Global OTT TV episode and movie revenues will reach $243 billion in 2028, up from $157bn on 2022, according to Digital TV Research.

Advertising video on demand (AVOD) services will help to drive growth, and will grow faster than SVOD.

1. AVOD to power growth in OTT revenues

OTT TV episode and movie revenues will reach $243 billion in 2028

AVOD revenues will reach $91 billion by 2028, up by $52 billion from 2022.

By comparison, SVOD revenues will climb by $29 billion between 2022 and 2028 to $132 billion.

Read more SVOD to AVOD: Rethinking OTT monetisation

The US will remain the dominant territory by some distance. Its share of global OTT revenues will be 42% by 2028. US revenues will climb by $33 billion between 2022 and 2028 to reach $102 billion.

However, OTT revenues will exceed $1 billion in 25 countries by 2028, up from 18 countries in 2022.

By 2028, 15 platforms will generate AVOD revenues in excess of $1 billion, including six global, five from the US and three from China.

Simon Murray, principal analyst at Digital TV Research, said: “An exciting development will be the global rollout of hybrid AVOD-SVOD tiers by major platforms such as Netflix, Disney+, HBO and Paramount+. These four platforms will generate AVOD revenues of $22.6 billion by 2028 – or a quarter of the world’s total.”

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