A survey conducted in the United States in 2023 revealed that most CTV viewers were between the ages of 18 and 34 years, with nearly ********** of respondents using these devices on a daily basis. Meanwhile, ** percent of people aged over 55 years watched videos via connected TVs every day.

In 2024, TV consumption in the United States was highest among African Americans and Black people, who watched an average of **** hours of TV each day. At the same time, the viewing time dropped among Asian Americans to under *** hours 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.

This table contains 84 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (1 item: Canada), Viewer demographic characteristics (3 items: Total, all persons two years and older;Anglophones, two years and older;Francophones, two years and older), Signal source (7 items: Total, signal sources;Canadian conventional stations;Canadian pay television and specialty services;Videocassette recorder (VCR); ...), Content of programme (4 items: Total television programmes, Canadian, foreign and unknown origin;Canadian television programmes;Foreign television programmes;Unknown origin of television programmes)

According to the most recent data, U.S. viewers aged 15 years and older spent on average *** hours and ** minutes watching TV per day in 2024. Adults aged 75 and above spent the most time watching television at over **** hours, whilst 20 to 24-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.

As of June 2025, streaming was the favorite platform for television and video users in the United States, reaching a 46 percent share of the overall viewing time. This marks a growth compared with the previous month. Meanwhile, the market share of cable TV and broadcast further decreased.

This table contains 117 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (1 item: Canada), Viewer demographic characteristics (3 items: Total, all persons two years and older;Anglophones, two years and older;Francophones, two years and older), Content of programme (3 items: Total, all television programmes, Canadian and foreign;Canadian television programmes;Foreign television programmes), Type of programme (13 items: Total, all types of television programmes;News and public affairs;Documentary;Academic instruction; ...).

In 2024, it was found that almost **** percent of Germans aged 14 years and older watched television, down from ** percent the previous year.

This table contains 39 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (13 items: Canada;Newfoundland and Labrador;Prince Edward Island;Nova Scotia; ...), Age group (3 items: Total population;Children 2 to 11 years;Teens 12 to 17 years)

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.

The shape file shows TV ratings by Lower 48 Designated Market Areas (DMA) for 2007-2008. It also has estimates of number of household Television sets as well as the percent of TV viewership by DMA. Also known as Nielsen Ratings, the data is used heavily for advertising and marketing sectors.

This table contains 156 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (13 items: Canada;Newfoundland and Labrador;Prince Edward Island;Nova Scotia; ...), Sex (2 items: Males;Females), Age group (6 items: 18 years and over;18 to 24 years;25 to 34 years;35 to 49 years; ...).

This table contains 390 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (10 items: Newfoundland and Labrador;Prince Edward Island;Nova Scotia;New Brunswick; ...), Content of programme (3 items: Total, all television programmes, Canadian and foreign;Canadian television programmes;Foreign television programmes), Type of programme (13 items: Total, all types of television programmes;News and public affairs;Documentary;Academic instruction; ...).

As of December 2024, TV reached around ** percent of Canadian adults every week. The weekly reach was the highest among 25-54-year-olds, with over ** percent.

This dataset presents a summary of television viewing and ownership data contained in the 2014 Communications Monitoring Report.

According to a 2024 survey, the majority of U.S. viewers used a combination of both traditional TV and video streaming services, with ** percent of respondents subscribing to those platforms. A further *** in three people interviewed stated that they only used streaming services, while **** percent only viewed content on traditional TV sources, such as pay TV and over-the-air TV.

Interactive TV Market Outlook 2032

The global interactive TV market size was USD 19.38 Billion in 2023 and is projected to reach USD 39.76 Billion by 2032, expanding at a CAGR of 9.5% during 2024–2032. The market growth is attributed to the rising demand for high-quality content across the globe.



Increasing demand for high-quality content is a significant driver of the interactive TV market. The rapid pace of technological advancement has led to a surge in viewer expectations, with a growing demand for outstanding audio and video quality in television content. This demand pushes broadcasters and content creators to invest in high-definition and ultra-high-definition technologies to deliver crisp, clear, and immersive content. Furthermore, high-quality content leads to increased viewer engagement and satisfaction, which in turn results in higher viewer retention rates. This demand drives the adoption of advanced technologies and encourages innovation in content creation, thereby propelling the interactive TV market.

Impact of Artificial Intelligence (AI) in Interactive TV Market

Artificial Intelligence has a significant impact on interactive TV market. AI algorithms analyze viewer behavior, preferences, and viewing patterns to offer tailored content recommendations, thereby enhancing user engagement and satisfaction. Additionally, AI-driven analytics provide valuable insights into audience demographics and behavior, enabling broadcasters and advertisers to target their content and advertisements effectively. This targeted approach boosts viewer engagement and optimizes advertising revenue.



AI technology has facilitated the development of voice-activated TV controls and chatbots, offering viewers an interactive and convenient way to navigate content. AI's ability to process and analyze large volumes of data aids in content management, streamlining the process of categorizing, tagging, and organizing content. AI has improved the viewer experience and provided broadcasters and advertisers with powerful tools to optimize their content and advertising strategies.

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.

“NFL Sunday Night Football” was the most watched TV show in the United States in the 2023/2024 season, with roughly **** million viewers. “NFL Monday Night Football” ranked second with approximately ** million viewers. NFL sports broadcasts score high with viewers Football matches and other live sports events have always attracted impressive audiences in the United States, and this popularity also extends to their television broadcasts. In 2023, the Super Bowl LVII was the top primetime telecast in the U.S., drawing nearly *** million viewers to their screens. Furthermore, none of the 10 most successful primetime programs were not football-related, explaining why 30-second advertising slots during the Super Bowl cost an average of ***** million U.S. dollars. Most popular TV networks NBC was the leading ad-supported television network in the United States, with an average viewership of around **** million viewers in 2023. One of its most popular shows during the 2023/2024 season included “Chicago Fire,” a drama that has been on the air for many years. The only other network to surpass **** million viewers in 2023 was CBS, which aired “NCIS” as one of its most successful fictional series.

The 2025 edition of the Super Bowl, which saw the Philadelphia Eagles emerge victorious against the Kansas City Chiefs was watched by ***** million viewers in the United States, making it not only the most watched Super Bowl in history, but also the most popular TV program of all time in the U.S. The second most watched Super Bowl was aired in the previous year, when the Kansas City Chiefs won against the San Francisco 49ers. What is the Super Bowl? The Super Bowl is the last game of the NFL season with the winners of the two football conferences, the American Football Conference (AFC) and the National Football Conference (NFC), competing with each other. The game determines the champion of the National Football League. The first Super Bowl was played on January 15, 1967, following the 1966 football season. In that game, the Green Bay Packers of the National Football League defeated the Kansas City Chiefs, then of the American Football League, with a score of 35 to 10, winning the first-ever Super Bowl championship. Super Bowl giants The Super Bowl came into being as part of a merger agreement between the two rival football leagues (National Football League and the American Football League) at the time. From 1967 to 1970, the game pitted the champions of the two rival leagues against each other. Since 1971 and the completion of the merger agreement, the winners of the two conferences have squared off against each other. The Pittsburgh Steelers and the New England Patriots have won the most Super Bowl titles, with a total of * each. The Patriots have also appeared in the National Football League’s annual championship game a record ** times, thereby topping the list for Super Bowl appearances.

Overall, women spent an average of a little over ************************* per day watching television in 2024, down from **** hours in 2023. Men watched more TV on average than women, decreasing their average daily viewing time slightly to *****hours in 2024.