Estimates suggest that in 2026 U.S. adults will spend around ** percent of their time watching traditional TV each day. This figure has generally fallen in recent years and the downward trend is forecast to continue in the years to come. Screen time Although average daily time spent watching TV appears to be decreasing, this does not necessarily mean that people are spending less time in front of screens; this drop is likely due to an increasing amount of time spent with phones, tablets, and laptops. With on-demand streaming services such as Netflix gaining massive popularity, people can watch a huge range of programming whilst on the go, meaning that screen time is no longer limited to time spent at home in front of the TV. Young people around the world have been especially quick to adopt smartphone-based video streaming habits meaning that television screen time will likely fall even further in the future. Television in the U.S. As mentioned above, the way people are consuming their video entertainment content is rapidly changing in the United States. By 2028, estimates suggest that only **** million U.S. households will pay for traditional TV services, down from over ** million as of 2019. In order to compete for people’s business, cable and satellite providers must find a way to adapt in a way the meets the needs of today’s increasingly mobile consumers. Some are launching their own streaming services in a bid to tackle cord-cutting, most notably Comcast.

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.

According to the most recent data, ** percent of adults in the United States had some sort of live pay TV service via a cable, DBS, telco, or internet-delivered vMVPD as of September 2023. The pay TV penetration rate fell by ** percentage points between 2014 and 2023, and will likely continue to drop as consumers increasingly opt for video streaming service subscriptions.

This statistic has been taken from the GfK report 'How People Use Primetime TV 2015'. The graph shows the percentage of TV viewers who watched primetime TV programming outside of own home in the United States from 2004 to 2015. In the last reported period, 27 percent of respondents stated they watched primetime TV programming at a different location than their own home at least once per week, five percent less than in 2004. The 'How People Use Primetime TV 2015' report from The Home Technology Monitor™—GfK’s respected media technology research service – documents the audience’s use of television during primetime. It shows changes in primetime TV usage since 2004. The study looks at how people perceive their typical television behavior by detailing their primetime TV use yesterday. The report also explores attitudes towards primetime advertising.   The GfK Group, founded 1934 in Germany, is the fourth largest market research organization in the world, operating in more than 100 countries across the world with over 10,000 employees.

The statistic depicts the share of pay TV subscribers in the United States from 2015 to 2018, sorted by type. In 2018, the share of cord cutters amounted to ** percent, an increase of *** percent from 2017. The share of traditional pay TV subscribers also decreased, and as of 2018 has dropped by more than twenty percent in three years.

In April 2019, a survey revealed that ** percent of Asian Americans used a broadcast-only TV service. Asians were more likely to use an antenna-only service than adults in any other ethnic group, though ** percent of Hispanics also received their television service by broadcast and did not use any digital services.

The statistic depicts the share of pay TV subscribers in the United States in 2018, by service type. During the survey, 41 percent of respondents stated that they had both pay online and traditional TV services.

Snapshot img

Smart TV Market Size 2025-2029

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

The market is witnessing significant growth, driven by the continuous advancements in TV resolution technology. These technological innovations, including 4K and 8K resolutions, offer enhanced viewing experiences and set new standards for home entertainment. Furthermore, the increasing influence of digital media on smart TV advertising and marketing is another key driver. Digital media provides more targeted and measurable advertising opportunities, enabling brands to reach their audience more effectively. 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.
With the integration of internet connectivity and advanced features, smart TVs collect and process vast amounts of user data. This raises concerns regarding data privacy and potential misuse of personal information. Companies must address these challenges by implementing robust security measures and transparent data handling policies to build consumer trust and maintain market competitiveness.

What will be the Size of the Smart TV Market during the forecast period?

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The market continues to evolve, with dynamic market activities shaping its landscape. Interactive TV experiences, powered by advanced operating systems like Android TV, are increasingly popular. Audio quality and energy efficiency are key considerations, with power saving modes and energy consumption a focus. Manufacturing processes refine panel production, integrating LED backlighting and advanced display technologies. Smart functions, such as local dimming and motion interpolation, enhance picture quality. Customer support and repair services ensure product longevity, while supply chain management and component sourcing maintain competitiveness. Viewing angles and response time are crucial for home theater and gaming applications.

Energy efficiency, contrast ratio, color accuracy, and audio output are essential for digital signage. Refresh rates and voice control add convenience, while input lag and Dolby Vision elevate the viewing experience. Product lifecycle management is essential for maintaining market relevance, as panel technology and screen size continue to advance. The ongoing unfolding of these patterns underscores the continuous nature of the market.

How is this Smart TV Industry segmented?

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

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Distribution Channel Insights

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

The market is witnessing significant growth, driven by the integration of smart home technology and the increasing popularity of interactive and Android TV platforms. Advanced audio quality and energy efficiency are key features that continue to attract consumers. Manufacturers are focusing on improving picture quality through advanced manufacturing processes and display technologies like LED backlighting and Dolby Vision. Customer support and local dimming are also important considerations for consumers. The market is also seeing a shift towards energy-efficient and eco-friendly production methods, with companies prioritizing energy consumption and power saving modes. Smart functions, such as voice control and motion interpolation, are becoming increasingly popular, as are gaming features and high contrast ratios for an immersive viewing experience.

The market for smart TVs is diverse, with various screen sizes, response times, and panel technologies catering to different consumer needs. Digital signage and refresh rates are also important considerations for businesses and commercial applications. Despite the affordability of smart TVs, concerns around backlight bleeding and input lag persist. Companies are investing in product lifecycle management and repair services to address these issues and maintain customer satisfaction. The supply

The US smart TV market, a significant segment of the global industry, exhibits robust growth potential. While precise market size figures for the US are not explicitly provided, we can extrapolate based on the global CAGR of 1.70% and considering the US's substantial market share in consumer electronics. Assuming the US accounts for approximately 30% of the global smart TV market (a reasonable estimate given its economic strength and consumer electronics adoption rates), and a hypothetical global market size of $XX billion in 2025, the US market would be valued at approximately $XX billion (30% of $XX billion). This market is driven by several factors, including increasing internet penetration, the growing demand for high-resolution displays (4K UHD and above), the proliferation of streaming services, and the increasing affordability of smart TVs across various screen sizes and price points. Consumer preference shifts towards larger screen sizes (55 inches and above) and advanced panel technologies like OLED and QLED are also key drivers. The market segmentation reveals substantial opportunities across different screen sizes, resolutions, panel types, and operating systems. Android and other popular operating systems are heavily adopted in the market .Competition among major players like Samsung, LG, Sony, and Vizio remains fierce, pushing innovation in features, design, and pricing. Restraints on growth include potential economic slowdowns affecting consumer spending, the saturation of the market in some segments, and technological limitations in specific panel technologies. However, continuous advancements in display technologies, integration of AI features, and the evolving landscape of streaming content are expected to fuel sustained market expansion throughout the forecast period (2025-2033), leading to further market penetration and growth opportunities for industry players. Recent developments include: April 2022 - Panasonic launched its flagship OLED TV, the LZ2000, in 55-inch, 65-inch, and, for the first time, 77-inch sizes. The LZ2000 is a gaming TV powerhouse with high-quality TV series, new Game Control Board settings, automatic NVIDIA GPU detection, improved 60Hz latency, and HDMI2.1 support., January 2022 - Samsung announced its 2022 smart TV lineup ahead of CES, including Micro LED, New QLED, and Lifestyle series, as well as a new soundbar lineup. The new smart TVs and soundbar support Dolby Atmos. In addition, the company unveiled a new Smart Hub for its 2022 smart TVs, claiming that it "enables smart content curation, cloud gaming, video calls, on-screen multitasking, NFTs management, and more." The Gaming Hub, one of the Smart Hub's main features, allows players to stream games from various cloud gaming services.. Key drivers for this market are: Growing Disposable Income across Emerging Economies, Rising Trend of Video-on-demand Service. Potential restraints include: Growing Disposable Income across Emerging Economies, Rising Trend of Video-on-demand Service. Notable trends are: Boosting Demand for 55 Inches and above Screen Size.

This statistic presents the daily television consumption on selected devices in the United States as of *************, by city. According to the source, **** percent of daily television usage among streamers in New York was carried out only through streaming devices.

Snapshot img

US Pay Tv Market Size 2025-2029

The US pay tv market size is forecast to increase by USD 6.45 billion at a CAGR of 1.7% between 2024 and 2029.

The Pay TV market in the US is driven by the high demand for live programming and sports content, which continues to be a significant draw for subscribers. The ease of use offered by cable TV providers, enabling seamless access to a wide range of channels, further bolsters the market's growth. However, the emergence of online streaming platforms poses a notable challenge. These home entertainment platforms, with their flexibility and affordability, are increasingly gaining traction among consumers. As a result, traditional Pay TV providers must adapt to remain competitive, focusing on enhancing their offerings and customer experience to retain subscribers and attract new ones.
Companies in the market can capitalize on this competitive landscape by investing in innovative technologies and strategies to differentiate themselves and cater to evolving consumer preferences.

What will be the size of the US Pay Tv Market during the forecast period?

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The Pay TV market in the US is characterized by continuous advancements in technology and consumer preferences. Content moderation and user interface design play crucial roles in ensuring user experience optimization and customer satisfaction. High-definition video quality and live streaming are now standard offerings, requiring substantial network bandwidth. Content partnerships and on-demand content are driving media distribution, with artificial intelligence and machine learning powering content strategy and personalization. Virtual and augmented reality technologies are emerging, enhancing user engagement metrics and media consumption patterns. Media consolidation and system integration are key trends, as companies seek to optimize subscription revenue and advertising revenue through innovative marketing strategies.
Digital marketing and social media marketing are essential components of these strategies, while digital watermarking and content licensing agreements safeguard content monetization and intellectual property. Customer data protection and program guide data are critical for maintaining trust and improving user experience. Emerging technologies, such as 5G networks and advanced audio quality, will further shape the Pay TV landscape.

How is this market segmented?

The market 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

  Satellite TV
  Cable TV
  IP TV


End-user

  Household
  Commercial


Type

  Postpaid
  Prepaid


Geography

  North America

    US

By Technology Insights

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

In the dynamic pay TV market of the US, traditional cable TV and satellite providers face intense competition from over-the-top (OTT) platforms and mobile TV services. Content licensing and production costs are significant challenges for cable TV companies, which offer channel packages with hundreds of channels. In contrast, OTT platforms like Netflix, Hulu, and Amazon Prime Video focus on personalized recommendations and data compression to deliver content efficiently over broadband internet. Cable TV companies have responded by offering internet bundles and unique features, as well as adopting business strategies to counteract subscriber churn. Broadcast networks and OTT platforms engage in content creation and distribution, with talent acquisition and customer relationship management playing crucial roles.

Technical support and data encryption are essential for ensuring user experience and protecting intellectual property. Industry regulations, such as antitrust laws and audience measurement, impact the market dynamics. Multi-screen viewing and targeted advertising are popular trends, with wireless networks and edge computing enabling multi-channel television and interactive television experiences. Content delivery networks and smart TVs facilitate content discovery and digital rights management. Content acquisition and aggregation are essential for both cable TV and OTT platforms, with program guides and user interfaces optimized for ease of use. Subscription models and billing systems are critical components of the pay TV ecosystem.

Network infrastructure, network capacity, and data analytics are vital for delivering high-quality content, including 4k resolution and viewership ratings. The convergence of media and technology continues to shape the pay TV market, with fiber optic and cloud computing playing inc

This statistic shows the frequency of watching red carpet coverage on television before awards shows among adults in the United States as of February 2019. The data shows that 44 percent of surveyed U.S. adults said that they never watched red carpet coverage before awards shows begin, and four percent said that they do so often.

In 2023, TV consumption in the United States was highest among African Americans, who watched an average of **** hours of TV each day. While the viewing time dropped among white, Black, and Hispanic consumers, Asian Americans’ time spent grew from 2021 to 2022 to around *** hours per day. TV and streaming engagement among racial groups As of mid 2022, The U.S. population still spent most of their time watching TV and streaming content on traditional media, such as cable and broadcast. Roughly ** percent of their viewing time was allocated to streaming. It was also observed that Hispanics were more likely to use online video platforms than any other ethnic group, with a viewing time share of over ** percent. By contrast, using streaming services accounted for around ****third of the total viewing time among white and Asian consumers. Traditional TV vs. digital video The way consumers watch TV shows and movies has changed significantly. A forecast showed that traditional TV consumption among Americans will continue to steadily decline in the upcoming years. Meanwhile, with an increasing number of consumers adopting streaming and social videos, digital video soars, outpacing TV viewing time by the end of 2023.

Television remains the dominant device for subscription video-on-demand (SVOD) content in the U.S. and Canada, with over two in three subscribers preferring to watch on their TV screens in the second quarter of 2024. While smartphones, computers, and tablets offer alternative viewing options, they collectively accounted for less than a third of SVOD consumption. Smart TV and second-screen activities enhance the viewing experience The popularity of television as the primary SVOD device correlates with the increasing adoption of smart TVs in American homes. As of 2024, nearly ** percent of U.S. households used a smart TV, up from a penetration rate of ** percent recorded in 2021. In contrast, the use of streaming media players increased by ***** percentage points during the same period. Viewers are increasingly engaging in second-screen activities while watching TV and streaming services. Over half of American connected TV users report messaging while watching content, with shopping and social media browsing following closely as popular multitasking activities. Streaming preferences across age groups and platforms The popularity of TV sets for streaming extends across various services and age groups. A 2023 survey found that ** percent of Netflix users in the U.S. preferred the TV for streaming content on the platform, with similar trends observed for other major providers, like Amazon Prime Video and Hulu. Interestingly, the 18 to 34 age group showed the highest adoption rate for Netflix in early 2024, with ** percent of respondents in this demographic subscribing to the service. Meanwhile, 35 to 54-year-olds were most likely to expand their streaming subscriptions. Around *** in three planned to sign up for two or more additional services within the next year.

According to a survey conducted in the Unites States in 2024, ** percent of respondents have connected or smart TVs in their household. By contrast, only ** percent of respondents owned a 4K or Ultra HD (UHD) TV set.

The statistic present information on the television consumption among children in the United States from 2011 to 2014. According to the source, in 2014, ** percent of kids between the ages of * and ** watched TV during March of that year, compared to ** percent who did so in 2011.

According to the most recent data, U.S. viewers aged 15 years and older spent on average almost ***** hours watching TV per day in 2023. Adults aged 65 and above spent the most time watching television at over **** hours, whilst 15 to 19-year-olds watched TV for less than *** 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 ** 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.

In 2024, **** percent of American TV consumers spent ***** or more hours a day watching TV, while almost ** percent spent *** hour or more per day watching live TV. Traditional TV consumption declined in recent years, as more and more viewers opt for streaming services.

This statistic illustrates the share of Americans owning a smart TV. As of September 2024, 70 percent of 18 - 29 year old consumers do so in the U.S. This is according to exclusive results from the Consumer Insights Global survey which shows that 81 percent of 30 - 49 year old customers also fall into this category.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than 2,000,000 interviews.

According to data gathered in late 2024, ** percent of adults aged 65 years or over watched news on TV at least sometimes, more than double the share of adults under ** 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.