GITNUXREPORT 2026

Television Statistics

TV remains widely viewed but its audience is aging as viewing habits rapidly shift to streaming.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

Our Commitment to Accuracy

Rigorous fact-checking · Reputable sources · Regular updatesLearn more

Statistic 1

U.S. TV ad spend $61 billion in 2023.

Statistic 2

National TV ad revenue $42 billion in U.S. 2023.

Statistic 3

Super Bowl LVII ad slots sold for average $7 million each.

Statistic 4

30-second primetime TV ad CPM $25 in U.S. 2023.

Statistic 5

Political TV ads spent $10 billion in 2022 U.S. midterms.

Statistic 6

CTV ad impressions 300 billion monthly in U.S. 2023.

Statistic 7

Local TV news ad revenue $18 billion in 2023.

Statistic 8

Pharma ads on U.S. TV $6.5 billion in 2023.

Statistic 9

Streaming TV ad revenue $21 billion in U.S. 2023.

Statistic 10

Olympics 2024 TV ads generated $1.2 billion for NBC.

Statistic 11

Retail TV ad spend $15 billion U.S. 2023 holiday season.

Statistic 12

Addressable TV ad households 50 million in U.S. 2023.

Statistic 13

Auto ads 12% of U.S. TV ad volume in 2023.

Statistic 14

Programmatic TV ad buys 40% of total in 2023.

Statistic 15

Late-night TV ad revenue down 20% to $500 million 2023.

Statistic 16

Hispanic-targeted TV ads $3 billion in U.S. 2023.

Statistic 17

Sports TV ads CPM $50+ during NFL games 2023.

Statistic 18

Candy ad restrictions impacted $100 million TV spend 2023.

Statistic 19

U.S. TV ad market share linear vs CTV 55/45 in 2023.

Statistic 20

Beer ads on TV $1.8 billion in U.S. 2023.

Statistic 21

News TV ad revenue per viewer $10/hour U.S. 2023.

Statistic 22

Average cost of U.S. TV series episode production rose to $4.5 million in 2023.

Statistic 23

599 scripted TV series aired in the U.S. in 2022, down from 631 peak.

Statistic 24

Global TV content production spend reached $250 billion in 2023.

Statistic 25

Average primetime drama episode budget $3-5 million in 2023.

Statistic 26

342 new TV series launched in U.S. in 2023.

Statistic 27

UK TV production volume hit 45,000 hours in 2022.

Statistic 28

Netflix produced 1,086 hours of original content in 2023.

Statistic 29

U.S. reality TV production grew 5% to 400 series in 2023.

Statistic 30

Average late-night show episode cost $1.2 million in 2023.

Statistic 31

25% of U.S. TV content now produced outside LA in 2023.

Statistic 32

Disney+ originals production budget $15 billion annually in 2023.

Statistic 33

Global animation TV production value $30 billion in 2023.

Statistic 34

U.S. unscripted TV hours produced 18,000 in 2022.

Statistic 35

HBO Max series average budget $10 million per episode in 2023.

Statistic 36

Canadian TV production incentives claimed $1 billion in 2023.

Statistic 37

Peak scripted series supply 600+ in U.S. 2021-22.

Statistic 38

BBC content spend £2.2 billion on TV in 2022-23.

Statistic 39

U.S. TV pilot production costs averaged $5 million each in 2023.

Statistic 40

70% of U.S. TV dramas shot on digital 4K in 2023.

Statistic 41

Australian TV content production $2.5 billion in 2023.

Statistic 42

Global TV ad revenue reached $184 billion in 2023.

Statistic 43

U.S. pay-TV revenue declined 8% to $93 billion in 2023.

Statistic 44

Netflix generated $33.7 billion in total revenue for 2023.

Statistic 45

Disney's linear TV networks revenue fell 11% to $10.6 billion in FY2023.

Statistic 46

U.S. broadcast TV station revenue hit $24.5 billion in 2022.

Statistic 47

Warner Bros. Discovery TV revenue was $25.3 billion in 2023.

Statistic 48

Global SVOD revenue grew 13% to $50 billion in 2023.

Statistic 49

Paramount Global revenue from TV media was $20.4 billion in 2023.

Statistic 50

U.S. cable network revenue dropped 7% to $80 billion in 2023.

Statistic 51

BBC TV licence fee revenue was £3.7 billion in 2022-23.

Statistic 52

Hulu subscription revenue reached $11.4 billion in FY2023.

Statistic 53

U.S. local TV digital revenue grew 12% to $2.8 billion in 2023.

Statistic 54

Amazon Prime Video contributed $17 billion to AWS-adjacent revenue in 2023.

Statistic 55

Fox Corporation TV revenue was $10.4 billion for FY2023.

Statistic 56

European public broadcaster TV revenue totaled €25 billion in 2022.

Statistic 57

U.S. TV production spending hit $200 billion in 2023.

Statistic 58

Comcast NBCUniversal cable revenue $32 billion in 2023.

Statistic 59

Global FAST channel revenue projected at $7 billion by 2027.

Statistic 60

Sinclair Broadcast Group revenue $3.1 billion in 2023.

Statistic 61

U.S. retransmission consent fees generated $4.5 billion in 2023.

Statistic 62

4K TV penetration in U.S. households reached 55% in 2023.

Statistic 63

65% of U.S. TVs sold in 2023 were smart TVs.

Statistic 64

Global OTT video streams hit 2.5 trillion in 2023.

Statistic 65

Average U.S. smart TV app usage 1.5 hours daily in 2023.

Statistic 66

ATSC 3.0 NextGen TV deployed in 50+ U.S. markets by 2024.

Statistic 67

8K TV sales grew 200% YoY to 1 million units globally in 2023.

Statistic 68

U.S. households with streaming devices 85% in 2023.

Statistic 69

HDR TV adoption 70% of new sales in U.S. 2023.

Statistic 70

Global TV screen size average grew to 55 inches in 2023.

Statistic 71

Roku devices in 81 million U.S. households by 2023.

Statistic 72

40% of U.S. TV viewing via IP multicast in 2024.

Statistic 73

OLED TV market share 12% globally in 2023.

Statistic 74

U.S. cord-cutting rate 6.9 million households in 2023.

Statistic 75

QLED TV shipments 50 million units worldwide 2023.

Statistic 76

5G-enabled smart TVs launched by 10 brands in 2023.

Statistic 77

Voice assistant integration in 75% U.S. smart TVs 2023.

Statistic 78

Global TV panel shipments 240 million units in 2023.

Statistic 79

MicroLED prototypes in 50-inch sizes demoed at CES 2024.

Statistic 80

U.S. FAST services reached 120 million monthly users 2023.

Statistic 81

Mini-LED TV market grew 150% to $5 billion in 2023.

Statistic 82

In 2023, U.S. television households numbered 122.4 million, representing 96% of all households.

Statistic 83

Average daily TV viewing time per U.S. person aged 2+ was 2 hours and 32 minutes in Q1 2024.

Statistic 84

Live + same-day TV viewing among U.S. adults 18-49 declined to 17.5 hours per week in 2023.

Statistic 85

65% of U.S. TV viewing in 2023 occurred on connected TV devices.

Statistic 86

Women aged 18-49 in the U.S. watched an average of 2.9 hours of TV daily in 2022.

Statistic 87

During the 2023 NFL season, average viewership per game was 17.9 million viewers.

Statistic 88

U.S. adults 65+ spent 4 hours 12 minutes daily on TV in 2023.

Statistic 89

42% of Gen Z (18-24) in the UK reported watching linear TV weekly in 2023.

Statistic 90

Peak TV viewing day in the U.S. during 2023 Super Bowl was 115 million viewers.

Statistic 91

Hispanic U.S. viewers watched 3 hours 45 minutes of TV daily in 2022.

Statistic 92

Cable TV penetration in U.S. households fell to 52.6% in 2023.

Statistic 93

Average U.S. household subscribed to 2.3 pay-TV services in Q1 2024.

Statistic 94

18-34 year-olds in the U.S. averaged 1 hour 45 minutes of TV daily in 2023.

Statistic 95

Broadcast TV accounted for 19% of total U.S. TV usage in May 2024.

Statistic 96

71 million U.S. viewers tuned into the 2024 Oscars live broadcast.

Statistic 97

Daily TV time for U.S. kids 2-11 dropped to 2 hours 18 minutes in 2023.

Statistic 98

55% of U.S. TV viewing time in 2023 was by adults 50+.

Statistic 99

Live sports viewing grew 10% YoY to 52 minutes daily per U.S. adult in 2023.

Statistic 100

European linear TV viewership share fell to 68% in 2023.

Statistic 101

U.S. Black/African American viewers averaged 4 hours 5 minutes TV daily in 2022.

Statistic 102

Netflix original content viewing reached 1.8 billion hours in Q4 2023.

Statistic 103

Prime time TV ratings for ABC averaged 3.2 million viewers in 2023-24 season.

Statistic 104

28% of U.S. adults cut the cord completely by end of 2023.

Statistic 105

Australian free-to-air TV reached 10.2 million viewers daily average in 2023.

Statistic 106

U.S. TV viewing via antenna-only households rose 15% to 19 million in 2023.

Statistic 107

Women over 55 in U.S. watched 5 hours+ TV daily on average in 2023.

Statistic 108

2023 World Cup final on TV drew 1.5 billion cumulative global viewers.

Statistic 109

U.S. Asian viewers TV time averaged 3 hours 20 minutes daily in 2022.

Statistic 110

Total U.S. TV consumption hit 4 trillion hours in 2023.

1/110

Sources

Trusted by 500+ publications

+497

Despite a whirlwind of streaming options and seismic industry shifts, television—still in 96% of American homes—remains a cultural giant, but the real story is in the startling details that reveal who is watching, how much they’re paying, and where the future of the screen is truly headed.

Key Takeaways

In 2023, U.S. television households numbered 122.4 million, representing 96% of all households.
Average daily TV viewing time per U.S. person aged 2+ was 2 hours and 32 minutes in Q1 2024.
Live + same-day TV viewing among U.S. adults 18-49 declined to 17.5 hours per week in 2023.
Global TV ad revenue reached $184 billion in 2023.
U.S. pay-TV revenue declined 8% to $93 billion in 2023.
Netflix generated $33.7 billion in total revenue for 2023.
Average cost of U.S. TV series episode production rose to $4.5 million in 2023.
599 scripted TV series aired in the U.S. in 2022, down from 631 peak.
Global TV content production spend reached $250 billion in 2023.
4K TV penetration in U.S. households reached 55% in 2023.
65% of U.S. TVs sold in 2023 were smart TVs.
Global OTT video streams hit 2.5 trillion in 2023.
U.S. TV ad spend $61 billion in 2023.
National TV ad revenue $42 billion in U.S. 2023.
Super Bowl LVII ad slots sold for average $7 million each.

TV remains widely viewed but its audience is aging as viewing habits rapidly shift to streaming.

Advertising

U.S. TV ad spend $61 billion in 2023.
National TV ad revenue $42 billion in U.S. 2023.
Super Bowl LVII ad slots sold for average $7 million each.
30-second primetime TV ad CPM $25 in U.S. 2023.
Political TV ads spent $10 billion in 2022 U.S. midterms.
CTV ad impressions 300 billion monthly in U.S. 2023.
Local TV news ad revenue $18 billion in 2023.
Pharma ads on U.S. TV $6.5 billion in 2023.
Streaming TV ad revenue $21 billion in U.S. 2023.
Olympics 2024 TV ads generated $1.2 billion for NBC.
Retail TV ad spend $15 billion U.S. 2023 holiday season.
Addressable TV ad households 50 million in U.S. 2023.
Auto ads 12% of U.S. TV ad volume in 2023.
Programmatic TV ad buys 40% of total in 2023.
Late-night TV ad revenue down 20% to $500 million 2023.
Hispanic-targeted TV ads $3 billion in U.S. 2023.
Sports TV ads CPM $50+ during NFL games 2023.
Candy ad restrictions impacted $100 million TV spend 2023.
U.S. TV ad market share linear vs CTV 55/45 in 2023.
Beer ads on TV $1.8 billion in U.S. 2023.
News TV ad revenue per viewer $10/hour U.S. 2023.

Advertising Interpretation

With advertisers collectively spending over $61 billion to interrupt America's viewing, these numbers prove television remains the nation's most expensive and persuasive group chat.

Production

Average cost of U.S. TV series episode production rose to $4.5 million in 2023.
599 scripted TV series aired in the U.S. in 2022, down from 631 peak.
Global TV content production spend reached $250 billion in 2023.
Average primetime drama episode budget $3-5 million in 2023.
342 new TV series launched in U.S. in 2023.
UK TV production volume hit 45,000 hours in 2022.
Netflix produced 1,086 hours of original content in 2023.
U.S. reality TV production grew 5% to 400 series in 2023.
Average late-night show episode cost $1.2 million in 2023.
25% of U.S. TV content now produced outside LA in 2023.
Disney+ originals production budget $15 billion annually in 2023.
Global animation TV production value $30 billion in 2023.
U.S. unscripted TV hours produced 18,000 in 2022.
HBO Max series average budget $10 million per episode in 2023.
Canadian TV production incentives claimed $1 billion in 2023.
Peak scripted series supply 600+ in U.S. 2021-22.
BBC content spend £2.2 billion on TV in 2022-23.
U.S. TV pilot production costs averaged $5 million each in 2023.
70% of U.S. TV dramas shot on digital 4K in 2023.
Australian TV content production $2.5 billion in 2023.

Production Interpretation

While Hollywood's wallet is hemorrhaging blockbuster budgets for every scripted episode, the global content factory is pumping out a dizzying flood of hours, proving that in television, quantity and astronomical quality are having a wildly expensive race.

Revenue

Global TV ad revenue reached $184 billion in 2023.
U.S. pay-TV revenue declined 8% to $93 billion in 2023.
Netflix generated $33.7 billion in total revenue for 2023.
Disney's linear TV networks revenue fell 11% to $10.6 billion in FY2023.
U.S. broadcast TV station revenue hit $24.5 billion in 2022.
Warner Bros. Discovery TV revenue was $25.3 billion in 2023.
Global SVOD revenue grew 13% to $50 billion in 2023.
Paramount Global revenue from TV media was $20.4 billion in 2023.
U.S. cable network revenue dropped 7% to $80 billion in 2023.
BBC TV licence fee revenue was £3.7 billion in 2022-23.
Hulu subscription revenue reached $11.4 billion in FY2023.
U.S. local TV digital revenue grew 12% to $2.8 billion in 2023.
Amazon Prime Video contributed $17 billion to AWS-adjacent revenue in 2023.
Fox Corporation TV revenue was $10.4 billion for FY2023.
European public broadcaster TV revenue totaled €25 billion in 2022.
U.S. TV production spending hit $200 billion in 2023.
Comcast NBCUniversal cable revenue $32 billion in 2023.
Global FAST channel revenue projected at $7 billion by 2027.
Sinclair Broadcast Group revenue $3.1 billion in 2023.
U.S. retransmission consent fees generated $4.5 billion in 2023.

Revenue Interpretation

While traditional television is still a massive cash cow, it's nervously watching its streaming offspring gulp down the growth as the family's wealth shifts dramatically from the living room to the cloud.

Technology

4K TV penetration in U.S. households reached 55% in 2023.
65% of U.S. TVs sold in 2023 were smart TVs.
Global OTT video streams hit 2.5 trillion in 2023.
Average U.S. smart TV app usage 1.5 hours daily in 2023.
ATSC 3.0 NextGen TV deployed in 50+ U.S. markets by 2024.
8K TV sales grew 200% YoY to 1 million units globally in 2023.
U.S. households with streaming devices 85% in 2023.
HDR TV adoption 70% of new sales in U.S. 2023.
Global TV screen size average grew to 55 inches in 2023.
Roku devices in 81 million U.S. households by 2023.
40% of U.S. TV viewing via IP multicast in 2024.
OLED TV market share 12% globally in 2023.
U.S. cord-cutting rate 6.9 million households in 2023.
QLED TV shipments 50 million units worldwide 2023.
5G-enabled smart TVs launched by 10 brands in 2023.
Voice assistant integration in 75% U.S. smart TVs 2023.
Global TV panel shipments 240 million units in 2023.
MicroLED prototypes in 50-inch sizes demoed at CES 2024.
U.S. FAST services reached 120 million monthly users 2023.
Mini-LED TV market grew 150% to $5 billion in 2023.

Technology Interpretation

The future of television is a crystal-clear, voice-controlled, data-hungry giant screen that has effectively become the internet's favorite billboard, and if you're still watching regular old TV, it politely thinks you're a museum piece.

Viewership

In 2023, U.S. television households numbered 122.4 million, representing 96% of all households.
Average daily TV viewing time per U.S. person aged 2+ was 2 hours and 32 minutes in Q1 2024.
Live + same-day TV viewing among U.S. adults 18-49 declined to 17.5 hours per week in 2023.
65% of U.S. TV viewing in 2023 occurred on connected TV devices.
Women aged 18-49 in the U.S. watched an average of 2.9 hours of TV daily in 2022.
During the 2023 NFL season, average viewership per game was 17.9 million viewers.
U.S. adults 65+ spent 4 hours 12 minutes daily on TV in 2023.
42% of Gen Z (18-24) in the UK reported watching linear TV weekly in 2023.
Peak TV viewing day in the U.S. during 2023 Super Bowl was 115 million viewers.
Hispanic U.S. viewers watched 3 hours 45 minutes of TV daily in 2022.
Cable TV penetration in U.S. households fell to 52.6% in 2023.
Average U.S. household subscribed to 2.3 pay-TV services in Q1 2024.
18-34 year-olds in the U.S. averaged 1 hour 45 minutes of TV daily in 2023.
Broadcast TV accounted for 19% of total U.S. TV usage in May 2024.
71 million U.S. viewers tuned into the 2024 Oscars live broadcast.
Daily TV time for U.S. kids 2-11 dropped to 2 hours 18 minutes in 2023.
55% of U.S. TV viewing time in 2023 was by adults 50+.
Live sports viewing grew 10% YoY to 52 minutes daily per U.S. adult in 2023.
European linear TV viewership share fell to 68% in 2023.
U.S. Black/African American viewers averaged 4 hours 5 minutes TV daily in 2022.
Netflix original content viewing reached 1.8 billion hours in Q4 2023.
Prime time TV ratings for ABC averaged 3.2 million viewers in 2023-24 season.
28% of U.S. adults cut the cord completely by end of 2023.
Australian free-to-air TV reached 10.2 million viewers daily average in 2023.
U.S. TV viewing via antenna-only households rose 15% to 19 million in 2023.
Women over 55 in U.S. watched 5 hours+ TV daily on average in 2023.
2023 World Cup final on TV drew 1.5 billion cumulative global viewers.
U.S. Asian viewers TV time averaged 3 hours 20 minutes daily in 2022.
Total U.S. TV consumption hit 4 trillion hours in 2023.

Viewership Interpretation

Television stubbornly refuses to die, expertly fragmenting into a thousand niche streams while still managing to unite us all, if only for a few hours of football or the rare watercooler event.

Sources & References

Logos provided by Logo.dev