Netflix's OTT Architecture

OTT Trends to Watch For Over-The-Top Streaming in 2024

People are no longer content to watch the same old TV shows and movies that they’ve seen dozens of times before, so they’re turning to over-the-top (OTT) streaming services like Netflix and Hulu instead. These services allow viewers to binge-watch their favorite shows without all those commercials in between episodes, and it’s also more accessible than ever for people who live outside the U.S. or Canada to access these sites as well! However, with so many new OTT streaming services popping up every year, it can be difficult for consumers to know which ones are worth downloading on their devices or signing up for online.

We are entering the golden age of OTT streaming.

In the past few years, over-the-top streaming has been on the rise. With more and more consumers cutting cable from their lives, it’s no wonder that streaming services are becoming a significant player in the media industry. In 2042, what do you think will be some of these trends? Read on to find out!

Streaming is the new norm. It’s in our pockets, in our homes, and at work. The following 10 years will see an even more significant growth in streaming services than we’ve seen so far, with more content being created for viewers to enjoy. We will look at some of the trends happening over-the-top (OTT) streaming right now and what you can expect by 2024.

The OTT market is experiencing a rise in viewer engagement, and we’re confident. Forget Cable. The Future Is Now.

What is OTT or Over-The-Top Streaming?

OTT is a term used to describe the delivery of video content via the Internet without requiring users to subscribe to a traditional cable or satellite TV.

OTT or Over-the-Top Streaming is streaming movies and TV showsonline withoutg a cable service.

OTT is the abbreviation for Over-The-Top Streaming. It refers to the live streaming of TV shows and movies.

OTT or Over-The-Top Streaming is the delivery of video through a data network and not through traditional television.

Sport live streaming is a wildly popular trend that has overtaken the world.

    • Video streaming services will be the primary way people watch video content
    • OTT providers are expected to surpass cable TV in several subscribers by 2024
    • The average American household will have 5-6 different subscriptions by 2024, with some households having 10 or more subscriptions
    • Subscription fees for these services are projected to grow at a rate of 7% per year until 2020
    • Over-the-top video will be the new standard for streaming
    • The number of hours streamed per month will grow from 1 hour to 3 hours on average
    • Consumers will expect more personalized content and experiences
    • Subscription services with a la carte options will become popular
    • More consumers, especially Millennials, are expected to use OTT as their primary means of viewing TV
    • The OTT market will be worth $6 billion
    • More people are subscribing to multiple services for a lower cost than one service alone
    • There will be an increase in OTT original programming, including scripted dramas, comedies, and reality shows
    • Streaming devices will become the norm rather than the exception
    • OTT’s will continue to grow as a global phenomenon
    • There will be more original content being produced by streaming services
    • Streaming services will offer new ways for viewers to interact with shows and movies, such as through virtual reality
    • Viewers will expect more from their streaming service provider, including the ability to watch live sports or have access to on-demand news coverage
    • The average number of people watching TV will decline
    • Streaming services will dominate the market, with more than 50% of households subscribing to at least one service
    • Traditional cable subscriptions are expected to drop by 10% in 2024
    • There is an increasing trend for consumers to subscribe to multiple streaming services simultaneously, rather than just one
    • Streaming services will be the dominant distribution method, with over 80% of content being streamed
    • With video streaming services becoming more popular, traditional cable companies are expected to lose their dominance in the TV industry

  • More and more people will use voice assistants for entertainment purposes
  • Video games will become even more immersive as VR headsets become cheaper and easier to use
  • More consumers will be watching content on their mobile devices
  • The number of OTT services available will increase to meet consumer demands
  • Cable providers are expected to offer more bundles with internet, TV, and phone service for a lower price
  • More people will sign up for streaming services because they’re cheaper than cable or satellite provider packages
  • The number of OTT subscribers will grow to over 4 billion
  • There will be an increase in the number of live streaming services, like Facebook Live and YouTube
  • More people will start using ad blockers on their mobile devices as they become more popular
  • Subscription rates for OTT services will continue to rise as more companies enter the market
  • The number of OTT subscribers will increase by 1%
  • More than half of households with a TV set will have an OTT subscription, and over two-thirds of those homes will use only one or the other for their entertainment needs
  • Netflix’s share in the market is expected to decrease from 50% to 40% as more streaming services enter the space
  • Hulu’s share is expected to grow from 10% to 15%.

Subscription-based services are overtaking cable TV.

    • The rise of the streaming service with a niche focus
    • Streaming services that offer live-streaming and on-demand content in one place
    • More partnerships between streaming services and cable providers to offer bundles
    • Increased use of virtual reality headsets for watching TV or movies
    • More cord-cutters will start to stream their favorite shows on mobile devices
    • Smart TVs will become more popular as they are cheaper and more accessible than ever before
    • Streaming services will continue to grow in popularity, with Netflix leading the way
    • 4K content is still a niche product, but it’s becoming easier for consumers to acquire 4K televisions
    • The rise of the over-the-top (OTT) streaming service
    • Increased adoption of virtual reality and augmented reality in gaming, movies, and TV shows; increased interest in VR/AR for education purposes
    • Increased use of voice control to access content on OTT services like Netflix and Hulu
    • Online video content will be the primary way people watch TV
    • The number of OTT streaming services will grow exponentially, while traditional cable subscriptions decline
    • More and more consumers will have multiple OTT streaming subscriptions to get access to different types of programming
    • Sports leagues that are currently airing on traditional TV channels will start broadcasting online-only versions of their games
    • OTT will be the dominant form of video delivery
    • The number of OTT services available to consumers will increase dramatically, with more and more niche content and specialized offerings
    • Mobile devices (smartphones and tablets) will dominate as the primary device for watching TV
    • As a result, streaming players like Apple TV or Roku will become less important; instead, we’ll see increasing reliance on mobile apps such as Netflix, Hulu, Amazon Prime Video, etc

    • Live sports broadcasts traditionally delivered by cable companies like ESPN or NBC Sports Network may shift to over-the-top distribution methods to avoid paying high fees for broadcast rights.
    • More 4K content will be available
    • Streaming services will offer more niche channels and programming to cater to specific audiences
    • There will be an increase in original programming on streaming services, not just reruns of old shows
    • Streaming services may start offering bundled packages that include the service with a cable provider
    • The number of TV shows and movies available on streaming services will increase
    • Streaming services will offer exclusive content to attract more subscribers
    • There will be a rise in the number of original films released on streaming services, as opposed to theatrical releases
    • Streaming companies may offer live-streaming events such as sports games or concerts for an additional fee
    • The number of OTT streaming providers will continue to grow, with competition driving prices down
    • More and more people will choose to stream TV shows instead of watching live TV
    • Many cable networks will go out of business due to the rise in popularity of streaming services
    • Streaming companies like Netflix and Hulu are developing their original content that is exclusive to their platforms

  • A new generation of over-the-top (OTT) streaming services will disrupt the market
  • The rise in popularity of 4K and UHD content will be a key factor in driving OTT adoption
  • Streaming devices will become more intelligent with voice controls, gesture recognition, and augmented reality features
  • Mobile apps for streaming services will become ubiquitous on smartphones and tablets
  • There will be more on-demand streaming services available
  • More TV shows and movies will be made exclusively for the internet
  • Streaming content will become more personalized to each user’s tastes based on their viewing habits
  • The quality of video streams will improve, making them look like they are in HD
  • OTT is overgrowing, with more than 100 million households in the US
  • Video streaming services are not just for young people–the fastest-growing age group of viewers is those aged 55 to 64, who spent almost twice as much time watching videos on TVs or other devices compared to five years ago
  • Americans watch an average of 3 hours and 45 minutes a day of online video content through computers and mobile devices, which is expected to grow.
  • A recent study of the top OTT viewing trends found that. This is likely due to a more diverse selection of content available on these streaming services, as well as the convenience and flexibility they offer their viewers
  • The most popular genres are comedy, drama, and action/adventure
  • Other popular genres include reality TV, documentaries/non-fiction programming, animation/children’s programming.
  • A majority of OTT viewers are watching shows with their spouse or significant other
  • The most popular genre is drama
  • Women have a higher viewership than men, which means that women are more likely to watch TV in bed before they go to sleep instead of staying up late on social media sites like Twitter and Facebook
  • OTT is growing at a rapid pace, with more than half of all US households subscribing to an OTT service
  • The majority of people subscribe to Netflix, Amazon Prime Video, and Hulu
  • There are also niche services like Crackle for comedy lovers or HBO Go for Game of Thrones fans
  • More than 50% of adults watch TV shows on their mobile devices while commuting or exercise
  • The number of people who watch Netflix has increased by 40% in the last year
  • In households with children under 18, TV screens are on for an average of six hours a day
  • 74% of Americans have at least one OTT service, and 44% have two or more.
  • The rise of OTT content is changing the way people consume media
  • Brands are capitalizing on this by creating their own OTT channels to engage with consumers in a new, more personal way
  • This trend is impacting how brands must think about marketing and advertising strategies to be successful in the digital age
  • Social media continues to play an essential role in influencer marketing- companies can now reach out directly to social media influencers who have large followings for partnerships
  • Brands should be able to use OTT platforms for marketing, advertising, and customer service
  • Brands need to create an engaging content strategy that is tailored to the platform’s audience
  • Brands should consider what type of content they want on their channel, including live events or prerecorded videos
  • Brand must provide quality programming to keep viewers coming back for more
  • OTT is redefining the way we watch TV
  • A new generation of content creators are leveraging YouTube and other platforms to reach an audience
  • Brands need to find ways to partner with these influencers or risk being left behind
  • The next wave of innovation will be in how brands create engaging experiences on social media, including live streaming and interactive video ads
  • The opportunity to be digital-first
  • A new era of content marketing is upon us- brands should create their own video content and not rely solely on influencers
  • Brands need to provide more value than just the product or service they sell, for example, with customer education and loyalty programs
  • Brands should be more focused on their audiences and less on themselves
  • Brands should be more specific in what they offer to consumers, such as a particular style or type of product
  • Consumers are looking for brands that have an authentic voice and tone, not just one that’s trying to sell them something
  • If you’re the only brand in your niche, you’ll need to differentiate yourself from competitors with original content and social media strategy
  • Netflix will continue to grow, adding more original content
  • More people will subscribe to streaming services than cable TV providers
  • Apple TV is not the only game in town- Google, Amazon, and Roku are all competing for market share
  • The future of media consumption may be virtual reality headsets
  • The number of households with traditional pay-TV services will decrease to 80% by 2024
  • More people are watching OTT content on their mobile devices than ever before
  • In the future, most people will subscribe to a bundle of streaming services rather than one provider for everything
  • The number of OTT subscribers will increase by 25% in 2020
  • Streaming services will offer more exclusive content, which is likely to be successful with viewers
  • By 2021, there are expected to be over 100 million cord-cutters in the US alone
  • The rise in popularity of OTT streaming services such as Netflix and Amazon Prime will continue to grow
  • More people will cancel their cable subscriptions, preferring to stream content online instead
  • Increased competition from other OTT providers will cause a drop in the average monthly subscription cost for these services
  • The rise of OTT streaming has led to a decline in cable subscriptions
  • Major networks are producing their own content for these services
  • This is leading to a decrease in the number of TV shows and movies available on those channels
  • Viewers are now required to subscribe to multiple services if they want access to all the latest programming

OTT entertainment and media spending forecasts

  • The number of people subscribing to OTT services is expected to grow by 3% annually
  • Online video ad spending is expected to hit $30 billion in 2020
  • Streaming media revenue will grow from $8 billion in 2017 to over $11 billion in 2021
  • OTT services are expected to generate $5 billion in revenue by 2020
  • In 2017, Amazon Prime had more than 100 million subscribers, and Netflix had more than 117 million subscribers
  • The average American spends 2 hours a day watching TV or using an internet-connected device for entertainment purposes
  • Forecast: $4.8 billion in 2020
  • OTT spending is expected to grow at a compound annual growth rate of 16% from 2019-2020
  • The total number of households with an OTT video service will reach 63 million by 2020
  • The OTT entertainment and media spending forecast is expected to increase by 18% in North America
  • By 2020, the OTT entertainment and media spending forecast will be $70 billion
  • More than 50% of all households are expected to have an internet-connected TV by 2020
  • The OTT market is forecast to grow from $2.7 billion in 2017 to $5.4 billion by 2024
  • Consumers will spend more money on OTT entertainment and media than any other category of content, including TV advertising
  • VR will be more popular than ever
  • Streaming services will continue to grow and become more mainstream, like Netflix for sports
  • OTT content providers will offer original programming that is exclusive to their service
  • Content creators on YouTube and Twitch will make a living from their channels by getting paid through ads or subscriptions
  • Video streaming will continue to grow as the dominant form of entertainment
  • Brands will continue to invest in video content, with an emphasis on live broadcasts and short-form videos
  • The number of people who use social media for news consumption will decrease, which means that brands need to be more creative when it comes to advertising
  • There’s a shift from traditional TV viewing habits towards digital platforms like Netflix and Amazon Prime Video
  • More and more people will be watching TV online
  • The number of cord-cutters will continue to rise as streaming services become more popular
  • Virtual reality headsets will also become increasingly common, with better quality and lower prices
  • Streaming devices like Roku or Apple TV will continue to dominate the market
  • Mobile video will be the dominant way people watch TV
  • People are going to want to binge-watch their favorite shows so that episodes will get shorter and more frequent
  • Everyone is going to have a personal assistant that can do anything for them
  • There will be fewer ads on mobile devices because of ad blockers
  • Content creators are going to put up sponsored content to make money
  • VR and AR will continue to grow as the next generation of entertainment
  • More people will watch TV on their mobile devices than they do now
  • People will start watching more videos on social media, such as Facebook and Instagram.


The future of OTT marketing is rapidly changing. With more people watching their favorite shows on streaming services, traditional TV advertising will be less effective than ever before. Brands that want to reach the customers who are cutting cable need a new strategy for achieving them – one that incorporates both digital and social media channels and over-the-top video ads. If you’re looking for help with your OTT marketing or advertising strategy, contact us today so we can work together to create an innovative plan tailored just for you!

This article has covered some of the essential OTT trends to watch for in 2024. We hope you’ve found it informative if you want help applying these principles or need a team that can develop an advertising campaign tailored to your needs, Contact us today!

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