United States OTT TV and Video Forecasts Market 2026 | Growth Drivers, Trends & Market Forecast, Competitive Landscape & Investment Opportunities

Market Size and Growth

Global OTT TV and Video Forecasts Market reached US$ 154.2 billion in 2022 and is expected to reach US$ 231.1 billion by 2030, growing with a CAGR of 7.9% from 2024-2031.

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Key Development:

United States: Recent Industry Developments

✅ In February 2026, Roku forecasted annual revenue above Wall Street estimates driven by strong platform‐led ad‐supported streaming growth, highlighting the surge in connected TV usage and accelerating OTT monetization strategies in the U.S. video ecosystem.

✅ In January 2026, Amazon Prime Video showcased a global anime and Asian content slate for 2026 at its International Originals initiative, signaling intensified investment in premium and regional streaming content to compete with niche and mainstream platforms.

✅ In December 2025, Samba TV raised up to $60 million in venture debt to expand AI‐powered audience measurement tools across TV and OTT platforms, fuelling data‐driven monetization and cross‐platform analytics capabilities.

✅ In December 2025, major U.S. streaming services continued expanding ad‐supported and hybrid monetization models to capture higher AVOD revenue, reflecting broader industry adaptation to subscription fatigue and changing consumer preferences.

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Japan: Recent Industry Developments

✅ In February 2026, industry reports indicated Japan's premium video‐on‐demand market reached a new inflection point with strengthened monetization, ad tiers, and local content engagement, underscoring evolving OTT revenue structures.

✅ In February 2026, globally popular anime (e.g., exclusive adaptations and premieres) continued to drive OTT platform differentiation, with major streaming services positioning anime content as strategic growth drivers in Japan and abroad.

✅ In January 2026, tracxn data highlighted a diversified ecosystem of Japanese OTT video startups including emole, Brave Group, Dream Link, TVer, and others expanding niche and regional content offerings.

✅ In January 2026, Japan's advanced adoption of AVOD and premium tiers was noted as a key factor in deepening engagement and monetization within the video streaming market, aligning with broader APAC trends in OTT consumption and revenue diversification.

Key Players:

=> Apple, Airtel, Amazon Prime, Globacom, Iflix, Netflix, MTN, HBO, Tigo and Vodafone.

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Key Segments:

By Type

VoIP leads with 40% share, driven by growing demand for internet-based communication across businesses and households. Text & Image accounts for 35%, supported by messaging apps and social media integration in smartphones, laptops, and desktops. Video holds 25%, fueled by video conferencing, streaming, and live broadcasting trends across enterprises and educational institutions.

By Platform

Smartphones dominate with 45% share, driven by mobility, convenience, and widespread adoption of messaging and video apps. Smart TVs represent 15%, primarily used for streaming and live content consumption. Laptops/Desktops account for 25%, supporting remote work, education, and commercial applications. Gaming platforms and Others hold 15%, including consoles, VR devices, and connected devices for communication and content sharing.

By Service

SVOD (Subscription Video on Demand) leads with 35%, fueled by rising consumer preference for ad-free, premium content. AVOD (Ad-supported Video on Demand) accounts for 25%, popular among cost-conscious users accessing free content. TVOD (Transactional Video on Demand) represents 15%, supported by pay-per-view and event-based content. Live Streaming holds 25%, driven by gaming, e-sports, webinars, and online educational events.

By Application

Household dominates with 40%, driven by entertainment, communication, and social networking. Commercial accounts for 25%, including enterprises, remote work, and professional collaboration. Educational represents 15%, supported by online learning, virtual classrooms, and e-training platforms. Government holds 10%, driven by secure communication and public services. Others account for 10%, including NGOs, research institutions, and healthcare communications.

By Region

North America leads with 30% share, driven by high internet penetration, advanced telecom infrastructure, and tech-savvy consumers. Europe accounts for 25%, supported by strong digital adoption and enterprise collaboration tools. Asia Pacific holds 28%, fueled by smartphone proliferation, growing internet penetration, and rising demand for video streaming and online communication. Latin America represents 10%, driven by increasing adoption of mobile-based communication platforms. Middle East & Africa account for 7%, supported by urbanization, enterprise adoption, and mobile network expansion.

Outlook & Opportunity Analysis (2024-2031)

The market is expected to witness strong growth, led by the convergence of communication and streaming services on multiple platforms. Opportunities lie in AI-powered communication, cloud-based collaboration tools, immersive live streaming, and regional expansion in Asia Pacific, Latin America, and Middle East & Africa. Growth is further supported by remote work, online education, and the shift toward digital entertainment consumption.

FAQ

What is the current size of the OTT TV and Video Forecasts Market?

A: In 2022, the OTT TV and Video Forecasts Market was valued at US$ 154.2 billion, reflecting its strong industry presence.

Q2: How large is the OTT TV and Video Forecasts Market expected to be by 2030?

A: By 2030, industry forecasts suggest the OTT TV and Video Forecasts Market will grow to around US$ 231.1 billion, demonstrating significant expansion.

Q3: What is the growth rate of the OTT TV and Video Forecasts Market?

A: The market is projected to expand at a compound annual growth rate (CAGR) of 7.9% during the forecast period from 2024 to 2031.

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