Video Streaming  Industry Report 2025

The 2025 Video Streaming Industry Report analyzes the state of video streaming quality at a global and regional level, comparing key performance KPIs from 2025 against 2024 across both Video on Demand (VoD) and Live streaming.

Based on anonymized data from 200+ streaming services worldwide, the report reveals how streaming quality, device usage and industry performance evolved throughout the year.

NPAW’s Video Streaming Industry Report 2025 covers:

  • Global and regional VoD and Live quality trends

  • Evolution of Join Time, Buffer Ratio and Bitrate

  • Device share and performance across TV, STB, mobile and desktop

Download NPAW's Video Streaming Industry Report 2025

Streaming Industry report

REPORT

A year of quality-driven evolution

The 2025 report shows sustained improvements in video streaming quality across key operational metrics, reflecting ongoing investment in delivery infrastructure and performance optimization. Across both Video on Demand and Live streaming, gains in join time, buffering and bitrate highlight a continued focus on delivering more stable, efficient and scalable viewing experiences, while regional and industry-level variations underline the increasing complexity of the global streaming ecosystem.

The 2025 video streaming landscape shows quality improvements in key operational metrics. VoD bitrate increased +9%, while join time improved significantly by -14%. Buffer ratio also improved (-6%). Live streaming achieved strong gains with bitrate up +7%, join time down -18%, and buffer ratio improved -10%.

Device consumption patterns reveal TV dominates both VoD (59%) and Live (48%) playtime share, with Set-Top Boxes showing strong growth reaching 40% in Live streaming. Regionally, Asia achieved the strongest VoD bitrate gains (+16%), while North America led Live improvements across all metrics. Industry-wise, all segments improved bitrate for VoD, with OTT Platforms leading join time gains (-16%). For Live, all industry types improved join time and buffer ratio.

Ferran G. Vilaró, CEO and Co-Founder of NPAW

NPAW is the leading video intelligence company helping online streaming services grow. A global leader in its space, NPAW has a decade of experience developing groundbreaking and scalable analytics solutions to optimize performance and user engagement to build media experiences that maximize revenue. NPAW serves more than 200 video services and processes over 124 billion plays per year worldwide.

 

The NPAW Suite provides OTTs, broadcasters, operators, and media groups with holistic and advanced visibility of platform performance, audience behavior, advertising, and content efficiency in real time to support informed, data-driven decisions.

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NPAW Video Streaming Industry Report 2025  |   Report

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