The Covid-19 crisis further propelled the TV market’s downward trend. Over the long term, this can be attributed to the pay-TV market’s decline, but the drop in TV ad revenue has only aggravated the situation. North America and Western Europe are the hardest hit, while it is countries in the southern hemisphere and Asia that are driving the market forward.
Fortunately, the OTT sector’s healthy momentum is more than offsetting this decline. It is expected to represent a third of the TV and video market’s revenue in 2024.

Our TV and video market observatory delivers detailed figures and an analysis of the driving trends, along with a dataset and concise summary report.

It covers the latest developments in 38 countries and 12 regions and sub-regions, along with a consolidated global snapshot.

The dataset provides figures back to 2016 and forecasts up to 2024 for the key indicators used to track the TV and video sector.
The report provides an analysis of the main market trends and the developments to watch in the coming months and years.

Table of contents

1. Executive Summary

2. Audiovisual consumption
2.1. Linear TV still holding its own
2.2. Top national channels continue to lose viewers

3. TV access technologies
3.1. A world split between terrestrial in the south and wireline in the north
3.2. Cable will be the biggest loser, to the benefit of IPTV
3.3. After a period of rapid decline, terrestrial’s market share is levelling off
3.4. Satellite and IPTV remain the only two attractive networks
3.5. Network digitisation nearing completion

4. TV revenue
4.1. US TV market still the biggest money-maker
4.2. The Covid-19 crisis has only increased the TV market’s downward trend
4.3. The impact of the crisis can be seen in a host of markets
4.4. Dwindling growth confirmed in Europe
4.5. Southern hemisphere and Asia driving market

5. OTT video market
5.1. North America also number one in the OTT market
5.2. OTT still growing rapidly
5.3. OTT is driving growth in the TV/video market

6. Market players
6.1. US players still on top
6.2. A small handful of players dominate the OTT market
6.3. Media leaders react
6.4. Should we expect a consolidation in the sector that extends beyond US companies?

7. What to keep an eye on
8. Annex: Methodology
8.1. Indicators by country
8.2. Definitions
8.3. Sources

List of tables and figures

List of tables and figures

Audiovisual consumption
• Linear TV screen time around the world in 2019
• Change in linear TV screen time around the world between 2014 and 2019
• Percentage of young adults’ TV viewing time that is time-shifted
• Ranking of the 10 main American channels by audience in 2019

TV access technologies
• Breakdown of TV households worldwide by access technology, in 2020
• Change in TV access technologies worldwide, 2016-2024
• Average annual growth rate for terrestrial network households worldwide between 2016 and 2020 and between 2020 and 2024
• Change in the percentage of terrestrial households worldwide, and growth rate, 2016-2024
• Change in the number of TV households worldwide, by access mode, between 2016 and 2020
• Digital transition timetable for terrestrial networks worldwide

TV revenue
• Breakdown of TV revenue worldwide, in 2020
• Change in the breakdown of TV revenue by source, 2016-2024
• Progression of regional TV revenue growth, 2016-2024
• Progression of pay TV revenue in Germany, France, Scandinavia and the UK, 2016-2024
• Regional TV revenue growth between 2016 and 2024

OTT viewing
• Breakdown of OTT revenue worldwide, in 2020
• OTT revenue growth, 2016-2024
• Growth of linear TV and OTT revenue, 2016-2024

Market players
• World’s top 30 TV/video companies in 2019, by revenue
• Top 3 SVOD players’ market share in 2019 in a selection of countries
• Subscriber growth for the top OTT players in the US, 2014-2019
• TV industry mega-mergers in the United States, 2015 to 2019

DataSet Scope

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Indicators by country

Consumption indicators
• Video viewing time: live linear TV, time-shifted TV, online video
• The top free-to-air channels’ audience share

Access indicators
• General access indicators: TV households, FTA & pay-TV households
• Households’ main television access mode: terrestrial, satellite, cable, IPTV
• Digitization levels: analogue/digital split for each access mode
• 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 video on demand, managed and OTT services (video advertising revenue, DTR, EST, SVoD)

Type of data
• Background data 2016-2019
• Estimates as of the end of 2020
• Forecasts for 2021-2024

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
  • Ireland
  • Italy
  • Netherlands
  • Poland
  • Portugal
  • Russia
  • Spain
  • Sweden
  • Switzerland
  • Turkey
  • United Kingdom
Latin America
  • Argentina
  • Brazil
  • Mexico
Middle East & Africa
  • Algeria
  • Egypt
  • Iran
  • Jordan
  • Kuwait
  • Lebanon
  • Morocco
  • Oman
  • Qatar
  • Saudi Arabia
  • Tunisia
  • United Arab Emirates
Middle East & North Africa North America
  • Canada
  • United States
Sub-Saharan countries World

Other details

  • Reference: M20210B2A
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: French, English
  • Tags: audiovisual consumption, Cable, free-to-air, IPTV, linear TV, on-demand viewing, OTT, pay-TV, satellite, terrestrial, TV, TV access, TV revenue, Video, VOD

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