북미의 OTT 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the North America OTT market size is projected to expand from USD 174.88 billion in 2025 and USD 191.29 billion in 2026 to USD 278.80 billion by 2031, registering a CAGR of 7.83% between 2026 to 2031.

This report is Segmented by Revenue Model (Recurring Subscription Billing (SVOD), Transactional Billing (TVOD/PPV), Advertising-Supported Billing (AVOD/FAST), and Hybrid Monetization Billing), Device Types (Smartphones and Tablets, Smart TVs, and More), Content Genre (Movies and Films, TV Shows and Episodic Content, and Documentaries), and Country. The Market Forecasts are Provided in Terms of Value (USD).

Global North America OTT Market Trends and Insights

Rising Adoption of Ad-Supported Streaming Bundles

Ad-supported plans are becoming a central route to subscriber growth in the North America OTT market. These plans give price-sensitive households a lower entry point while allowing platforms to earn from both monthly billing and advertising. The model gives advertisers access to audiences that have moved away from scheduled television, particularly viewers who prefer free ad-supported channels. Bundled offers can reduce the need for consumers to choose between several separate services, which can make monthly entertainment spending easier to manage. This changes service selection because value, price, and convenience can matter as much as a single catalog or a temporary exclusive title. It also gives platforms a way to serve households that may not accept repeated subscription price increases.

Escalating Live Sports Rights Monetization

Live sports remain important because audiences often watch events when they happen rather than at a later time. Rights can help a service attract new subscribers, give current subscribers a reason to remain, and offer advertisers access to large live audiences. The 2025-26 NBA rights structure placed packages with Disney, Amazon, and NBCUniversal, increasing the importance of streaming distribution for major leagues. Amazon integrated Luna cloud gaming into Prime Video on Fire TVs in July 2026, extending its video environment beyond passive viewing. Sports rights also create large commitments that continue for several years and can shape how platforms plan content spending. This can support engagement and advertising demand, but it increases the need for careful pricing, audience growth, and advertising returns.

High Content Acquisition and Production Costs

Content production and acquisition costs remain a persistent challenge for the North America OTT market, as viewers expect a steady supply of recognizable programming. Platforms require series, films, sports, and local content to sustain subscriber engagement and support advertising sales. Netflix expected its content spending to remain substantial, while Disney projected significant spending across entertainment and sports. Sports rights can create additional pressure, as agreements often span multiple seasons and do not adjust based on quarterly subscriber performance. Companies find it difficult to scale back large commitments if subscriber growth slows or advertising revenue takes longer to mature. Therefore, companies need advertising, pricing strategies, bundles, and disciplined programming decisions to support the cost of premium content.

Other drivers and restraints analyzed in the detailed report include:

1. Connected-TV Ad Inventory Expansion
2. AI-Driven Personalization and Churn Reduction
3. Subscription Fatigue and Churn Intensity

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Recurring subscription billing held 57.50% of revenue in 2025, making it the largest revenue model and the core paid offer for major platforms. Subscription plans remain important because they provide predictable billing, direct customer relationships, and a way to support investment in broad entertainment libraries. Netflix reported 13-15% annual revenue growth in its Q2 2026 filing, supported by membership growth and price increases. This shows that paid plans still retain value in mature parts of the region, even as households review their recurring bills. At the same time, subscription growth is increasingly tied to plans that include advertising and give customers a lower monthly price.

Hybrid monetization billing is projected to grow at an 8.55% CAGR between 2026 and 2031, making it the fastest-growing revenue model. These offers combine subscription access with advertising income in one product structure and let platforms respond to different levels of household willingness to pay. Advertising-supported billing expanded during 2025, and Tubi passed USD 1 billion in revenue, showing the growing commercial importance of free viewing. Transactional billing remains useful for premium films, major events, and pay-per-view purchases because households may still spend on selected titles after pausing subscriptions. The North America OTT industry is using subscription, advertising, and transaction options together, rather than treating one model as a replacement for all others.

Complete Report Scope:

• By Revenue Model
  • Recurring Subscription Billing (SVOD)
  • Transactional Billing (TVOD/PPV)
  • Advertising-Supported Billing (AVOD/FAST)
  • Hybrid Monetization Billing
• By Device Types
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By Content Genre
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Genres
• By Country
  • United States
  • Canada
  • Mexico

Geography Analysis

The United States held 72.50% of regional revenue in 2025. It has a mature connected TV advertising environment and a large base of paid streaming households. The North America OTT market share held by the United States reflects its scale in advertising, subscriptions, and content spending. Netflix is expected to achieve higher annual revenue in 2026, supported by expected growth in advertising revenue. The country remains the primary testing ground for advertising tiers, bundle pricing, sports distribution, and home-screen advertising. Its large subscription base allows platforms to adjust pricing, although content and sports costs may limit operating leverage.

Canada's OTT subscription revenue is projected to grow steadily. The country is also expected to see OTT subscription revenue exceed traditional television subscription revenue for the first time. The Online Streaming Act has introduced a regulatory factor into platform planning. The Canadian Radio-television and Telecommunications Commission has established a revenue contribution requirement for international streaming services to support Canadian content funds. This requirement can influence content investment decisions and make local content funding part of the competitive setting.

Mexico is projected to record a 9.21% CAGR from 2026 to 2031, the fastest national rate in the region. Its growth is linked to mobile-first viewing, broader broadband access, and Spanish-language catalog expansion. Mexico is expected to see continued SVOD adoption. Netflix is projected to remain the leading platform, followed by Disney+ and HBO Max. A significant share of Mexico's internet users with SVOD access is expected to remain in the lower-to-mid pricing tiers. ViX FAST channels are projected to generate substantial revenue in Mexico. These conditions make flexible pricing and advertising-supported access important for the North America OTT market. They also show why retention and monetization are becoming as important as subscriber additions.

List of Companies Covered in this Report:

1. Netflix Inc.
2. The Walt Disney Company
3. Amazon.com, Inc.
4. Alphabet Inc.
5. Apple Inc.
6. Paramount, a Skydance Corporation
7. Warner Bros. Discovery, Inc.
8. Comcast Corporation
9. Roku, Inc.
10. DAZN Group Ltd.
11. Fox Corporation
12. EchoStar Corporation
13. TelevisaUnivision, Inc.
14. Sony Group Corporation
15. Starz Entertainment Corp.
16. Samsung Electronics Co., Ltd.
17. LG Electronics Inc.
18. Cineverse Corp.
19. Plex, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Adoption of Ad-Supported Streaming Bundles
  • 4.2.2 Escalating Live Sports Rights Monetization
  • 4.2.3 Connected-TV Ad Inventory Expansion
  • 4.2.4 AI-Driven Personalization and Churn Reduction
  • 4.2.5 Rising Password Sharing Enforcement and Household Conversion
  • 4.2.6 Telecom and Pay-TV Aggregation Partnerships
• 4.3 Market Restraints
  • 4.3.1 High Content Acquisition and Production Costs
  • 4.3.2 Subscription Fatigue and Churn Intensity
  • 4.3.3 Advertising Load Resistance in Premium Tiers
  • 4.3.4 Fragmented Device and App Discovery Across Ecosystems
• 4.4 Industry Value Chain Analysis
• 4.5 Impact of Macroeconomic Factors on the Market
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Bargaining Power of Suppliers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Revenue Model
  • 5.1.1 Recurring Subscription Billing (SVOD)
  • 5.1.2 Transactional Billing (TVOD/PPV)
  • 5.1.3 Advertising-Supported Billing (AVOD/FAST)
  • 5.1.4 Hybrid Monetization Billing
• 5.2 By Device Types
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By Content Genre
  • 5.3.1 Movies and Films
  • 5.3.2 TV Shows and Episodic Content
  • 5.3.3 Documentaries
  • 5.3.4 Other Content Genres
• 5.4 By Country
  • 5.4.1 United States
  • 5.4.2 Canada
  • 5.4.3 Mexico

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Netflix Inc.
  • 6.4.2 The Walt Disney Company
  • 6.4.3 Amazon.com, Inc.
  • 6.4.4 Alphabet Inc.
  • 6.4.5 Apple Inc.
  • 6.4.6 Paramount, a Skydance Corporation
  • 6.4.7 Warner Bros. Discovery, Inc.
  • 6.4.8 Comcast Corporation
  • 6.4.9 Roku, Inc.
  • 6.4.10 DAZN Group Ltd.
  • 6.4.11 Fox Corporation
  • 6.4.12 EchoStar Corporation
  • 6.4.13 TelevisaUnivision, Inc.
  • 6.4.14 Sony Group Corporation
  • 6.4.15 Starz Entertainment Corp.
  • 6.4.16 Samsung Electronics Co., Ltd.
  • 6.4.17 LG Electronics Inc.
  • 6.4.18 Cineverse Corp.
  • 6.4.19 Plex, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment