ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025

Loyalty on the line: How price increases are reshaping consumer choice

Article |
 Jul 30, 2025

Revolut could soon become a full-service US bank

Article |
 Jul 30, 2025

Q2 consumer spending picks up slightly from Q1 but is well short of last year’s growth

Article |
 Jul 30, 2025

The big answers: EMARKETER Daily quiz

Article |
 Jul 29, 2025

Younger generations concerned most with cost of living

Article |
 Jul 29, 2025

Brands prioritizing engagement, loyalty in influencer marketing

Article |
 Jul 29, 2025

OpenAI’s upcoming GPT-5 unifies models, widens ChatGPT's lead

Article |
 Jul 29, 2025

De minimis crackdown puts pressure on UPS’ cross-border business

Article |
 Jul 29, 2025

Brazil’s streaming shakeup: Prime Video tops Netflix as ad-supported rivals surge

Article |
 Jul 29, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US OTT and Pay TV Viewership Forecast 2024

Amazon Prime Video Soars to the Top of the AVOD List, While Digital Pay TV Slows TV’s Fall

Report by Ethan Cramer-Flood  |  Apr 9, 2024
Download
Report
Deck
Executive Summary
Share
Table of Contents
Executive Summary
Almost everyone watches OTT video now, which means glacial viewer growth going forward
Netflix rules sub OTT, but Amazon Prime Video now leads among the ad tiers
The Roku Channel leads among FAST providers
The rise of digital pay TV is complicating the narrative around TV’s doom
Media Gallery
About This Report
With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.
Topics
Digital Video
US
Table of Contents
Executive Summary
Almost everyone watches OTT video now, which means glacial viewer growth going forward
Netflix rules sub OTT, but Amazon Prime Video now leads among the ad tiers
The Roku Channel leads among FAST providers
The rise of digital pay TV is complicating the narrative around TV’s doom
Media Gallery

OTT video viewership is thriving, although its broad success will make finding untapped viewers challenging for subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) providers. In the realm of linear TV, digital pay TV is giving TV viewership a surprising reprieve.

Key Question: How many people in the US will watch OTT video streaming services in 2024, and what is the viewership outlook for traditional pay TV and digital pay TV?

US Digital Video Viewers, by Format/Platform, 2024 (millions)
E-Mail ChartDownload

Key Stat: Over 254 million people in the US—nearly 75% of the population—will watch OTT video this year. OTT comes in many forms, and most of the categories above intermix or nest within one another.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Almost everyone watches OTT video now, which means glacial viewer growth going forward
  1. Netflix rules sub OTT, but Amazon Prime Video now leads among the ad tiers
  2. The Roku Channel leads among FAST providers
  1. The rise of digital pay TV is complicating the narrative around TV’s doom
  2. Media Gallery

Charts in This Report

US Digital Video Viewers, by Format/Platform, 2024 (millions)US Subscription Over-the-Top (OTT) Video Viewers, 2022-2028 (millions, % change, and % of population)
US Subscription Over-the-Top (OTT) Video Viewers, by Platform, 2024 (millions)Prime Video Will Seize the Lead in Ad-Supported Sub OTT Viewership This Year (millions of US ad-supported viewers, by subscription OTT platform, 2024)
US Free Ad-Supported Streaming TV (FAST) Viewers, 2022-2028 (millions, % change, and % of population)US Free Ad-Supported Streaming TV (FAST) Viewers, by Platform, 2024 (millions)
US Traditional Pay TV Households vs. Digital Pay TV Households, 2019-2028 (millions)US Digital Pay TV Households, 2022-2028 (millions, % change, and % of total households)
The Majority of Households Will Have No Form of Pay TV—Including Digital—by 2026 (% of US households, pay TV vs. non-pay TV, 2019-2028)

authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Yoram Wurmser
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo