Streaming is taking 38.7% of US TV time as of September 2023: July 2026, up from 32.8% a year earlier, while global pay TV revenue sits flat at $280 billion and loses ground to ad supported options. At the same time, global streaming video market revenue reached $94.1 billion in 2023 and ad spend hit $25 billion, leaving cable affiliate fees down 8% year over year.
Key Takeaways
- Netflix generated $33.7 billion in revenue in 2023, with 55% from international markets.
- Disney's Direct-to-Consumer segment revenue hit $21.4 billion in FY2023, up 12%.
- Warner Bros. Discovery streaming revenue grew 13% to $10.3 billion in 2023.
- Global streaming video market revenue reached $94.1 billion in 2023, up 11.2% from 2022, driven by subscriber growth and ad-supported tiers.
- US pay TV subscribers dropped to 69.7 million in Q2 2023, a decline of 7.4% year-over-year, marking the lowest since 1980s tracking began.
- OTT video revenue in North America is projected to hit $101 billion by 2027, growing at a CAGR of 7.8% from 2022.
- Netflix added 13.1 million paid subscribers in 2023, reaching 260.28 million total globally.
- Disney+ global subscribers stood at 150.2 million in Q4 2023, including Hulu and ESPN+ bundles.
- Amazon Prime Video had 200 million global subscribers in 2023, with 75% of Prime members streaming monthly.
- 4K streaming adoption reached 55% of US households in 2023.
- Global CTV ad impressions grew 28% to 1.2 trillion in 2023.
- AI-driven content recommendation accuracy improved to 78% on major platforms in 2023.
- Americans spent 24 hours 35 minutes per week on streaming video in Q3 2023, 39% of total TV time.
- Netflix accounted for 7.6% of all US TV viewing time in November 2023.
- YouTube captured 9.9% of US TV viewing in 2023, surpassing traditional cable networks.
Related reading
01 · Category
Financial Performance30 stats
01
Netflix generated $33.7 billion in revenue in 2023, with 55% from international markets.
02
Disney's Direct-to-Consumer segment revenue hit $21.4 billion in FY2023, up 12%.
03
Warner Bros. Discovery streaming revenue grew 13% to $10.3 billion in 2023.
04
Paramount Global media networks revenue declined 5% to $18.4 billion in 2023.
05
Comcast's Peacock ad revenue tripled to $1.3 billion in 2023.
06
Global streaming ad spend reached $25 billion in 2023, 15% of total digital video ads.
07
Netflix's operating margin improved to 21% in 2023 from 16% in 2022.
08
Hulu ad revenue was $4.5 billion in 2023, driven by live sports.
09
Amazon Prime Video contributed $12 billion to AWS-adjacent revenue in 2023.
10
Max (HBO Max) achieved profitability with $2.7 billion revenue in 2023.
11
Global pay TV revenue stagnated at $280 billion in 2023, losing to streaming.
12
Ad-supported streaming revenue projected to surpass $30 billion globally by 2025.
13
Netflix content spend totaled $17 billion in 2023, 50% on originals.
14
US cable networks lost $4.2 billion in affiliate fees in 2023.
15
Streaming M&A deals totaled $15 billion in 2023, including bundles.
16
Roku platform revenue hit $3.6 billion in 2023, up 18% YoY.
17
Average ARPU for US SVOD services was $12.45monthly in 2023.
18
Disney DTC profit: $47 million in Q4 2023.
19
WBD streaming losses narrowed to $1.2B in 2023.
20
Netflix free cash flow: $6.9B positive 2023.
21
Ad revenue streaming US: $18B total 2023.
22
Content amortization: $16B for Netflix 2023.
23
Pay TV fees US: $90B collected 2023.
24
Roku user monetization: $80ARPU 2023.
25
Global SVOD revenue ex-US: $55B 2023.
26
Sports rights spend streaming: $10B 2023.
27
Affiliate revenue decline cable: 8% YoY 2023.
28
FAST ad CPM: $25average 2023.
29
Price hikes impact: +15% revenue per sub 2023.
30
International Netflix revenue growth: 16% 2023.
Interpretation
Financial Performance Interpretation
In 2023, strong streaming monetization is clearly separating leaders from laggards, with Netflix earning $33.7 billion in revenue and international markets providing 55% while Warner Bros. Discovery streaming revenue rose 13% to $10.3 billion and Paramount’s media networks revenue slipped 5% to $18.4 billion.
02 · Category
Market Growth20 stats
01
Global streaming video market revenue reached $94.1 billion in 2023, up 11.2% from 2022, driven by subscriber growth and ad-supported tiers.
02
US pay TV subscribers dropped to 69.7 million in Q2 2023, a decline of 7.4% year-over-year, marking the lowest since 1980s tracking began.
03
OTT video revenue in North America is projected to hit $101 billion by 2027, growing at a CAGR of 7.8% from 2022.
04
Worldwide SVOD subscriptions grew to 1.35 billion in 2023, with a penetration rate of 17% among broadband households.
05
Asia-Pacific streaming market expected to reach $50 billion by 2025, fueled by mobile-first consumption in India and China.
06
European TV and video market revenue forecasted at €110 billion in 2023, with streaming overtaking traditional TV at 45% share.
07
FAST (Free Ad-Supported Streaming TV) channels reached 1,800 globally in 2023, generating $7.5 billion in ad revenue.
08
Latin America SVOD subscribers hit 80 million in 2023, with market revenue up 25% to $4.2 billion.
09
Global connected TV households surpassed 1.1 billion in 2023, enabling 65% of streaming video consumption.
10
US streaming market share of TV time reached 38.7% in September 2023, up from 32.8% a year prior.
11
Global streaming video market revenue reached $94.1 billion in 2023, up 11.2% from 2022.
12
US pay TV market contracted by 2.5 million subscribers in 2023.
13
SVOD market in APAC grew 20% to $18 billion in 2023.
14
Total video entertainment spend per US household averaged $72monthly in 2023.
15
UK streaming penetration hit 92% of households in 2023.
16
FAST market revenue doubled to $5 billion in US alone 2023.
17
Brazil SVOD subscribers reached 45 million, revenue $2.1B in 2023.
18
Connected TV devices in use: 4.5 billion worldwide 2023.
19
Streaming overtook linear TV in total viewing hours in 22 countries 2023.
20
Global IPTV subscribers: 180 million in 2023.
Interpretation
Market Growth Interpretation
Market Growth is being led by streaming, with global streaming video revenue rising to $94.1 billion in 2023 up 11.2% year over year and European streaming reaching a 45% share as it continues to outpace traditional TV.
03 · Category
Subscriber Metrics30 stats
01
Netflix added 13.1 million paid subscribers in 2023, reaching 260.28 million total globally.
02
Disney+ global subscribers stood at 150.2 million in Q4 2023, including Hulu and ESPN+ bundles.
03
Amazon Prime Video had 200 million global subscribers in 2023, with 75% of Prime members streaming monthly.
04
HBO Max (now Max) reached 97.6 million global subscribers by end of 2023.
05
Paramount+ grew to 60 million subscribers worldwide in Q4 2023, adding 4 million in the quarter.
06
Peacock hit 28 million paid subscribers in Q4 2023, up 40% year-over-year.
07
Apple TV+ has approximately 25 million subscribers as of 2023, focusing on premium content.
08
Hulu reached 48.4 million total subscribers in 2023, with 45.6 million on SVOD plans.
09
YouTube Premium and Music had 100 million paid subscribers globally in 2023.
10
Discovery+ peaked at 47.7 million global subscribers before merging into Max in 2023.
11
US households with at least one streaming subscription averaged 5.8 services in Q3 2023.
12
Global SVOD churn rate averaged 7.5% quarterly in 2023, highest among millennials at 9.2%.
13
65% of US streaming subscribers used ad-supported tiers in 2023, up from 45% in 2022.
14
Bundle subscribers (e.g., Disney+/Hulu/ESPN+) had 20% lower churn rates in 2023.
15
International markets accounted for 58% of Netflix's 260 million subscribers in 2023.
16
Average US streaming app installs per smartphone reached 8.2 in 2023.
17
82% of Gen Z (18-24) have at least one streaming subscription, vs 45% for 55+.
18
Netflix's ad-tier subscribers grew to 15 million within 6 months of launch in 2023.
19
Global AVOD (ad-supported video on demand) users reached 2.1 billion monthly in 2023.
20
40% of streaming households canceled at least one service in the past 6 months of 2023.
21
Prime Video international subs: 115 million in 2023.
22
Max US subs: 40 million post-rebrand 2023.
23
Paramount+ US subs: 29 million in 2023.
24
Apple TV+ revenue-sharing deals boosted effective subs to 1 billion views/month 2023.
25
YouTube TV: 8 million subs in 2023.
26
Discovery+ US: 20 million subs pre-merger 2023.
27
Average subs per US household: 5.1 SVOD in 2023.
28
Churn rate for bundles: 4.8% quarterly 2023.
29
Ad-tier adoption: 50% of Netflix US subs 2023.
30
Disney+ Core subs: 102 million ex-Hulu 2023.
Interpretation
Subscriber Metrics Interpretation
Subscriber metrics show a clear scale shift in 2023 as major streamers added or held tens of millions of paid users, with Netflix reaching 260.28 million total subscribers and Disney+ rising to 150.2 million by Q4 2023, underscoring how winning platforms are increasingly defined by global subscriber mass.
More related reading
04 · Category
Technological Advancements25 stats
01
4K streaming adoption reached 55% of US households in 2023.
02
Global CTV ad impressions grew 28% to 1.2 trillion in 2023.
03
AI-driven content recommendation accuracy improved to 78% on major platforms in 2023.
04
5G-enabled streaming bitrate averaged 15 Mbps globally in 2023.
05
Interactive streaming features used by 22% of viewers on platforms like Netflix in 2023.
06
Cloud gaming integration with streaming hit 10 million users in 2023.
07
HDR content availability reached 70% of top streaming catalogs in 2023.
08
Voice search accounted for 35% of streaming app queries in smart homes 2023.
09
Blockchain-based content rights management piloted by 15% of studios in 2023.
10
Edge computing reduced streaming latency to under 2 seconds for 80% of users in 2023.
11
VR/AR streaming sessions grew 150% to 50 million monthly in 2023.
12
Smart TV OS market led by Android TV at 45% share in 2023.
13
Personalized ad tech on CTV achieved 92% viewability in 2023.
14
Quantum-safe encryption adopted by top streamers for 40% of traffic in 2023.
15
Live streaming e-commerce via TV apps generated $2 billion in 2023.
16
Dolby Vision TVs shipments: 120M units 2023.
17
Streaming quality complaints down 30% with AV1 codec 2023.
18
8K content pilots: 500 hours streamed 2023.
19
NFT video collectibles sales: $500M on platforms 2023.
20
Haptic feedback streaming trials: 5M users 2023.
21
Low-latency streaming under 5s for 60% live events 2023.
22
Metaverse TV events viewers: 20M peak 2023.
23
Web3 fan engagement tools: 10% streamer adoption 2023.
24
Sustainable streaming data centers: 25% renewable energy 2023.
25
Cross-platform continuity viewing: 45% users 2023.
Interpretation
Technological Advancements Interpretation
Technological advancements are rapidly reshaping TV and streaming, with 4K adoption reaching 55% of US households in 2023 and global CTV ad impressions jumping 28% to 1.2 trillion as AI recommendations and faster 5G enabled experiences improve at scale.
05 · Category
Viewing Habits30 stats
01
Americans spent 24 hours 35 minutes per week on streaming video in Q3 2023, 39% of total TV time.
02
Netflix accounted for 7.6% of all US TV viewing time in November 2023.
03
YouTube captured 9.9% of US TV viewing in 2023, surpassing traditional cable networks.
04
Average daily streaming time per US adult hit 58 minutes in 2023, up 10% YoY.
05
Sports streaming viewership grew 25% YoY, representing 12% of total streaming hours in 2023.
06
Binge-watching sessions averaged 3.2 hours per US viewer weekly in 2023.
07
Mobile devices accounted for 42% of streaming video consumption globally in 2023.
08
68% of US viewers multitasked while streaming TV in 2023, mostly on social media.
09
Prime time streaming hours peaked at 2.5 hours per day for US households in 2023.
10
Women aged 18-34 spent 28% more time streaming than men in the same demographic in 2023.
11
55% of global streaming views were for TV series, 30% movies, 15% other in 2023.
12
US linear TV viewing fell to 60.3% share in 2023, down from 65.2% in 2022.
13
FAST viewing time grew 40% YoY to 1.5 hours weekly per US viewer in 2023.
14
73% of streaming viewers watched live content at least weekly in 2023.
15
Average session length on streaming apps was 45 minutes in 2023, up 12% from 2022.
16
62% of US parents stream kids' content 5+ hours weekly in 2023.
17
Non-English language content viewership surged 75% on streaming platforms in 2023.
18
Weekend streaming hours were 35% higher than weekdays for global audiences in 2023.
19
US TV usage: streaming 41%, cable 31% 2023.
20
Daily streaming time US: 2 hours 28 min avg 2023.
21
YouTube mobile viewing: 1 billion hours/day 2023.
22
Olympics streaming views: 1.5 billion US 2023 test events.
23
Kids 2-11 streaming: 65% weekly hours 2023.
24
Live sports streaming: 90 million US viewers/month 2023.
25
Binge rate: 75% of viewers binge weekly 2023.
26
CTV viewing: 4 hours/week US household 2023.
27
Social video viewing: 20% of total streaming 2023.
28
News streaming hours up 15% to 30 min/day 2023.
29
Offline downloads used by 55% of mobile streamers 2023.
30
18-24 demo: 70% streaming only, no linear 2023.
Interpretation
Viewing Habits Interpretation
Viewing habits in the US show a clear shift to streaming and on-demand behavior, with Americans spending 24 hours 35 minutes per week streaming in Q3 2023 which is 39% of total TV time, alongside binge-watching sessions averaging 3.2 hours per viewer each week in 2023.
report visual · Comparison
Tv And Streaming Industry Statistics statistics snapshot
Selected headline statistics from verified sources for a stable visual baseline.
Comcast's Peacock ad revenue tripled to $1.3 billion in 2023.$1.3 billion
Netflix generated $33.7 billion in revenue in 2023, with 55% from international markets.55%
Global streaming ad spend reached $25 billion in 2023, 15% of total digital video ads.15%
Warner Bros. Discovery streaming revenue grew 13% to $10.3 billion in 2023.13%
Disney's Direct-to-Consumer segment revenue hit $21.4 billion in FY2023, up 12%.12%
Paramount Global media networks revenue declined 5% to $18.4 billion in 2023.5%
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Leah Kessler. (2026, February 13). Tv And Streaming Industry Statistics. Gitnux. https://gitnux.org/tv-and-streaming-industry-statistics
MLA
Leah Kessler. "Tv And Streaming Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/tv-and-streaming-industry-statistics.
Chicago
Leah Kessler. 2026. "Tv And Streaming Industry Statistics." Gitnux. https://gitnux.org/tv-and-streaming-industry-statistics.
Sources & references
72 datasets cited across this report · attribution is report-level
aboutamazon.comir.aboutamazon.com
akamai.compress.aboutamazon.com