미국의 온라인 스트리밍 시장(2026년) : 소비자 이용 동향, 수익화 모델, 경쟁 동향

Streaming Dominance, Hybrid Monetization, and Subscription Dynamics in the U.S. Digital Video Market

Key Highlights

• U.S. OTT market revenue is projected to grow from over USD 60 billion in 2024 to more than USD 110 billion by 2029, reflecting continued expansion of digital video services as monetization models evolve.
• Streaming adoption has reached high levels, with around 90% of U.S. internet households subscribing to at least one service in 2025, indicating a mature market environment.
• Engagement with advertising-supported streaming is rising, as viewing share on one major platform's ad-supported tier increased from around one-third in 2024 to nearly half in 2025, highlighting the growing role of hybrid monetization models.

Streaming Adoption Remains High Across U.S. Households

Streaming platforms are widely used across the United States, with a large majority of households subscribing to at least one service. Many consumers maintain multiple subscriptions, indicating a fragmented but highly engaged viewing environment. This widespread usage suggests that streaming is a core component of digital entertainment consumption.

Advertising and Hybrid Models Gain Importance in Monetization

Streaming services are increasingly combining subscription access with advertising-supported models. Lower-priced ad-supported tiers provide alternative entry points for consumers, while advertising-supported video formats are becoming more visible across platforms. These developments indicate that advertising plays a growing role alongside subscription-based revenue.

Subscription Behavior and Platform Strategies Continue to Evolve

Consumers are actively managing their subscriptions, switching between services based on pricing, content availability, and perceived value. Subscription cancellation and re-subscription behavior are observed across the market. In response, platforms apply strategies such as tiered pricing, bundling, and differentiated service offerings to structure access and monetization.

Table of Contents

1. Key Takeaways

2. Management Summary

3. Market Overview

• U.S.: OTT Revenue Expansion, Evolving Viewing Habits, and Role of Streaming in Video Entert., March 2026
• U.S.: Streaming Platforms, Digital Video Distribution, and Media Industry Competition Dynamics, March 2026
• U.S.: Social Media Platform Usage, Streaming Adoption, And Daily Media Time Allocation, April 2026
• U.S.: Aggregation Platforms in Content Access, Subscription Distribution, and Interface Control, April 2026
• U.S.: Streaming Revenue Growth, OTT Market Expansion, and Increasing Economic Contribution of Digital Video Services, March 2026
• U.S.: Content Investment, Pricing Strategies, and Platform Positioning in Streaming Services, March 2026
• U.S.: Streaming Viewer Behavior, Subscription Management, and Churn Trends, March 2026
• U.S.: Total Video Viewing Hours by Video Type, in billions of Hours, and CAGR, 2022, 2024 & 2030e
• U.S.: Pay TV Subscription Revenue, in USD billions, 2018 - 2026e

4. Market Size and Growth

• U.S.: OTT Market Revenue Forecast, in USD billions, and Compound Annual Growth Rate, 2024 & 2029f
• U.S.: OTT Video Market Revenue Forecast And Streaming Share Of TV Viewing, April 2026
• U.S.: SVOD Revenue Growth, in USD billions, 2018-2026e
• U.S.: Total Advertising Market Revenue Forecast (All Media), in USD bil., and Compound Annual Growth Rate, 2024 & 2029f
• U.S.: Streaming Market Revenue Growth, Connected TV Advertising Expansion, and Digital Video Monetization Trends, March 2026

5. Consumer Adoption and Usage

• U.S.: Streaming Household Penetration, Multi-Subscription Usage, and Streaming Service Adoption, March 2026
• U.S.: Consumer Adoption of Ad-Supported Streaming Tiers and Viewing Behavior Trends, March 2026
• U.S.: Evolution Of Streaming Subscription Behavior And Bundling Trends, April 2026
• U.S.: Streaming Dominance in TV Viewing and Growth of Ad-Supported Streaming Platforms, March 2026
• U.S.: Streaming Service Subscribers, in millions, 2018-2026e
• U.S.: SVOD Users, in millions, and Compound Annual Growth Rate, 2018 - 2031e
• U.S.: Internet Households Subscribing to at Least 1 Streaming Video Service, in % of Households, Nov 2025
• U.S.: Share of Total TV Viewing by Distribution Type, in %, January 2026
• U.S.: Number of Cord-Cutter Households, in millions, 2020-2027e
• U.S.: Number of Internet-Enabled Households Streaming via Connected TV (CTV), in millions of Households, 2024 & 2025
• U.S.: Total Time Spent Streaming Video Content, in billion Hours, 2024 & 2025
• U.S.: Cross-Demographic Streaming Usage, Multi-Device Viewing Behavior, and On-Demand Video Consumption Patterns, March 2026
• U.S.: Device Usage for Video Viewing, in % of Respondents, 2025
• U.S.: Streaming Service Usage by Age Group, in % of Respondents, April 2025
• U.S.: Distribution of Streaming Service Usage by Income Level, in % of Respondents, April 2025
• U.S.: Share of Respondents Interested in GenAI-Driven Personalized Content Experiences, by Generation, March 2026
• U.S.: Using AI in the Past Six Months vs. Daily Among Adults, April 2025
• U.S.: Using and Interacting With AI Daily by Generation, April 2025
• U.S.: AI Usage by Task Type in Daily Life Among Adults, April 2025
• U.S.: AI Usage by Task Type Among Adults, in % of Resp. Routinely Performing Each Activity, April 2025
• U.S.: Top Reasons for Not Using AI, in % of Non-Adopting Respondents, April 2025
• U.S.: Share of Viewing Driven by Recommendations and Role of AI in Content Discovery and Engagement, April 2026
• U.S.: Streaming and Traditional TV Usage Patterns, in % of Adults, April 2025
• U.S.: Share of Streaming Users Experiencing Buffering or Lag, in % of Respondents, 2025

6. Streaming Business Models

• U.S.: SVOD Subscribers With at Least One Ad-Supported Tier of a Paid Streaming Service, in %, Spring 2024 - Fall 2025
• U.S.: Share of Total Netflix Household Viewing Hours on Ad-Supported Tier, in %, 2024 & 2025
• U.S.: Lower-Priced Streaming Tiers, Advertising-Supported Subscriptions, and Subscriber Acquisition Strategies, March 2026
• U.S.: Streaming Service Adoption, Advertising-Supported Subscription Tiers, and Platform Monetization Models, March 2026

7. Platform Landscape and Market Shares

• U.S.: Share of Total TV Viewing by Media Distributor, in %, January 2026
• U.S.: Streaming Platform Viewing Shares, Platform Competition, and Audience Engagement Trends, March 2026
• U.S.: Consumer Usage of Major Streaming Platforms, in % of Respondents, 2025
• U.S.: Fragmentation of Streaming Audiences, Platform Competition for Viewing Time, and Evolving Competitive Dynamics in the OTT Ecosystem, March 2026

8. Payments and Monetization

• U.S.: Key Monetization Strategies in the Streaming Industry, April 2026
• U.S.: Subscription Billing Mechanisms and Recurring Payment Structures in Streaming Services, March 2026
• U.S.: Subscription Payment Failures, Churn Drivers, and Revenue Retention Factors in Streaming Services, March 2026
• U.S.: Streaming Pricing Strategies, Tier Differentiation, and Bundling Models Across Platforms, March 2026
• U.S.: Advertising-Supported Monetization Models and Hybrid Revenue Structures in Streaming Services, March 2026
• U.S.: Account Sharing Restrictions, Paid Sharing Models, and Subscription Access Monetization, March 2026
• U.S.: Perceived Value of Streaming Services Among Users, in % of Respondents, April 2025
• U.S.: Streaming Pricing Preferences, Advertising Tolerance, and Subscription Decision Drivers, March 2026
• U.S.: Streaming Subscriptions, Monthly Spending on Streaming Services, and Subs. Penetration, March 2026
• U.S.: Multi-Subscription Behavior and Streaming Service Penetration Across Households, March 2026
• U.S.: Streaming Subscription Cancellation Behavior and Market Churn Patterns, March 2026
• U.S.: Subs. Cancellation Intent, Service Switching Behavior, and Subs. Management Patterns, March 2026
• U.S.: Streaming Service Bundling Strategies, Platform Partnerships, and Structural Developments in the OTT Market, March 2026
• U.S.: Outlook For Consumer Spending On Streaming Services And Pricing Dynamics, April 2026

9. Advertising and AVOD Growth

• U.S.: Share of Total TV Viewing by Advertising Model, in %, Q4 2025
• U.S.: Category Share of Ad-Supported TV Viewing by Distribution Type, in %, Q4 2025
• U.S.: AVOD and SVOD Revenue Growth and Forecast, in USD billions, and CAGR, 2019-2027e
• U.S.: Connected TV Advertising Spending, Streaming Audience Reach, and Digital Video Advertising Allocation Trends, March 2026
• U.S.: Growth Outlook For CTV Advertising And Ad-Supported Streaming, April 2026
• U.S.: AI-Driven Advertising Efficiency, Streaming Monetization, and Hybrid Ad Model Expansion, April 2026
• U.S.: Consumer Streaming Adoption, Ad-Supported Subscription Growth, and Hybrid Revenue Models in the Streaming Market, March 2026

10. Competitive Landscape

• U.S.: Streaming Business Models Across Subscription-Based, Advertising-Supported, and Hybrid Services, March 2026
• U.S.: Consumers Spending More Time Watching Videos on Social Media Than on Streaming Services, in % of Resp. by Generation, October 2025
• U.S.: Content Investment Strategies, Exclusive Programming Expansion, and Platform Differentiation Among Streaming Services, March 2026
• U.S.: Genre Distribution among Top Streaming Shows and the Role of Narrative-Driven Programming in Audience Engagement, March 2026
• U.S.: Video Streaming Applications, Digital Entertainment Platforms, and Consumer Demand for Streaming Services, March 2026

11. Regulatory Environment

• U.S.: Subscription Compliance Requirements, Federal ROSCA Standards, & State-Level Auto-Renewal Laws, April 2026
• U.S.: Subscription Rulemaking Developments, Enforcement Timeline, and Regulatory Process Updates, April 2026
• U.S.: Subscription-Related Enforcement Actions, Legal Cases, and Settlement Amounts, April 2026

12. Future Outlook and Emerging Trends

• Global: Estimated Cost Reduction from Generative AI in Media & Entertainment Production, % cost reduction, July 2025
• U.S.: AI Adoption Across Streaming Value Chain, Personalization, Advertising, Analytics, and Production Use Cases, April 2026
• U.S.: AI Integration in Media Production, Algorithm-Based Content Recommendation, and AI-Driven Content Management in Streaming Platforms, March 2026
• U.S.: AI-Enabled Advertising Optimization, Predictive Analytics in Media Platforms, and Digital Advertising Monetization, March 2026
• U.S.: Consumers Reporting Increased Micro-Series Viewing Compared to the Previous Year, in % of Resp. by Generation, October 2025
• U.S.: Rising Streaming Viewing Share, Consumer Engagement With Streaming Content, and Evolution of the Digital Streaming Ecosystem, March 2026