Broadcasting & Cable TV Market Size, Share & Trends Analysis Report By Technology (Cable TV, Satellite TV, IPTV, DTT), By Revenue Channel, By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global broadcasting & cable TV market size was valued at USD 332.59 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 3.9% from 2023 to 2030. Increasing competition between service providers to gain higher market share is driving them to expand their service offerings by incorporating Over-The-Top (OTT) media services to provide bundled packages.

Additionally, broadcasters are focusing on developing OTT platforms and offering a variety of movies and historical content through content libraries, which is creating a number of growth opportunities in the market. The ability to understand the user preference for specific content and offer the material accordingly, to meet the demands and the integration of predictive analytics models by broadcasters and cable TV operators into their platforms allows them to provide more customized content to consumers.

The increasing adoption of bundled packages that offer traditional TV channel subscriptions and internet connectivity, is anticipated to provide significant growth opportunities in the market. The bundled packages offered by the market players provide revenue streams for service providers and broadcasters and allow them to alleviate cord-cutting scenarios.

Moreover, In October 2022, Tata Play Limited launched its OTT entertainment application named Tata Play Binge for all smartphone users without the requirement of a direct-to-home subscription. The Tata Play Binge application includes 17 streaming applications for sports, news, and entertainment. which is encouraging new customers to subscribe to the Tata Play Binge application. This is due to the delivery of value-added and cost-effective nature of the services. The adoption of the bundled package of channels by consumers is further influencing the adoption of Internet Protocol television (IPTV), which is offering a variety of growth opportunities in the broadcasting & cable TV industry.

The IPTV segment is anticipated to offer significant growth opportunities to the broadcasting & cable TV industry over the forecast years. The growth is attributed to the high functionality offered by IPTV as compared to traditional cable TV, including the ability to distribute prerecorded or live shows through pre-existing networks. The segment provides market players the ability to offer features such as compatibility with devices such as smartphones, laptops, tablets, gaming consoles, and smart TVs. This, in turn, allows service providers to offer the same content as that of TV on portable devices, which is contributing considerably to the revenue streams.

Additionally, initiatives taken by government bodies in developing countries such as India towards the digitization of broadcasting technology and internet services are promoting the further demand for broadcasting & cable TV services. Stringent government laws and regulations against piracy of content enable the distribution of authentic and original content, which assures steady market growth over the forecast period.

The strict laws and regulations have pushed broadcasters to change their growth strategies. For instance, in March 2021, China’s National Radio and Television Administration published a draft of new laws regulating the broadcast industry, which takes into consideration the internet era. The draft includes 10 chapters with 80 regulations for broadcasters to comply with.

Furthermore, broadcasters were enforced to upgrade their existing technological infrastructure over the years to meet the increasing streaming demands. Additionally, federal agencies in countries such as the U.S., Canada, and India introduced various laws and criteria on the distribution of content to avoid piracy. Furthermore, these stringent laws pushed broadcasters to distribute genuine content and prevent other broadcasters from rebroadcasting original content without following standard protocols.  

COVID-19 Impact

The COVID-19 pandemic had a temporary but noteworthy impact on the broadcasting & cable TV industry. Lockdowns implemented around the globe adversely impacted the social lifestyle of people by restricting them to their homes. Increased demand amongst individuals to experience entertainment services, via binge-watching, provided significant growth prospects to the broadcasting & cable TV industry. Moreover, broadcasters and cable TV operators focused on broadcasting critically acclaimed and highly praised shows to capture a higher market share.

Moreover, administrative committees and governments leveraged TV as a platform to create awareness amongst citizens and individuals to practice social distancing and maintain proper hygiene. The news channels witnessed a significant rise in viewership to gain access to live and the latest updates of news related to COVID-19, which offered numerous growth opportunities in the broadcasting & cable TV industry. Governments in many countries used news channels as a medium to provide administrative updates and instructions to the citizens. The increased importance of accessing the latest updates and taking necessary actions further fueled the growth of the broadcasting & cable TV industry.

Technology Insights

The satellite TV segment seized the highest revenue share of approximately 44% in 2022, owing to a rising trend amongst consumers to subscribe to bundled packages as they offer both OTT services and pay-TV. The higher adoption rate of satellite TV is attributed to its ability to provide high picture quality as compared to other traditional transmission systems available in the market.

Moreover, the increasing demand for live streaming of events happening around the world, such as sporting events, live news, and live concerts, is providing further growth opportunities in the market. Additionally, benefits such as the reduction of platform costs and improved connectivity with a variety of modern devices in a smart home are expected to fuel the growth of the satellite TV segment.

The IPTV segment is expected to witness the highest CAGR of around 7%, owing to incrementing penetration of the internet and the advent of OTT media streaming platforms. Additionally, service providers have started offering mobile applications that enable users to access content while on the move and mitigate the need to spend time in front of television sets.

The key market players are focusing on offering mobile applications to offer convenience to their consumers. For instance, in November 2022, Canadian Broadcasting Corporation launched CBC News Explore, a free-to-stream, ad-supported news channel. The channel streams 24 hours a day and is available on selected smart TVs, via the website and mobile application. Such developments in the market are expected to offer numerous growth opportunities to the IPTV segment in the broadcasting & cable TV industry.

Revenue Channel Insights

The advertising revenue channel dominated the market with a revenue share of more than 75% in 2022. This dominance can be attributed to the high penetration of satellite TV and cable TV networks in rural households coupled with market strategies opted by market players to acquire maximum market share in the broadcasting & cable TV industry. Flexible purchase options and ease in securing network inventory have allowed agencies and advertisers to smartly distribute budgets and increase screen time according to their requirements and needs, which has resulted in substantial market growth. Furthermore, an emerging trend of implementing additional screens is assisting in faster growth of advertisements and provides instant information on advertisement performance, which allows advertisers to make required changes to their advertising campaigns and strategies. 

The subscription segment contributed considerably to the revenue share in 2022. Increasing demand from spectators to experience advertisement-free content is encouraging consumers to subscribe to paid membership offered by broadcasters and media service providers. The increasing preference for IPTV is anticipated to support the growth of the subscription segment. Furthermore, the significant rise in demand for bundled packages has enabled consumers to subscribe to packages and gain access to the maximum number of channels at lowered prices, which supports further growth of the segment.

Regional Insights

North America dominated the market with more than 42% revenue share in 2022. The North American Broadcasters Association (NABA) controls the technical, regulatory, and operational issues to ensure continual business practices for broadcasters. However, increasing preference for OTT media streaming applications and platforms such as Amazon Prime, Hulu, & Netflix, and their ability to offer relevant content to consumers by analyzing their viewing preferences and trends are affecting the adoption rates in the region. Additionally, the rising trend of event-based viewing, and subsequent adoption for a short duration, instead of buying bundled packages amongst users, owing to benefits such as cost-effectiveness is hampering the development of the broadcasting & cable TV industry in North America.

The Asia Pacific region captured a substantial revenue share in 2022. The increasing preference for subscription video-on-demand (SVOD) in India, Japan, and China due to flexibility and customization is supporting market growth in this region. The availability of high-speed internet at affordable rates and rising trends in the adoption of IPTV are assisting in the steady growth of the broadcasting & cable TV industry. Moreover, the presence of a substantial number of households in rural places of developing countries like India coupled with the availability of steady internet connections is offering significant growth opportunities to the market in the Asia Pacific region.

Key Companies & Market Share Insights

Comcast Corporation, AT&T Inc., Discovery Communication, Inc., FOX, and DISH Network L.L.C., are some of the key market players. Broadcasting & cable TV service providers are focusing on strategic partnerships and collaborations to enable continuous business growth and explore new revenue channels. For instance, in September 2022, DISH Network L.L.C. partnered with SeaChange and BeFront to develop and launch a solution for TV advertisers called National Linear Programmatic. The solution has worked on DISH Network L.L.C.’s 7 million plus TV-connected homes.

There has been a rise in the trend of signing multi-year multi-platform agreements and contracts with global sports leagues and events to ensure consistent viewership thus positively impacting the broadcasting & cable TV industry. Additionally, service providers are also offering language-specific packages in particular regions to assure deeper market penetration. For instance, DISH Network L.L.C. is offering DishLATINO packages which allow DISH Network L.L.C. to offer channels in English and Spanish language and attract Spanish-speaking audiences from Latin America. Some prominent players in the global broadcasting & cable TV market include:

• AT&T Inc.

• Canadian Broadcasting Corporation

• Comcast Corporation

• DISH Network L.L.C.

• Warner Bros. Discovery, Inc.

• Fox Corporation

• Tata Play Limited

• The Walt Disney Company

• Paramount Global

Broadcasting & Cable TV Market Report Scope

Global Broadcasting & Cable TV Market Segmentation

This report forecasts revenue growths at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global broadcasting & cable TV market report based on technology, revenue channel, and region:

• Technology Outlook (Revenue, USD Billion, 2018 - 2030)

  • Cable TV

  • Satellite TV

  • Internet Protocol TV (IPTV)

  • Digital Terrain TV (DTT)

• Revenue Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • Advertising

  • Subscription

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • U.K.

  • Asia Pacific

    • China

    • India

    • Japan

  • Latin America

    • Brazil

    • Mexico

  • MEA