TV & Video - United States

  • United States
  • Revenue in the TV & Video market is projected to reach US$279.50bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.50%, resulting in a projected market volume of US$316.30bn by 2029.
  • The largest market is Traditional TV & Home Video with a market volume of US$146.60bn in 2024.
  • In global comparison, most revenue will be generated in the United States (US$279.50bn in 2024).
  • In the TV & Video market, the number of users is expected to amount to 291.4m users by 2029.
  • User penetration in the TV & Video market is expected to be at 82.2% in 2024.
  • The average revenue per user (ARPU) is projected to amount to US$1.00k in 2024.

Key regions: Asia, United Kingdom, United States, South Korea, Germany

Region comparison

Analyst Opinion

The TV & Video market in United States is experiencing significant growth and development in recent years.

Customer preferences:
Customers in United States have shown a strong preference for high-quality content and immersive viewing experiences. They are increasingly demanding access to a wide range of content options, including both traditional broadcast TV and streaming services. The rise of streaming platforms such as Netflix, Hulu, and Amazon Prime Video has led to a shift in consumer behavior, with many viewers opting for on-demand and personalized content. Additionally, there is a growing demand for smart TVs and connected devices that allow seamless integration between different platforms and services.

Trends in the market:
One of the key trends in the TV & Video market in United States is the increasing popularity of streaming services. This can be attributed to the convenience and flexibility they offer, allowing viewers to watch their favorite shows and movies at their own convenience. As a result, traditional cable and satellite TV providers are facing challenges in retaining customers. In response, many of these providers are launching their own streaming services or partnering with existing platforms to offer a more comprehensive content offering. Another trend in the market is the growing adoption of 4K Ultra HD TVs. With the availability of high-resolution content and falling prices of 4K TVs, more consumers are upgrading their viewing experience. This trend is further fueled by the increasing popularity of sports events and live broadcasts in 4K resolution, providing a more immersive and lifelike experience for viewers.

Local special circumstances:
The TV & Video market in United States is highly competitive and dynamic. The presence of major players such as Netflix, Amazon, and Disney, along with the strong domestic production industry, has contributed to the growth of the market. The United States is known for its high-quality content production, with many popular TV shows and movies being produced locally. This has attracted viewers both domestically and internationally, further driving the growth of the market.

Underlying macroeconomic factors:
The strong economy and high disposable income levels in United States have played a significant role in the development of the TV & Video market. With a higher purchasing power, consumers are more willing to invest in premium content and high-quality viewing experiences. Additionally, the advancements in technology and infrastructure have made it easier for viewers to access and consume content, further fueling the growth of the market. In conclusion, the TV & Video market in United States is witnessing significant growth and development due to the changing customer preferences, including the increasing demand for streaming services and high-quality viewing experiences. The presence of major players, strong domestic production industry, and favorable macroeconomic factors have also contributed to the growth of the market.


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.


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.


  • Revenue
  • Analyst Opinion
  • Users
  • Media Usage
  • Global Comparison
  • Methodology
  • Key Market Indicators
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