Traditional TV & Home Video - United States
- United States
- Revenue in the Traditional TV & Home Video market in the United States is projected to reach US$143.50bn in 2025.
- Revenue is expected to demonstrate an annual growth rate (CAGR 2025-2029) of -2.35%, leading to a projected market volume of US$130.50bn by 2029.
- The average revenue per user (ARPU) the United States is anticipated to amount to US$0.70k.
- In global comparison, the United States will generate the most revenue, totaling US$143.50bn in 2025.
- The number of TV Viewers the United States is expected to reach 210.2m users by 2029.
- User penetration in the Traditional TV & Home Video market the United States is projected to be at 59.8% in 2025.
- The average revenue per TV user (ARPU) in the Traditional TV & Home Video market the United States is estimated to be US$0.70k in 2025.
- In the United States, the Traditional TV & Home Video market is increasingly challenged by streaming services, prompting significant shifts in consumer viewing habits and advertising strategies.
Key regions: Asia, United Kingdom, China, Germany, Japan
Analyst Opinion
The Traditional TV & Home Video Market in the United States is experiencing a mild decline, influenced by shifting consumer preferences, increased competition from streaming services, and changing advertising dynamics that challenge traditional revenue models.
Customer preferences: Consumers are gravitating towards on-demand content that aligns with their busy lifestyles, resulting in a decline in traditional cable subscriptions. The rise in binge-watching culture highlights a preference for complete seasons over episodic releases. Additionally, younger demographics are prioritizing mobile viewing, leading to increased consumption of content on smartphones and tablets. As families seek more personalized entertainment, niche streaming platforms catering to specific interests are gaining traction, further shifting the landscape of the Traditional TV & Home Video Market.
Trends in the market: In the United States, the Traditional TV & Home Video Market is experiencing a significant shift as consumers increasingly favor streaming services over cable subscriptions. This trend is fueled by the demand for on-demand content that fits into busy lifestyles, leading to a decline in traditional viewership. The preference for binge-watching complete seasons has also reshaped content release strategies. Additionally, younger audiences are further driving this change by consuming media primarily on mobile devices. As personalized entertainment becomes essential, niche streaming platforms are emerging, catering to specific interests and altering the competitive landscape for industry stakeholders.
Local special circumstances: In the United States, the Traditional TV & Home Video Market is uniquely shaped by cultural diversity and regional preferences, which influence content consumption. Major urban centers showcase a preference for diverse programming that reflects varied cultural backgrounds, while rural areas may lean toward traditional family-oriented content. Regulatory factors, such as local franchise agreements, impact cable service availability and pricing, further steering consumers toward streaming alternatives. Additionally, the rise of regional sports networks highlights how localized interests affect viewership trends, creating distinct market dynamics across the nation.
Underlying macroeconomic factors: The Traditional TV & Home Video Market in the United States is significantly influenced by macroeconomic factors such as economic stability, consumer spending patterns, and technological advancements. Economic growth encourages discretionary spending on entertainment, while recessions often see consumers cutting back on cable subscriptions in favor of cheaper streaming options. Additionally, shifts in advertising revenue, driven by the overall health of the economy, impact the funding for content production. The rise of inflation can affect consumer behavior, leading to a preference for bundled services to maximize value. Moreover, evolving technologies drive competition, pushing traditional providers to innovate or risk losing viewers to digital platforms.
Methodology
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.Overview
- Revenue
- Analyst Opinion
- Users
- Media Usage
- Global Comparison
- Methodology
- Key Market Indicators