A recent study by Juniper Research forecasts a 14% growth in global digital video subscriptions over the next five years, rising from 3.1 billion in 2024 to 3.5 billion by 2028. The slower growth rate is attributed to subscription fatigue in developed markets, with emerging markets identified as key to sustaining growth. However, this would require investment in localised content and telecom partnerships.

Developed markets are saturated with digital video subscriptions, with most households paying for at least one service. Subscription fatigue is causing households to be unwilling to increase their streaming budget to add new services. Subscription bundling is seen as an effective option for relieving consumer subscription fatigue while maintaining revenue. Examples of subscription bundling include Spotify and Hulu offering a discounted bundle.

According to Juniper, merging markets represent a significant growth opportunity for video streaming platforms due to the expansion of high-speed and low-cost Internet. The increasing affordability of smartphones and the development of cheap, mobile-only video streaming subscriptions are lowering the financial barrier to entry for consumers in emerging markets. Video streaming services must partner with local telcos to bundle their products together to proliferate in countries with smaller banked populations.