work week watching videos on mobile apps. (AppAnnie)
top 10 ott statistics

OTT Market Revenue & Overview Statistics

Linear, or live TV, used to be all we had, and then the internet got fast enough for video to be delivered directly to us through OTT services.

Interested in  a slice of the OTT pie? Here are statistics on its growth rates and some other valuable metrics for you.

  1. The OTT market was worth $121.61 billion in 2019 and will grow to $1.039 trillion by 2027. (Allied Market Research)
  2. Between April 2019 and April 2020, global OTT traffic increased by 198%. (Absolute Market Insights)
  3. OTT revenue in the US will increase more than 100% between 2017-23, up to $48 billion, whilst revenues in China will triple to $26 billion, accounting for one-fifth of the global market. (Digital TV Europe)
  4. There are more SVOD streaming subscriptions in the USA than there are people, with 340 million OTT contracts and only 330 million people in the country. (Ampere Analysis)
  5. US households have 164 OTT subscriptions per 100 households, whereas China has 68 OTT media subscriptions per 100 households. (Instituto Federal de Telecomunicaciones (Mexico))
  6. 82% of US consumers have a video streaming subscription, with 4 subscriptions being the average, compared to 67% of people having a pay-TV subscription in 2021. (Deloitte Insights)
  7. In the second quarter of 2020, 25% of TV time in USA homes was spent watching streamed content. (Nielsen)
  8. Across the globe, 770 million people buy a SVOD service; that's a nearly 40% increase from the year before. (Strategy Analytics)
  9. Between April and December 2020, American households increased their spend on OTT services by $9 up to $47. (JD Power)
  10. Western Europe will see 196.3 million users of OTT services, or 45% of the population, by 2024. (eMarketer)
  11. There are over 286 million internet-enabled devices in the UK, which is more than 10 devices per household. (Aviva)
  12. The leading markets for OTT video services in Asia-Pacific are the Philippines, Indonesia, and Australia. (SpotX)
  13. The Asia-Pacific region will increase OTT TV and movie revenue by 90% to $54bn by 2026. (Digital TV Research)
  14. By 2026, Latin America will have 116 million subscribers to OTT streaming platforms, with Brazil and Mexico being leading markets for distributors. (Research and Markets)

OTT Apps Statistics

There is, no doubt, a huge market for streaming media onto phones and TV through apps.

TV apps and mobile video is a valuable market to be in and one that Uscreen supports creators with. We can already see from our own numbers that having an OTT app makes great business sense, but here's some more information to illustrate the point.

  1. Globally, there are 3.8 million smartphones capable of running apps, with 48.3% of the world's population owning one. (Bank My Cell)
  2. The most popular mobile operating system across all markets is Android with a 72.2% share of the market, with iOS on 26.66%. (GlobalStats StatCounter)
ios global market penetration
  1. In the US and Canada, Apple has a much larger mobile market, with iOS earning 53.94% market share to Android's 45.71%. (GlobalStats StatCounter)
  2. Whilst at the other end of the scale, in the South American smartphone market, iOS is only on 10.7% of devices compared to 88.99% that Android is on. (GlobalStats StatCounter)
  3. Netflix and Tencent Video were the second and third most subscribed to non-gaming apps in 2019. (AppAnnie)
  4. Indian consumers increased their consumption of mobile entertainment by 80% between 2017 to 2019. (AppAnnie)
  5. 240 billion hours were spent using video streaming apps on mobiles across the globe in Q4 2020. (AppAnnie)
  6. When streaming video, 65% of the time it's done on mobile and TV apps, rather than on browsers. (Uscreen)
  7. The most popular OTT TV app in North America as of Q1 2021, was Roku, with a 37% share of TV viewing time across the continent. (Conviva)
  8. 82.5% of OTT streaming hours in the USA were done with just five apps:
    1. Netflix
    2. YouTube
    3. Amazon Video
    4. Hulu
    5. Disney+(Comscore)
  9. More than 25% of US homes have access to five OTT apps. (Comscore)
  10. The average OTT user will use three different devices and will use three different apps to consume their content. (OpenX)
OTT content viewing stats in the us and worldwide

OTT Advertising Statistics

As a marketer, could you even have imagined the size of the OTT ad market just a few years ago?

Ad spend and ad revenue across OTT video have skyrocketed and the data tells us that it's only going to get bigger.

Is it effective? Are users paying attention with all these screens at hand?

We've mined the data for video revenue so you don't have to.

  1. OTT video advertising is set to have ad revenues of $119 billion by 2023, which is 51% of all OTT revenues. (Statista)
  2. Of all the revenue made in the OTT market…
    1. 51.58% comes from advertising video-on-demand (AVOD)
    2. 40.16% from subscription video-on-demand (SVOD)
    3. 5.1% from pay-per-view, known as transactional video-on-demand (TVOD)
    4. 3.16% (Statista)
  3. From January to April 2020, US households increased their viewing of AVOD services by 9%, compared to just a 5% increase in non-AVOD services over the same period. (Comscore)
  4. Advert impressions during streamed content were up 13% in Q1 2021 from the previous quarter. (Conviva)
  5. Programmatic impressions of marketing campaigns increased by 207% on connected TVs in the USA. (Innovid)
  6. 66% of people who watch OTT services have discovered a new product or company whilst streaming, showing how effective an OTT ad can be. (OpenX)
  7. When OTT viewers own a second screen, 65% of them will look up product information on the other screen whilst watching content on their main screen. (Video Advertising Bureau)
  8. When watching OTT content, 40% of viewers have paused what they were watching to go online and check out or even purchase what was being advertised to them. (OpenX)
  9. Advert recall is strong with OTT viewers; 72% of them could remember a specific ad they were served whilst watching. (OpenX)
  10. When looking at the user experience, most viewers prefer to watch adverts rather than pay a subscription, with 25% of OTT viewers happy with up to 10 minutes of advertising if they don't have to pay. (OpenX)
  11. In general, 43% of Americans are okay with advertising in return for free content. (Statista)
  12. The total number of users of AVOD services is set to increase to 3.349 billion people by 2025. (Statista)
ott services users growth
  1. 42% of US agencies and marketing professionals expect to up their advertising spending on OTT platforms in 2021. (eMarketer)
  2. When advertising agencies intend to increase OTT streaming spending, that money will be taken out of traditional TV budgets 60% of the time. (eMarketer)
  3. OTT locally-activated advertising is predicted to be worth $1.2 billion by 2021. (BIA Advisory Services)
  4. The leading Asia-Pacific markets for OTT advertising are Vietnam, Singapore, and Indonesia. (SpotX)
  5. In 2019, there was a 330% growth in ad transactions through OTT platforms. (Pixalate)
  6. Global revenues from streamed TV and movies will reach $159 billion by 2024. (Digital TV Research)
  7. Hulu's advertising revenue is expected to reach $2.698 billion by 2021. (eMarketer)
  8. The average revenue per user (ARPU) for OTT video advertising is expected to hit $52.25 by 2025, an increase of 72% over five years. (Statista)
  9. Streaming on TV, rather than on mobile or desktops, was the source of 40% of all advertising video impressions in 2020. (Innovid)

OTT Streaming Services Statistics

The way we consume content has already been changing slowly for years. But then along came the pandemic and, in just six months, took the OTT market to where we expected it to be in 5 years.

OTT platforms have been able to adapt, and the launch of Disney Plus just before the proverbial storm hit added a new element into the mix.

Here are some statistics about how OTT video viewers use different services.

  1. One recent survey shows that almost all US consumers - 98% to be precise - subscribe to at least one OTT streaming media app. (Brightback Report 2021)
us market ott subscribers
  1. 75% of Americans have two or more subscriptions, a sign of things to come as people hop between services to get the content they want. (Brightback Report 2021)
  2. As the global pandemic took hold in 2020, 36% of consumers say it was a direct driver of them taking out a new OTT subscription. (Brightback Report 2021)
  3. Netflix is the biggest OTT service in the US in terms of revenue, with 30.8% of all subscription revenues heading their way. (eMarketer)
  4. The second biggest SVOD service for revenue in 2021 is Disney, which will get 25.9% of the market. (eMarketer)
  5. Subscriptions paid to YouTube will account for 13.2% of all OTT subscription revenue in 2021. (eMarketer)
  6. Of the five biggest OTT services in the US, their market share is split like...
    • Netflix - 34%
    • YouTube - 20%
    • Hulu - 11%
    • Amazon - 8%
    • Disney+ - 4%

...with a mix of platforms such as Apple TV taking the other 23%. (Nielsen)

ott services us market share
  1. 37% of people in the US and UK started streaming more online TV and films due to the pandemic, with that number rising to 51% of Gen Zers. (Global Web Index)
  2. In terms of free streaming, the most popular platform is YouTube, with 150 million American adults, or around 70% of that population, actively using the platform. (Business of Apps)
  3. Transactional video-on-demand (TVOD) streaming increased from 10.9% to 13.3% of streamed content in the USA between Q2 and Q3 2021, probably because of the increase in movies being released on streaming services over the period. (Reelgood)

Netflix

  1. Netflix's net revenue was $2.761, making it the number one platform for income. (Netflix Form 10-K 2020, page 20)
  2. On average, Netflix was downloaded 242,600 times per month on iPhones in the UK between January 2019 and February 2020. (AirNow)
  3. Over 13 million UK households have a Netflix account, with The Witcher being the most popular TV series in 2019. (BARB)
  4. The average Brit spends 1 hour and 16 minutes each day watching Netflix. (Ofcom)
  5. By March 2020, 61% of Americans either paid for or shared a password for a Netflix account. (Morning Consult + Hollywood Reporter)
  6. Americans spent 612 hours each watching Netflix in 2020, probably because there was little else to do during stay-at-home orders. (Reviews.org)
  7. In 2021, Netflix has 37.716 million subscribers in Latin America and 26.173 million in Asia-Pacific. (Netflix)
  8. Season 4 of Money Heist was the most-watched Netflix series by new users in 2020, closely followed by Tiger King - Joe Exotic won't be happy about coming second. (The Independent)
  9. American Netflix viewers each used about 9.6GB of data per day during the 2020 pandemic. (Kill the Cable Bill)
  10. Just shy of 25% of Netflix users on iPhone also used Disney+ at the end of 2019, the biggest overlap of any two platforms. (AppAnnie)

YouTube

  1. YouTube is the second biggest search engine in the world, second only to Google. (Search Engine Journal)
  2. More than 1 billion hours of video are watched on YouTube each day. (YouTube)
  3. YouTube collected $6 billion in revenue in the first quarter of 2021 from advertising alone. (Alphabet)
  4. An ad-free version of YouTube, YouTube Red was launched in 2015, which was rebranded and relaunched as YouTube Premium in 2018. (YouTube)
  5. 13% of Americans signed up for a YouTube subscription during the COVID-19 lockdowns. (Statista)
  6. According to the site's viewing stats, the first episode of Cobra Kai was streamed in May 2018 and two years later had been watched 117.7 million times so far. (YouTube)

Hulu

  1. Whether by paying themselves or by sharing a password, 33% of Americans have access to Hulu. (Morning Consult + Hollywood Reporter)
  2. Of all advertising revenue on connected TV platforms, Hulu receives 24.2% of spending. (eMarketer)
  3. April 26th was the day that Hulu saw the most people use its OTT TV services in 2020. (Hulu)
  4. Disney+ is expected to surpass Hulu's subscriber numbers by 2024; by that time, it's expected that Hulu will have 115.6 million. (eMarketer)

Amazon

  1. Amazon made $25.2 billion in revenue from subscription services including Amazon Prime TV in the financial year up to the end of 2020. (Amazon)
  2. Amazon Prime Video has 10.8 million subscribers in the UK, second only to Netflix. (BARB)
  3. 9% of the content on Amazon Prime in the UK was produced there. (Ofcom)
  4. During the pandemic lockdown, 9% of French people began a subscription to Amazon Prime Video. (YouGov)
  5. In the USA, Amazon Prime saw 13% of Americans take out a new subscription during lockdown. (Statista)
  6. The top 25% of content streamed on Amazon Prime is watched by 92.4% of Germans. (Comscore)
  7. For the first time Amazon Prime commissioned more content than Netflix in January 2020. (Ampere Analysis)

Disney+

  1. Disney+ is expected to have 123.4 million subscribers in the USA by 2024. (eMarketer)
  2. 10% of Americans newly subscribed to Disney+ during lockdown, as did 15% of Brits, and 8% of Germans. (Statista)
  3. As 2020 came to a close, 3.89 million British households had access to Disney+. (BARB)
  4. The Mandalorian was the most-watched Disney+ series of 2020, with 14.5 million streaming minutes over the year.  (Nielsen)
  5. Disney, across all of its brand names, had 341 original shows in development or production in 2020 - more than any other studio including the likes of HBO, Netflix, and Comcast. (Ampere Analysis)

OTT Live Streaming Statistics

Whether it's global sporting events, your favorite musician, or hours of computer games, OTT live streaming has become a huge business.

It can cover live streaming linear TV or special feeds of events that may not even be shown on traditional TV - live streaming is growing as the technical challenges reduce.

  1. In the first quarter of 2021, live streaming accounted for 24% of global OTT viewing, a 14% growth against the previous quarter. (Conviva)
  2. Since the pandemic, 28% of people are watching more live videos around the world. (Global Web Index)
  3. Live streaming on YouTube in the US was up by 250% between March 2019 and March 2020. (Think with Google)
  4. In the UK, the BBC was the broadcaster with the most minutes of live-streamed TV of all the nation's service providers, with 220 million minutes of viewing time in the first week of 2021. (BARB)
  5. 15% of American millennials say they watch live-streamed content more than once a day, whilst 8% of 35-54-year-olds do, and of those 55+, 3% watch live streams this frequently. (Vorhaus Advisors)
  6. Of the people who watched live-stream content at least once a month in the US, the top three categories of content are breaking news at 26%, comedy with 25%, and how-to videos are live-streamed by 21%. (Vorhaus Advisors)
  7. In terms of content type, between March and August 2020 live stream viewing of health and fitness content was up 1,300%, eLearning was up by 980%, and yoga and meditation jumped 392%. (Uscreen)
  8. 21% of women and 20% of men want to see more live streams of their favorite musicians. (Data Reportal) 
  9. Wacken World Wide was the most-watched live stream music performance in 2020, with 11 million views. (Pollstar)
  10. Live streams from famous sports stars are in demand from 17% of males and 11% of females. (Data Reportal) 
  11. 5.7 million people live-streamed the Super Bowl in English in 2021, an increase of nearly 70% on the year before. (Sports Media Watch)
  12. An increase of esports live streams would be welcome for 14% of males and 8% of females. (Data Reportal)
  13. Globally, 12% of people watch live streams of esports events. (Global Web Index)
  14. In 2020, 100 billion hours of live stream gaming was watched on YouTube across 40 million gaming channels. (YouTube)
  15. There were 2.3 billion hours of live stream gaming on Twitch in May 2021. (TwitchTracker)
  16. There were three times as many live streaming events in August 2020 as there were in March of the same year. (Uscreen)
  17. 32% of Americans were interested in watching award ceremonies like the Oscars and Golden Globes as live streams rather than on TV, when asked in February 2020. (YouGov)
impact of covid-19 on live stream events

OTT TV Statistics

Whilst TV has been a mainstay for family homes since broadcast TV in the US began in 1947, where we get our content from has been changing in the last few years.

Watching content from the internet through our main screen is changing what we watch and how we pay for it, and here's what you need to know when you're considering starting or expanding your OTT TV business.

  1. 21% of US households have "cut the cord" and got rid of cable boxes and subscriptions in the last five years. (Comscore)
  2. There was a 115% increase in OTT streaming to TVs between 2020 and 2021. (Conviva)
  3. The amount of data used to stream content to smart TVs jumped from 1.6 to  4.9 billion GB between 2018 and 2020. (Comscore)
  4. In Africa, CanalPlus has a huge 54% share of the TV streaming market. (Conviva)
  5. The European TV streaming market is more fragmented, with four apps taking double-digit market share, namely Samsung TV with 19%, Chromecast at 12%, and Amazon Fire TV and LG TV both with a 10% share. (Conviva)
  6. Android TV is used on 49% of smart TVs in Asia, with Amazon Fire a distant second with 26%. (Conviva)
  7. Samsung TV and LG TV account for 30% and 23% respectively of smart TV operating systems in South America. (Conviva)
  8. Of all streamed TV content in the US between March and May 2020, a little over 15% was drama, just more than 10% was action and adventure, whilst the third most popular genre was comedy, with 9.6% of streams. (Reelgood)
  9. In the same period, the most-streamed light TV show was Rick and Morty, with over 12% of all streams. (Reelgood)
  10. Only 3% of viewers exclusively watch OTT content on their TV in the UK, whilst in Germany, 4% watch exclusively OTT TV content. (Comscore)
  11. When creators launch an OTT TV app, their earnings increase on average by 30%. (Uscreen)

Consumer Behavior Statistics

How your audience accesses your content is vital to be able to plan how to develop your content production and, by extension, business.

There are clear trends in terms of the devices people use, how often they use them, and how devices, services, and platforms interact with each other.

This is what we've found when it comes to how consumers behave in terms of watching OTT content.

ott subscribers maintain subscriptions
  1. Subscriptions are on the rise: 86% said they’ll pay for the same or more subscription services in 12 months as they do today. (Brightback Report 2021)
  2. With 38 hours of content consumed each month, we're spending nearly a full work week watching videos on mobile apps. (AppAnnie)
  3. 45% more people are watching on-demand OTT services in Q1 2021 compared to the year before. (Conviva)
  4. In the UK and Germany, around 20% of viewing time on TVs is spent watching OTT content when both OTT and linear TV are available in the house. (Comscore)
  5. During the pandemic, there was a massive growth in OTT viewership in the US, which has plateaued but hasn't begun to fall. (Comscore)
  6. Consumers are downloading more apps, with streamers expected to download 85% more video streaming apps in the US in 2021, whilst in South Korea that number is 80%. (AppAnnie)
  7. The USA is the only market where Android users spent more time on their Disney+ app than any other video streaming app, whilst the most popular mobile streaming app in China in terms of time spent on it was bilibili and in India, it was MX Player in 2020. (AppAnnie)
  8. Audiences engage with social media accounts of OTT publishers, with an increase in engagement of 24% over the year to Q1 2021. (Conviva)
  9. People turned to social media and video during the pandemic, with 14% of people turning to create videos on platforms like TikTok and YouTube, whilst 51% have been spending more time streaming on platforms like Netflix. (Global Web Index)
  10. In the US, 49% of Netflix users also used TikTik. (AppAnnie)
  11. Social media was a source for live streaming for 30% of people worldwide during the pandemic. (Global Web Index)
  12. After big-screen OTT viewing, the next most used devices to stream content are mobile and desktop, with 11% of content viewing hours spent on them. (Conviva)
  13. Phones are the most popular digital device to own in the US, but there is a marked growth in the reach of streaming boxes and sticks, smart TVs, and gaming consoles. (Comscore)
  14. We spend 4.2 hours every day using our mobile devices. (AppAnnie)

OTT Device Usage Statistics

With so many devices available to audiences, it's clear there are some complex patterns with how they are used.

The pandemic has given us more time with devices and increased demand across all of them, but where has the uplift been the strongest?

  1. Smart TVs have seen the biggest growth in viewing time between 2020 and 2021, whilst tablets are being used 43% more often, desktops 38% more, and mobile phones have seen a 29% increase in use for streaming content. (Conviva)
  2. 70% of people around the world say that they're using their smartphones more often since the pandemic. (Global Web Index)
  3. 82% of British people own a smartphone, 63% have an internet-enabled TV, and 41% own a gaming console connected to the internet. (Ofcom)
  4. Apple sold an estimated 196.9 million iPhones in 2020 and over 1 billion Apple handsets are estimated to still be in use. (Business of Apps)
  5. Samsung, on the other hand, shipped 255.7 million handsets during 2020. (Counterpoint)
  6. 15% of people said that they delayed buying luxury items or technology like smartphones or tablets because of the pandemic. (Global Web Index)

Now Over to You

Number crunching: done.

We've looked at trends across…

  • Companies
  • Platforms
  • Devices
  • Nations
  • Genders

… to bring you a complete picture of how the OTT industry is looking.

Are you seeing the potential here?

With all those juicy growth numbers, OTT TV is definitely a direction to take your business and you're in the right place to make that happen.

Uscreen has OTT services for whatever your business needs - create a website, host your videos, get paid, integrate all your favorite tools, and jump into the trends. Get in touch to get a demo of everything we've got for you and get your business on the OTT train.

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