Traditional TV & Home Video - Americas

In the Americas, revenue in the Traditional TV & Home Video market market is projected to reach US$186.70bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of -1.44%, leading to a projected market volume of US$173.70bn by 2029.
The average revenue per user (ARPU) is anticipated to be US$267.30.
In a global context, the majority of revenue will be generated the United States, with a figure of US$146.60bn in 2024.
The number of TV viewers in the Americas is expected to reach 726.1m users by 2029.
User penetration in the Traditional TV & Home Video market market withAmericas is projected to be at 68.7% in 2024.
Furthermore, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market is projected to be US$267.30 in 2024.
In the Americas, the traditional TV and home video market continues to face challenges as streaming services gain dominance, reshaping consumer viewing habits.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Americas is experiencing significant growth and development, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in the Americas are increasingly seeking convenience and flexibility in their TV and home video consumption. With busy lifestyles and on-demand content becoming more accessible, consumers are opting for streaming services that offer a wide range of content at their fingertips. This shift in preference is evident in the growing popularity of subscription-based streaming platforms such as Netflix and Amazon Prime Video. Additionally, customers are also gravitating towards smart TVs and connected devices that allow them to seamlessly access their favorite shows and movies.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Americas is the rise of cord-cutting. Many consumers are opting to cancel their traditional cable or satellite TV subscriptions in favor of streaming services. This trend is driven by the increasing availability of high-quality content on streaming platforms and the ability to customize viewing options. As a result, traditional TV providers are facing challenges in retaining their customer base and are adapting by launching their own streaming services to stay competitive. Another trend in the market is the growing demand for original content. Streaming platforms are investing heavily in producing their own original TV shows and movies to attract and retain subscribers. This has led to a surge in high-quality content and has created a competitive landscape where streaming platforms are vying for exclusive rights to popular shows and movies. This trend has also opened up opportunities for content creators and independent producers to showcase their work on digital platforms.

Local special circumstances: In North America, the Traditional TV & Home Video market is highly competitive with a wide range of streaming platforms and traditional TV providers vying for market share. The presence of major players such as Netflix, Hulu, and Disney+ has intensified the competition and led to a proliferation of content choices for consumers. Additionally, the strong presence of Hollywood studios and production houses in the region has contributed to the production of high-quality content, attracting both domestic and international audiences. In Latin America, the market is characterized by a diverse range of languages, cultures, and preferences. Streaming platforms are investing in localized content to cater to the needs of specific countries and regions. This localization strategy has proven successful in attracting and retaining subscribers, as it allows customers to access content in their native language and reflects their cultural nuances.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in Americas is also influenced by underlying macroeconomic factors. The increasing penetration of internet and mobile devices, coupled with rising disposable incomes, has made streaming services more accessible to a larger segment of the population. Additionally, advancements in technology, such as the availability of high-speed internet and the development of 5G networks, have facilitated the seamless streaming of high-definition content on multiple devices. In conclusion, the Traditional TV & Home Video market in Americas is experiencing significant growth and transformation driven by changing customer preferences, the rise of streaming services, and advancements in technology. The market is characterized by the shift towards on-demand content, the rise of cord-cutting, the demand for original content, and the localization of content to cater to diverse markets. These trends are supported by underlying macroeconomic factors such as increasing internet penetration and rising disposable incomes. As the market continues to evolve, it will be crucial for players in the industry to adapt and innovate to meet the changing needs and preferences of customers.

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.