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TV & Video - Worldwide

Worldwide
  • Revenue in the TV & Video market worldwide is projected to reach US$728.21bn in 2025.
  • Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 3.12%, resulting in a projected market volume of US$823.28bn by 2029.
  • The largest market within this market is Traditional TV & Home Video, which will have a market volume of US$384.39bn in 2025.
  • In a global context, most revenue will be generated the United States, amounting to US$289.76bn in 2025.
  • In the TV & Video market worldwide, the number of users is expected to reach 6.7bn users by 2029.
  • User penetration in the TV & Video market is anticipated to be at 81.3% in 2025.
  • The average revenue per user (ARPU) is projected to amount to US$114.63 in 2025.
  • As global streaming platforms expand, the worldwide TV & Video market increasingly prioritizes original content to attract and retain diverse audiences.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

In-Scope
  • Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
  • Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
  • Physical home video such as DVD & Blu-ray
  • Traditional TV advertising such as commercial breaks
  • Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany
Out-Of-Scope
  • Movie theater ticket sales such as from AMC Theatres
  • Public license fees collected in the form of a tax such as income tax in the Nordic countries
TV & Video: market data & analysis - Cover

Market Insights report

TV & Video: market data & analysis
Study Details

    Revenue

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update:

    Source: Statista Market Insights

    Most recent update:

    Source: Statista Market Insights

    Analyst Opinion

    The TV & Video market is witnessing mild growth globally, influenced by factors such as evolving consumer preferences for on-demand content, increased competition among streaming services, and the ongoing transition from traditional viewing habits to digital platforms.

    Customer preferences:
    Consumers are increasingly gravitating towards personalized viewing experiences, driven by the rise of streaming platforms that offer tailored content recommendations. There is a notable preference for binge-watching series, reflecting a cultural shift towards immersive storytelling. Additionally, younger demographics, particularly Gen Z, are favoring short-form video content on social media platforms, reshaping traditional viewing habits. This trend towards on-demand access is further enhanced by mobile consumption, as consumers prioritize flexibility in how and when they engage with TV and video content.

    Trends in the market:
    In the global TV & Video Market, streaming services continue to dominate, with platforms investing heavily in original content to attract and retain subscribers. The trend of binge-watching is reshaping content release strategies, as audiences prefer entire seasons available at once. Additionally, the rise of short-form video on platforms like TikTok is influencing traditional media consumption, particularly among younger viewers who favor quick, engaging content. These shifts are prompting industry stakeholders to rethink advertising strategies and enhance user engagement through interactive and personalized viewing experiences.

    Local special circumstances:
    In the United States, the TV & Video market thrives on a competitive landscape with diverse streaming options and a strong emphasis on original content, driven by a culture of consumer choice and high disposable income. In Mainland China, regulatory restrictions shape content availability, pushing platforms to prioritize local narratives while fostering a boom in short-form video content among younger audiences. Japan's unique blend of traditional media and anime influences viewing habits, leading to a strong market for niche content. Meanwhile, the UK market reflects a blend of public broadcasting and subscription services, with a growing trend toward localized content that resonates with regional audiences.

    Underlying macroeconomic factors:
    The TV & Video market's evolution is significantly shaped by macroeconomic factors such as consumer spending trends, technological advancements, and regulatory environments. In the U.S., robust consumer confidence and high disposable income fuel demand for diverse streaming services and premium content. Conversely, in Mainland China, stringent regulatory frameworks restrict foreign content while promoting local productions, impacting market dynamics. Japan's aging population drives demand for both traditional media and niche anime content, while the UK's mixed model of public and subscription services thrives amid a focus on regional storytelling, reflecting broader economic stability and cultural investment.

    Users

    Most recent update:

    Source: Statista Market Insights

    Global Comparison

    Most recent update:

    Source: Statista Market Insights

    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 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.

    Forecasts:

    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.

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    Key Market Indicators

    Notes: Based on data from IMF, World Bank, UN and Eurostat

    Most recent update:

    Source: Statista Market Insights

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    Video streaming worldwide - statistics & facts

    Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.
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