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

As of 2020, China was the largest pay TV market worldwide, based on number of subscribers, at around *** million. However, while the amount is forecast to decrease by 2026, the number of pay TV households in the second biggest pay TV country, India, will grow.

Worldwide, free-to-air terrestrial TV is expected to reach *** million households in 2029, making it the most used TV platform. Meanwhile, analog terrestrial television is rapidly waning in popularity, with just ***** million households worldwide in 2029.

The number of TV viewers in the 'Traditional TV & Home Video' segment of the media market worldwide was modeled to stand at ************ users in 2024. Following a continuous upward trend, the number of TV viewers has risen by *********** users since 2017. Between 2024 and 2030, the number of TV viewers will rise by *********** users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Traditional TV & Home Video.

Data revealed that the number of traditional pay TV households in the United States stood at around ** million in 2023. This figure will likely drop further over the next few years and amount to less than ** 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 **** 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.

Number of Colour TV Sets: per 100 Households: SB: Zabaikalsk Territory data was reported at 300.000 Unit in 2022. This records an increase from the previous number of 145.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: SB: Zabaikalsk Territory data is updated yearly, averaging 147.000 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 300.000 Unit in 2022 and a record low of 92.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: SB: Zabaikalsk Territory data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

According to estimates, there were *** million TV homes in the United States for the 2023-2024 TV season. Whilst the number of TV households continues to grow, pay TV is becoming less popular – the pay TV penetration rate in the U.S. was pegged at ** percent in 2023, marking a drop of over ** percentage points in just five years. The changing TV landscape The trend of consumers (especially younger generations) cutting the cord and instead moving online to streaming services has meant that many pay TV providers have struggled to keep afloat. In spite of this, television statistics show that watching terrestrial TV is still a popular media activity among U.S. consumers. Television has been a popular pastime for so long that it seems impossible the medium could ever die out – but its traditional form is certainly changing. The advent of ** and smart TV technology, as well as connected TV devices, mean that the ways in which we watch television are changing all the time. User demographics A key factor when considering television consumption in the United States is how a consumer’s age affects their viewing habits and preferences. As of 2022, the average daily time spent watching TV among adults aged 75 years and older amounted to nearly **** hours. ** to **-year-olds spent just around *** hours per day consuming TV content. Moreover, the share of cable TV subscribers was higher among older adults, with half of consumers aged 65 years and older subscribing to a cable TV service, compared to ** percent of ** to **-year-olds at the beginning of 2023.

Number of Colour TV Sets: per 100 Households: UF: Chelyabinsk Region data was reported at 222.000 Unit in 2022. This records an increase from the previous number of 178.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: UF: Chelyabinsk Region data is updated yearly, averaging 169.000 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 222.000 Unit in 2022 and a record low of 111.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: UF: Chelyabinsk Region data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

According to Cognitive Market Research, the global smart TV market size was USD 229614.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 17.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 91845.80 million in 2024 and will grow at a compound annual growth rate (CAGR) of 15.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 68884.35 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 52811.34 million in 2024 and will grow at a compound annual growth rate (CAGR) of 19.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 11480.73 million in 2024 and will grow at a compound annual growth rate (CAGR) of 16.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 4592.29 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031.
The OLED category is the fastest-growing segment of the smart TV industry.

Market Dynamics of Smart TV Market

Key Drivers for Smart TV Market

The rise of streaming services and on-demand entertainment is driving the market

A significant driver of growth in the smart tv market is growing popularity of on-demand entertainment. Consumers are moving away from traditional cable and towards streaming services/platforms that offer a wider variety of content and personalized viewing experiences. The ability to integrate internet connectivity allows smart TVs to access apps and streaming platforms, making them a central hub for entertainment. Consumers are increasingly shifting towards smart TVs to access such services on larger screens with more features as compared to traditional TVs.

For instance, in India, traditional TV has experienced a decline in viewership as audiences migrate to digital platform. The surge in OTT platforms and the incorporation of smart TV functionalities have prompted consumers to gravitate towards televisions equipped with sophisticated features, reflecting a shift in their preferences towards enhanced viewing experiences.

(Source:https://www.ibef.org/blogs/the-rise-of-streaming-services-transforming-the-indian-entertainment-landscape#:~:text=Television%20viewership:%20Traditional%20TV%20has,in%20a%20seamless%20streaming%20experience. )

Technological Advancements to Drive Market Growth

The expansion of the smart TV industry is mostly being driven by technological advancements. Consumers looking for high-definition entertainment are drawn to innovations in display technologies like 4K, OLED, and QLED because they provide immersive viewing experiences and better picture quality. By combining voice control and artificial intelligence, user interaction is improved, and navigation becomes more personalized and intuitive. Furthermore, better connectivity choices allow for smooth interaction with other gadgets and smart home systems. The functionality of smart TVs is also continuously improved by improvements in processing power and software capabilities, which enable smoother performance, frequent upgrades, and new features, which encourages market expansion in the coming years.

Restraint Factor for the Smart TV Market

High Initial Cost Will Limit Market Growth

One major obstacle to the expansion of the smart TV market is its high initial cost.

Rising costs of latest technology will limit market growth

The smart TV market faces several restraints that restrict market growth. The high costs of latest smart TVs with the latest, advanced features and higher resolutions can make them inaccessible to a significant portion of the population. Owning a smart TV comes with extra expenses beyond the original purchase, such as possible internet connectivity fees and streaming service subscriptions. remium models with cutting-edge features like 4K resolution, OLED screens, and integrated smart capabilities are frequently out of reach for users on a tight budget. Additionally, growth is hampered by this cost barrier, particularly in marketplaces where prices are sensitive and among households with lower incomes. In markets with low-income households or price-sensitive consumers, the high initial cost of smart TV may...

According to Cognitive Market Research, the global Satellite TV market size was USD 95142.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 2.50% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 38056.88 million in 2024 and will grow at a compound annual growth rate (CAGR) of 0.7% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 28542.66 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 21882.71 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.5% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 4757.11 million in 2024 and will grow at a compound annual growth rate (CAGR) of 1.9% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 1902.84 million in 2024 and will grow at a compound annual growth rate (CAGR) of 2.2% from 2024 to 2031.
The annual subscription sector is predicted to increase at the fastest rate

Market Dynamics of Satellite TV Market

Key Drivers for Satellite TV Market

Growing Consumer Demand for UHD and 4K Services

The increased consumer demand for UHD and 4K services is driving the Satellite TV Market, as viewers want higher picture quality and more immersive viewing experiences. These enhanced services offer crisper, more colorful photos, appealing to a growing audience that values high-quality visual information. Pay TV companies invest in UHD and 4K technology to match this demand, gaining new subscribers while retaining existing ones. This trend also fosters the creation of premium content, which accelerates market growth. For instance, in April 2022, SES released the findings of its annual Satellite Monitor market analysis, emphasizing its leadership in satellite TV content delivery. SES now distributes approximately 8,400 TV channels, including 3,130 in HD or UHD, to 366 million TV homes worldwide, a five-million increase over the previous year. SES continues to beat the industry, reaching the most TV homes and providing a record-breaking number of channels. Such measures have a beneficial impact on the pay television market forecast.

Advancements in satellite technology improving signal quality

Advancement within satellite technology also plays an important role in the growth of the Satellite TV Market, as better and more reliable signals are obtained. Newer and better satellite systems, such as HTS satellites, provide better bandwidth and coverage. This translates to clearer picture quality and increased channel numbers. This lessens the signal disruptions while opening more services to remote and rural areas, increasing possible customers. The advances in the compression of data also allow high-definition and ultra-high-definition content, highly pleasing the consumer demand for value-added viewing experiences. These technological enhancements have turned some curiosity into subscribers, attracted new subscribers, and retained old subscribers, boosting revenues.

Restraint Factor for the Satellite TV Market

The rise of over-the-top (OTT) platforms

The growing popularity of over-the-top (OTT) services like Netflix and Amazon Prime, which provide flexible, cost-effective alternatives to traditional pay-TV subscriptions, is a key constraint on the Pay TV sector. This "cord-cutting" trend is becoming more popular as users choose streaming options that liberate them from fixed schedules and long-term obligations. Pay TV companies must innovate and modify their offers to maintain client interest and compete in a fast-changing digital world

Impact of Covid-19 on the Satellite TV Market

The impact of COVID-19 on the Satellite TV Market was huge, as lockdown and social distancing increased the demand for home entertainment. Subscriptions to satellite TV increased with people being confined to their homes, seeking a variety of content to amuse them. It created obstacles in the production and distribution of content, which caused delays in newer programs and live events. The economic uncertainty also made many consumers rethink their entertainment budgets, possibly boosting the competitiveness of the streaming services. Introduction of the...

Number of Colour TV Sets: per 100 Households: FE: Sakhalin Region data was reported at 248.000 Unit in 2022. This records an increase from the previous number of 167.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: FE: Sakhalin Region data is updated yearly, averaging 178.500 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 248.000 Unit in 2022 and a record low of 113.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: FE: Sakhalin Region data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

Number of Colour TV Sets: per 100 Households: VR: Republic of Mordovia data was reported at 255.000 Unit in 2022. This records an increase from the previous number of 181.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: VR: Republic of Mordovia data is updated yearly, averaging 141.500 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 255.000 Unit in 2022 and a record low of 99.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: VR: Republic of Mordovia data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

Number of Colour TV Sets: per 100 Households: SF: Volgograd Region data was reported at 229.000 Unit in 2022. This records an increase from the previous number of 169.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: SF: Volgograd Region data is updated yearly, averaging 157.500 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 229.000 Unit in 2022 and a record low of 94.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: SF: Volgograd Region data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

The timeline presents data on the number of pay TV households worldwide in 2012 as well as a forecast for 2013 and 2018, broken down by region. The source projected that in 2013, there will be ** million pay TV households in Western Europe, up from **** million in 2012.

Number of Colour TV Sets: per 100 Households: SB: Republic of Altay data was reported at 1,242.000 Unit in 2022. This records an increase from the previous number of 160.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: SB: Republic of Altay data is updated yearly, averaging 143.000 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 1,242.000 Unit in 2022 and a record low of 86.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: SB: Republic of Altay data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

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.

What will be the Size of the Market During the Forecast Period?

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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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Number of Colour TV Sets: per 100 Households: SB: Republic of Khakassia data was reported at 269.000 Unit in 2022. This records an increase from the previous number of 162.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: SB: Republic of Khakassia data is updated yearly, averaging 149.500 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 269.000 Unit in 2022 and a record low of 104.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: SB: Republic of Khakassia data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

Number of Colour TV Sets: per 100 Households: CF: Kostroma Region data was reported at 500.000 Unit in 2022. This records an increase from the previous number of 190.000 Unit for 2021. Number of Colour TV Sets: per 100 Households: CF: Kostroma Region data is updated yearly, averaging 165.500 Unit from Dec 2001 (Median) to 2022, with 22 observations. The data reached an all-time high of 500.000 Unit in 2022 and a record low of 82.000 Unit in 2001. Number of Colour TV Sets: per 100 Households: CF: Kostroma Region data remains active status in CEIC and is reported by Federal State Statistics Service. The data is categorized under Russia Premium Database’s Household Survey – Table RU.HB015: Number of Household Goods per 100 Household: Colour TV Set.

This statistic displays global numbers of digital terrestrial pay-TV households from 2008 to 2013. In 2008, **** million households worldwide had digital terrestrial pay-TV.

TV Commercial Production Market size was valued at USD 7 Billion in 2023 and is projected to reach USD 21.45 Billion by 2031, growing at a CAGR of 9% during the forecast period 2024-2031.

Global TV Commercial Production Market Drivers

The market drivers for the TV Commercial Production Market can be influenced by various factors. These may include:

Evolving Consumer Behavior: Consumer preferences are shifting rapidly due to the proliferation of digital content and changing viewing habits. Viewers increasingly engage with content on various platforms, including streaming services, social media, and mobile applications. This transition has prompted brands to innovate their advertising strategies, often calling for high-quality TV commercials that resonate with diverse audience segments. The demand for engagement and emotional connection drives brands to invest in captivating, narrative-driven productions that enhance viewer experience. Consequently, the commercial production market adapts by providing tailored solutions that align with consumer expectations for authenticity, creativity, and relatability in advertising content.

Technological Advancements: Advancements in technology have revolutionized the TV commercial production landscape. Cutting-edge tools such as high-resolution cameras, drones, and virtual reality enable filmmakers to create visually stunning commercials. Editing software has also become more sophisticated, allowing for seamless integration of special effects and animations. These innovations facilitate the production of commercials that are not only high in quality but also more engaging for audiences. As brands and agencies leverage these technologies to enhance storytelling and creativity, the demand for skilled production teams and innovative techniques grows, significantly impacting the market dynamics and driving its expansion.

Global TV Commercial Production Market Restraints

Several factors can act as restraints or challenges for the TV Commercial Production Market. These may include:

High Production Costs: The TV Commercial Production Market often faces significant financial hurdles due to high production costs. Creating a quality commercial requires substantial investment in various aspects, including script development, casting, filming, editing, and post-production. These expenses can deter small and medium-sized enterprises from utilizing television advertising as a marketing strategy, as they may not have the necessary budget. In addition, fluctuating prices for equipment, studio rentals, and talent can lead to unforeseen financial burdens. Consequently, high production costs can limit the accessibility of television advertising for many brands, reducing the overall market growth potential.

Evolving Consumer Preferences: Consumer behavior is rapidly changing in today's digital landscape, resulting in a shift away from traditional television advertising. Many viewers are increasingly favoring on-demand content and streaming services, which often feature fewer commercials. This change makes it challenging for advertisers to capture their target audience's attention through TV commercials alone. Additionally, the rise of digital platforms has led to consumers expecting more personalized and interactive ad experiences, which traditional television commercials may struggle to provide. As a result, ad agencies may face pressure to adapt to these evolving preferences or risk losing relevance in the advertising market.