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Video Users 2022

AVOD and SVOD Spaces Teem With Activity Beneath Steadying User Toplines

About This Report
Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.
Table of Contents

Executive Summary

Digital video viewing has become fully mainstream across every demographic. But the kinds of video people watch—and how many services they view them from—will evolve rapidly in the near term.


  1. Who’s watching digital video and where?
  2. How will the digital video audience change over the next few years?
  3. What are the most popular digital video formats?

WHAT’S IN THIS REPORT? Our forecast for digital video viewers in the US, including subscription and ad-supported OTT video viewers. Plus, third-party data points on how many streaming services consumers are likely to subscribe to.

KEY STAT: After years of subscription OTT services dominating the conversation around streaming, more than half of the US population will be watching content on at least one ad-supported video-on-demand (AVOD) service monthly by 2026.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Big Is This Market, and What Kinds of Video Are People Watching?
  1. Which Content Formats Are People Watching?
  2. What Does This Forecast Mean for My Industry?
  3. Read Next
  1. Sources
  2. Media Gallery
About This Report
Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.
Table of Contents

First Published on Nov 30, 2022


Max Willens


Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Zach Goldner
Forecasting Analyst
Paul Verna
Principal Analyst
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