United States Television Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2024-2032)

United States Television Market Growth

The emergence of 4K and 8K resolution, the growing popularity of streaming services, and the rise of affordable TVs are some of the prominent market drivers. Customers are increasingly searching for displays with higher resolutions such as 4K and 8K to enhance picture quality and improve their viewing experiences.

The accessibility of advanced features to a broad range of US-based audiences has been facilitated by the cost-effective prices for high-end TVs. This affordable cost is supported by the advancements in manufacturing and growing competition between market players, impacting the United States television market revenue. Moreover, the demand for larger screen sizes is increasing among consumers, as many households are choosing TVs that are 55 inches and larger to enhance their viewing experience and create a more immersive environment.

The launch of gaming consoles such as PlayStation 5 and Xbox Series X that are compatible with 4K gaming is further fuelling the demand for televisions with cutting-edge display technologies, high refresh rates, and minimal latency.

Key Trends and Recent Developments

OTT streaming services, the popularity of smart and connected TV devices, and targeted advertisements are driving the United States television market value.

November 2024

Xperi, the parent company of TiVo, has confirmed plans to launch its first smart TV in the US by the end of 2024, powered by the TiVo operating system. Production of the models is set to begin in late November, with at least two manufacturing partners involved. Although the specific details of the launch are yet to be revealed. However, the new models are expected to pose strong competition to Samsung, LG, Vizio, Roku and other industry brands.

September 2024

Panasonic announced its return to the US with new television models, including OLED (Z95A and Z85A) and Mini-LED (W95A) TVs ranging from 55 to 85 inches. These models were designed and developed in Japan and were launched in Japan, Asia, Oceania, and Europe. Additionally, they offered mini-OLED and Mini LED displays, delivering immensely high-picture quality levels.

May 2024

TCL, one of the world's best-selling and leading consumer electronics companies, announced the launch of its new QD-Mini LED TV line, an advanced version of its previous Mini LED TV lineup from 2019. The QM7 and QM8 series included the world's largest QD-Mini LED TV, in a mega 115" screen size with advanced optical technologies and premium performance.

April 2024

The launch of NextGen TV enabled broadcast TV viewers in some U.S. markets to enjoy a degree of personalisation and rewind functionality of NBC channels. NextGen TV combined broadcast with IP to potentially transform linear TV from a one-way mass market experience into a two-way, personalised interactive experience. It was available to 75% of Nielsen households in the United States as per industry reports.

Streaming services and over-the-top (OTT) platforms are propelling the growth of the United States television market

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.

Advertising revenue shifts and targeted ads are creating new United States television market opportunities

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.

Rise of smart TVs and connected devices is impacting the United States television industry revenue

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.

Content fragmentation and niche programming are driving the United States television market development

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.

United States Television Industry Segmentation

“United States Television Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Smart TV 
• LCD, Plasma, and LED TVs 
• Cathode-Ray Tube (CRT) and Rear-Projection TVs 

Market Breakup by Distribution Channel

• Offline
• Online

Market Breakup by Region

• New England
• Mideast
• Great Lakes
• Plains
• Southeast
• Southwest
• Rocky Mountain
• Farwest

United States Television Market Share

Based on type, the market is divided into smart TV, LCD, plasma, and LED TVs, and Cathode-Ray Tube (CRT) and rear-projection TVs. The smart TV segment accounts for a substantial market share as a large number of smart TVs are equipped with pre-installed apps for well-known streaming platforms such as Netflix, Hulu, Amazon Prime Video, Disney+, and others. This feature greatly appeals to consumers who are increasingly dependent on streaming services for their entertainment requirements.

Leading Companies in the United States Television Market

The market players are readily launching advanced technologies such as OLED and QLED to meet the evolving regulatory landscape.

• Samsung Electronics Co., Ltd.
• LG Corp.
• Panasonic Holdings Corp.
• Sony Group Corp.
• Toshiba Corporation
• Hisense International Co., Ltd.
• KONKA Group Co. Ltd.
• Sansui Electric Co., Ltd.
• Vizio Holding Corp.
• Hon. Hai Precision Industry Co., Ltd. (Sharp Corp.)
• Others