Global Over-the-Top Subscription Viewers Forecast 2026

Subscription streaming services have seen a shift in growth from rapid expansion to more gradual gains, especially in major markets where saturation is setting in. The next phase of competition will be defined by pricing pressure and access gaps in fragmented emerging markets. While Netflix remains a dominant player, local streaming services are also thriving.

A key question on many minds is: How many people worldwide will be tuning into subscription OTT (sub OTT) streaming video by 2026, and what will this viewership look like on a regional, country, and platform level?

According to projections, nearly 58% of digital video viewers worldwide will be consuming sub OTT streaming services by 2026. However, this figure will be much higher in many major markets, with Canada leading the way at an impressive 87.0%.

As the streaming landscape continues to evolve, these statistics shed light on the trends shaping the future of entertainment consumption. Keep an eye on how the industry adapts to new challenges and opportunities in the coming years.