Global subscription revenue from streaming services exceeded $150 billion (approximately €130.3 billion) for the first time in 2025, reaching $157.1 billion (€136.47 billion) and marking a significant milestone for the OTT market, according to new research released by Ampere Analysis. The figure represents a 14% year-on-year increase and reflects a broader shift in strategy across major platforms, which are increasingly prioritising monetisation over pure subscriber growth.

The study indicates that the market has expanded rapidly in recent years: global streaming subscription revenue has tripled since 2020, when it surpassed $50 billion (€43.43 billion) during the peak of the COVID-19 pandemic. According to Ampere, the international expansion of global streaming platforms, alongside consistent price increases and the introduction of ad-supported subscription tiers, has played a key role in driving the sector’s continued growth.

Looking ahead, the firm forecasts that global streaming subscription revenue will grow by a further 29% over the next five years, surpassing $200 billion (€173.73 billion) by 2030. While geographic expansion remains a factor, much of the anticipated growth is expected to come from pricing strategies and hybrid business models combining subscription and advertising.

The USA continues to dominate the sector, accounting for around half of global streaming subscription revenue in 2025. Netflix remains the largest contributor in the US market, with its revenues increasing by 14% in 2025 following a comprehensive price rise introduced at the beginning of the year.

In mature markets such as North America and Western Europe, the next phase of growth is increasingly linked to ad-supported subscription tiers. According to Ampere, the share of revenue generated by these hybrid models has risen sharply, climbing from less than 5% of total streaming subscription revenue in 2020 to 28% in 2025. The shift reflects a broader industry move towards mixed subscription-and-advertising models as platforms attempt to balance affordability for users with stronger monetisation.

When advertising revenue is included, global streaming services generated an estimated $177 billion (€153.75 billion) in 2025. As the adoption of ad-supported tiers continues to expand and platforms increase their advertising inventory, Ampere expects advertising to become an increasingly significant revenue stream, potentially adding a further $42 billion (€36.48 billion) in annual revenue by 2030.

Lauren Liversedge, senior analyst at Ampere Analysis, noted the structural change now under way across the sector: “As the streaming market matures, the emphasis is no longer on pure subscriber growth, but on extracting greater value from existing audiences. Price optimisation and the rise of ad-supported tiers are driving revenue growth, particularly in the most competitive markets.”