The succession of crises continues to reinforce the downward trend in the television market. Thus, after Covid-19, the conflict in Ukraine and its impact on inflation and the economy, television revenues will not return to past levels. Moreover, structurally, the pay-TV sector is losing ground, due to the increasing popularity of OTT video services and TV ad-supported services have to contend with the continued growth of the Internet market.

After a post-Covid recovery in 2021, the global TV market is expected to decline by -0.2% in 2022 and by a longer trend of -0.4% per year by 2026. The decline in the pay-TV sector is the main cause of this deterioration. This is also the case in the world’s largest market, the US, where the value of the TV market is expected to fall by more than USD 10 billion, or -8.5%, between 2022 and 2026.

While the TV market continues to lose steam, the growth of OTT is ensuring the dynamics of the audiovisual sector. It is expected to account for a third of the total “Television and Video” market in 2026.

  • This report is part of our TV & Video Market Monitor which provides detailed figures and analysis of key trends. It includes a database and a summary report.
  • It covers the latest developments in 37 countries and 11 regions and sub-regions, as well as a global consolidation.
  • The data covers the period 2018-2022 as well as forecasts by year from 2023 to 2026.
  • The report provides an analysis of the main market trends in terms of access, revenues and players in the television market.

Table of contents

1. Executive Summary

2. Audiovisual consumption
2.1. Television consumption: a return to normal after the Covid-19 crisis
2.2. Tensions in the linear TV audience, growth in online consumption

3. Television access modes
3.1. The market is moving towards a harmonisation of reception modes
3.2. An hertzian TV market in the south, more contrasted modes of access in the north
3.3. IPTV, the big winner of the ongoing changes
3.4. The number of TV subscribers is stagnating worldwide

4. TV revenues
4.1. US challenged by Asia for market leadership
4.2. The series of crises has reinforced the downward trend of the TV market
4.3. These negative impacts can be seen in many markets
4.4. A European market in difficulty, both for pay and advertising
4.5. OTT is driving growth in the audiovisual sector

5.1. The hegemony of American players continues
5.2. Internet giants very powerful in online offerings
5.3. Increased competition in OTT video
5.4. What are the options for European audiovisual groups?

6. Annex: 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 TV viewing time worldwide 2018-2021 (in minutes per day)
    Daily video consumption time in the US, Q4 2021
    Evolution of video consumption in the UK for 16-34 year olds, 2010-2021
    Daily video consumption time in the UK, 2021
  • Television access modes
    Evolution of television access modes worldwide, 2018-2026
    Changes in growth rates of television access worldwide, 2018-2026
    Distribution of TV households worldwide by access technology, 2022
    Evolution of the number of households by TV access mode in the world between 2018 and 2022
    IPTV penetration by country/area in 2022
    TV and SVOD subscriber trends worldwide, 2018-2026
  • TV revenues
    – Breakdown of television revenues in the world, 2022
    – Evolution of the distribution of TV revenues by revenue source, 2018-2026
    – Evolution of TV revenues by geographical area between 2018 and 2026 (%)
    – TV revenue growth rate by geographical area, 2018-2026 (%)
    – Evolution of pay-TV revenues in Germany, France, Scandinavia and the UK, 2018-2026 (%)
    – Evolution of linear and OTT TV revenues, 2018-2026
  • Players
    – Ranking of the world’s top 10 audiovial groups by revenue in 2021
    – Ranking of the top 5 European audiovisual groups by revenue in 2021
    – World OTT video revenues – market share by type of player-2021 (%)
    – World OTT TV & video revenues – market share by type of player – 2021 (%)
    – Evolution of OTT video service launches in Europe
    – Growth objectives and modalities for European groups, illustrations

DataSet Scope

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Consumption indicators
• TV consumption time

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 advertising 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

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

Other details

  • Reference: M00053MRA
  • 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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