Julia Stoll
Research expert covering TV and video media
Streaming worldwide - statistics & facts
The streaming revolution continues to transform the global media and entertainment industry. Fueled by rapidly rising internet penetration rates and the ever-increasing demand for digital content, more people are using or subscribing to online streaming services than ever. One of the main benefits that streaming technology has over traditional media formats is flexibility. Audiences can decide for themselves when, where, and on which devices they want to watch films or listen to their favorite music on. Additionally, streaming platforms also offer a much vaster content selection than their offline counterparts. Considering that these services are sometimes more affordable or even more readily available in regions with infrastructural restraints,it is no surprise to see the consumption of music streaming as well as video streaming soars each year.
Audio streaming is on everyone’s lips
Music consumption is primarily taking place online. Thanks to rising smartphone adoption and the sprawl of streaming services in most parts of the world, music fans no longer have to purchase physical copies but always have the latest hits at their disposal. Data showed that the number of music streaming subscribers recently surpassed 800 million, while music streaming revenues skyrocketed from 2.7 billion to 22 billion U.S. dollars in the past decade. Not only that, but streaming has also become the number one revenue stream of the music industry, outperforming physical sales and digital downloads alike. So which platforms are topping the global streaming charts? As of 2024, Spotify was by far the top music streaming service based on audience share, followed by Chinese music streaming service Tencent Music. Both providers also host an extensive selection of podcasts, an audio format that is gaining global momentum. According to the latest reports, the number of podcast listeners in the U.S., for example, is set to surpass 121 million by 2030, up from nearly 84 million in 2025.
Online video streaming is the lead act
Long gone are the days when you had to follow fixed TV broadcasting or cinema screening schedules. Today, millions of people can catch up on their favorite television programs or watch the latest Hollywood blockbuster from the comfort of their homes and around the clock. Forecasts suggest that all OTT TV and video formats will experience an increase in user counts and revenue figures over the next few years, with subscription video-on-demand (SVOD) accounting for the largest revenue share. However, while it is true that the streaming industry will continue to grow in the years to come, forecasts also indicate that its revenue growth is slowing down over the years. Seeing price increases issued by services across the audio and video streaming industry, it comes as no surprise that high subscription fees and saving money are among the top reasons for canceling a streaming service.
Overall, streaming has come to stay and will continue to play a major part in the daily lives of millions of consumers. Yet, in light of rising prices and an increasing number of platforms to choose from, the streaming services will see themselves more and more confronted with fierce competition when it comes to retaining their customer base.
