United States Television Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The rapid growth of streaming services like Netflix, Disney+, and Amazon Prime Video is transforming the television market in the country. As more viewers shift from traditional cable to on-demand streaming platforms, the market is experiencing a shift towards subscription-based models. Consumers are drawn to the flexibility and wide selection of content available on streaming services, including original series and movies. This trend is fueled by the broader availability of high-speed internet and the ongoing expansion of 5G, which supports high-quality video streaming across multiple devices.

With the rise of streaming platforms, traditional TV advertising is being disrupted by digital and OTT advertising. Advertisers are increasingly turning to targeted, programmatic advertising, leveraging data to personalise ads and enhance effectiveness. This shift allows advertisers to reach specific demographics based on viewing habits, location, and interests, which, in turn, increases the value of ad space on streaming platforms. As a result, digital ad spending in the TV market is rapidly growing, with platforms like Hulu, Roku, and YouTube offering innovative ways to engage audiences with personalised content.

Smart TVs and connected devices, such as streaming sticks, gaming consoles, and set-top boxes, are becoming essential to the TV viewing experience. These devices enable consumers to easily access streaming services, apps, and other digital content on their televisions, bypassing traditional cable. As more households adopt smart TVs, often with features like voice assistants, 4K resolution, and HDR, they provide a seamless experience that encourages on-demand, internet-based viewing. This shift is contributing to the decline of cable subscriptions and accelerating the movement toward internet-first television.

As streaming platforms proliferate, the U.S. television market has become increasingly fragmented, with consumers now able to access a wide range of niche content tailored to specific interests. Whether it's genre-specific platforms like Shudder for horror, Crunchyroll for anime, or CuriosityStream for documentaries, viewers can subscribe to services that cater precisely to their preferences. This trend is driving content diversity and creating opportunities for smaller, specialised networks to thrive, offering more options than traditional cable ever could. It also enables content creators to target distinct audience segments with highly relevant programming.