With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.
OTT video viewership is thriving, although its broad success will make finding untapped viewers challenging for subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) providers. In the realm of linear TV, digital pay TV is giving TV viewership a surprising reprieve.
Key Question: How many people in the US will watch OTT video streaming services in 2024, and what is the viewership outlook for traditional pay TV and digital pay TV?
Key Stat: Over 254 million people in the US—nearly 75% of the population—will watch OTT video this year. OTT comes in many forms, and most of the categories above intermix or nest within one another.
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Table of Contents
Executive Summary
Almost everyone watches OTT video now, which means glacial viewer growth going forward
Netflix rules sub OTT, but Amazon Prime Video now leads among the ad tiers
The Roku Channel leads among FAST providers
The rise of digital pay TV is complicating the narrative around TV’s doom
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