By Jonathan Easton
Revenues in the OTT market are set to almost double by 2026. According to Digital TV Research, global revenues from OTT TV episodes and movies will reach US$210 billion in 2026; up from US$106 billion in 2020. The report notes that US$23 billion will be added in 2021 alone.
The top five countries – the US, China, the UK, Japan and Germany – will command two-thirds of revenues, showing just how much these countries have shifted to OTT consumption. This however is down from 71 per cent in 2020, with emerging markets like Southeast Asia and MENA continuing to cut the cord.
China will add US$8.4 billion to reach US$24 billion. Japan will add US$4.5 billion to double to US$9.2 billion. India will increase by US$4.7 billion to more than triple to US$6.7 billion.
Simon Murray, Principal Analyst at Digital TV Research, said: “The US will remain the dominant territory by some distance. Its share of global revenues will still be 42 per cent by 2026. This market is far from mature. US revenues will climb by US$42 billion between 2020 and 2026 to reach US$88 billion.”
The report also notes that SVOD revenues in particular will see a significant increase of US$59 billion between 2020-26 to reach US$126 billion, though this segment’s market share will dip by 2 per cent to 60 per cent. AVOD revenues will continue to rise from US$39 billion in 2020 to US$66 billion in 2026, growing from 26 per cent in 2020 to 32 per cent of the total OTT market by 2026.
