The TV market is experiencing a downward trend influenced by unstable geopolitical factors, impacting inflation and the economy. Specifically, the pay TV sector is losing ground due to the increasing popularity of OTT video services, while ad-supported TV services face rising competition from the internet. As a result, TV revenues are unlikely to return to previous levels.

Projections suggest a global decline of -1.8% in the television market for 2023 and a longer-term annual decrease of -0.8% until 2027, primarily due to the decline in the pay TV sector. In the United States, the world’s leading market, the TV market value is anticipated to drop by more than 14 billion USD, or –11.5%, from 2023 to 2027.

While traditional TV faces decline, the growth of video streaming is driving dynamism in the audiovisual sector. By 2027, it’s expected to represent 38.3% of the total TV and video market..

This report is part of our Television and Video Market Observatory, offering detailed figures and analysis of significant trends.

It includes a comprehensive database and a summary report covering the latest developments in 41 countries and 10 regions/sub-regions, along with a global overview.

Data spans from 2019 to 2023, with forecasts extending from 2024 to 2027.

The report analyzes key market trends related to access, revenues, and industry players in the television market.

Table of contents

1. Executive summary

2. Audiovisual consumption
2.1. Television consumption
2.2. Tensions in the linear TV audience, growth in online consumption

3. Television access modes
3.1. The market is moving towards harmonisation of reception methods
3.2. A terrestrial TV market in the south, more contrasting modes of access in the north
3.3. Will the success of IPTV soon be called into question?
3.4. TV subscriber numbers stagnate worldwide

4. TV revenues
4.1. The United States soon to be followed by Asia for market leadership
4.2. A structural decline in the TV market
4.3. These negative impacts can be seen in many markets
4.4. A European market in difficulty, both for Pay TV and advertising
4.5. Streaming is driving growth in the audiovisual sector

5. The players
5.1. US players are the undisputed world leaders
5.2. Pay TV operators in turmoil
5.3. What role for media groups in streaming?

6. Appendix – Methodology
6.1. List of indicators by country
6.2. Definitions
6.3. Sources

List of tables and figures

List of tables and figures

> Audiovisual consumption
• Linear television viewing time worldwide 2019-2022(in minutes per day)
• TV consumption and streaming in the USA, July 2023
• Average video viewing time in minutes, all terminals – United Kingdom 2022
• Average video viewing time in minutes, by age – United Kingdom 2022

> Television access methods
• Evolution of television access modes worldwide, 2019-2027
• Growth rates in television access worldwide, 2019-2027
• Breakdown of TV households worldwide by access technology in 2023
• Number of households by TV access mode worldwide between 2019 and 2023
• IPTV penetration rate by country/region in 2023
• Growth in TV and SVOD subscribers worldwide, 2019-2027

> TV revenue
• Breakdown of television revenues worldwide in 2023
• TV revenue breakdown by revenue source, 2019-2027
• TV revenue growth by geographic region between 2019 and 2027 (%)
• TV revenue growth by region, 2019-2027 (%)
• Growth in pay TV revenues in Germany, France, Scandinavia and the UK, 2019-2027 (%)
• Linear TV and OTT video revenues, 2019-2027

> The players
• Ranking of the world’s top 10 audiovisual groups by sales in 2022
• Ranking of the top 10 European broadcasting groups by sales in 2022
• Top 20 global subscription TV groups by number of subscribers 2000-2022 (millions)
• Top 10 subscription TV groups in Europe by number of subscribers 2000-2022 (millions)
• Growth in OTT video revenues of world leaders, EUR billion
• Growth in advertising revenue for the world’s leading streaming companies (excluding YouTube), EUR billion

DataSet Scope

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►Access indicators
• General access indicators: TV households, FTA & pay-TV households
• Households’ main television access mode: terrestrial, satellite, cable, IPTV
• Pay-TV penetration: pay-TV/free-to-air only split
• Customer numbers for the main pay-TV services

►Revenue indicators
• Income from public financing/licensing fees
• TV ad revenue
• Pay-TV revenue
• Revenue from OTT video services

►Type of data
• Background data 2018-2021
• Estimates as of the end of 2022
• Forecasts for 2023-2026

►Geographical coverage
• The global TV market is broken down into five main regions: Europe, North America, Latin America, Asia-Pacific and Africa-the Middle East.
• Regional aggregate data include all countries in the region

Geographic area

  • Australia
  • China
  • India
  • Japan
  • South Korea
EU5 Europe
  • Austria
  • Belgium
  • Bulgaria
  • Czech Republic
  • Estonia
  • France
  • Germany
  • Greece
  • Hungary
  • Ireland
  • Italy
  • Latvia
  • Lithuania
  • Luxembourg
  • Netherlands
  • Poland
  • Portugal
  • Romania
  • Russia
  • Slovenia
  • Spain
  • Sweden
  • Switzerland
  • Turkey
  • United Kingdom
Latin America
  • Argentina
  • Brazil
  • Colombia
  • Mexico
Middle East & Africa
  • Egypt
  • Israel
  • Jordan
  • Kenya
  • Morocco
  • Nigeria
  • Qatar
  • Saudi Arabia
  • South Africa
  • United Arab Emirates
Middle East & North Africa North America
  • Canada
  • United States
Scandinavia Sub-Saharan countries World

Other details

  • Reference: M00091MRA
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: French, English
  • Tags: Advertising, audiovisual consumption, Cable, free-to-air, FTA Satellite, IPTV, linear TV, on-demand viewing, OTT Video, pay-TV, pay-TV Satellite, satellite, television access, television revenues, terrestrial, TV, TV access, TV reception modes, TV revenue, Video, video consumption, video revenue

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