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Subscription OTT Video Viewer Penetration: % of Population
Overall
Source: EMARKETER Forecast, February 2026 - January 2026
Note: individuals of any age who watch video via any app or website at least once per month that provides paid subscription access to streaming video content over the internet and bypasses traditional distribution; examples include Amazon Video, HBO Now, Hulu, Netflix, SlingTV and YouTube Red; includes overlap between video services
Additional Note: (1) Other Asia-Pacific includes American Samoa, Armenia, Azerbaijan, Bangladesh, Bhutan, Brunei, Burma, Cambodia, Cook Islands, Fiji, French Polynesia, Guam, Hong Kong, Kiribati, Kyrgyzstan, Laos, Macau, Malaysia, Maldives, Marshall Islands, Micronesia, Mongolia, Nauru, Nepal, New Caledonia, New Zealand, Northern Mariana Islands, North Korea, Pakistan, Palau, Papua New Guinea, Philippines, Samoa, Singapore, Solomon Islands, Sri Lanka, Taiwan, Tajikistan, Thailand, Timor-Leste, Tonga, Turkmenistan, Tuvalu, Uzbekistan, Vanuatu, Vietnam, Wallis and Futuna; (2) Other Latin America includes Anguilla, Antigua and Barbuda, Aruba, Bahamas, Barbados, Belize, Bolivia, Cayman Islands, Chile, Colombia, Costa Rica, Cuba, Dominica, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Montserrat, Netherlands Antilles, Nicaragua, Panama, Paraguay, Peru, Saint-Barthelemy, Saint Kitts and Nevis, Saint Lucia, Saint Martin, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago, Turks and Caicos Islands, Uruguay, Venezuela, Virgin Islands (British), Virgin Islands (US); (3) Other Western Europe includes Andorra, Austria, Belgium, Faroe Islands, Gibraltar, Greece, Greenland, Guernsey, Iceland, Ireland, Isle of Man, Jersey, Liechtenstein, Luxembourg, Malta, Monaco, Portugal, San Marino, Switzerland.
Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.