The Covid-19 crisis further propelled the TV market’s downward trend, TV revenues will not return to past levels. The Pay TV sector is losing ground, due to the rising popularity of OTT video services and the recovery of the TV advertising market will take time.

In the coming years, the most dramatic drop will come from Pay TV revenues which globally could fall from 182 billion EUR in 2020 to 167 billion EUR in 2025.
Western markets are by far the most impacted while Asia and Southern markets resist better. Between now and 2025, the USA will lose 13 million subscribers, Western Europe declining by 2 million. Globally, the number of Pay TV subscribers will however increase.

Fortunately, the OTT sector’s healthy momentum is more than offsetting this decline, SVOD market being the main “beneficiary” of the Covid crisis. OTT video is expected to represent more than a third of the TV and video market’s revenue in 2025, against 25% anticipated for 2021.

This report is part of our TV and video market observatory which delivers detailed figures and an analysis of the driving trends, and includes a dataset and a concise summary report.

It covers the latest developments in 31 countries and 10 regions and sub-regions, along with a consolidated global snapshot.

The dataset provides figures back to 2017 and forecasts up to 2025 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 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 to level off
3.4. A transfer to IPTV

4. TV revenue
4.1. US TV market still the biggest money-maker
4.2. TV revenues will not return to past levels
4.3. A slow path to recovery after 2020’ crisis
4.4. Dwindling growth confirmed in Europe

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. 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 2020
• Change in linear TV screen time around the world between 2014 and 2020
• Time-shifted TV in 2020, per zone
• Top 10 TV networks in the US by audience in 2020
• Average time spent per adult 18+ per day on video, USA

TV access technologies
• Breakdown of TV households worldwide by access technology, in 2021
• Change in TV access technologies worldwide, 2017-2025
• Average annual growth rate for terrestrial network households worldwide between
• 2017 and 2021 and between 2021 and 2025
• Change in the percentage of terrestrial households worldwide, 2017-2025
• Change in the number of TV households worldwide, by access mode, between 2017 and 2021

TV revenue
• Breakdown of TV revenue worldwide, in 2021
• Change in the breakdown of TV revenue by source, 2017-2025
• Progression of regional TV revenue growth, 2017-2025
• Regional TV revenue growth between 2017 and 2025
• Progression of pay TV revenue in Germany, France, Scandinavia and the UK, 2017-2025

OTT video market
• Breakdown of OTT revenue worldwide, in 2021
• OTT revenue growth, 2017-2025
• Growth of linear TV and OTT revenue, 2017-2025

Market players
• World’s top 30 TV/video companies in 2020, by revenue
• Top 3 SVOD players’ market share in 2020 in a selection of countries
• Subscriber growth for the top OTT players in the US, 2014-2020
• Video streaming services in Europe – Timeline
• Positioning of the world’s major AVOD players
• Merger Warner Media – Discovery, resulting Structure
• TV industry mega-mergers : US players players at the forefront

DataSet Scope

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Indicators by country

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 video on demand, managed and OTT services (video advertising revenue, SVoD)

• TV & video platforms subscriptions, 2017-2020

Type of data
• Background data 2017-2020
• Estimates as of the end of 2021
• Forecasts for 2022-2025

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
  • Czech Republic
  • France
  • Germany
  • Greece
  • Hungary
  • Ireland
  • Italy
  • Netherlands
  • Poland
  • Portugal
  • Romania
  • Russia
  • Spain
  • Sweden
  • Switzerland
  • Turkey
  • United Kingdom
Latin America
  • Argentina
  • Brazil
  • Mexico
Middle East & Africa
  • Israel
  • South Africa
North America
  • Canada
  • United States
Sub-Saharan countries World

Other details

  • Reference: M00016BA
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: English
  • Tags: 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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