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By the end of 2025, 76.4% of subscription OTT video viewers (31.2 million) will watch Amazon Prime Video at least monthly, and 79.5% (32.5 million) will watch Netflix just as often, according to eMarketer.

Canadian viewership will reach new heights this year: previously, eMarketer expected the number of video viewers to reach 28.0 million in 2024, but it now forecasts that milestone will be met next year.

Thanks to the local appetite for foreign content, along with these services’ appetite for subscribers, the audience there will keep expanding for the foreseeable future, eMarketer estimates.

Next year, 48.9% of households in Canada will have pay TV, marking a massive and continuing trend of cable cord-cutting in the country, eMarketer forecasted.

While 87.8% of adult internet users in Latin America said they watched subscription video content, 70.4% reported viewing content on free AVOD platforms, according to data from eMarketer and Penthera.