Subscription streaming has shifted from rapid expansion to slower, harder-won gains as major-market saturation sets in. Growth now relies on fragmented emerging markets, where pricing pressure and access gaps will define the next phase of competition. Netflix has a leg up, but local players are also doing well.

Key Question: How many people around the world will watch subscription OTT (sub OTT) streaming video in 2026, and what will viewership look like at the regional, country, and platform levels?

Key Stat: Nearly 58% of worldwide digital video viewers will watch sub OTT streaming services in 2026, but the share figure will be much higher than that in many major markets—with Canada leading at 87.0%.