Global OTT TV episode and movie revenues will reach $243 billion in 2028, up from $157bn on 2022, according to Digital TV Research.
Advertising video on demand (AVOD) services will help to drive growth, and will grow faster than SVOD.
AVOD revenues will reach $91 billion by 2028, up by $52 billion from 2022.
By comparison, SVOD revenues will climb by $29 billion between 2022 and 2028 to $132 billion.
The US will remain the dominant territory by some distance. Its share of global OTT revenues will be 42% by 2028. US revenues will climb by $33 billion between 2022 and 2028 to reach $102 billion.
However, OTT revenues will exceed $1 billion in 25 countries by 2028, up from 18 countries in 2022.
By 2028, 15 platforms will generate AVOD revenues in excess of $1 billion, including six global, five from the US and three from China.
Simon Murray, principal analyst at Digital TV Research, said: “An exciting development will be the global rollout of hybrid AVOD-SVOD tiers by major platforms such as Netflix, Disney+, HBO and Paramount+. These four platforms will generate AVOD revenues of $22.6 billion by 2028 – or a quarter of the world’s total.”
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