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As of December 2024, the total number of Netflix subscribers amounted to about  million, making it by far the most popular subscription video-on-demand service worldwide. Amazon Prime Video ranked second in the market, with an estimated *** million users. American and Chinese SVOD services tended to have the highest numbers of subscribers overall.

Why is Disney+ growing so fast?

In 2018, The Walt Disney Company acquired 21st Century Fox, which also included the TV broadcaster Star India – the owner of India’s most popular streaming platform Hotstar. Two years later, the media conglomerate launched the rebranded Disney Plus Hotstar in India and Indonesia. By 2026, the conversion of the preexisting platform will be rolled out to numerous other Asian countries. However, the number of Disney Plus subscribers decreased in the company's first two fiscal quarters of 2023 as Disney+ Hotstar, in particular, lost subscribers. In 2025, the Indian version of the platform was merged with JioCinema, forming JioHotstar.

Leading VOD markets

According to estimates, over-the-top TV revenue will reach *** billion U.S. dollars in 2029, with subscription video-on-demand revenue accounting for the majority of that figure. It is further considered likely, that the United States and China will be the biggest markets.