Omdia reports that global online video subscriptions reached 2.24 billion in 2025, exceeding pay-TV's 1.03 billion, and revenue for online video ($176 billion) surpassed pay-TV ($170 billion) for the first time. The 17.6% subscription growth in 2025 was largely driven by new ad-supported tiers, but overall growth is projected to slow to 5.6% in 2026 as the market matures and platforms focus on price increases for premium tiers.
Omdia's data confirms a significant market transition: online video now dominates traditional pay-TV in both subscriptions and revenue, driven by increased penetration of ad-supported tiers. This shift suggests a critical juncture where initial land-grab strategies are giving way to revenue optimization. While ad-supported options initially boosted subscriber numbers, growth will slow as saturated markets prompt platforms to implement price hikes on premium offerings. Industry players should monitor quarterly earnings calls for explicit statements on ARPU growth and subscriber retention rates, as these will indicate the success of pricing strategies in a maturing market.
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