US OTT revenues to stall by 2029 as subs “stutter” in maturing market

The US OTT boom is over, according to a new report from Digital TV Research that expects to see SVOD revenues only grow by $2bn by 2029.

OTT TV and film revenue in the US will reach $82bn in 2029, up from $74bn in 2023, according the report. However, SVOD revenues are predicted to only rise to $54.6bn, from the current $52.5bn, with little growth expected from 2025 onwards.

Meanwhile, AVOD revenue will rise to $21.6bn by 2029, up from $15.6bn in 2023, with FAST accounting for $6.5bn of the that AVOD total in 2029; up from $4.3bn in 2023.

Simon Murray, principal analyst at Digital TV Research, said: “These forecasts reflect the new reality. Subscriptions are stuttering as the market matures and consolidates.

“Advertising growth will be lower than our previous forecasts due to tougher market conditions and greater caution from the platforms. Platforms are more wary about increasing content spend which will stifle subscriber development.”