Omdia’s newest TV & Video market knowledge exhibits world on-line video subscriptions reached 2.24 billion on the finish of 2025, up 17.6% 12 months on 12 months from 1.9 billion in 2024. Nonetheless, development is predicted to gradual to single digits in 2026 because the market enters a extra mature part. In the meantime, world pay-TV subscriptions continued their gradual decline, falling 1.8% 12 months on 12 months to 1.03 billion. The stability of the worldwide TV and video market continues to shift towards streaming, with on-line video accounting for 68.4% of the mixed 3.3 billion subscriptions worldwide.
By way of income, on-line video overtook pay-TV for the primary time in 2025, On-line video income elevated 13.5% to $176 billion whereas pay TV income declined 4% to $170 billion. Each figures embody subscription and transactional income however exclude promoting.
Omdia’s world knowledge displays a variety of various tendencies going down on the native degree throughout the markets it tracks. A key widespread theme, nevertheless, is that new, decrease price, ad-supported tiers have been attracting new subscribers into the net video section.
One other clear development throughout the sector is that on-line video platforms are altering their focus from rising subscriber numbers to maximizing income from their current shopper base, typically by way of worth will increase for his or her premium, non-ad-supported tiers. This development is predicted to stay distinguished within the years forward. Whereas the 2025 figures present that discounted ad-tier pricing can appeal to vital numbers of cost-conscious subscribers into the net video ecosystem, this might be a short-term phenomenon. With a number of core on-line video markets approaching saturation Omdia believes the deal with worth rises to maximise income will end in slower subscription, forecasting 5.6% development for full-year 2026.
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