Data on the global television market showed that there were an estimated 1.72 billion TV households worldwide in 2021. According to the source, this figure will continue to grow and surpass 1.8 billion by 2026.

How are viewers receiving their television content?

A more detailed look at television consumption by platform reveals that free-to-air digital terrestrial TV (FTA DTT) remains the most popular television distribution model worldwide. In addition to that, the latest reports also estimate that the number of IPTV households will exceed digital cable TV households for the first time in 2026. IPTV stands for internet protocol television and describes a new technology that delivers video content via the internet instead of traditional satellite or cable connections.

Spotlight on the United States

The number of TV households in the United States has been growing for decades. And yet, the U.S. pay TV penetration rate keeps dropping every year, mainly due to the ever-increasing accessibility and popularity of online video streaming options. Audiences no longer want to be tied to fixed broadcasting schedules, which is why many viewers are cutting the cord and canceling their pay TV bundles in favor of on-demand video content that can be watched whenever, wherever, and on whichever devices they want.

Imports of Tv S, Vcr S, Etc. (4) Sitc in the United States decreased to 11576 USD Million in February from 12846 USD Million in January of 2024. This dataset includes a chart with historical data for the United States Imports of Tv S, Vcr S, Etc. (4) Sitc.

Data revealed that the number of traditional pay TV households in the United States stood at around 58 million in 2023. This figure will likely drop further over the next few years and amount to less than 41 million by 2028. Meanwhile, digital pay TV is becoming increasingly popular. Pay TV is fighting an uphill battle The United States is one of the largest pay TV markets worldwide based on penetration. But even though millions of viewers frequently tune in to watch their favorite shows, news broadcasts, and sports events on the small screen, the U.S. pay TV industry is facing enormous challenges. More viewers are canceling their cable or satellite subscriptions than ever, be it because of mounting prices, limited content offerings, or the proliferation of over-the-top (OTT) video services and streaming platforms. Based on the latest data, over half of TV households in the country are currently without a telco, cable, or satellite TV provider. Can cable companies combat subscriber loss? The cord-cutting movement and other recent changes in consumer behavior have had a substantial impact on the pay TV landscape and its players. In 2023, U.S. pay TV providers suffered a combined net subscriber loss of around five million viewers. This downward trend also extends to the largest pay TV providers in the U.S., such as Charter and Comcast. However, they have recently ventured into the world of streaming to offset subscriber losses, but whether this expansion will be enough to effectively combat churn remains to be seen.

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Smart TV Market Size 2025-2029

The smart TV market size is forecast to increase by USD 149.5 bn at a CAGR of 16.8% between 2024 and 2029.

The market is experiencing significant growth, driven by technological advancements in TV resolution and the increasing influence of digital media on advertising and marketing. With the rise of high-definition and 4K TVs, consumers are demanding more advanced features, leading to innovations in display technology. Additionally, the digital media landscape is shifting towards streaming services and on-demand content, making smart TVs an essential device for accessing this content. However, concerns over security and privacy are emerging as challenges for the market. Smart TVs, with their internet video streaming capabilities, operating systems, and voice command features, have become essential devices for engaging viewing experiences. As consumers become more aware of data collection and usage, manufacturers must prioritize measures to protect user information and ensure transparency. Moreover, the ongoing evolution of technology and the increasing popularity of OTT services are driving demand for smart TVs, making it an exciting and competitive market to watch. Overall, the market is poised for continued growth, with technological innovations and changing consumer preferences shaping its future trajectory.

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The market is experiencing significant growth as consumers increasingly seek engaging, convenient home entertainment solutions. This market encompasses over-the-top (OTT) services, TV content creators, and various OTT and streaming platforms. Smart TVs, characterized by their internet connectivity and advanced features like voice command, screen mirroring/sharing, and video calling, dominate this sector. Movie producers and movie theaters are also embracing this technology, offering high-dynamic range (HDR) content and theater-like viewing experiences. Key trends include the adoption of large-screen television sets with high-definition picture quality, Dolby Atmos sound, and wide viewing angles. Consumers are drawn to the screen size-to-price value, with discount offers and price differences influencing buying decisions.
The integration of OTT services and the ability to access a vast array of content from various platforms have further fueled the market's growth. Overall, the market is dynamic and evolving, catering to consumers' increasing spending capacity and demand for premium home theater experiences.

How is this Smart TV Industry segmented and which is the largest segment?

The smart TV industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Application

  Below 32 inches
  32 to 45 inches
  46 to 55 inches
  56 to 65 inches
  Above 65 inches


Type

  4K
  Full HD
  HD
  8K


Display Type

  LED
  OLED
  QLED


Geography

  APAC

    China
    India
    Japan
    South Korea


  Europe

    Germany
    UK
    France


  North America

    Canada
    US


  South America



  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The market is experiencing significant growth due to the increasing popularity of Over-the-top (OTT) services and content creators. OTT platforms and streaming services have expanded the TV content landscape, providing consumers with a wider range of options beyond traditional movie producers and movie theaters. Affordable products, including entry-level smart TVs, have made high-definition picture quality and detailed image resolution accessible to a larger consumer base. High-end smart TVs with larger screen sizes, 8K TV segment, Dolby Atmos sound, and high-dynamic range (HDR) offer added depth and a premium feel.

Screen mirroring/sharing, video calling, and educational applications further enhance the functionality of these devices. The market's growth is driven by the increasing affordability of smart TVs, reduced price disparity between distribution channels, and the growing spending capacity of consumers. New market entrants continue to innovate, offering various screen sizes, shapes, and installation options, including walls and home theaters. Despite the competition, the market remains dynamic, with ongoing advancements in display panels, parts, and product prices. The market is poised for continued growth, fueled by technological advancements, consumer demand, and the increasing affordability of high-end products. The integration of OTT services, voice command, and other advanced features has transformed the TV viewing

Snapshot img

Broadcasting Cable TV Market Size 2025-2029

The broadcasting cable TV market size is forecast to increase by USD 36.7 billion, at a CAGR of 2.1% between 2024 and 2029.

The market is experiencing significant growth, driven by several key trends. One notable trend is the increasing development of over-the-top (OTT) platforms by TV broadcasters to expand their reach and engage audiences beyond traditional television. Another trend is the expansion of OTT delivery systems, allowing viewers to access content on-demand and on various devices. However, the market is also subject to stringent rules and regulations set by the Federal Communications Commission (FCC), which can impact business operations and revenue. These factors, among others, provide a dynamic and complex landscape for the broadcasting and cable TV market.

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The market encompasses the provision of subscription-based cable television services, delivering a diverse range of content to consumers via one-to-many models. Service providers offer bundled packages featuring content from broadcasters, including news, sports, entertainment, and educational programs, as well as access to content libraries and streaming applications. User preference shapes market dynamics, with technological progress enabling personalized viewing experiences through predictive analytics models. International sports events and advertising remain significant revenue drivers.
Alliances and combinations among service providers and broadcasters, as well as financial elements, influence market direction. The market's size continues to expand, with audio and video content delivered through the electromagnetic spectrum via both cable and FM radio. Despite competition from streaming services, the cable TV market remains strong, adapting to evolving consumer demands and technological innovations.

How is this Broadcasting Cable TV Industry segmented and which is the largest segment?

The broadcasting cable TV industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Revenue Stream

  Advertising
  Subscription


Application

  Satellite TV
  Cable TV
  Internet Protocol TV (IPTV)
  Others


Service

  Entertainment
  News and sports
  Educational/documentary


Geography

  North America

    Canada
    US


  APAC

    China
    India
    Japan


  Europe

    Germany
    UK
    France


  South America

    Brazil


  Middle East and Africa

By Revenue Stream Insights

The advertising segment is estimated to witness significant growth during the forecast period.

The market is segmented into advertising and subscription revenue channels. In 2024, the advertising segment dominated the market due to the expansion of cable and satellite TV networks in underserved regions. Advertising revenue is generated by selling ad space, a common monetization strategy for both online and offline businesses. Broadcasters, including cable and satellite providers, generate significant revenue through advertising, primarily during commercial breaks in their programming. Key content providers, such as broadcasters, content libraries, and streaming services, cater to consumer preferences through bundled packages and specialized programming in areas like news, entertainment, sports, kids, music, documentaries, and specialized programming.

Technological progress, including predictive analytics models, streaming applications, mobile applications, and internet penetration, influences content consumption patterns. The satellite TV segment continues to grow due to live streaming of sporting events, news, and live concerts. Financial elements, alliances and combinations, regulatory obstacles, and technological disruptions impact the market. High infrastructure costs remain a challenge. Advertising revenue is a crucial component of the broadcasting industry, with multi-year multi-platform agreements and partnerships with global sports leagues driving growth.

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The advertising segment was valued at USD 237.70 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 30% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American market holds the largest revenue share in the global broadcasting cable TV industry, driven by th

Snapshot img

Pay TV Market Size 2024-2028

The pay TV market size is forecast to increase by USD 23.6 billion at a CAGR of 2.09% between 2023 and 2028. The market is experiencing significant shifts as online streaming platforms gain popularity and consumer preferences lean towards more flexible and convenient viewing options. The sustained demand for live programming and sports remains a driving force, attracting viewers seeking real-time entertainment experiences. Cord-cutting, the trend of canceling traditional cable or satellite TV subscriptions in favor of streaming services, continues to rise. Regulations and licensing requirements remain important considerations for market players, necessitating strategic alliances and product development to remain competitive. Ease of use benefits offered by streaming services, such as on-demand access to content and the ability to watch shows and movies at any time, further contribute to the market's growth. As the industry evolves, players must adapt to these trends and challenges to maintain market share and meet the evolving needs of consumers.

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The market is witnessing significant growth, driven by advancements in broadcasting technologies, globalization of content, and the increasing disposable incomes of consumers. This trend is observed across various television platforms, including cable, satellite, and Internet Protocol Television (IPTV). Broadcasting technologies have evolved, enabling high-definition content and on-demand viewing. These advancements have led to an increase in the availability of diverse viewing options, catering to different consumer preferences. The globalization of content has further expanded the entertainment landscape, allowing consumers access to a wide range of premium content from around the world.

Similarly, subscription fees for Pay TV services have become more competitive, with bundled service packages offering a combination of exclusive sports channels, digital platforms, and free-to-air television. This strategy appeals to consumers seeking value for their investment. Digital infrastructure plays a crucial role in the market, enabling customization options and advanced technology integrations. Artificial intelligence (AI) is increasingly being used to provide content recommendations based on viewer preferences and watching history. Hybrid set-top boxes, which combine traditional cable or satellite services with IP-based content, are also gaining popularity. Premium content remains a key driver for the market.

Also, content providers are investing heavily in producing high-quality programming to attract and retain subscribers. Exclusive sports channels, in particular, continue to be a significant draw for many consumers. In conclusion, the market is characterized by continuous advancements in technology, global content availability, and competitive pricing strategies. These trends are shaping the future of television entertainment, offering consumers diverse viewing options and personalized experiences.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Application

  Residential
  Commercial


Type

  Cable TV
  Satellite TV
  IPTV


Geography

  North America

    US


  Europe

    Germany
    UK


  APAC

    China
    India


  South America



  Middle East and Africa

By Application Insights

The residential segment is estimated to witness significant growth during the forecast period. The market experienced significant growth in 2023, with the residential segment holding a substantial share. Traditional cable pay TV continues to provide a reliable and consistent signal in regions with established digital infrastructure, making it an attractive option in areas with unreliable internet connectivity. To remain competitive, pay TV providers have adapted their services, offering digital features and on-demand content.

Furthermore, the integration of streaming services and smart TV functionalities has become commonplace to enhance user experience. The advancement of technology has led to the introduction of high-definition content, such as 4K and HDR broadcasting, which has significantly improved picture quality. Bundling services with internet and phone packages has also emerged as a popular strategy to retain customers. Hybrid set-top boxes enable seamless access to both traditional pay TV and on-demand content, providing flexibility and convenience to viewers. Artificial intelligence and content recommendations further personalize the viewing experience, catering to individual preferences.

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According to data gathered in late 2024, 86 percent of adults aged 65 years or over watched news on TV at least sometimes, more than double the share of adults under 30 who did the same. Older news consumers were more likely to turn to print and TV than their younger counterparts, although also increased their news consumption via podcasts.

Overview

Streaming Services Statistics: Streaming services have transformed the entertainment landscape, revolutionizing how people consume content.

The advent of high-speed internet and the proliferation of smart devices have fueled the growth of these platforms, offering a wide array of movies, TV shows, music, and more, at the viewers' convenience.

This introduction provides an overview of key statistics that shed light on the impact, trends, and challenges within the streaming industry.

Grupo Televisa reported MXN5.42B in Gross Profit on Sales for its fiscal quarter ending in September of 2024. Data for Grupo Televisa | TV - Gross Profit On Sales including historical, tables and charts were last updated by Trading Economics this last February in 2025.

United States Imports: Reception Apparatus for Tv Nt Designed To Inc Video Disp data was reported at 12.625 USD mn in Jan 2025. This records a decrease from the previous number of 26.238 USD mn for Dec 2024. United States Imports: Reception Apparatus for Tv Nt Designed To Inc Video Disp data is updated monthly, averaging 230.846 USD mn from Jan 2007 (Median) to Jan 2025, with 217 observations. The data reached an all-time high of 693.030 USD mn in Sep 2008 and a record low of 8.696 USD mn in May 2024. United States Imports: Reception Apparatus for Tv Nt Designed To Inc Video Disp data remains active status in CEIC and is reported by U.S. Census Bureau. The data is categorized under Global Database’s United States – Table US.JA136: Imports: by Commodity: 6 Digit HS Code: HS 85 to 99.

This sample gives insights into any potential drivers of demand caused by televised sports games. PredictHQ’s Live TV Events data includes the seven top US leagues: NFL, NBA, NHL, MLB, D1 NCAA Basketball, D1 NCAA Football, and MLS. The data also includes the top 100 sports games based on viewership that includes golf tournaments and boxing matches. Filter by city or county to access relevant data rather than by broad designated market areas (DMAs) used by other providers.

Companies use PredictHQ’s Live TV Events API to improve demand forecasting and planning, optimize supply chains, dynamically price solutions, and more. This is just one of many API endpoints from PredictHQ that provides millions of verified and ranked events, aggregated from hundreds of data sources, and is the single, global source of truth for events from everything to televised sports events to festivals to school holidays to severe weather.

Location: California Visibility Window: 1 month period (July 2023) Categories: Live TV events Features: Broadcast-level and Features API Datasets

Fields Included: - Broadcast ID - Event Title - Event Labels - Event Category - Start Date and Time - Event Start (Event Local Time) - Event Predicted End Time (Event Local Time) - Location Places Hierarchy - Location Place Name - Location Place County - Location Place Region - PHQ Viewership - Broadcast Status - Event Venue Name - Event Venue Address - Event Predicted Attendance - Event Ranks (PHQ Rank, Local Rank)

Data quality: PredictHQ's data quality is one of its key strengths: 1) We have developed a set of Quality Standards for Processing Demand Causal Factors (QSPD), which are used to define the criteria for high-quality event data. By following these standards, PredictHQ ensures that their data meets the highest levels of quality. 2) We use more than 450 data sources to collect event data, including public records, social media, and ticketing websites. 3) We have built thousands of machine learning models that standardize, verify, enrich, and rank every single event. 4) On average we process 28 million events and 422,000 entities every day 5) We track the quality of our data over time and make improvements as needed.

About PredictHQ: PredictHQ is the world’s first and only company that provides the missing context for the biggest external factor that impacts businesses demand – events. PredictHQ’s intelligent data of verified global events enables businesses to forecast shifts in demand from events to be able to adjust their inventory, make changes to labor, dynamically price and operate more efficiently. Think conferences, sports games, college graduations, floods, and more. PredictHQ brings all events into one place, combines it with world-first tools and intelligence to allow organizations to better predict and respond to changing customer demand created by events in an easy, reliable, and scalable way. We meet customers exactly where they are, ensuring they can access our data the way that suits them best.

Learn more about PredictHQ's real-world event data by visiting our Developer and Data Science Documentation: https://docs.predicthq.com/ Or from our website: https://www.predicthq.com/features/live-tv-events

Keywords: TV viewership, streaming, TV broadcast, sports, live TV, TV coverage, attended events, attendance, sports, festivals, expos, conferences, concerts, performing arts, community, polygon, consumer spending, predicted spend, location information, demand intelligence, financial data, venue location, accommodation, transportation, restaurant, demand intelligence, event intelligence, event categorisation, business insights, event tracking, historical event data, even impact analysis, event-driven decisions, predictive analytics,

Snapshot img

Television Market Size 2025-2029

The television market size is forecast to increase by USD 73.1 billion at a CAGR of 8.2% between 2024 and 2029.

The TV market is driven by increasing consumer demand for immersive viewing experiences and rapid advancements in display technology. Key factors include a shift toward streaming-compatible smart TVs as viewing habits evolve, alongside innovations like 8K resolution that enhance picture quality. 
This report provides a clear picture of market size, growth projections through 2029, and key segments such as LED and OLED TVs, offering actionable insights for shaping business strategies, engaging customers, and optimizing operations. It highlights the trend of integrating AI for personalized content recommendations, while addressing challenges like supply chain constraints that impact production timelines. For businesses aiming to succeed in the global television market, this report delivers essential data and analysis to capitalize on emerging trends and navigate operational hurdles effectively.

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The market encompasses various technological segments, including pay TV, cable, direct-to-home, fiber optic services, and over-the-top platforms. This market exhibits robust growth, fueled by the consumer appetite for high-definition content and advanced smart TV capabilities. Premium content, ultra-high-definition services, and immersive technologies such as OLED displays, bezel-less design, and frameless displays are driving innovation. The market's valuation continues to rise, with territories embracing curved displays, foldable displays in mobile phones and TVs as art. The residential sector remains a significant contributor, while the commercial sector also gains traction. Eco-friendly initiatives and the integration of home office functionality further expand the market's scope.

How is this Television Industry segmented and which is the largest segment?

The television industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Technology

  UHD
  HD


Display Size

  Upto 43 inches
  55-64 inches
  48-50 inches
  Greater than 65 inches


Type

  Smart TV
  LCD, Plasma, and LED TVs
  Cathode-Ray Tube (CRT) and Rear-Projection TVs


Distribution Channel

  Offline
  Online


Screen Technology

  LCD
  OLED
  QLED
  MicroLED
  LCD
  OLED
  QLED
  MicroLED


Smart Features

  Smart TV with Internet connectivity
  Voice-controlled TV
  TV with built-in streaming services
  TV with gaming capabilities
  Smart TV with Internet connectivity
  Voice-controlled TV
  TV with built-in streaming services
  TV with gaming capabilities


Price Range

  Mass
  Premium
  Mass
  Premium


Application

  Residential
  Commercial


Geography

  APAC

    China
    India
    Japan
    South Korea


  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  South America



  Middle East and Africa

By Technology Insights

The UHD segment is estimated to witness significant growth during the forecast period. The Pay TV market encompasses various segments, including cable TV, direct-to-home (DTH), fiber optic services, and over-the-top (OTT) platforms. UHD televisions, also known as 4K or 8K televisions, are a significant component of this industry, with UHD content becoming increasingly popular due to consumer appetite for high-definition visuals and smart TV capabilities. UHD televisions offer resolutions of up to 8.3 megapixels (3,840 pixels x 2,160 lines) and are available in 4K (UHD) and 8K resolutions. companies continue to innovate, integrating technological advancements such as HDR, AI integration, voice control, and 5G connectivity. The market landscape includes traditional cable and satellite services, internet protocol (IP) TV, and fiber optic services catering to both residential and commercial sectors.

Potential investors and industry analysts forecast growth In the Pay TV industry, driven by the evolution of consumer electronics, content delivery, and immersive technologies. The ecosystem comprises various players, including content providers, technology companies, and service providers, all striving to meet the demands of discerning viewers.

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The UHD segment was valued at USD 53.60 billion in 2019 and showed a gradual increase during the forecast period. Smart TVs continue to transform the home entertainment experience with cutting-edge technologies such as OLED panels, LED backlighting, and 4K resolution, while 8K technology pushes the boundaries of ultra-high-definition viewing. HDR

United States Imports: cif: Transmission App Incorp Reception, for Radio or Tv data was reported at 67.715 USD mn in Jan 2025. This records a decrease from the previous number of 86.620 USD mn for Dec 2024. United States Imports: cif: Transmission App Incorp Reception, for Radio or Tv data is updated monthly, averaging 115.571 USD mn from Jan 2007 (Median) to Jan 2025, with 217 observations. The data reached an all-time high of 443.585 USD mn in Jan 2007 and a record low of 43.902 USD mn in May 2020. United States Imports: cif: Transmission App Incorp Reception, for Radio or Tv data remains active status in CEIC and is reported by U.S. Census Bureau. The data is categorized under Global Database’s United States – Table US.JA136: Imports: by Commodity: 6 Digit HS Code: HS 85 to 99.

Samsung is the leader in the global television (TV) set market with a share of 28.4 percent in terms of sales volume in 2024. LG and TCL take second place with 16 and 12 percent in the same year, respectively. Overall, all companies saw increased market shares in 2024. TV market The global television market has developed remarkably over recent decades, notably with the introduction of new and advanced TV technologies. As a result of these innovations, the global TV market generated revenues of 97 billion U.S. dollars in 2024, with 209 television units shipped in the same year. The latest technologies include smart, OLED (organic light-emitting diode), AMOLED (active-matrix organic light-emitting diode), and QLED (quantum dot display) TVs, as well as higher resolutions such as 4K and 8K. For instance, smart TVs are traditional television sets with integrated internet features, allowing users to browse the internet and stream music and videos. Samsung and LG Electronics – the leading TV vendors The two Korean giants Samsung and LG Electronics are competitors in the consumer electronics markets. Both companies provide a variety of consumer electronics devices and household appliances, like washing machines and refrigerators. Both manufacturers stayed in step with the times regarding the development of TV technology, being active in the market since the ‘90s. Particularly, over the years, the two leaders produced TVs featuring the above-mentioned displays and resolutions, as well as smart and connected TVs. Samsung’s latest development involves the new technology NEO QLED, i.e. TVs with QLED screens and mini LED backlight.

This statistic shows the consumption of frozen complete (TV) dinners in the United States from 2011 to 2020 and a forecast thereof until 2024. The data has been calculated by Statista based on the U.S. Census data and Simmons National Consumer Survey (NHCS). According to this statistic, 127.92 million Americans consumed frozen complete (TV) dinners in 2020. This figure is projected to increase to 130.55 million in 2024.

Upfront TV ad spending in the United States amounted to 19.33 billion U.S. dollars in the 2022/2023 broadcast season. In the 2023/2024 broadcast season upfront spending is expected to decrease to 18.64 billion dollars.

Upfront TV

“Upfronts” are gatherings held by television networks and attended by major advertisers. They allow advertisers to buy television ad airtime before the next broadcasting season begins. In the 2021-22 season, U.S. national primetime TV upfront sales reached approximately 19.04 million U.S. dollars, making it the season with the highest upfront ad sales numbers over the last decade.

Ad time per hour of primetime TV

According to data surrounding the average ad time on U.S. broadcast networks, an average 17 minutes and 36 seconds of ad time per hour could be expected on ABC in the first quarter of 2019. FOX had the lowest ad time per primetime hour during that quarter, averaging at about 12 minutes and 38 seconds. On U.S. cable network groups however, Warner Media had the lowest average ad time per hour: roughly fourteen and a half minutes.

According to the most recent data, U.S. viewers aged 15 years and older spent on average almost three hours watching TV per day in 2023. Adults aged 65 and above spent the most time watching television at over four hours, whilst 15 to 19-year-olds watched TV for less than two hours each day. The dynamic TV landscape The way people consume video entertainment platforms has significantly changed in the past decade, with a forecast suggesting that the time spent watching traditional TV in the U.S. will probably decline in the years ahead, while digital video will gain in popularity. Younger age groups in particular tend to cut the cord and subscribe to video streaming services, such as Netflix, Hulu, and Amazon Prime Video. TV advertising in a transition period Similarly, the TV advertising market made a development away from traditional linear TV towards online media. While the ad spending on traditional TV in the U.S. generally increased until the end of the 2010s, this value is projected to decline to below 60 billion U.S. dollars in the next few years. By contrast, investments in connected TV advertising are expected to steadily grow, despite the amount being just over half of the traditional TV ad spend by 2025.

Technological advancements like DTH and IPTV combined with the ever-changing content of the Indian television have had a positive impact on the television industry in the nation. The number of television households in the south Asian country stood at 226 million in 2022. Factoring in a possible rise in cord-cutting trends in the country over the years to come, TV households were expected to grow to 248 million by 2026.

More channels, more choice

With 900 channels to choose from, people are spoilt for choice with categories ranging from regional TV shows, to international shows and general entertainment categories and so on. The Hindi general entertainment category channel “Dangal” had over one billion weekly impressions in 2019. The Hindi-speaking market dominates the viewership of the television industry with over ten billion impressions in 2017.

Daily entertainment

With an average of almost four hours spent watching television every day, the television viewership has been on the rise. Despite the availability of cheap data and the rise of entertainment streams like Netflix and Hotstar, the dedication and comfort of having the evening Chai in front of the television seems irreplaceable.

The most recent data reveals that YouTube TV leads the global virtual multichannel video programming distributor (vMVPD) sector with a 44 percent market share, significantly surpassing Hulu + Live TV, which holds 27 percent. Other major platforms in the top five include Sling TV, which has a 12 percent share, followed by Fubo and other smaller services, each with nine percent. vMVPDs transform TV viewing habits vMVPDs are online services that provide live and on-demand TV channels over the internet, similar to traditional cable or satellite TV. The key difference lies in their flexibility, multi-device accessibility, and often lower costs. These advantages have significantly changed how consumers access television, leading to a sharp decline in traditional pay TV revenue, which dropped from 186 billion U.S. dollars in 2019 to 151 billion in 2022. Virtual pay TV v/s Pay TV Virtual pay TV services have rapidly expanded in the U.S., reflecting the overall global shift towards online entertainment. From 2016 to 2024, traditional multichannel video providers saw a significant drop in subscribers, declining from 99.2 million to an estimated 55.3 million. In contrast, virtual pay TV platforms grew exponentially, jumping from one million to over 17 million subscribers during the same period. This shift illustrates the growing demand for more versatile and accessible TV solutions, as viewers continue to turn away from traditional cable services in favor of more flexible streaming options.

Industry data revealed that Slovakia had the most extensive Netflix media library worldwide as of July 2024, with over 8,500 titles available on the platform. Interestingly, the top 10 ranking was spearheaded by European countries. Where do you get the most bang for your Netflix buck? In February 2024, Liechtenstein and Switzerland were the countries with the most expensive Netflix subscription rates. Viewers had to pay around 21.19 U.S. dollars per month for a standard subscription. Subscribers in these countries could choose from between around 6,500 and 6,900 titles. On the other end of the spectrum, Pakistan, Egypt, and Nigeria are some of the countries with the cheapest Netflix subscription costs at around 2.90 to 4.65 U.S. dollars per month. Popular content on Netflix While viewing preferences can differ across countries and regions, some titles have proven particularly popular with international audiences. As of mid-2024, "Red Notice" and "Don't Look Up" were the most popular English-language movies on Netflix, with over 230 million views in its first 91 days available on the platform. Meanwhile, "Troll" ranks first among the top non-English language Netflix movies of all time. The monster film has amassed 103 million views on Netflix, making it the most successful Norwegian-language film on the platform to date.