Revenue for the overall OTT market, including SVOD, AVOD, and TVOD, reached US$83 billion in 2019, according to Digital TV Research's latest report. This is a significant increase from the total of US$67 billion reported in 2018 and the US$50 billion charted in 2017.
Broken down by segment, SVOD was the largest contributor at US$48.2 billion, followed by AVOD at US$24.3 billion. Download-to-own (DTO) / Electronic sell-through (EST) was at US$6.2 billion, while rentals were at US$4.7 billion. The latter category will surely see major growth in 2020, with many major film distributors like Universal and Disney shifting many of their major cinematic releases to home viewing in light of the coronavirus pandemic.
SVOD’s share of the market has also continued to steadily grow, rising from 41% in 2015 to being more than half the total revenues at 58% in 2019. While SVOD continues to dominate, so too do its major players. The report said that the top five major streamers – Netflix, YouTube, Amazon Video, Hulu and Disney+ – represented 72% of all revenues across the 138 countries covered.
“The United States added $8 billion in revenues in 2019 – half of the global additions, with China up by US$1 billion,” said Simon Murray, Principal Analyst at Digital TV Research.
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