Global online video subscriptions reached 2.24 billion at the end of 2025, according to new data from Omdia.
That represents year-on-year growth of 17.6%, up from 1.9 billion subscriptions in 2024.
Omdia said online video now accounts for 68.4% of the combined global TV and video subscription market, which totals around 3.3 billion subscriptions.
Pay-TV subscriptions continued to decline, falling 1.8% year-on-year to 1.03 billion.
Online video also overtook pay-TV revenues for the first time in 2025. Omdia said online video revenue increased 13.5% to $176 billion (€162 billion), while pay-TV revenue fell 4% to $170 billion (€157 billion). The figures include subscription and transactional revenue, but exclude advertising.
Adam Thomas, practice leader in Omdia’s media, entertainment and advertising team, said the 2025 subscription increase was the largest annual rise since 2021.
He said growth was driven in particular by subsidised ad-tier subscriptions offered by telcos and pay-TV operators, with lower-cost plans attracting cost-conscious consumers.
However, Omdia expects growth to slow sharply in 2026 as online video markets mature. The research firm forecasts full-year subscription growth of 5.6% this year.
Tony Gunnarsson, senior principal analyst, TV & online video, added ad-supported tiers created a temporary uplift in SVOD subscriber numbers in 2025, but had not changed Omdia’s longer-term expectation of low single-digit annual growth.
Source: https://www.broadbandtvnews.com/2026/06/01/online-video-overtakes-pay-tv-revenue-says-omdia/
