Traditional TV & Home Video Market (2022 - 2028)

Report Overview

The global traditional TV & home video market size was valued at USD 421.2 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 2.1% from 2022 to 2028. The increasing adoption of television around the globe due to the availability of a variety of entrainment content on these media platforms is accelerating the market growth. Moreover, the rising demand for better quality video content with high resolution is expected to accelerate the market growth during the forecast period. In addition to this, the increasing spending on traditional TV advertising by various industries owing to the cost-effective advertisement and high conversion rate is accelerating market growth. Also, the growing urbanization and rising adoption of new technological development across the globe are anticipated to propel market growth during the upcoming years.

The increase in streaming services coupled with specialized services with network content around the globe is propelling the market growth. In addition to this, the increasing demand for on-demand video services is driving market growth. Traditional TV advertisement engages potential customers across the emerging economies to create brand awareness and also compliments the brand’s advertising campaigns on other channels, which is projected to accelerate the market growth. However, the rising number of smartphone users across the globe is hindering the market growth.

Moreover, the rapid adoption of the integrated broadband broadcasting system from service providers to offer diversified services to consumers is driving the market growth. Furthermore, the increasing demand for a combination of broadband technology and broadcast due to offers efficient mass content delivery and personalized service is accelerating the market growth. However, strict government rules and regulations regarding the distribution of authentic content, and piracy are the major factors restraining the market growth. Additionally, newer advertising platforms like social media and digital video advertising are gaining traction in recent years is the major restraining factor for the TV advertising market growth.

The COVID-19 pandemic has negatively affected the market in response to the pandemic, governments around the world implemented several measures to try to contain the virus, such as quarantines, shutdowns, travel bans, restrictions, and work-from-home orders. Moreover, the pandemic and subsequent slow economy impacted several core television advertisers such as promoting community events, retail, and entrainment. These categories cut back on their marketing budgets, accelerating declines in advertising. Moreover, the ease of several restrictions and rising investment in advertising and media in emerging economies have projected to drive market growth during the forecast period.

Type Insights

The Pay-TV subscriptions segment contributed to the largest market share of around 55% in 2021 and is expected to exhibit a CAGR of 1.8% from 2022 to 2028. The growing trend of subscriptions for bundled packages of pay-tv across the globe is accelerating market growth. Moreover, the increasing adoption of satellite transmission in diverse locations to provide broadcasts of live events like live news and sporting events is accelerating the pay-tv subscriptions market growth. Furthermore, the increasing demand for ultra-high-definition television owing to growing urbanization and the rising number of televisions are accelerating the market growth.

The traditional TV advertising segment is expected to grow with the fastest CAGR of 2.6% from 2022 to 2028. The increasing number of TV viewers across the globe is propelling the market growth. Moreover, the rising adoption of programmatic technology in podcast advertising is fueling the market growth during the forecast period. The growing popularity of traditional TV advertising for retail marketing due to the high conversion rate of the advertisement is accelerating the market growth. Moreover, the increasing spending on television advertising by the various industries to promote their products and build brand awareness among the viewers is accelerating the market growth.

Regional Insights

North America made the largest contribution to the market of over 35% in 2021 due to the increasing penetration of TV broadcasting and cable TV services. Moreover, the integration of advanced technology like machine learning and artificial intelligence to understand the viewing trend of users is propelling the market growth. Furthermore, the increasing investment in traditional TV & the home video has expected to drive regional market growth. However, the increasing rapid penetration of the OTT platforms and internet-enabled medium is witnessing a decline in the market growth in this region.

Asia Pacific is the fastest-growing market and is expected to witness a CAGR of 3.0% from 2022 to 2028. The growth is attributed to the increased spending on traditional TV & home video in emerging countries like China, India, and Australia due to the huge consumer base. Moreover, the increasing popularity of satellite TV and rapid adoption of the subscription business model among users is accelerating the market growth. Furthermore, the rising penetration rate of the pay-tv in rural households in counties like India, and China has resulted in the overall market growth of the region.

Key Companies & Market Share Insights

The market is characterized by the presence of various established market players of traditional TV & home video across the globe. Some of them are AT&T Inc., Comcast Corporation, Dish Network L.L.C., and Discovery, Inc. coupled with numerous small and medium players as well. Companies are focusing on launching new functions to meet consumers’ expectations by offering a trending traditional TV & home video format. Moreover, vendors are expanding their reach across the globe with an innovative business model. Some of the key players operating in the global traditional TV & home video market include: -

• AT&T Inc.

• Comcast Corporation

• DISH Network L.L.C.

• Discovery, Inc.

• Fox Corporation

• Carter Communications

• Foxtel

• Frontier Communications

Traditional TV & Home Video Market