The global video on demand service market is estimated to be valued at USD 111.51 Bn in 2025 and is expected to reach USD 221.63 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 10.3%. Increasing penetration of smart TVs and mobile devices are contributing significantly to the growth of this market.
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Market trends suggest that there is increasing demand for video streaming on multiple devices from users, driving OTT platforms to invest in expanding their content libraries as well as improving streaming quality. Rising subscription of broadband and 5G penetration will further propel this growth. Major players are also focusing on localized content and regional language interfaces to target new audience.
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The global penetration of high-speed broadband and mobile internet access has been steadily growing over the past decade. According to recent reports, over half of the world's population now has an internet connection with speeds fast enough to support high-quality video streaming. This growth has been particularly strong in emerging economies which are increasingly adopting smartphones and building out their telecom infrastructure. As access expands to rural and remote areas worldwide, more consumers now have the ability to enjoy video content anytime, anywhere on their mobile devices. As long as worldwide broadband and 5G deployment continues its rapid trajectory, it will bring hundreds of millions of additional viewers within reach of online video services in the coming years.
For instance, in October 2025, Nokia and fibertime announced that they’ll roll out fiber-broadband access to an additional 400,000 homes in underserved townships across South Africa, enabling unlimited high-speed internet (up to 950 Mbps) at very low cost for many homes.
In terms of offering, solutions segment is expected to contribute 62.6% share of the market in 2025 owing to the growing demand for personalized and on-demand content amongst consumers. As viewers seek more control over what they want to watch and when, the ability of solutions to deliver tailored content directly to users has accelerated their adoption. Solutions allow media companies and service providers to analyze viewer preferences and recommend customized playlists, movies, shows based on past viewing behavior and interests. This degree of personalized experience enhances viewer satisfaction and engagement.
Solutions assist platforms in expanding their content libraries and monetizing older or long-tail content through recommenders. The flexibility of solutions also helps platforms experimental with various pricing and bundling strategies to attract different subscriber segments.
For instance, in September 2025, Viaccess‑Orca and ContentWise announced a strategic partnership to deliver a unified solution combining VO’s service delivery platform, customizable TV apps, and ContentWise’s UX engine for personalization.
In terms of content type, movies segment is expected to contribute 40.2% share in 2025 owing to the expanding access of diverse streaming movie content. Movie buffs now have access to an immense catalog of films spanning various genres, eras and regions on video streaming platforms. Services are investing heavily in procuring exclusive rights to both contemporary blockbusters as well as back catalogs of major studios and indie films. This allows users to easily find rare, obscure and niche movies increasing their choices multifold compared to traditional distribution avenues.
Platforms regularly curate movie collections and playlists catering to specific moods, themes, directors etc. enriched discovery experience. The availability of movies in multiple languages with subtitles has also expanded the potential audience base. Driven by these advantages, movies continue gaining traction particularly amongst streaming-first younger demographic covetous of on-demand viewing flexibility.
For instance, in January 2025, Lionsgate Play signed a strategic partnership with Vi Movies & TV (India) to make its premium content library available through Vi’s subscription service, featuring global hit movies and franchises.
In terms of vertical, educational/fitness programs segment is expected to contribute 47.7% share in 2025 driven by the growing popularity of various use cases for online learning and wellness. Integrating short video and audio formats, educational and training platforms are effectively delivering bite-sized lessons and how-tos on diverse topics for individualized and self-paced learning. Fitness applications and workout videos are helping people practice yoga, dance, exercises routines from the comfort of their homes. Video also enhances understanding through visual demonstrations compared to text-based methods. It allows reaching disadvantaged populations with internet access only. The flexible consumption of VOD education and wellness programs suit busy modern lifestyles and population. This is contributing to higher adoption of such programs across verticals.
For instance, in October 2024, Informit launched a pilot called “Explore Media” in Australia, an on-demand educational video streaming add-on for schools that covers subjects like history, law, Indigenous studies, media & more.
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North America has established itself as the dominant region in the global video on demand service market. The region is expected to account for 36.4% of the market share in 2025. With significant industry presence of leading OTT players like Netflix, Hulu, and Amazon Prime Video, the U.S. and Canada account for the largest share of subscriptions. Ease of access combined with affordable pricing has made video streaming services enormously popular in the region. The presence of Hollywood and availability of English content catering to local tastes has helped drive high adoption rates over the last decade. An excellent connectivity infrastructure with widespread availability of broadband also provides consumers with a seamless viewing experience regardless of location.
For instance, in August 2025, FOX One, launched, this new direct-to-consumer streaming service from Fox Corporation offers both live and on-demand content, combining news, sports and entertainment under one platform.
Asia Pacific Video On Demand Service Market Analysis & Trends
The Asia Pacific region has emerged as the fastest growing market, led by countries like India and China. With over 60.5% of the world's population and massive untapped potential, digital platforms are aggressively focused on expanding their footprint. While pricing in the price-sensitive markets is lower as compared to North America and Europe, userbase growth is exponentially high. Localized content and payment options have accelerated signups across various Asian nations.
For instance, in October 2025, HBO Max launched 14 Asia‑Pacific markets (including Bangladesh, Brunei, Cambodia, Laos, Macau, Mongolia, Pakistan, Sri Lanka).
The U.S. Video-on-Demand (VoD) market is one of the most mature and competitive globally, driven by the widespread adoption of high-speed broadband, smart TVs, and mobile devices. Leading platforms like Netflix, Disney+, HBO Max, and Amazon Prime Video dominate the market, continuously investing in original content, exclusive movie releases, and localized offerings. Consumers increasingly prefer subscription-based on-demand services over traditional cable due to convenience, personalized recommendations, and flexible viewing options.
For instance, in August 2025, Howdy was launched in the U.S. as an ad‑free streaming service priced at USD 2.99/month, featuring thousands of hours of content from studios such as Lionsgate and Warner Bros.
China’s VoD market has experienced explosive growth over the past decade, fueled by massive smartphone penetration, affordable high-speed internet, and a young, digitally savvy population. Leading domestic players like iQIYI, Tencent Video, Youku, and Bilibili offer a mix of subscription-based and advertising-supported content, including movies, TV series, variety shows, and anime. Local content is heavily prioritized due to government regulations, but international titles are increasingly licensed to cater to rising consumer demand. Mobile-first consumption dominates, with users preferring short-form videos, on-demand movies, and interactive features on apps. Platforms also leverage AI-powered recommendations, live streaming, and social integrations to enhance engagement and retention.
For instance, China’s regulator, in August 2025, the National Radio and Television Administration, announced relaxing of certain drama‑production rules (e.g., reducing the interval between seasons and lifting caps on episode counts) to boost content supply for long‑form streaming platforms and encourage monetization across digital video services.
| Report Coverage | Details | ||
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| Base Year: | 2024 | Market Size in 2025: | USD 111.51 Bn |
| Historical Data for: | 2020 To 2024 | Forecast Period: | 2025 To 2032 |
| Forecast Period 2025 to 2032 CAGR: | 10.3% | 2032 Value Projection: | USD 221.63 Bn |
| Geographies covered: |
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| Companies covered: |
Amazon.com, Inc. (Amazon Prime Video), Apple Inc. (Apple TV+), AT&T Inc. (HBO Max), Cisco Systems, Inc., Comcast Corporation (Xfinity), Disney+ (The Walt Disney Company), Fujitsu Limited, Google LLC (YouTube TV), Hulu LLC (The Walt Disney Company), Microsoft Corporation, Netflix, Inc., Peacock (NBCUniversal), Sling TV (DISH Network), Tencent Holdings Ltd. (WeTV), and Verizon Communications Inc. |
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One of the key drivers has been the changing media consumption patterns of younger audiences who have grown up with the internet. Millennials and generation Z are highly connected digitally and have much lower rates of traditional pay TV subscriptions compared to older consumers. They are comfortable navigating the online world and expect to be able to access all types of media on demand whenever and wherever they want. Streaming services provide this level of flexibility and ability to watch only the specific shows and movies that interest them the most. In particular, binge-watching full seasons of a series has become a very popular pastime for younger viewers.
Technological advancements in streaming services have opened up huge opportunities in the global video on demand service market. With improving internet connectivity and widespread use of smartphones, streaming services are able to deliver high quality video content to customers anywhere, anytime on their preferred devices. This shift from traditional linear TV viewing to on-demand streaming is revolutionizing the entertainment experience of audiences globally.
Platforms like Netflix, Amazon Prime Video, Disney+, Hulu, etc. have vastly expanded their original content libraries and invested heavily in producing localized regional language content. This has not only helped them gain new subscribers internationally but also engaged existing customers by catering to their language preferences.
Consumers are demanding anytime, anywhere access to a wide range of movies and TV shows of their choice fuelling the adoption of video streaming services. This change in audience viewing behavior has prompted media companies to offer VOD platforms and invest heavily in developing exclusive original content. Improving internet infrastructure in developing countries is expanding the market reach of major players.
However, capital intensive investments in content creation and frequent change in consumer preferences pose challenges. Technical issues related to connectivity and device compatibility restrict the growth potential to some extent. Pricing wars between providers is also intensifying competition.
*Definition: The Global Video on Demand Service Market provides video streaming services to consumers worldwide, allowing them on-demand access to TV shows, movies, and other video content from any internet-connected device. Major players in this market operate streaming platforms and content libraries that users can access for a monthly subscription fee or pay-per-view rental charges. The market has seen tremendous growth with increased availability of high-speed internet and continues expanding as more premium content becomes available instantly to stream globally.
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About Author
Ankur Rai is a Research Consultant with over 5 years of experience in handling consulting and syndicated reports across diverse sectors. He manages consulting and market research projects centered on go-to-market strategy, opportunity analysis, competitive landscape, and market size estimation and forecasting. He also advises clients on identifying and targeting absolute opportunities to penetrate untapped markets.
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