TV & Video - NAFTA | Statista Market Forecast

In NAFTA, revenue in the TV & Video market market is projected to reach US$305.80bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.96%, resulting in a projected market volume of US$353.80bn by 2029.
The largest market within NAFTA is Traditional TV & Home Video, with a market volume of US$162.70bn in 2024.
In global comparison, most revenue will be generated the United States, which is expected to account for US$280.30bn in 2024.
In the TV & Video market market within NAFTA, the number of users is anticipated to amount to 434.7m users by 2029.
User penetration in the TV & Video market market in NAFTA is expected to be at 81.3% in 2024.
The average revenue per user (ARPU) in this market is projected to amount to US$737.00 in 2024.
The U.S. TV & Video market is increasingly prioritizing streaming services, with traditional cable providers adapting to changing consumer preferences for on-demand content.

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.

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

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

The TV & Video market in NAFTA has been experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this positive trend. Customer preferences in the TV & Video market in NAFTA have shifted towards on-demand and streaming services. With the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs, consumers are now able to access a wide range of content anytime, anywhere. This has led to a decline in traditional cable and satellite TV subscriptions, as more consumers opt for streaming services such as Netflix, Hulu, and Amazon Prime Video. Additionally, there is a growing demand for personalized and targeted content, with consumers seeking out niche streaming platforms that cater to their specific interests. The trends in the TV & Video market in NAFTA reflect the changing landscape of the industry. One major trend is the rise of original content produced by streaming platforms. Companies like Netflix and Amazon have invested heavily in creating their own TV shows and movies, attracting both viewers and top talent. This has disrupted the traditional model of content production and distribution, as streaming platforms now have the ability to bypass traditional broadcasters and reach audiences directly. Another trend in the TV & Video market in NAFTA is the increasing adoption of over-the-top (OTT) services. OTT refers to the delivery of video content over the internet, bypassing traditional distribution channels. This allows consumers to access content on a variety of devices, including smartphones, tablets, and smart TVs. The convenience and flexibility offered by OTT services have made them increasingly popular among consumers, leading to the growth of platforms such as YouTube, Netflix, and Amazon Prime Video. Local special circumstances in the TV & Video market in NAFTA also play a role in its development. For example, the United States is home to many major media and entertainment companies, which has contributed to the growth of the market. These companies have the resources and expertise to produce high-quality content and invest in innovative technologies. In Canada, there are regulations in place to promote the production and distribution of Canadian content, which has helped to support the local industry. Underlying macroeconomic factors have also influenced the development of the TV & Video market in NAFTA. Economic growth, increasing disposable incomes, and technological advancements have all contributed to the expansion of the market. As consumers have more money to spend and access to better technology, they are more likely to invest in TV and video services. Additionally, the increasing availability of high-speed internet has made it easier for consumers to access streaming services and online content. Overall, the TV & Video market in NAFTA is experiencing significant growth and development due to changing customer preferences, industry trends, local special circumstances, and underlying macroeconomic factors. The shift towards on-demand and streaming services, the rise of original content, the adoption of OTT services, the presence of major media companies, and economic growth are all contributing to the positive trajectory 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.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

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.