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Top OTT Statistics and Trends for Apps, Advertising & Streaming (Updated for 2025)

By Noah Landsberg
Tech B2B Copywriter & Owner
Read 17 min
Last Updated May 14, 2025
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In this article
  1. Top 10 OTT Statistics for 2025 and Beyond
  2. OTT Market and Revenue Statistics
  3. OTT Platform and App Statistics
  4. OTT Advertising Statistics
  5. OTT Streaming Services Statistics
  6. The Rise of Creator OTT Streaming
  7. OTT Live Streaming Statistics
  8. OTT Device Usage Statistics
  9. Consumer Behavior Statistics
  10. OTT Trends
  11. 1. AI-Powered Personalization
  12. 2. Niche OTT Platforms Are Growing
  13. 3. OTT Ad Optimization is Growing
  14. 4. New Hybrid Streaming Models
  15. 5. Traditional TV Channels are Making the Move to OTT
  16. 6. The Race to Deliver the Best User Experiences
  17. 7. Streaming Quality is Improving
  18. 8. Smart TVs are Becoming More Popular Viewing Devices
  19. 9. Integration of Voice Control
  20. 10. Interactive Content and Social Features
  21. Conclusion
  22. OTT Statistics FAQ

The OTT market is made up of several services. As a video OTT platform provider (opens in new tab) , Uscreen collects and maintains this list of OTT statistics related to live streaming and on-demand video. Alone, each section shows a snapshot of the industry. Together, these statistics offer a unique perspective on how the OTT landscape is shifting.

This resource is filled with revenue figures and growth projections. It also includes a glimpse at how streaming platforms are influencing the industry, what consumer behavior tells us about content consumption and preferences, and more.

Top 10 OTT Statistics for 2025 and Beyond

Revenue from the OTT industry continues to grow, and it’s expected to reach US$443.29bn in 2029. Much of this growth is spurred on by high viewer consumption, an increase in advertising opportunities, and OTT apps (opens in new tab) providing more convenient access for viewers.

Here are the top 10 OTT statistics that prove how much the OTT industry has grown when it comes to revenue:

  1. With 21 hours of content consumed per week, Americans spend the equivalent of a part-time job streaming digital media in 2024. ( Forbes (opens in new tab) )
  2. Revenue in the OTT Video market is projected to reach US$443.29bn by 2029. ( Statista (opens in new tab) )
  3. When streaming video, 65% of the time it’s done on mobile and TV apps rather than on browsers. ( Uscreen (opens in new tab) )
  4. Revenue in the OTT Video market in the United States is projected to reach US$146.25bn in 2025. ( Statista (opens in new tab) )
  5. Globally, there are 7.21 billion smartphones capable of running apps, with 60.42% of the world’s population owning one. ( Bank My Cell (opens in new tab) )
  6. The average revenue per user (ARPU) in the Video Streaming (SVOD) market worldwide is projected to amount to US$78.97 in 2025. ( Statista (opens in new tab) )
  7. AVOD user penetration is forecast to be 52.8% in 2025, growing to 61% in 2029. ( Statista (opens in new tab) )
  8. In 2024, apps made up 59% of OTT content consumption, rising from just 40% the year before. Audiences watched 1.5 billion minutes on mobile and TV apps, nearly double the 871 million minutes on web platforms. ( Uscreen (opens in new tab) )
  9. TV app users attend 154% more live stream events than web users, and 105% more than mobile users. Mobile app users also attend 24% more events than website viewers. (Uscreen)
  10. When creators launch an OTT TV app, their earnings increase on average by 30%. ( Uscreen (opens in new tab) )

OTT Market and Revenue Statistics

OTT market share is on the rise on the back of advertising growth and higher ARPU figures. As more US consumers opt for OTT streaming services, traditional TV channels are taking a significant knock. US cable companies have lost over a third of their client base since 2010.

  • The global OTT video market size is expected to top US$476 billion by 2027. That’s compared to $238 billion in 2021. Today, the U.S. accounts for about 46% of that global market size. ( Global Logic (opens in new tab) )
  • Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.30%, resulting in a projected market volume of US$429.40bn by 2029. ( Statista (opens in new tab) )
  • The largest market is OTT Video Advertising, which is expected to have a market volume of US$207.52bn in 2025. ( Statista (opens in new tab) )
  • In the OTT Video market, the number of users is expected to amount to US$4.9bn by 2029. ( Statista (opens in new tab) )
OTT Streaming users statistic

OTT Platform and App Statistics

Streaming media onto phones and TV through apps continues to expand in both expected and unexpected ways. Today, we’re seeing a push towards convenience (opens in new tab) .

Viewers want to be able to choose where and how they stream, and this can be on TVs, desktops and laptops, tablets, or smartphones. Smart creators are investing in OTT apps (opens in new tab) , which are available across several platforms to offer viewers the most frictionless way to enjoy content.

  • When streaming video, 65% of the time it’s done on mobile and TV apps, rather than on browsers. ( Uscreen (opens in new tab) )
  • At 81.44 million users, the most popular OTT TV app in North America as of 2025 is Netflix, with a 21% share of the SVOD market in the United States. ( DemandSage (opens in new tab) )
  • In 2024, apps made up 59% of OTT content consumption, rising from just 40% the year before. Audiences watched 1.5 billion minutes on mobile and TV apps, nearly double the 871 million minutes on web platforms. ( Uscreen (opens in new tab) )
  • Uscreen data shows that users log into mobile and TV apps 63% more often than websites, and spend 78% more total time on the platform. This makes apps the most engaged touchpoint in the OTT ecosystem. ( Uscreen (opens in new tab) )
  • The most successful OTT platforms today provide cross-device flexibility. Viewers who use both apps and web versions stay subscribed up to 43% longer than those who use one or the other. ( Uscreen (opens in new tab) )

  • OTT platforms with app access see 121% more annual plan purchases. Apps give users the confidence and convenience to commit long-term, especially for fitness, entertainment, and education categories. ( Uscreen (opens in new tab) )
  • App users are 141% more engaged with community features than those using websites — likely thanks to the convenience of on-the-go access and real-time push notifications. But the most engaged members by far are those who use both web and apps, with community participation 220% higher than web-only users. When viewers can connect anytime, anywhere, community stops being a feature — and becomes a habit. ( Uscreen (opens in new tab) )
  • TV app users attend 154% more live stream events than web users, and 105% more than mobile users. Mobile app users also attend 24% more events than those using websites. This shows that when viewers can tune in from a bigger screen — or on the go — they’re far more likely to show up live. ( Uscreen (opens in new tab) )

OTT Advertising Statistics

Ad spend and ad revenue across OTT video have skyrocketed, and the data tells us that it’s only going to get bigger. OTT streaming allows platforms to gather more user data, track behavior statistics, which offers better product placement and audience matching capabilities.

As average spending per internet user increases in 2025, we expect to see OTT advertising become a larger driving factor for OTT streaming market growth.

OTT Streaming Services Statistics

Consumers are spending more on OTT streaming services overall, with the average American subscribing to more than two streaming platforms. While niche platforms are on the rise (see our OTT Trends section), titans like Netflix continue to dominate globally.

But competition in this industry is tough. It’s hard to retain subscribers, especially when there is less exclusive and new content. Here are some statistics about how OTT viewers use different services.

  • One recent survey shows that almost all US households, 99% to be precise, subscribed to at least one OTT streaming media app, in 2024. ( Forbes (opens in new tab) )
  • On average, Americans pay for 2.9 streaming subscriptions every month, a sign of things to come as people hop between services to get the content they want. ( Forbes (opens in new tab) )
  • Netflix is the biggest OTT service in the US and Canada in terms of market share and revenue, with 31% of all subscription revenues heading their way. ( Forbes (opens in new tab) )
  • With more than 260.28 million subscribers, Netflix is the most popular streaming service worldwide in 2024. Amazon ranked second with 200 million subscribers. ( Forbes (opens in new tab) )
  • 44% of streaming users indicated that Disney+ would be the first service they would drop if subscription prices increased. Disney+ is followed by Hulu and ESPN+, at 40% and 35% users, respectively. ( Forbes (opens in new tab) )

The Rise of Creator OTT Streaming

As more creators expand their brands, a switch from typical ad-supported streaming platforms, like YouTube, to subscription platforms like Uscreen is happening.

Uccreen serves over 15m users, has launched 3500 apps, and helped creators generate US$210m in annual earnings across various niches.

Abundance+ (opens in new tab) , a homesteading community founded by Justin Rhodes, is filled with education, resources, and expert guidance on becoming self-sustainable, launched 6 mobile & TV apps. Today, they have over 7,700 paying subscribers and earn over 1M in annual revenue, with over 76% of viewership coming from their OTT apps.

abundance+ ott app

Brooke Cates, a certified personal trainer specializing in pre- and postnatal care, founded Studio Bloom (opens in new tab) . It’s an online community with fitness programs for women during pregnancy and after birth.

Brooke launched 6 mobile & TV apps with Uscreen, quickly growing her membership base to over 5,000 paying subscribers and earning over US$1M in annual revenue. She sees over 76% of member watch time come from OTT apps.

The bloom method apps

In the Lab+ (opens in new tab) is a global basketball brand founded by Navin Ramharak and Devin Williams. It’s dedicated to providing athletes with everything they need, from professional training programs and coaching to an extensive line of branded apparel.

Launching 2 mobile apps doubled their overall viewership within a year, with 79% of their views coming from OTT apps.

in the lab mobile app

OTT Live Streaming Statistics

OTT live streaming (opens in new tab) has become a huge business. Stats across industries show fascinating viewer patterns, indicating that consumption differs by niche. Internal data shows the following user viewership trends during a typical week:

  • TV app users attend 154% more live stream events than web users, and 105% more than mobile users. Mobile app users also attend 24% more events than website viewers. ( Uscreen (opens in new tab) )
  • Fitness live stream viewer engagement peaks early in the week. Mondays and Tuesdays see ~9.5% more users than average, while Sunday dips nearly 9%. This pattern is likely driven by the momentum of “new week” goals to drive consistency.
  • Yoga engagement builds gradually — Tuesday is the highest day (6.5% above average), while Sunday sees a slight dip. This slow rise suggests that yoga is often used as a midweek stress reliever and weekend wind-down, rather than a start-of-week routine.
  • Engagement remains steady throughout the week, with only mild variation — Monday through Friday sit about 1–2% above average. Entertainment content is clearly part of users’ everyday habits, not strongly tied to weekday rhythms.
  • Faith-based viewing is most active midweek, with Tuesday showing 4.4% above average. Sunday is slightly below average. This suggests audiences turn to spiritual content more for weekday grounding than weekend rituals.
  • Viewer activity is strongest Tuesday–Thursday, peaking 5.3% above average on Tuesday and falling off sharply on Sunday (–8%). Structured learning is clearly a weekday priority, tapering off as users head into the weekend.
  • Live video streaming is expected to have a revenue of US$184.27 billion by 2027. (Grand View Research) (opens in new tab)
Video streaming market
Source: Grand View Research

OTT Device Usage Statistics

With so many devices available to audiences, it’s clear there are some complex patterns in how they are used. From mobile to TV streaming devices, here’s a look at various market share figures:

Smartphone subscriptions
Source: Bank My Cell

Consumer Behavior Statistics

How your audience accesses your content is vital to developing your content production and, by extension, your business. App usage has grown considerably, but this isn’t just on smartphones.

We’re seeing that when subscribers aren’t restricted to a single device, they engage more and stick around for longer. This pattern shows that content fits into their daily lives, not the other way around. And when content is easy to access, it becomes a habit.

We’re also seeing more logins, longer watch times, and more community participation. Flexibility is proving to be more than a perk. It’s the secret to lasting engagement.

  • Uscreen customers with active communities see 2x less churn. ( Uscreen (opens in new tab) )
  • Average watch time for Uscreen memberships without apps is 14 minutes per individual viewer session, and can increase to 17 minutes when offering apps. ( Uscreen (opens in new tab) )
  • Uscreen memberships see their members spend an average of 102 minutes each week watching content on apps compared to 82 minutes for brands without apps. ( Uscreen (opens in new tab) )
  • In early 2023, apps made up just 40% of content consumption. By late 2024, that number jumped to 59%, as users consumed 1.5 billion minutes through mobile and TV apps—nearly twice as much as the 871 million minutes on websites. Apps are quickly becoming the primary way audiences engage with content. Why? Flexible, on-the-go viewing fits better into daily life. ( Uscreen (opens in new tab) )
  • Viewer activity peaks on Mondays and Tuesdays — each with ~4.7% more users than average — and tapers off toward the weekend, dropping ~5% by Sunday. This suggests that audiences are most engaged early in the week, likely using content to kickstart routines or ease into productivity. ( Uscreen (opens in new tab) )

Several factors drive trends, and for the OTT industry, customer engagement, market growth, and technology innovations are powerful accelerators. Our list of 10 video creator trends (opens in new tab) to watch includes these accelerants and the unique impact and opportunities they bring.

1. AI-Powered Personalization

OTT platforms are increasingly leveraging artificial intelligence to deliver personalized content recommendations. By analyzing user behavior and preferences, AI enhances viewer engagement and satisfaction.

Netflix has shared that it uses AI (opens in new tab) to analyze user viewing habits and preferences to serve up personalized content suggestions. Its AI also selects the most appealing thumbnails for each user based on their viewing history.

2. Niche OTT Platforms Are Growing

Targeting specific audiences by genres, languages, or interests is giving way to a new market. Shudder is an example of a horror film streaming service. These platforms provide tailored content, catering to dedicated viewer segments.

Shudder movie collection

3. OTT Ad Optimization is Growing

OTT advertising is evolving, giving room to smarter ad models that aim to ease customer experiences and avoid ad fatigue. Disney’s “Pause Ad” format serves up ads when viewers pause a show, offering subtle branded images that don’t disrupt the viewing experience.

OTT Platforms - Ad optimization

4. New Hybrid Streaming Models

Hybrid models combining subscription-based (SVOD) and ad-supported (AVOD) services are gaining traction. This approach offers flexibility to consumers and diversified revenue streams for providers. Large platforms, from Netflix to Roku, all offer ad plans.

Plan Features Samples

5. Traditional TV Channels are Making the Move to OTT

Traditional TV channels and pay-TV services are shifting to OTT platforms. This migration reflects changing consumer preferences for on-demand and internet-based content delivery. CBS rebranded to Paramount+, HBO is now known as Max, NBC introduced Peacock, ABC and Disney run Disney+ and Hulu, and BBC has introduced BBC iPlayer.

6. The Race to Deliver the Best User Experiences

OTT services are prioritizing user experience. Platforms are focusing on improving interface design, reducing buffering times, and offering seamless navigation across devices. A superior user experience is key to retaining subscribers.

Netflix Desktop and Mobile

7. Streaming Quality is Improving

As high-resolution displays become more affordable, OTT platforms are adopting 4K and 8K streaming capabilities. This advancement ensures sharper and more immersive viewing experiences.

Smart TVs are becoming the primary medium for OTT content consumption. Their integration of streaming apps and internet connectivity offers convenience and accessibility to users. Straits Research found (opens in new tab) that the smart TV global market grew in value from US$225.43bn in 2023 to US$252.41bn in 2024, with a forecast growth of US$623.62bn in 2032.

Smart TV Forecast by Straits Research
Source: Straits Research

9. Integration of Voice Control

Voice-controlled navigation is making its way into OTT platforms. While mostly present on smart TVs, it offers users the chance to search and control playback using voice commands. This feature also enhances accessibility and user convenience.

Voice control integration feature

10. Interactive Content and Social Features

Interactive storytelling and social engagement features, such as live chats and co-viewing experiences, are enriching OTT content. These elements foster community building and deeper viewer involvement.

Uscreen offers real-time chat to engage viewers during live streams.

Fly with Greg

Conclusion

The OTT industry is growing, thriving, and there are several elements worth paying close attention to. OTT streaming platforms’ growth in the US and abroad will accelerate, and to make market share easier to capture, platforms will be capitalizing on extending reach across devices.

We expect to see a ramp-up in content variety and more competitive pricing plans to reach broader audiences. As more creators choose to build linear and more predictable income streams, creator-based OTT platforms will expand, too.

While many factors contribute to the OTT industry’s meteoric growth, one thing is certain: consumers will have more options for entertainment than ever before.

OTT Statistics FAQ

How big is the OTT market?
The global OTT video market size is US$343.82bn in 2025 and is expected to top US$443.29bn by 2029.
Are AVOD and SVOD growing in 2025?
Yes. Forecasts show that AVOD user penetration is forecast to be 52.8% in 2025, growing to 61% in 2029. (Statista). The average revenue per user (ARPU) in the Video Streaming (SVOD) market worldwide is projected to amount to US$78.97 in 2025. Revenue in the Video Streaming (SVOD) market worldwide is projected to reach US$119.09bn in 2025.
What is the size of the OTT market in the United States?
The United States OTT Video market is projected to reach US$146.25bn in 2025.
What are the benefits of OTT?
With OTT (Over-the-Top) services, you can watch films and TV on demand on any device, thanks to the internet. These platforms often offer cost-effective, personalized viewing experiences with vast content libraries and global accessibility. The OTT providers also have advanced analytics, multiple monetization models, and the goal of keeping content fresh.