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 Subscription OTT Users Forecast 2022

Regional Projections, National Rankings, and a Spotlight on Netflix Viewership

About This Report
Watching subscription over-the-top (sub OTT) video has become one of the most popular activities in the world, and the worldwide user numbers for sub OTT have become commensurately huge. Netflix remains a driving force in this digital transformation.
Table of Contents

Executive Summary

Annual user growth for subscription over-the-top (sub OTT) video services went through an explosive phase that was extended and amplified by the pandemic—but now it’s finally slowing. With nearly 2 billion people worldwide using these services in 2022, opportunities for further growth mainly lie in emerging markets.


  1. How many people will use sub OTT services worldwide in 2022 and beyond?
  2. What does sub OTT usage look like by country and in various regions?
  3. Where is Netflix viewership highest and lowest globally?

WHAT’S IN THIS REPORT? Our latest forecast for worldwide sub OTT video service users, including breakdowns and comparisons across regions and selected countries. Also, our newest forecast for Netflix viewer numbers around the world.

KEY STAT: This year, 1.88 billion people around the world will use sub OTT services like Netflix, Disney+, and Amazon Prime Video. Although growth is slowing, the headroom for increased usership is still high, as fewer than 50.0% of internet users worldwide are watching sub OTT.

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. The Global Outlook and National Rankings
  1. A Region-by-Region Look: Where to Find the Users, Where to Find the Growth
  2. Spotlight on Netflix: Our Worldwide Viewer Forecast for the Sub OTT Industry Leader
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report


Ethan Cramer-Flood


Jade Appel
Associate Forecasting Analyst
Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Brian Lau
Digital Apprentice
Monica Peart
Senior Director, Forecasting
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