Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Worldwide OTT Video Viewers Forecast 2024

YouTube Is Incomparable, Netflix Leads Among Paid Options, and Amazon Prime Video Is on the Rise

About This Report
OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.
Table of Contents

Billions of people around the world watch digital video via subscription over-the-top (sub OTT) platforms and on YouTube, but this widespread popularity means there is less room for growth going forward. Not every country has embraced sub OTT to the same extent, and some major markets have more room to grow than others.

Key Question: How many people around the world will watch sub OTT services, YouTube, and Netflix in 2024, and what does viewership look like at the country level?

Key Stat: On a global scale, sub OTT has become extremely popular, with 44.9% of worldwide internet users set to watch in 2024. However, regional penetration is quite disparate, and in some geographies, sub OTT is less common.

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. OTT video is a worldwide success story, but the outlook is mixed when viewed by country or platform
  1. Most of the world has embraced OTT digital video, but new viewers will be hard to find
  2. Sub OTT is most popular in North America, but growth will come from Indonesia, India, and Latin America
  1. Media Gallery


Ethan Cramer-Flood


Cosima Balletti-Thomas
Associate Forecasting Analyst
Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Forecasting Analyst
Wendy Louie-Lam
Senior Forecasting Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client