Market Growth to Slow in 2026
Omdia’s latest TV & Video market data reveals global online video subscriptions reached 2.24 billion by the end of 2025. This figure represents a 17.6% increase from 1.9 billion in 2024. However, growth is expected to slow to single digits in 2026 as the market matures. Meanwhile, global pay-TV subscriptions experienced a 1.8% decline, falling to 1.03 billion. Online video now dominates, making up 68.4% of the total 3.3 billion global TV and video subscriptions.
Revenue Dynamics in the Streaming Market
For the first time, online video revenue surpassed that of pay-TV in 2025. Online video revenue increased by 13.5% to $176 billion, while pay-TV revenue decreased by 4% to $170 billion. These figures account for both subscription and transactional revenue, excluding advertising.
Adam Thomas, Practice Leader of the Media, Entertainment & Advertising team at Omdia, commented on the significant impact of subsidised ad-tier subscriptions in driving growth. He stated, “The 17.6% increase in subscriptions in 2025 was the largest annual rise since 2021.” This growth was driven by the introduction of cost-effective, ad-supported tiers by telcos and pay-TV operators. Tony Gunnarsson, Senior Principal Analyst at Omdia, noted that ad-tier options temporarily boosted SVOD subscriber numbers in 2025. Gunnarsson explained, “It’s clear that the availability of attractively priced ad-tier options created a temporary uplift in SVOD subscriber numbers in 2025.” However, the long-term forecast remains for low single-digit annual growth rates.
Looking forward, online video platforms are expected to focus on increasing revenue from their existing subscriber base. This will often involve price hikes for premium, non-ad-supported tiers. As several core markets approach saturation, Omdia forecasts a 5.6% growth in 2026.
Omdia, part of TechTarget, Inc. D/b/a Informa TechTarget (Nasdaq: TTGT), provides comprehensive data reflecting diverse trends across various markets. The ongoing shift towards maximizing profits over subscriber growth remains a significant trend in the industry.
Last updated: 29 June 2026, 11:57 am
