In a landscape where streaming now commands nearly 40% of television revenue and the average American household spends over $100 a month on TV services, the global industry is navigating a dramatic and lucrative transformation defined by both steep declines in traditional viewership and explosive growth in digital content and advertising.
Key Takeaways
- In 2023, the global television industry revenue reached $280 billion
- US pay TV subscribers numbered 74.3 million in 2023, down from 104 million in 2015
- OTT video revenue in the US hit $50.6 billion in 2023
- US TV households totaled 122.4 million in 2023
- Average US TV viewing time was 2 hours 32 minutes per day in 2023
- Streaming captured 38.7% of US TV usage in Q4 2023
- In 2023, US scripted series production totaled 532, down 12% from 2022
- Netflix produced 17,000 hours of content in 2023
- US unscripted TV shows reached 1,200 in 2023
- In 2023, US TV ad spend was $22.5 billion, down 7%
- CTV ad revenue in US reached $30 billion in 2023
- Netflix ad-supported tier grew to 40 million users in 6 months
- In 2023, 67% of US TV viewing via streaming
- Smart TV penetration reached 65% globally in 2023
- AI used in 30% of TV content recommendation systems 2023
Streaming revenue surges as traditional television viewing and advertising continue their steady decline.
Advertising & Subscriptions
- In 2023, US TV ad spend was $22.5 billion, down 7%
- CTV ad revenue in US reached $30 billion in 2023
- Netflix ad-supported tier grew to 40 million users in 6 months
- Average CPM for linear TV ads $25 in 2023
- Disney+ ad tier subscribers 5 million in US by end 2023
- Local TV ad revenue $16 billion in 2023
- Political ad spend on TV $10 billion in 2024 election cycle
- Hulu ad revenue up 20% to $4.5 billion in 2023
- Global FAST channels ad revenue $7 billion in 2023
- YouTube TV ad load 10% higher than cable
- Subscription video-on-demand penetration 85% US households 2023
- Paramount+ subscribers 60 million globally in 2023
- TV ad share of total US ad market 20% in 2023
- Addressable TV ad spend $3 billion in 2023
- Average SVOD price $13/month in US 2023
- Roku ad platform revenue $3.3 billion in 2023
- Max ad tier launch drove 2 million subs in 2024
- Sports TV ads CPM averaged $50 in 2023
- 65% of US advertisers plan CTV increase in 2024
- Vizio ad revenue $500 million in 2023
- CTV ad spend US $21 billion projected 2024
- Linear TV ad revenue decline 10% to $18 billion 2024
- Netflix ads monthly users 70 million 2024
- Disney ad revenue $5 billion FY2024 Q1
- Local news ad revenue down 15% to $12 billion 2023
- Pharma ads on TV $6.5 billion 2023
- Retail TV ads $8 billion holiday 2023
- Tubi FAST ad revenue $700 million 2023
- Olympics ad revenue NBC $1.2 billion 2024
- Programmatic TV ad buy 50% total TV ads 2024
- AVOD services 200 million MAUs global 2023
- Hulu + Live TV subs 4.5 million 2024
- Connected TV households 180 million US 2023
- Retail media TV integration $2 billion 2023
- News ads TV $2.8 billion 2023
- Sports streaming subs growth 25% 2023
- Addressable ads 30% cable homes 2023
- Peak pricing TV ads up 20% Super Bowl
- Global TV ad market $200 billion 2024 forecast
- Sling TV subs 2 million 2023
- Shoppable TV ads trials 100 brands 2023
Advertising & Subscriptions Interpretation
While traditional TV ad revenue is graciously bowing out like a fading star, its younger, data-savvy, and insatiable streaming cousins are grabbing the spotlight and all the advertising dollars, turning every couch into a potential point of sale.
Content Production
- In 2023, US scripted series production totaled 532, down 12% from 2022
- Netflix produced 17,000 hours of content in 2023
- US unscripted TV shows reached 1,200 in 2023
- Disney+ originals numbered 150 in 2023
- Global TV drama production hours hit 450,000 in 2022
- HBO Max invested $17 billion in content in 2023
- UK TV production output value £5.7 billion in 2022
- Prime Video commissioned 300+ originals in 2023
- Reality TV accounted for 40% of US primetime in 2023
- Children's TV programming hours up 15% globally in 2023
- Sports rights spending by broadcasters $50 billion annually
- International TV format sales reached 25,000 in 2022
- US late-night shows produced 1,800 episodes in 2023
- Korean dramas exported to 190 countries in 2023
- Documentary production in Europe up 8% to 12,000 hours in 2022
- Bollywood TV serials averaged 200 episodes/season in 2023
- Global news production 3.5 million hours yearly
- Peacock originals totaled 50 in 2023
- US TV pilot orders down 25% to 60 in 2023
- US original scripted episodes 495 in 2023, down 7%
- Amazon MGM Studios 40+ originals 2024 slate
- Apple TV+ 50 shows renewed/ordered 2023
- BBC content spend £5.7 billion 2023
- Non-scripted US production 1,400 hours 2023
- Turkish dramas global sales $600 million 2023
- Spanish TV exports €500 million 2023
- Animated TV series 300 new globally 2023
- Game shows production up 10% US 2023
- Warner Bros TV 75 series 2023
- French TV fiction 250 hours new 2023
- Sports documentaries 200 new titles 2023
- Talk shows US 500 episodes daily average
- Australian drama production AUD 200 million 2023
- Italian TV series 150 new 2023
- Live-action kids shows 400 global 2023
- Soap operas episodes 15,000 US 2023
- Nordic noir series 50 new 2023
- True crime docs 1,000 hours US 2023
- Sitcoms new US 20 in 2023
Content Production Interpretation
While Hollywood scales back its delicate prestige dramas, the relentless global content machine—fueled by billions in streaming wars and reality TV's iron grip—marches on, churning out a dizzying avalanche of everything from Nordic noir to endless soap operas, proving that in television, quantity has become its own dystopian quality.
Industry Trends & Tech
- In 2023, 67% of US TV viewing via streaming
- Smart TV penetration reached 65% globally in 2023
- AI used in 30% of TV content recommendation systems 2023
- FAST services grew 40% to 1,000 channels in 2023
- 4K TV adoption 50% in US households by 2023
- Bundling SVOD services used by 45% consumers 2023
- Voice search on smart TVs up 25% in 2023
- Global 8K TV shipments 2 million units in 2023
- Social TV engagement metrics up 15% in 2023
- Hybrid live/streaming events 20% of major broadcasts 2023
- User-generated content on TV platforms 10% share 2023
- Sustainability initiatives in TV production by 70% studios 2023
- Interactive TV features in 15% programs 2023
- Cloud production used in 40% live events 2023
- Diversity in TV casts improved to 45% non-white 2023
- VR/AR TV pilots by 10 major networks in 2023
- Password sharing crackdowns added 13 million Netflix subs 2023
- Regional content localization up 30% on streamers 2023
- Sports betting integration in TV apps by 25% providers 2023
- 5G enhanced mobile TV viewing for 200 million users 2023
- Personalized ads on CTV reached 60% effectiveness boost 2023
- Smart TV OS market Android 50% share 2023
- Time-shifted viewing 35% total TV time US 2023
- Blockchain for content rights 15% pilots 2023
- Multi-view sports TV features 40% broadcasters 2023
- OLED TV market share 10% premium 2023
- Live commerce TV sales $5 billion US 2023
- Quantum dot TV tech 25% shipments 2023
- Social video clips drive 20% TV discovery 2023
- Edge computing for live TV latency <1s 2023
- Female creators 35% TV shows 2023
- NFT TV collectibles 1 million issued 2023
- 360-degree video TV experiments 50 titles 2023
- Remote production 60% news workflows 2023
- Inclusive audio descriptions 80% major broadcasters
- Gamified TV apps 30 million downloads 2023
- Carbon-neutral productions 25% studios goal 2023
- AI dubbing 40 languages Netflix 2023
- Holographic guests TV pilots 5 networks 2023
- Viewer data privacy compliance 95% platforms 2023
Industry Trends & Tech Interpretation
The television industry in 2023 is a paradox of intelligent curation and chaotic expansion, where smart TVs quietly observe our habits, AI dutifully recommends content in forty languages while FAST channels multiply like rabbits, all in a desperate but calculated bid to keep us from remembering we can just go outside.
Market Size & Revenue
- In 2023, the global television industry revenue reached $280 billion
- US pay TV subscribers numbered 74.3 million in 2023, down from 104 million in 2015
- OTT video revenue in the US hit $50.6 billion in 2023
- Cable TV revenue in the US was $88.7 billion in 2022
- Global TV advertising spend grew to $193 billion in 2023
- US linear TV revenue declined 11% to $120 billion in 2023
- Streaming services accounted for 38% of US TV revenue in 2023
- European TV market size was €95 billion in 2022
- India's TV industry revenue projected at $12.5 billion by 2025
- UK TV sector contributed £4.9 billion to economy in 2022
- Average US household spent $108/month on TV services in 2023
- Global smart TV market revenue $142 billion in 2023
- Traditional TV ad revenue in US fell to $57 billion in 2023
- Asia-Pacific TV market to reach $130 billion by 2028
- Latin America pay TV revenue $25 billion in 2023
- Global TV market revenue $290 billion projected for 2024
- Pay TV households in US dropped to 70 million in 2024 Q1
- SVOD revenue forecast $100 billion US by 2026
- Broadcast TV revenue US $40 billion in 2023
- China TV market size $35 billion in 2023
- Australia TV industry revenue AUD 13 billion 2023
- Satellite TV revenue global $90 billion 2023
- VOD market Latin America $8 billion 2023
- Middle East TV ad market $5.2 billion 2023
- Africa pay TV subscribers 50 million 2023
- Traditional pay TV ARPU US $100/month 2023
- CTV device revenue $20 billion global 2023
- News channel revenue US $6 billion 2023
- Japan TV market ¥3.5 trillion 2023
- Canada TV revenue CAD 6 billion 2023
Market Size & Revenue Interpretation
The television industry, like an aging movie star discovering filters, is gracefully, if begrudgingly, trading its cable crown for a streaming scepter, proving viewers will gladly pay a king's ransom to watch what they want, just not all at once on a single bill.
Viewership & Ratings
- US TV households totaled 122.4 million in 2023
- Average US TV viewing time was 2 hours 32 minutes per day in 2023
- Streaming captured 38.7% of US TV usage in Q4 2023
- Sports live TV viewing averaged 12.1 million viewers in 2023 NFL season
- Super Bowl LVIII drew 123.4 million viewers in 2024
- UK linear TV viewing down 12% to 2.5 hours/day in 2023
- Netflix had 260 million global subscribers in Q1 2024
- Prime Video US monthly reach 200 million in 2023
- Cable news averaged 1.1 million primetime viewers in 2023
- Oscars 2024 telecast had 19.5 million viewers, down 4%
- Daily TV news viewership in US fell to 20.3 million in 2023
- YouTube TV had 8 million subscribers in 2023
- Global daily TV viewing 3 hours 15 minutes average in 2022
- Emmys 2023 drew 9.7 million viewers
- Hulu live TV subscribers reached 4.1 million in 2023
- US primetime TV viewership down 6% to 28.2 million in 2023
- 82% of US adults watch TV weekly, mostly streaming
- Globally, 1.5 billion households have TV sets in 2023
- Streaming share of TV time 41% US Q1 2024
- Cable TV share fell to 27.5% US viewing 2023
- Broadcast share 20.3% US TV time 2023
- Disney bundle reached 2 million subs in months
- World Cup final 2022 1.5 billion viewers cumulative
- Taylor Swift Eras Tour film 4.1 million opening weekend
- Fox News averaged 2.3 million primetime 2023
- MSNBC primetime average 1.2 million 2023
- CNN primetime 650k viewers 2023
- WWE Raw averaged 1.7 million viewers 2023
- The Masked Singer season finale 5.4 million viewers
- Grey's Anatomy averaged 5.8 million live+7 2023
- 60 Minutes 6.9 million viewers average 2023
- Young Sheldon 9 million live+7 finale
- US Open tennis final 1.2 million viewers 2023
- Daily Show with Trevor Noah era end 800k average
- Paramount+ Super Bowl stream 7 million viewers
- 90 Day Fiance franchise 2 million average 2023
- Chicago Fire averaged 6.5 million live+7 2023
- NCIS 6.3 million average viewers 2023-24
Viewership & Ratings Interpretation
The traditional television universe is still vast, but it's been quietly redecorated, as we now bicker over a smaller slice of a larger pie, with the remote control permanently set to 'stream' for most except when the game—or Taylor Swift—is on.
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