An article by Ankita Saikia, co-founder of Skara
It’s the end of the year.
The way we consume content has changed. In just a few years, the entertainment world has transformed, with traditional cable on the decline and on-demand content reigning supreme. Most of you would agree that video streaming platforms are now the ultimate destination for audiences seeking flexible, engaging, and immersive entertainment experiences. At Skara, we’re proud to be at the heart of this revolution. Since our inception, we’ve been on a mission to make video streaming accessible, affordable, and effortless for everyone.
We know the potential of streaming in the near future. As per research by Statistia, The Video Streaming (SVoD) market worldwide is projected to grow by 8.27% (2024-2027) resulting in a market volume of US$137.70bn in 2027. Let that number sink in. This isn’t a trend, it’s for sure a seismic shift.
In 2024, the revolution of streaming did hit high. AI took the wheel making everything smoother and a whole lot more personal. Then we saw shifting viewer habits, and a lot more.
As 2024 ends, let’s rewind and look back at some of the trends that shaped how we consume content and explore what lies ahead on the horizon for 2025.
Major Video Streaming Trends: 2024
AI is Everywhere
When it’s about trends, AI surely is the talk of the town. Once limited to basic recommendation algorithms, AI now influences almost every aspect of the streaming experience. In 2024, we saw how streaming platforms took advantage of this and crafted an amazing experience for viewers. Take Amazon Prime, for example, which rolled out AI-generated X-ray recaps for viewers to catch on their favorite shows in case they missed any of them. Even Netflix refined its AI algorithms to personalize user experience. Using complex AI algorithms, streaming platforms analyze millions of data points, including viewing history, search patterns, time of day, and even user mood. As a result, users are served recommendations that feel eerily accurate. Whatever it is, these streaming platforms have perfectly used AI to craft a phenomenal viewing experience for the audience.
The Era of Niche Video Streaming
In 2024, we saw audiences gravitating towards smaller, focused platforms that speak to their passions. These platforms target specific interests, whether it is K-dramas, anime, documentaries, or independent films. Crunchyroll, for example, has doubled down on its subscribers by just focusing on anime content. Then we had Shudder for horror movies, and IndiesFlix for Independent films. Platforms like Viki (for Asian dramas) and Eros Now (for Bollywood content) are tapping into regional markets as well by offering localized content in multiple languages. These platforms had one major focus – to build a loyal community of audience that mainstream players often overlook. All I can say is, by offering hyper-focused content, these small but mighty platforms are surely carving their own path.
Bundles in Streaming: Package That Makes Sense
We’ve all felt the sting of subscription overload—Netflix, Disney+, Hulu, HBO Max, and the list goes on. Spending money on each platform is not feasible for many, so streaming services came up with a perfect solution – a bundled subscription. Content bundling and cross-platform integration have emerged as pivotal strategies for streaming services aiming to attract and retain subscribers in an increasingly competitive market. In 2024, we saw many streaming platforms collaborating with channels to give viewers more value for their money. Services like the Disney+ bundle (which includes Hulu and ESPN+) were an excellent bundle that combined multiple offerings into one convenient package. Another more recent bundle is Comcast’s Netflix, Apple TV+, and Peacock. As platforms continue to grow, this trend is likely to grow making it a budget-friendly option for consumers.
Increase in OTT Viewership
The Ormax OTT viewership report in 2024 revealed that the OTT viewership has increased to 14%, with 547 million users. The craze for streaming all started in 2013 when Netflix released all the episodes of House of Cards in one go. Netflix remains the leading subscription video-on-demand (SVOD) platform, preferred by 36% of consumers globally. Let’s not forget the Covid-19 pandemic which pushed people into watching content at home. With theatres getting shut and TV channels replaying old shows like Mahabharata and Ramayana, baby boomers may have looked back, but GenZs were up for all fresh content on Netflix, Prime, and others. Several reports even revealed that the time spent on OTT platforms increased to 2-3 hrs. As 2025 nears, we are confident that this viewership is only expected to grow at an unprecedented rate.
Streaming Platforms are Leveraging Other Platforms For Views
Something interesting is happening in the streaming industry. Video streaming platforms are leveraging YouTube and other social media channels to tweak subscribers. Amazon Prime Video uses its YouTube channel to feature trailers, behind-the-scenes interviews, and moments from popular series like The Marvelous Mrs. Maisel and Jack Ryan. Even Apple TV+—known for hits like Ted Lasso—shares character moments and motivational speeches on Instagram. The idea is simple – to hook people with free samples and compel them into subscribing. By showcasing their best moments on social media, streaming platforms are turning casual scrollers into loyal subscribers, one compelling clip at a time.
Cable TV is Now a Relic
The decline of cable TV, often referred to as the “cord-cutting” trend, shows no signs of stopping. With an average monthly bill of $200 for Cable TV, streaming services is a more affordable alternative.In 2024, an estimated 70% of U.S. households have fully transitioned to streaming services, leaving traditional cable behind. In India, the shift to streaming services is more apparent. A survey revealed that 34% of Indian consumers are cutting the cord with traditional TV services, while another 27% are considering doing so in the near future.
Sports Boosts the Streaming Industry
Sports have always been about connection—fans cheering together, debating plays, and celebrating victories. But in 2024, the way we experience sports is changing, and streaming is at the heart of it. Research indicates that 77% of urban Indians report paying for streaming subscriptions solely for sports. As of May 2024, approximately 25% of Americans also reported watching sports through online live streams. Platforms like Twitch and YouTube Gaming are attracting millions with interactive features, such as live chat and gamified viewing. In the coming years, we will notice the change in viewing habits and also the transformation of streaming services into becoming power players in sports broadcasting.
Old Dogs, New Tricks: Traditional TV’s Streaming Renaissance
Legacy broadcasters are finally embracing the streaming age, and they’re doing it with style. CNN+ and Peacock are prime examples of traditional networks entering the OTT space. Even HBO launched HBO Now and HBO Max. Traditional TV channels like Doordarshan have recently announced their own OTT app “ Waves” with 40 live channels alongside famous epic shows like Ramayana and Mahabharata. The app will stream content across 14+ languages. These platforms are proving that old brands can learn new tricks. By leveraging decades of trusted programming and pairing it with the flexibility of OTT services, they’re finding their place in a world that increasingly prefers streaming over cable. In 2025, we are hoping that there will be more TV networks innovating and adapting to the new era of video-on-demand viewing experience.
What Lies Ahead in 2025
Now that we have looked back at some of the trends for the year 2024, it’s time to get a sneak peek on what’s in store for the year 2025. There are 3 major trends I believe will be big in the year 2025:
Stories That Speak to Us: The Rise of Localized Content
Streaming services have recognized the wave of local content very well and are now stepping far beyond Hollywood and Bollywood. It’s now moving away from mainstream cinema bringing in regional content. Let’s look at Netflix – the very popular video streaming site that has been extremely successful in covering non-English shows and movies. Whether it is the German sci-fi show Dark or the Japanese reality show Terrace House, Netflix has it all. Apart from shows, we saw many regional OTT platforms mushrooming in the market. In the southern region, we saw the emergence of the platform “aha” . Then there were platforms like Hoichoi that were primarily focused on Bengali content. Slowly, the focus is now shifting from global hits to regional stories, told in local languages with universal appeal. In 2025, we can expect to see more content that feels personal, culturally relevant, and deeply resonant.
Creators and Big Companies Might Move Towards Pre-Recorded Videos
Although we know that live streaming has been a growing trend among streamers and creators, we cannot ignore the technical glitch that comes with it. This is the reason why pre-recorded videos are making waves and will dominate the streaming industry in the year 2025 and the future. Big companies like Apple and Microsoft have realized its potential and are slowly shifting towards pre-recorded videos. Post-pandemic, Apple, known for its live, high-energy product launches, now pre-records most events, delivering polished, seamless presentations without the unpredictability of a live broadcast. Platforms like Skara are championing this shift as well, helping creators turn pre-recorded videos into thriving businesses. It’s a win-win: creators get control, and audiences get quality. In 2025, we will find this shift more apparent.
Creators at the Helm: The Rise of Independent Streaming Platforms
Here’s the truth that creators need to hear and if you are among the ones reading this understand that this year is going to be all about owning your content. But how? The answer lies in the power of building your very own streaming app and website. Independent creators are now investing most of their time in creating a D2C subscription-based platform. They are no longer building their content on a rented property. It’s all about owning your content. Platforms like Patreon and TikTok have laid the groundwork, but the future belongs to creators who want total control over their content, branding, and income. Skara is already enabling this movement, helping creators to turn passion into profit.
That’s a Wrap
Thank you for sticking out throughout the article. Those were some of the topmost video streaming trends of 2024 and a few future projections for the year 2025. As you hit “play” in 2025, take a moment to marvel at how far we’ve come—and dream of where we’re headed. If some of these projections don’t come true in the year 2025, well it will surely look better in 2026.
