The global paid streaming penetration is expected to increase significantly, with projections indicating a rise to approximately 19% by 2030, up from 12% in 2023. This growth reflects an improvement in market penetration particularly in emerging markets, where paid streaming adoption is anticipated to accelerate over time as users transition from ad-supported models to paid subscriptions[1].
In 2023, paid streaming penetration was estimated at 7% in emerging markets compared to 33% in developed markets. The large base of existing ad-supported users in emerging regions presents a substantial opportunity for future subscriber acquisition and revenue growth[1].
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