Streaming Service Revenue Continues to Rise, Could Surpass Pay TV

Technology & Telecommunications

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Akbar Ridwan 21/08/2025 18:22 WIB

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According to a PwC report, revenue for over-the-top (OTT) and pay-TV subscriptions will grow from US$291 billion in 2024 to approximately US$319 billion in 2029.

Global Pay Television and Streaming/OTT Service Revenue (2020-2029)*

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Global Pay Television and Streaming/OTT Service Revenue (2020-2029)*

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According to PricewaterhouseCoopers (PwC) projections, over-the-top (OTT) service revenue has the potential to surpass pay-TV revenue within the next few years.

OTT refers to streaming content services, which can be video or audio, delivered via the internet without requiring downloads. Consumers can subscribe annually, monthly, or purchase content individually.

Pay-TV, on the other hand, is a television service requiring subscribers to pay periodically (usually monthly) to access various programs delivered via satellite, cable, or digital broadcast.

PwC data indicates that global pay-TV revenue was larger than streaming/OTT service revenue during the 2020-2026 period.

However, pay-TV revenue has been steadily declining, while streaming/OTT revenue is increasing.

The tipping point is projected to occur in 2027, where global consumer spending on streaming/OTT services will exceed that of pay-TV.

PwC projects this trend to continue until 2029, as shown in the graph.

"OTT is capturing market share from slow-growing pay-TV," PwC stated in its report (July 14, 2025).

However, streaming/OTT growth also faces challenges, such as intense competition and customer resistance to higher prices.

"Several global streaming players—including Amazon, YouTube, Paramount+, and HBO Max—have transitioned into hybrid service providers, offering both on-demand video subscriptions and virtual pay-TV, while continuing to expand their content, functionality, and features," said PwC.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."