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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.

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.