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 2023

2 Billion Viewers Milestone Reached Amid Slowing Growth

About This Report
Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.
Table of Contents

Executive Summary

Even as viewer growth stagnates in North America and Western Europe, subscription OTT (sub OTT) services are still finding plenty of new viewers elsewhere. Meanwhile, the international competition between Netflix, Disney+, and Amazon Prime Video is coming into focus.


  1. How many people will use sub OTT services worldwide in 2023 and beyond?
  2. What does sub OTT usage look like by country and in various regions?
  3. What is the outlook for the competition between Netflix, Amazon Prime Video, and Disney+ in the countries that we track?

WHAT’S IN THIS REPORT? Our latest forecast for worldwide sub OTT video service users, including breakdowns and comparisons across regions and countries. Also, our latest forecast for Netflix viewer numbers around the world and for Amazon Prime Video and Disney+ in select countries.

KEY STAT: Although growth is slowing, more than 2 billion people will watch sub OTT services around the world next year. This represents slightly more of a deceleration than we previously anticipated.

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. Sub OTT: A Maturing Service Approaching Several Milestones
  4. North America: Anemic Growth in Saturated Markets
  1. Asia-Pacific: All Eyes on India’s Potential
  2. Western Europe: A Competitive Market That Lags North America in User Uptake
  3. Latin America: Brazil Leads in Totals and Growth
  4. The Streaming Wars Go Global
  1. What These Forecasts Mean for Marketers in 2023
  2. Read Next
  3. Media Gallery

Charts in This Report

About This Report
Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.
Table of Contents


Ethan Cramer-Flood


Cosima Balletti-Thomas
Associate Forecasting Analyst
Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Paul Verna
Principal Analyst
Jane Xu
Associate 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