According to the latest report from Digital TV Research, 13 of the 138 countries covered will generate more than $1 billion in 2027, up from only five countries in 2021.
Commenting on the findings of the report, Simon Murray, principal analyst at Digital TV Research, said: “US AVOD will grow by $19 billion to $31 billion by 2027 – remaining the largest country by far. The US has the world’s most sophisticated advertising industry by some distance, plus AVOD choice is greater in the US than anywhere else. The US will account for 46% of the global total by 2027, up from 39% in 2021″.
Second-placed China slumped in 2020 due to its economic downturn and it will take until 2024 for China to better its 2019 total. In 2021, the government clamped down on fan-based culture, which resulted in far fewer reality shows from the OTT platforms and less viewer demand.