Market Insights Digital Digital Media Video-on-Demand

Pay-per-View (TVoD) - United States

United States

The Pay-per-View (TVoD) market) market is projected to achieve a revenue of US$2.42bn in 2024 in the United States.
This revenue is expected to display an annual growth rate (CAGR 2024-2027) of 4.48%, resulting in a projected market volume of US$2.76bn by 2027.
In terms of global comparison, United States is anticipated to generate the highest revenue in the Pay-per-View (TVoD) market) market with US$2.42bn in 2024.
The average revenue per user (ARPU) in the Pay-per-View (TVoD) market) market is projected to reach US$24.23 in 2024.
Furthermore, the number of users in the Pay-per-View (TVoD) market) market is expected to reach 106.0m users by 2027.
The user penetration rate is predicted to be 29.6% in 2024, and it is projected to increase to 30.8% by 2027.
The United States has seen a surge in demand for Pay-per-View (TVoD) services, with consumers increasingly opting for on-demand content over traditional cable subscriptions.

Key regions: Germany, United States, South Korea, Japan, China

Market

Region

Region comparison

Currency

Analyst Opinion

Most Pay-per-View providers (e.g., Sky) are focusing on sports-related content like live broadcasts of soccer or football games. As nowadays video consumption is largely driven by streaming, many consumers are looking for services that will offer both sports content and the convenience of high-quality streaming, and new services such as DAZN are trying to fill this gap. Thereby, time-limited access to sports content becomes more and more redundant and will potentially lead to a turnaround in the Pay-per-View market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Video-on-Demand market. Video-on-demand is defined as premium over-the-top video-on-demand (VoD) content distributed over the internet. This includes pay-per-view (TVoD), video downloads (EST), and video streaming (SVoD). 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., the Statista Global Consumer Survey), 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 various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

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. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

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). GCS data is reweighted for representativeness.