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US OTT, Pay TV, and YouTube Viewers Forecast 2025
As the Major Streamers Jockey for Ad-Supported Viewers, FAST Continues to Rise, and Digital Pay TV Runs Out of Steam
OTT video is more popular than social media or TV, and its myriad subcategories draw hundreds of millions of viewers each. YouTube is the OTT leader, but numerous subscription OTT (sub OTT) and ad-supported video-on-demand (AVOD) platforms are hugely popular. Pay TV, meanwhile, is in very poor shape, despite the emergence of digital pay TV.
Key Question: How many people in the US will watch OTT video in 2025, and what is the viewership outlook for traditional pay TV and digital pay TV?
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Key Stat: Over 260 million people in the US—more than 77% of the population—will watch OTT video this year. Of these, nearly all will be watching YouTube, and most will use fee-based sub OTT platforms as well.
This report can help you:
- Develop media strategy (brands and agencies)
- Allocate budget for campaigns (brands and agencies)
- Showcase opportunities to customers (media platforms and agencies)
authors
Ethan Cramer-Flood
Contributors
- Ross Benes
- Senior Analyst
- Oscar Bruce Jr.
- Director, Forecasting
- Penelope Lin
- Director, Data Visualization
- Sakina Thanawala
- Copy Editor
- Emman Velasco
- Chart Editor
- Julia Woolever
- Yoram Wurmser
- Principal Analyst
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