TV & Video - Worldwide

  • Worldwide
  • Revenue in the TV & Video market is expected to reach US$683.30bn in 2023.
  • The market is projected to experience an annual growth rate (CAGR 2023-2028) of 3.34%, resulting in a projected market volume of US$805.40bn by 2028.
  • The largest market within the TV & Video market is Traditional TV & Home Video, with a market volume of US$387.90bn in 2023.
  • In global comparison, in the United States is expected to generate the highest revenue, amounting to US$275.70bn in 2023.
  • The number of users in the TV & Video market is projected to reach 5.9bn users by 2028.
  • The user penetration rate in the TV & Video market is expected to be 73.3% in 2023.
  • The average revenue per user (ARPU) in the United States is projected to amount to [arpu_firstmarket_yeartoday] in 2023.
  • In the worldwide TV & video market, the United States remains the dominant player, with its vast array of content and high consumer demand.

Key regions: Europe, Asia, Japan, China, Germany

Region comparison

Analyst Opinion

The TV & Video market is rapidly evolving and expanding worldwide, driven by changing customer preferences, technological advancements, and local special circumstances.

Customer preferences:

Customers are increasingly demanding more personalized and interactive TV and video experiences. They want access to a wide range of content, including on-demand and streaming services, as well as the ability to watch their favorite shows and movies anytime, anywhere, and on any device. This shift in customer preferences is driving the growth of subscription-based services and the decline of traditional broadcast television.

Trends in the market:

One major trend in the TV & Video market is the rise of streaming services. Streaming platforms such as Netflix, Amazon Prime Video, and Disney+ are gaining popularity worldwide, offering a vast library of movies and TV shows that can be accessed on-demand. This trend is fueled by the increasing availability of high-speed internet connections and the proliferation of smart TVs and mobile devices.

Another trend is the convergence of TV and video with social media. Platforms like YouTube and TikTok have become popular channels for watching and sharing videos, attracting a younger audience and changing the way content is consumed. This trend is driving the growth of user-generated content and influencer marketing in the TV & Video market.

Local special circumstances:

In some regions, local special circumstances are shaping the TV & Video market. For example, in developing countries with limited infrastructure, traditional broadcast television remains the primary source of entertainment. However, as internet penetration increases and the cost of data decreases, streaming services are starting to gain traction.

In more developed regions, the TV & Video market is highly competitive, with a wide range of providers offering different content and services. Local content regulations and licensing agreements also play a significant role in shaping the market, as they determine what content can be broadcasted or streamed in a particular country.

Underlying macroeconomic factors:

The growth of the TV & Video market is also influenced by underlying macroeconomic factors. For instance, the increasing disposable income and urbanization in emerging economies are driving the demand for TV and video services. Additionally, the COVID-19 pandemic has accelerated the adoption of streaming services, as people spend more time at home and seek entertainment options.


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 market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market 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 market 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 market. 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
  • Global Comparison
  • Methodology
  • Key Market Indicators
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