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A country-specific look at the intersection of Ovum's traditional TV and OTT video forecasts, illustrating how households are collating video services from multiple providers.


  • While options exclusively based on traditional TV continue to drop, OTT-based service combinations will grow. By 2023, 22% of households will be taking OTT video in combination with pay-TV, up from just 6% in 2014.
  • As recently as 2014, 94% of household video choices were exclusively based around traditional TV. That figure has already dropped below 80%, and Ovum forecasts that standalone traditional TV will account for just 68% of household video choices in 2023.

Features and Benefits

  • Assesses how home entertainment choices are evolving as traditional pay-TV services face intense competition from OTT video giants such as Netflix and Amazon Prime.
  • Gain detailed data and forecasts showing how TV and OTT video penetration patterns are changing across 20 countries.

Key questions answered

  • Are traditional TV formats – free and pay – in inexorable decline?
  • Will OTT video begin to make inroads as a standalone service, or will it continue to be supplemented by traditional TV?

Table of contents


  • Introduction
  • Download 1: Multisubscription TV Forecasts: Country Snapshot Report