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# EMarketer: global subscription OTT growth is stalling in mature markets
- URL: https://fabric-media.ghost.io/emarketer-global-subscription-ott-growth-is-stalling-in-mature-markets/
- Published: 2026-08-24T22:42:10.000Z
- Updated: 2026-08-27T00:43:52.000Z
- Description: EMarketer’s H2 2026 forecast finds paid streaming has saturated mature economies, with future viewer growth now dependent on Asia-Pacific and other emerging markets. Netflix leads globally, while local players like JioHotstar hold their own turf.
- Author: Fabric.Media Editorial
- Tags: Streaming

**Why it matters.** Streamers must now win share in Asia-Pacific and other emerging markets rather than rely on mature-market subscriber adds.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.emarketer.com/content/worldwide-subscription-ott-viewers-2026-h2-update?ref=fabric-media.ghost.io)*.*