By India McCarty
Streaming dominates the entertainment world, and it looks like it won’t slow down any time soon, according to consulting firm PwC’s latest projections.
“The U.S. total over-the-top (OTT) market is projected to increase at a 5.9% compound annual growth rate over the next five years — reaching $112.7 billion by 2029,” per PwC’s 2025 Global Entertainment & Media Outlook report. This would be a 33% increase from the streaming OTT’s take last year, which soared to $84.7 billion.
What’s reshaping media, tech & telecom? Find out in PwC’s Global Entertainment, Media & Telecommunications Outlook 2025–2029.
🔗 Explore what’s next: https://t.co/wZYMzZEtjG pic.twitter.com/5KNec38yLB— PwC US (@PwCUS) July 24, 2025
PwC explained that increased subscriber bases, new services and price hikes are behind these massive numbers. For example, Warner Bros. Discovery recently announced it added 6.4 million new subscribers in the fourth quarter, bringing its total subscriber base up to 116.9 million subscribers.
“In this generational media disruption, only the global streamers will survive and prosper, and Max is just that,” CEO David Zaslav said in a February earnings call.
The report also noted that the US remains the “largest and most influential” streaming market globally, generating $61.9 billion in revenue last year. Coming in second place? China, at a mere $10.8 billion — one-fifth of the size of the US market.
PwC reported that subscription VOD revenue in the US rose by 18.3% to $56.1 billion, and American subscriber numbers rose by 9.5%, with revenue per subscription up by 8%.
Related: Is This the Next Step in Streaming’s Evolution?
PwC also pointed out the rise in FAST (free, ad-supported television) channels and predicted even more growth in the coming years — specifically, $9 billion by 2029.
“As major media companies recognize the value in ad-supported models, investments in content and technology are likely to increase, enhancing the quality and appeal of FAST services,” PwC said in their report. “FAST channels appeal to cost-conscious consumers amid rising subscription fees.”
Forbes also wrote about the increased interest in FAST channels, noting their economic value to studios and streamers.
“Studios may analyze their portfolios and convert viable niche channels into pure-play FAST channels,” Forbes explained. “This will align with growing customer demand for free, accessible content while giving networks the opportunity to capitalize on the significant advertising revenue FAST platforms can offer.”
Many have predicted that streaming services’ earnings will eventually plateau as they reach saturation with subscribers. However, PwC’s projections, as well as the numbers streamers are reporting, predict a bright and financially successful future for the world of streaming.
Read Next: Can Streaming Actually Help Linear TV Shows’ Numbers?
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