The television services market size was valued at $ 332,600.0 million in 2019, and is estimated to reach $ 499,800.0 million by 2027, registering a CAGR of 5.4% from 2021 to 2027.
The future of television industry has been dynamically evolving from broadcasting to broadband, as the broadcasting ways and preferences of the audience are shifting to on-demand video and audio content. Individuals are massively shifting from cable television and satellites television to over-the-top (OTT) and internet protocol television (IPTV) services, which is majorly attributed to rapid digitalization of the media and entertainment industry.
The outbreak of the COVID-19 pandemic has positively affected the television services market, and further is witnessing significant increase in the number of viewership for televisions for video and audio content. Time spent on watching television and smartphones has increased considerably amid the lockdown, which resulted in increase in TRP of commercials channels, including news channels. This, in turn, attracted business corporates to spend more on advertisements, thereby boosting the growth of the global television survives market.
Advancements in TV technology and increase in utility of modern internet connected TV sets are expected to create huge demand for smart TVs and connected TVs. In addition, rise in number of TVs in respective houses and increase in subscriptions for television services are expected to drive television services market growth during forecast period 2021–2027. Furthermore, the demand for commercial televisions is majorly driven by advertisements. As commercial television channels are providing on-demand content and channels, episodes or series can be subscribed by the customer according to their interests. Furthermore, commercial TVs are providing HD channels, which have been gaining major popularity s. All these parameters likely increase the TRP, which attracts TV advertisements. Commercial TV broadcasting channels are majorly getting paid and funded through advertisements, which completely depends on TRP of particular TV channels.
According to television services market analysis, the television services market is segmented into delivery platform, revenue model, and broadcaster type, and region. On the basis of delivery platform, the market is categorized into digital terrestrial broadcast; satellite broadcast, cable television broadcasting, internet protocol television (IPTV) and over-the-top television (OTT). By revenue model, it is segregated into subscription and advertisement. According to broadcaster type, it is divided into public and commercial. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, France, Russia, Italy, Spain, and rest of Europe), Asia-Pacific (China, India, Japan, Australia, South Korea, and rest of Asia-Pacific), and LAMEA (the Middle East, Latin America, and Africa)
By Delivery Platform
Cable television broadcasting segment helds the major share of 33.5% in 2019
On the basis of delivery platform, the cable television broadcasting segment accounted the around one-third half of the global television services market share in 2019, and is expected to continue this trend during the forecast period. This is majorly attributed to benefits associated with cable television services such as access to favorite channels new movies, and on-demand titles; cost-effectiveness; and pay-per-view. Pay-per-view (PPV) in TV services is similar to subscription-based pay television services, in which customers pay to have the broadcast decrypted for viewing, but usually only entail a one-time payment for a single or time-limited viewing. Cable TV advertisements have gained significant traction among businesses, owing to huge user base and affordable cost for advertisements. Thus, increase in advertising on the cable TV majorly contributes toward the growth of the cable television broadcasting services market.
By Revenue Model
Subscription segment helds the major share of 57.6% in 2019
According to television services market trends, depending on revenue model, the subscription segment was valued at $ 191,700 million in 2019, and is expected to grow to $ 276,600 million by 2027, with a CAGR of 4.8%. Subscription revenue model is the idea of selling a product or service to receive monthly or yearly recurring subscription revenue. Most of the popular television services companies such as Netflix, Amazon, Dish TV, and Tata Sky have built successful businesses by leveraging the growth potential of subscription. Subscription revenue model is expected to gain major popularity among the TV industry during the forecast period, owing to benefits associated with it such as predictable revenue, increase in return on customer acquisition costs, and huge scope for upselling and cross-selling.
By Broadcaster Type
Commercial segment helds the major share of 67.5% in 2019
On the basis of broadcaster type, the commercial broadcasting segment is projected to grow at $ 340,000 million by 2027, registering a CAGR of 5.5%. Advertisement has been gaining major importance in business and corporate organization. Commercial TV is meant for commercial advertisement, as it is funded through advertisement revenue. Commercial advertisement serves as an ideal way to market a product, as it provides a highly targeted audience. Fans of certain stations have specific preferences and interests that an agency can determine through market research and analysis. Furthermore, the major motive of the commercial televisions broadcasting is to reach huge audience to gain high TRP rating, which gives more advertisements. Commercial television broadcasting services are likely to have remunerative opportunities in near future, owing to globalization and privatization of the business, which may require huge advertisement practices.
By Region
North America region helds the higest market share of 39.8% in 2019
Region wise, North America dominated the television services market in 2019, and is expected to sustain its dominance throughout the television services market forecast period. The key factors driving the growth of the television services market in the region is surge in adoption for connected TVs and popularity of the OTT media services. OTT platforms have witnessed a tremendous growth in subscription base during the lockdown. For instance, Amazon and Netflix witnessed more than 60% growth in subscriber base during lockdown. Presently, North America is witnessing huge growth in the TV services market, owing to implementation of lockdown, as people are restricted to stay at their respective homes, which likely to increase the viewership, thereby resulting in high TRP growth and attracting more investment through advertisements.
The players operating in the global television services market have adopted various developmental strategies to expand their market share, increase profitability, and remain competitive in the market. The key players profiled in this report include CANAL+ GROUP, Time Warner, Inc., Viacom CBS Inc., Channel Four Television Corporation, CenturyLink, Inc., Viacom International, Inc., A&E Television Networks, LLC, British Broadcasting Corporation, 21st Century Fox, and Comcast Corporation.
Key Benefits For Stakeholders
- The report provides a quantitative analysis of the current market trends, estimations, and dynamics of the market size from 2019 to 2027 to identify the prevailing opportunities.
- Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
- In-depth analysis and the market size and segmentation assist to determine the prevailing television services market opportunities.
- The major countries in each region are mapped according to their revenue contribution to the market.
- The market player positioning segment facilitates benchmarking and provides a clear understanding of the present position of the market players in the television services industry.
Television Services Market Report Highlights
| Aspects | Details |
 By DELIVERY PLATFORM |
|
 By REVENUE MODEL |
|
| By BROADCASTER TYPE |
|
 By Region |
|
 Key Market Players | 21ST CENTURY FOX, VIACOM CBS INC., COMCAST CORPORATION, BRITISH BROADCASTING CORPORATION, CANAL+ GROUP, CHANNEL FOUR TELEVISION CORPORATION, A&E TELEVISION NETWORKS, LLC, VIACOM INTERNATIONAL, INC., TIME WARNER, INC., CENTURYLINK, INC. |
Analyst Review
The global television services market exhibits high growth potential in in the developing economies such as India and China, owing to increase in use of TV household for entertainment purpose. Furthermore, digitalization of the entertainment & media industry, expansion of the internet user base, and surge in disposable are fueling the growth of the TV services market.
Increase in penetration of smart TVs, IPTV, and connected TVs and decrease in cost of internet boost the demand for television content such as videos and audios, over television. Furthermore, surge in popularity of the over-the-top (OTT) platform is promoting TV service providers to adopt OTT services on TV platforms, which bolster the growth of the TV services market during the forecast period. For instance, Netflix and Amazon are witnessing dynamic growth in developing countries, owing to increased disposable income and popularity of the OTT media content.
Increase in Pay TV subscription and surge in demand for the digital terrestrial broadcasting services are significantly boosting to the growth of the TV services market. In the developing countries such as India and China, DTH services have gained major share, owing to their affordability and benefits associated such as long term plans, choice of channels, on-demand services, including movies, games, and other media.
Key players in the market have adopted new service launch, continuous innovation, and acquisition as their key developmental strategies to cater to the rising demands for television services. OTT TV and IPTV are emerging concepts, which have been gaining considerable popularity in the U.S., Australia, India, and China, owing to its unique quality content, fewer advertisements, and suitable content according to the listener’s special interest, and its subscription-based revenue model. `
However, the existing challenges such as high digital illiteracy rate and limited access to internet & digital infrastructure limit the growth of the television services market.
The television services market size was valued at $ 332,600.0 million in 2019.
The forecast period of the television services market is 2021–2027.
The base year considered in this report is 2019.
Some of the top companies hold the market share in television services market are CANAL+ GROUP, Time Warner, Inc., Viacom CBS Inc., Channel Four Television Corporation, CenturyLink, Inc., and Viacom International, Inc.
Over-the-top television services is most influencing segment growing in the television services market report.
North America holds the maximum market share of the global television services market.
The companies are selected on the basis of their market share, reach, growth and financial investment.
The television services market size was valued at $ 332,600.0 million in 2019.
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