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Key regions: Europe, Asia, South Korea, United States, Japan
The Traditional TV Advertising Market in the United States is experiencing a mild decline, influenced by factors such as shifting viewer habits towards digital platforms, increased ad spending on streaming services, and changing demographics favoring on-demand content.
Customer preferences: Consumers are increasingly gravitating towards on-demand video content, resulting in a decline in traditional TV viewership. This shift is influenced by younger demographics who favor streaming services for their flexibility and diverse offerings. Additionally, the rise of binge-watching culture reflects changing lifestyle preferences, where audiences prioritize convenience and personalized viewing experiences over scheduled programming. Cultural shifts towards multitasking and mobile consumption further emphasize the need for advertisers to adapt their strategies to effectively engage with this evolving audience.
Trends in the market: In the United States, the Traditional TV Advertising Market is experiencing significant challenges as audiences increasingly shift to streaming platforms that offer on-demand content. As younger demographics prioritize flexibility and diverse programming, traditional TV viewership continues to decline. This trend is further accentuated by the binge-watching culture and the preference for personalized viewing experiences. Consequently, advertisers are compelled to rethink their strategies, focusing on digital engagement and targeted campaigns that resonate with a more fragmented audience, ultimately reshaping the advertising landscape for industry stakeholders.
Local special circumstances: In the United States, the Traditional TV Advertising Market is influenced by a mix of geographical and cultural factors, leading to distinct market dynamics. Regional preferences, such as sports viewership in the Midwest or entertainment programming in urban areas, dictate advertising strategies. Additionally, cultural trends, including the rise of multicultural audiences, necessitate targeted messaging that resonates with diverse groups. Regulatory factors, like advertising restrictions on certain content, further complicate the landscape, pushing advertisers to innovate and adapt to local nuances while competing with the growing dominance of streaming platforms.
Underlying macroeconomic factors: The Traditional TV Advertising Market in the United States is significantly influenced by macroeconomic factors such as economic growth, consumer spending trends, and advertising budgets. A robust national economy generally leads to increased advertising expenditure, as brands seek to capitalize on higher disposable incomes. Conversely, economic downturns can result in budget cuts, impacting ad placements. Additionally, shifts in consumer behavior, driven by inflation and changing media consumption patterns, compel advertisers to adapt their strategies. Fiscal policies that support media initiatives and infrastructure improvements also play a crucial role, while competition from digital platforms necessitates innovation within traditional advertising to maintain relevance.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.Modeling approach / Segment size:
The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)