
Omdia&#39;s latest TV &amp; Video market data shows global online video subscriptions reached 2.24 billion at the end of 2025, up 17.6% year on year from 1.9 billion in 2024. However, growth is expected to slow to single

<p xmlns="http://www.w3.org/1999/xhtml">
Omdia's latest TV &amp; Video market data shows global online video subscriptions reached 2.24 billion at the end of 2025, up 17.6% year on year from 1.9 billion in 2024. However, growth is expected to slow to single digits in 2026 as the market enters a more mature phase. Meanwhile, global pay-TV subscriptions continued their gradual decline, falling 1.8% year on year to 1.03 billion. The balance of the global TV and video market continues to shift toward streaming, with online video accounting for 68.4% of the combined 3.3 billion subscriptions worldwide.

</p><p xmlns="http://www.w3.org/1999/xhtml" id="news-body-cta">This press release features multimedia. View the full release here: <a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260529336169/en/" rel="nofollow">https://www.businesswire.com/news/home/20260529336169/en/</a></p><div xmlns="http://www.w3.org/1999/xhtml" id="bwbodyimg" style="width: 480px; float:left; padding-left:0px; padding-right:20px; padding-top:0px; padding-bottom:0px;"><img xmlns="http://www.w3.org/1999/xhtml" src="https://mms.businesswire.com/media/20260529336169/en/2818540/4/Global_year-on-year_increase_in_online_video_subscriptions%2C_2021-31.jpg" alt="Global year-on-year increase in online video subscriptions, 2021-31"></img><p xmlns="http://www.w3.org/1999/xhtml" style="font-size:85%;">Global year-on-year increase in online video subscriptions, 2021-31</p></div><p xmlns="http://www.w3.org/1999/xhtml">
In terms of revenue, online video overtook pay-TV for the first time in 2025, Online video revenue increased 13.5% to $176 billion while pay TV revenue declined 4% to $170 billion. Both figures include subscription and transactional revenue but exclude advertising.

</p><p xmlns="http://www.w3.org/1999/xhtml">
Omdia's global data reflects a wide range of different trends taking place at the local level across the markets it tracks. A key common theme, however, is that new, lower cost, ad-supported tiers have been attracting new subscribers into the online video segment.

</p><p xmlns="http://www.w3.org/1999/xhtml">
<a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Fadam-thomas&amp;esheet=54544173&amp;newsitemid=20260529336169&amp;lan=en-US&amp;anchor=Adam+Thomas%2C+Practice+Leader%2C+Media%2C+Entertainment+%26amp%3B+Advertising+team&amp;index=1&amp;md5=9226818384177a8703f07d98e95562bf" shape="rect">Adam Thomas, Practice Leader, Media, Entertainment &amp; Advertising team</a>, said: "The 17.6% increase in subscriptions in 2025 was the largest annual rise since 2021. That growth was driven, in particular, by subsidized ad-tier subscriptions offered by telcos and pay-TV operators. The popularity of these lower-cost offers is a key factor behind the fact that subscription numbers grew by 17.6%, while revenue increased by a more moderate 13.5%."

</p><p xmlns="http://www.w3.org/1999/xhtml">
Another clear trend across the sector is that online video platforms are changing their focus from growing subscriber numbers to maximizing revenue from their existing client base, often through price increases for their premium, non-ad-supported tiers. This trend is expected to remain prominent in the years ahead. While the 2025 figures show that discounted ad-tier pricing can attract significant numbers of cost-conscious subscribers into the online video ecosystem, this will be a short-term phenomenon. With several core online video markets approaching saturation Omdia believes the focus on price rises to maximize profits will result in slower subscription, forecasting 5.6% growth for full-year 2026.

</p><p xmlns="http://www.w3.org/1999/xhtml">
<a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Ftony-gunnarsson&amp;esheet=54544173&amp;newsitemid=20260529336169&amp;lan=en-US&amp;anchor=Tony+Gunnarsson%2C+Senior+Principal+Analyst%2C+TV+%26amp%3B+Online+Video&amp;index=2&amp;md5=0b4d95d6141271b281379ec3e21bb85b" shape="rect">Tony Gunnarsson, Senior Principal Analyst, TV &amp; Online Video</a> added: "It's clear that the availability of attractively priced ad-tier options created a temporary uplift in SVOD subscriber numbers in 2025. However, this has not changed our longer-term forecast, which remains for low single-digit annual growth rates for the foreseeable future."

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">ABOUT OMDIA</b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
<a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com&amp;esheet=54544173&amp;newsitemid=20260529336169&amp;lan=en-US&amp;anchor=Omdia&amp;index=3&amp;md5=cb182a8375ee8d29c7d8cc93bebc3f74" shape="rect">Omdia</a>, part of TechTarget, Inc. d/b/a Informa TechTarget (NASDAQ:<a class="ticker" href="https://www.benzinga.com/quote/TTGT">TTGT</a>), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients' strategic advantage. From R&amp;D to ROI, we identify the greatest opportunities and move the industry forward.

</p><p xmlns="http://www.w3.org/1999/xhtml"><img xmlns="http://www.w3.org/1999/xhtml" alt="" src="https://cts.businesswire.com/ct/CT?id=bwnews&amp;sty=20260529336169r1&amp;sid=benz2&amp;distro=nx&amp;lang=en" style="width:0;height:0"></img><span xmlns="http://www.w3.org/1999/xhtml" class="bwct31415"></span></p><p xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink"><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-phrase">View source version on businesswire.com: </span><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-link"><a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260529336169/en/" rel="nofollow">https://www.businesswire.com/news/home/20260529336169/en/</a></span></p><p xmlns="http://www.w3.org/1999/xhtml">
Fasiha Khan: <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:fasiha.khan@omdia.com" shape="rect">fasiha.khan@omdia.com 
</a><br xmlns="http://www.w3.org/1999/xhtml"></br>Eric Thoo: <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:eric.thoo@omdia.com" shape="rect">eric.thoo@omdia.com</a>

</p>

TTGT

Omdia: Online Video Subscription Reached 2.24 Billion in 2025 Ahead of Projected Slowdown in 2026

Streaming market matures in 2026; potential TTGT data demand persists

<section class="insight" data-version="1">
  <section data-block="information">
    <h3>Information</h3>
    <p>Omdia&amp;#39;s latest TV &amp;amp; Video market data shows global online video subscriptions reached 2.24 billion at the end of 2025, up 17.6% year on year from 1.9 billion in 2024. However, growth is expected to slow to single</p>
  </section>

  <section data-block="ai-summary-paragraph">
    <h3>AI Summary</h3>
    <p>Omdia&#039;s data show online video subscriptions reaching 2.24B by end-2025, up 17.6% YoY, while pay-TV subs fall to 1.03B. Online video revenue led in 2025 at $176B versus $170B for pay-TV. Growth is forecast to slow to 5.6% in 2026 as markets mature, underscoring ongoing demand for streaming analytics—a potential tailwind for TTGT&#039;s data services.</p>
  </section>

  <section data-block="ai-summary-bullets">
    <h3>Key Points</h3>
    <ul><li>Online video subs reach 2.24B end-2025; +17.6% YoY.</li><li>Pay-TV subs decline to 1.03B; -1.8% YoY.</li><li>Online video accounts for 68.4% of 3.3B total subscriptions.</li><li>Online video 2025 revenue $176B; Pay-TV $170B (revenue, excl. ads).</li><li>Forecast 2026 growth 5.6%; market maturation; ad-tier pricing to drive profits.</li></ul>
  </section>

  <section data-block="companies-mentioned">
    <h3>Companies Mentioned</h3>
    <ul><li><strong>TechTarget, Inc. (TTGT)</strong>: Referenced as the Nasdaq-listed arm in Informa TechTarget context; potential upside from data/services demand.</li><li><strong>Informa plc (INF)</strong>: Parent company linked to Informa TechTarget; implied exposure to TTGT’s data-driven businesses.</li></ul>
  </section>

  <section data-block="category">
    <h3>Industry News</h3>
    <p>Category: Industry News. Fits as it reports a market-data update impacting the streaming vs. pay-TV landscape and TTGT’s data-services opportunity.</p>
  </section>

  <section data-block="market-moving">
    <h3>Market-Moving</h3>
    <ul><li>Streaming now accounts for 68.4% of 3.3B total subscriptions, signaling a persistent market shift.</li><li>2025 online video revenue surpassed pay-TV revenue ($176B vs $170B).</li><li>2026 growth expected at 5.6% as core markets approach saturation.</li><li>Ad-supported tiers and price-increase strategies remain key profit drivers for online video</li></ul>
  </section>

  <section data-block="key-facts">
    <h3>Key Facts</h3>
    <ul><li>Online video subscriptions: 2.24B at end-2025.</li><li>YoY change: +17.6% from 1.9B in 2024.</li><li>Pay-TV subscriptions: 1.03B, down 1.8% YoY.</li><li>Total subscriptions: 3.3B; online video share 68.4%.</li><li>Online video revenue: $176B; Pay-TV revenue: $170B (2025).</li><li>Forecast 2026 growth: 5.6%.</li></ul>
  </section>

  <section data-block="trading-thesis">
    <h3>Trading Thesis</h3>
    <p>TTGT: neutral with modest upside over 6–12 months from rising demand for streaming-market analytics.</p>
  </section>
</section>


<p xmlns="http://www.w3.org/1999/xhtml">
Omdia's latest TV &amp; Video market data shows global online video subscriptions reached 2.24 billion at the end of 2025, up 17.6% year on year from 1.9 billion in 2024. However, growth is expected to slow to single digits in 2026 as the market enters a more mature phase. Meanwhile, global pay-TV subscriptions continued their gradual decline, falling 1.8% year on year to 1.03 billion. The balance of the global TV and video market continues to shift toward streaming, with online video accounting for 68.4% of the combined 3.3 billion subscriptions worldwide.

</p><p xmlns="http://www.w3.org/1999/xhtml" id="news-body-cta">This press release features multimedia. View the full release here: <a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260529336169/en/" rel="nofollow">https://www.businesswire.com/news/home/20260529336169/en/</a></p><div xmlns="http://www.w3.org/1999/xhtml" id="bwbodyimg" style="width: 480px; float:left; padding-left:0px; padding-right:20px; padding-top:0px; padding-bottom:0px;"><img xmlns="http://www.w3.org/1999/xhtml" src="https://mms.businesswire.com/media/20260529336169/en/2818540/4/Global_year-on-year_increase_in_online_video_subscriptions%2C_2021-31.jpg" alt="Global year-on-year increase in online video subscriptions, 2021-31"></img><p xmlns="http://www.w3.org/1999/xhtml" style="font-size:85%;">Global year-on-year increase in online video subscriptions, 2021-31</p></div><p xmlns="http://www.w3.org/1999/xhtml">
In terms of revenue, online video overtook pay-TV for the first time in 2025, Online video revenue increased 13.5% to $176 billion while pay TV revenue declined 4% to $170 billion. Both figures include subscription and transactional revenue but exclude advertising.

</p><p xmlns="http://www.w3.org/1999/xhtml">
Omdia's global data reflects a wide range of different trends taking place at the local level across the markets it tracks. A key common theme, however, is that new, lower cost, ad-supported tiers have been attracting new subscribers into the online video segment.

</p><p xmlns="http://www.w3.org/1999/xhtml">
<a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Fadam-thomas&amp;esheet=54544173&amp;newsitemid=20260529336169&amp;lan=en-US&amp;anchor=Adam+Thomas%2C+Practice+Leader%2C+Media%2C+Entertainment+%26amp%3B+Advertising+team&amp;index=1&amp;md5=9226818384177a8703f07d98e95562bf" shape="rect">Adam Thomas, Practice Leader, Media, Entertainment &amp; Advertising team</a>, said: "The 17.6% increase in subscriptions in 2025 was the largest annual rise since 2021. That growth was driven, in particular, by subsidized ad-tier subscriptions offered by telcos and pay-TV operators. The popularity of these lower-cost offers is a key factor behind the fact that subscription numbers grew by 17.6%, while revenue increased by a more moderate 13.5%."

</p><p xmlns="http://www.w3.org/1999/xhtml">
Another clear trend across the sector is that online video platforms are changing their focus from growing subscriber numbers to maximizing revenue from their existing client base, often through price increases for their premium, non-ad-supported tiers. This trend is expected to remain prominent in the years ahead. While the 2025 figures show that discounted ad-tier pricing can attract significant numbers of cost-conscious subscribers into the online video ecosystem, this will be a short-term phenomenon. With several core online video markets approaching saturation Omdia believes the focus on price rises to maximize profits will result in slower subscription, forecasting 5.6% growth for full-year 2026.

</p><p xmlns="http://www.w3.org/1999/xhtml">
<a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Ftony-gunnarsson&amp;esheet=54544173&amp;newsitemid=20260529336169&amp;lan=en-US&amp;anchor=Tony+Gunnarsson%2C+Senior+Principal+Analyst%2C+TV+%26amp%3B+Online+Video&amp;index=2&amp;md5=0b4d95d6141271b281379ec3e21bb85b" shape="rect">Tony Gunnarsson, Senior Principal Analyst, TV &amp; Online Video</a> added: "It's clear that the availability of attractively priced ad-tier options created a temporary uplift in SVOD subscriber numbers in 2025. However, this has not changed our longer-term forecast, which remains for low single-digit annual growth rates for the foreseeable future."

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">ABOUT OMDIA</b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
<a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com&amp;esheet=54544173&amp;newsitemid=20260529336169&amp;lan=en-US&amp;anchor=Omdia&amp;index=3&amp;md5=cb182a8375ee8d29c7d8cc93bebc3f74" shape="rect">Omdia</a>, part of TechTarget, Inc. d/b/a Informa TechTarget (NASDAQ:<a class="ticker" href="https://www.benzinga.com/quote/TTGT">TTGT</a>), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients' strategic advantage. From R&amp;D to ROI, we identify the greatest opportunities and move the industry forward.

</p><p xmlns="http://www.w3.org/1999/xhtml"><img xmlns="http://www.w3.org/1999/xhtml" alt="" src="https://cts.businesswire.com/ct/CT?id=bwnews&amp;sty=20260529336169r1&amp;sid=benz2&amp;distro=nx&amp;lang=en" style="width:0;height:0"></img><span xmlns="http://www.w3.org/1999/xhtml" class="bwct31415"></span></p><p xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink"><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-phrase">View source version on businesswire.com: </span><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-link"><a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260529336169/en/" rel="nofollow">https://www.businesswire.com/news/home/20260529336169/en/</a></span></p><p xmlns="http://www.w3.org/1999/xhtml">
Fasiha Khan: <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:fasiha.khan@omdia.com" shape="rect">fasiha.khan@omdia.com 
</a><br xmlns="http://www.w3.org/1999/xhtml"></br>Eric Thoo: <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:eric.thoo@omdia.com" shape="rect">eric.thoo@omdia.com</a>

</p>

Omdia's data show online video subscriptions reaching 2.24B by end-2025, up 17.6% YoY, while pay-TV subs fall to 1.03B. Online video revenue led in 2025 at $176B versus $170B for pay-TV. Growth is forecast to slow to 5.6% in 2026 as markets mature, underscoring ongoing demand for streaming analytics—a potential tailwind for TTGT's data services.

Omdia: Online Video Subscription Reached 2.24 Billion in 2025 Ahead of Projected Slowdown in 2026

AI Summary

Sentiment Rationale

Trading Thesis

Market-Moving

Key Facts

Companies Mentioned

Industry News

Related News