The number of online video subscriptions has reached 2.24 billion by the end of 2025, marking a 17.6 percent increase from 1.9 billion subscriptions in 2024, according to the latest TV and Video market data from Omdia. The strong growth highlights the continued shift of consumers toward streaming services, even as the market begins to mature.
In contrast, global pay-TV subscriptions continued their long-term decline, falling 1.8 percent year-over-year to 1.03 billion. Online video now represents 68.4 percent of the combined global TV and video market, which totaled 3.3 billion subscriptions at the end of 2025.
A major milestone for the industry came in 2025 when online video revenue surpassed pay-TV revenue for the first time. Online video revenue grew 13.5 percent to $176 billion, while pay-TV revenue declined 4 percent to $170 billion. The figures include subscription and transactional revenue but exclude advertising income.
Omdia noted that the rapid growth in streaming subscriptions was largely driven by the popularity of lower-cost, ad-supported subscription tiers. Telecom operators and pay-TV providers increasingly bundled subsidized ad-supported streaming plans, attracting price-sensitive consumers and accelerating subscriber growth.
Adam Thomas, Practice Leader for Media, Entertainment & Advertising at Omdia, said the 17.6 percent rise in subscriptions was the strongest annual increase since 2021. However, he noted that revenue growth lagged subscriber growth because many new users joined through discounted ad-supported plans.
The industry is now entering a new phase where streaming providers are prioritizing revenue growth over subscriber acquisition. Many platforms are increasing prices for premium ad-free plans and focusing on monetizing their existing customer base.
As a result, Omdia expects subscription growth to slow significantly. Global online video subscriptions are forecast to increase by just 5.6 percent in 2026, with low single-digit annual growth expected over the longer term as major streaming markets approach saturation.
Tony Gunnarsson, Senior Principal Analyst for TV and Online Video at Omdia, said ad-supported tiers created a temporary boost in subscriber additions during 2025 but are unlikely to alter the industry’s long-term trajectory of slower growth and increased focus on profitability.
BABURAJAN KIZHAKEDATH
