Global Video Streaming Market Outlook to 2028

Global Video Streaming Market Overview

The global video streaming market reached a size of USD 106.82 billion in 2023. This growth has been primarily driven by the increasing adoption of streaming services over traditional cable TV, advancements in broadband technology, and the proliferation of smart devices. The shift towards on-demand content consumption and the rise of original programming by streaming platforms have also fueled market expansion. The market is projected to grow at a robust pace due to the continuous innovation and diversification of content offerings.

The video streaming market is dominated by major players such as Netflix, Amazon Prime Video, Disney+, and Hulu. Netflix continues to lead with its extensive library and global reach, while Disney+ has gained significant traction due to its strong portfolio of family-friendly content and popular franchises. Amazon Prime Video benefits from its integration with Amazon's ecosystem, and Hulu remains influential with its extensive content offerings and live TV options.

In 2023, Netflix launched its ad-supported subscription tier, aiming to attract price-sensitive consumers and diversify revenue streams. This plan was introduced at a lower price point, offering an affordable option for users while generating advertising revenue, showcasing Netflix's adaptability to the competitive market.

Key cities that dominate the global video streaming market include Los Angeles, New York, London, and Tokyo. These cities are major hubs for entertainment and media production, housing numerous content creators, distributors, and streaming platforms. Their high density of media professionals, advanced infrastructure, and large consumer bases contribute significantly to their dominance in the video streaming sector.

Global Video Streaming Market Segmentation

By Product Type: The video streaming market is segmented by product type into Subscription Video on Demand (SVOD), Transactional Video on Demand (TVOD), and Advertising-Based Video on Demand (AVOD). In 2023, SVOD indeed dominated the market, primarily due to its recurring revenue model and extensive content libraries offered by platforms such as Netflix and Disney+. These services provide users with unlimited access to a wide range of content for a monthly subscription fee, appealing to consumers who prefer a diverse viewing experience without incurring additional costs per title.

Product Type

Market Share (%)

SVOD

72%

TVOD

15%

AVOD

13%

By Region: The global video streaming market is segmented regionally into North America, Europe, Asia-Pacific (APAC), Latin America, and the Middle East & Africa (MEA). In 2023, North America dominated the market due to its early adoption of streaming technology and high consumer spending on digital entertainment. The U.S. and Canada benefit from a well-established broadband infrastructure and a large streaming subscriber base. Europe follows closely, with strong growth driven by increasing internet penetration and a rising demand for diverse content.

Regional Market Share Table (2023)

Region

Market Share (%)

North America

45%

Europe

30%

APAC

15%

Latin America

5%

MEA

5%

By Content Type: The global video streaming market is segmented by content type into Movies, TV Shows, and Sports. In 2023, Movies dominated the market due to their broad range of genres and global appeal. Streaming platforms have made significant investments in original movies and licensed content, making them a key driver of subscriber growth. While TV Shows and Sports remain essential segments, they tend to cater to specific audience preferences and event-based consumption patterns.

Content Type Market Share Table (2023)

Content Type

Market Share (%)

Movies

65%

TV Shows

25%

Sports

10%

Global Video Streaming Market Competitive Landscape

Company Name

Establishment Year

Headquarters

Netflix Inc.

1997

Los Gatos, CA, USA

Amazon.com Inc.

1994

Seattle, WA, USA

Walt Disney Company

1923

Burbank, CA, USA

Apple Inc.

1976

Cupertino, CA, USA

Hulu LLC

2007

Santa Monica, CA, USA

Amazon.com Inc.: Amazon continues to invest in its Prime Video service as part of its broader strategy to enhance its streaming offerings. In 2023, the company focused on expanding its content library and improving user engagement through personalized recommendations and exclusive content, which are critical in a competitive streaming landscape dominated by players like Netflix and Disney+.

Walt Disney Company: Disney+ launched its ad-supported subscription tier on December 8, 2022,. This tier was introduced in the U.S. and later expanded to European markets starting in November 2023. The ad-supported plan aims to provide a more affordable option for users, with pricing set at$7.99 per monthin the U.S. and varying prices in Europe, such as4.99/5.99 per month.

Global Video Streaming Market Analysis

Global Video Streaming Market Growth Drivers

Increased Internet Penetration and Mobile Usage: The global video streaming market has been primarily driven by the rise in internet accessibility and increased use of mobile devices. According to the International Telecommunication Union (ITU), as of 2023, more than 5 billion people have access to the internet globally, which supports video consumption across streaming platforms. With affordable mobile data, especially in emerging markets like India, where over 1.2 billion mobile users were recorded in 2023, video streaming has experienced exponential growth. The convenience of mobile streaming has led to a significant rise in subscription-based services.

Expansion of OTT Platforms: Over-the-top (OTT) platforms have become a major contributor to the video streaming market, especially with the shift in content consumption habits. In 2023, platforms like Netflix, Disney+, and Amazon Prime Video continued to see a rise in user subscriptions, reaching more than 1 billion active users combined. This growth is driven by the increasing demand for original content, localized offerings, and the expansion of streaming services into new markets, including regions like Latin America and Asia-Pacific.

Rise in Smart TV and Connected Devices: Another crucial driver of the video streaming market is the increased adoption of smart TVs and connected devices like Roku, Amazon Fire Stick, and Apple TV. According to Statista, the global number of smart TV users reached over 1.1 billion in 2023. This rise in connected home entertainment systems allows seamless access to streaming content directly on larger screens, enhancing the overall viewing experience and driving up consumer engagement across platforms.

Global Video Streaming Market Challenges

Content Piracy Issues: One of the key challenges in the video streaming market is the ongoing battle against content piracy. Piracy remains prevalent, especially with peer-to-peer streaming networks and unauthorized platforms that distribute copyrighted material illegally. Companies are increasingly investing in anti-piracy measures, but combating piracy continues to be a critical issue for the industry.

High Operational and Licensing Costs: Licensing content for video streaming platforms comes with high operational costs, which can restrict market growth for smaller players. As content production becomes more expensive, major platforms are driven to raise subscription prices and adopt stricter monetization strategies. This can negatively impact user acquisition, particularly in cost-sensitive markets.

Global Video Streaming Market Government Initiatives

Chinas Internet Infrastructure Plan 2024: In 2024, the Chinese government launched a massive infrastructure initiative to improve the country's 5G coverage and fiber optic networks. This has led to enhanced streaming capabilities, as streaming platforms like i QIYI and Tencent Video experience improved user engagement and performance. With the government supporting faster, reliable internet, streaming services in China are seeing a surge in user numbers, particularly in rural and tier-2 cities.

US Copyright Modernization Act 2024: The U.S. Copyright Office has been active in various modernization efforts, including discussions on the impact of AI on copyright and the ongoing process of updating the Digital Millennium Copyright Act (DMCA) through the triennial rulemaking process. In June 2024, the House Administration Committee held a hearing focused on modernization efforts, where topics such as the registration process and AI policy were discussed. Register of Copyrights Shira Perlmutter indicated that the modernization of the copyright registration process is expected to be completed by the end of 2026.

Global Video Streaming Market Outlook

The global video streaming market continues to evolve, several transformative trends are expected to shape its future by 2028. Driven by advancements in technology and changing consumer preferences, these trends will redefine the way content is delivered, consumed, and personalized.

Future Trends:

Growth of 5G-Powered Streaming Services: By 2028, the global rollout of 5G networks will significantly enhance video streaming experiences, enabling ultra-high-definition content with minimal buffering. The higher speeds and lower latency of 5G will drive the growth of interactive and immersive content formats such as VR streaming. It is anticipated that a large portion of video streaming traffic will rely on 5G networks by 2028.

Increased Focus on User-Generated Content (UGC): By 2028, user-generated content platforms are expected to see a significant increase in market share as platforms like You Tube and Tik Tok continue to grow their user bases. The rise of independent creators and the demand for short-form, real-time content will drive this trend, supported by increasing interest in creator economies and decentralized content distribution.
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