Key Points
- Global streaming subscription revenue reached $157.1 billion in 2025, surpassing $150 billion for the first time.
- Growth is increasingly driven by price increases and ad-supported tiers as subscriber gains slow in mature markets.
- Total streaming revenue is projected to exceed $200 billion by 2030 as hybrid monetization models expand.
Global streaming subscription revenue surpassed $150 billion for the first time in 2025, an indication that the direct-to-consumer video market has more than matured at this point, according to a report released Monday by Ampere Analysis.
The intelligence firm said total global subscription revenue reached $157.1 billion last year, or 14 percent on a year-over basis. Total revenue tripled in five years from roughly $50 billion in 2020, when pandemic-era demand accelerated streaming adoption worldwide.
While international market expansion continues to contribute to growth, Ampere said platforms are increasingly shifting their focus toward monetization strategies, including price increases and the rollout of ad-supported subscription tiers. These approaches are becoming especially important in mature markets where subscriber growth is stabilizing.
The United States remained the single largest contributor to global streaming revenue, accounting for approximately 50 percent of the total in 2025. Netflix continued to lead the domestic market, posting 14 percent revenue growth during the year following a broad-based price increase implemented earlier in 2025. (Netflix announced another price adjustment just last week.)
Ampere said the industry’s next phase of expansion is being driven in large part by hybrid business models that combine subscription fees with advertising. In North America and Western Europe, where market saturation is more pronounced, ad-supported tiers are becoming a key lever for revenue growth.
The share of subscription revenue derived from ad-supported plans has increased significantly, rising from less than 5 percent in 2020 to 28 percent in 2025. The shift reflects broader efforts by streaming companies to balance affordability for consumers with improved monetization opportunities for platforms.
Including advertising revenue, global streaming services generated an estimated $177 billion in total revenue in 2025. Ampere projects that figure will continue to rise as ad-supported tiers gain traction and platforms increase ad load, with advertising expected to contribute an additional $42 billion in annual revenue by 2030.
Overall, subscription revenue alone is forecast to grow by 29 percent over the next five years, surpassing $200 billion globally by the end of the decade.
Lauren Liversedge, a Senior Analyst at Ampere, said the evolving revenue mix highlights a broader shift in industry priorities.
“As the streaming market matures, the emphasis is no longer on pure subscriber growth but on extracting greater value from existing audiences,” Liversedge said. “Price optimization and the rise of ad-supported tiers are driving revenue growth, particularly in the most competitive markets.”
