United States Television Market Assessment, By Display Type [LED, QLED, OLED, Others], By Screen Size [Less Than 32”, 32”-45”, 46”-55”, 55”-65” and Above 65”], By Technology [Smart, Non-Smart], By End-user [Residential, Commercial], By Price Range [Economy, Mid-Range, Premium], By Distribution Channel [Multi-Branded Outlets, Supermarkets/Hypermarkets, Specialty Stores, Online, Others], By Region, Opportunities and Forecast, 2018-2032F

United States Television Market is projected to witness a CAGR of 3.91% during the forecast period 2025-2032, growing from USD 67.27 billion in 2024 to USD 91.43 billion in 2032F owing to technological advancements, changing consumer behaviors, and increasing demand for streaming services. The United States television market is experiencing a major shift, prompted by some key drivers that are transforming the way content is created, distributed, and consumed. Perhaps one of the most apparent drivers is the rapid move away from traditional satellite and cable TV towards streaming and digital media. Cord-cutting is on the rise as consumers prefer on-demand offerings such as Netflix, Disney+, and Max, and free ad-supported streaming television (FAST) services such as Tubi and Pluto TV are picking up.

Report Attributes	Details
Base Year	2024
Forecast Period	2025-2032
Historical Period	2018-2023
Projected Growth Rate	CAGR of 3.91% between 2025 and 2032
Revenue Forecast in 2032	USD 91.43 billion

Technological innovations such as smart TVs, 5G, and AI-powered personalization continue to improve the streaming experience, facilitating ease of access and viewing by consumers. For instance, in November 2023, TiVo Platform Technologies LLC launched OS (Operating System)-powered smart TVs in the United States. Monetization models and advertising also change, with budgets moving from traditional TV to targeted digital and connected TV (CTV) advertising. Market dynamics are affected by regulatory factors like net neutrality and FCC decisions, whereas economic pressures like inflation, cost of production, and labor strikes affect content pipelines and pricing models. Consumer behavior is another key driver, with younger audiences preferring streaming and binge-watching and older viewers staying with broadcast TV for news and weather. As the market unfolds, the dynamic of these drivers will shape the future of television, with streaming set to dominate, but traditional TV continues to be relevant through live events and precision-driven innovations.

Increasing Demand for Streaming Services Driving the United States Television Market

The United States television audience is undergoing a profound shift, driven by the robust growth in demand for streaming services. With consumers increasingly valuing convenience, affordability, and on-demand watching, pay-TV subscriptions keep declining, whereas streaming services are in command of audience viewership. Netflix, Disney+, and Amazon Prime Video are among the services that have changed the way one consumes entertainment, with their large content libraries of original content, movies, and exclusive shows. The transition has been hastened by the rise of smart TVs, broadband internet, and mobile screen viewing, rendering streaming more convenient than ever before.  The driving force for this movement is content exclusivity, with players spending billions on original series, movies, and live sports to pull in and hold onto subscribers. Industry giants such as Disney (with Marvel and Star Wars brands) and Warner Bros. Discovery (with HBO's high-end content) are using their intellectual property to stay competitive. Moreover, growth in ad-supported streaming levels has made streaming less expensive, and its popularity has increased among price-conscious consumers. Industry consolidation is changing the competitive dynamic further through mergers. For instance, in December 2023, Warner Bros. Discovery, Inc. and Paramount planned a potential merger of the two media companies. These moves aim to strengthen content libraries and improve profitability in an increasingly saturated market. Overall, streaming is the future of television due to consumers' desire for flexibility, customization, and good content. With the market remaining in flux, providers need to innovate through hybrid models, targeted advertising, and effortless user experiences to remain at the top of this fast-paced business.

Technological Advancements Driving the United States Television Market

The United States television market is experiencing a fundamental shift spurred by a revolution of technological breakthroughs that are redefining content production, delivery, and consumption. At the vanguard of this change is the lightning-fast evolution of streaming technology, with services capitalizing on the latest compression algorithms and adaptive bitrate streaming to bring glitch-free 4K and even 8K content to consumers on all devices. This technological advancement has facilitated the widespread adoption of streaming services, with most American households subscribing to one or more streaming platforms. Large technology companies have created advanced platforms that consolidate content from various streaming services while integrating advanced features such as universal search and voice-controlled navigation using digital assistants like Alexa and Google Assistant. These platforms increasingly leverage artificial intelligence to fuel personalized recommendation engines that scour viewing habits to identify content with uncanny accuracy. Cloud computing has been another game-changer, allowing streaming services to scale while driving down infrastructure expenses. Media firms are now using cloud-based production tools for editing, rendering, and even live broadcasting, democratizing content creation by bringing costs down dramatically. As these technological innovations continue to evolve, they are poised to upset old models of television further while creating new possibilities for creators, distributors, and advertisers in a growing dynamic and competitive environment.

For instance, in September 2024, Panasonic Corporation announced a comeback in the US market with its top-of-the-line TVs after being away for ten years. The fresh lineup features OLED models (Z95A and Z85A) and Mini-LED (W95A) TVs, available in sizes from 55 to 85 inches. Each one is crafted in Japan, highlighting Panasonic's commitment to delivering exceptional picture quality.

QLED Display Holds the Larger Market Share

The United States television market has solidly adopted QLED (Quantum Dot LED) technology as its display panel champion; this is a substantial change in consumer and producer direction in recent times from conventional television. Its aggressive push into QLED technology has been the main driver of Samsung's market dominance, using its quantum dot expertise to deliver higher brightness, color volume, and energy efficiency than conventional LED/LCDs. The technology's benefits in sunny room viewing situations have especially struck a chord among American consumers, as QLED panels remain highly visible even when living rooms are flooded with sunlight. In addition, the absence of a burn-in threat over OLED has led QLED to become the go-to choice for homes with high gaming or news channel-watching schedules. Industry trends indicate that QLED will continue to hold the market leader position for the next few years. Manufacturers already work on the next-generation QD-OLED hybrids, fusing quantum dots and self-emissive pixels to provide a blend of both technology's strengths.

For instance, in March 2025, Samsung Electronics America, Inc., the South Korean tech company, unveiled its 2025 Neo QLED 8K and 4K TVs in the United States during CES 2025.

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Future Market Scenario (2025-2032F)

• The shift to 5G networks will improve streaming performance, enabling ultra-HD and 8K video content, which is expected to further boost market growth.
• Manufacturers are focusing on developing high-resolution TVs with 4K and 8K technology to meet consumer demands for superior picture quality.
• The increasing demand for high-quality content is driving market expansion.

 

Report Scope

“United States Television Market Assessment, Opportunities and Forecast, 2018-2032F”, is a comprehensive report by Markets and Data, providing in-depth analysis and qualitative and quantitative assessment of the current state of the United States television market, industry dynamics, and challenges. The report includes market size, segmental shares, growth trends, opportunities, and forecasts between 2025 and 2032. Additionally, the report profiles the leading players in the industry, mentioning their respective market share, business models, competitive intelligence, etc.

Report Attribute	Details
Segments Covered	Display Type, Screen Size, Technology, End-user, Price Range, Distribution Channel
Regions Covered	West, South, Midwest, Northeast
Key Companies Profile	Samsung Electronics America, Inc., LG Electronics U.S.A. Inc., VIZIO, Inc., Sony Group Corporation, Hisense USA Corporation, TTE Technologies, Inc. (TCL), TVS REGZA Corporation (Toshiba), Best Buy Co., Inc. (Insignia), Sharp Electronics Corporation, Philips International B.V.
Customization Scope	15% free report customization with purchase
Pricing and Purchase Options	Avail the customized purchase options to fulfill your precise research needs
Delivery Format	PDF and Excel through email (subject to the license purchased)

In the report, the United States television market has been segmented into the following categories: 

• By Display Type
  • LED
  • QLED
  • OLED
  • Others
• By Screen Size
  • Less Than 32”
  • 32”-45”
  • 46”-55”
  • 55”-65”
  • Above 65”
• By Technology
  • Smart
  • Non-Smart
• By End-user
  • Residential
  • Commercial
• By Price Range
  • Economy
  • Mid-Range
  • Premium
• By Distribution Channel
  • Multi-Branded Outlets
  • Supermarkets/Hypermarkets
  • Specialty Stores
  • Online
  • Others
• By Region
  • West
  • South
  • Midwest
  • Northeast

Key Players Landscape and Outlook

The United States television market is characterized by a diverse landscape of key players across different segments, including manufacturers, streaming services, and media conglomerates. Major TV manufacturers are leading the charge with innovative products. Samsung is renowned for its high-end QLED and SUHD TVs, while LG focuses on premium OLED and NanoCell TVs. Sony emphasizes superior display technology with its Bravia series, particularly integrating well with PlayStation consoles for gaming enthusiasts. Panasonic is re-entering the United States market with advanced Mini LED TVs, highlighting superior display and audio quality. The connected TV market is projected to grow robustly, as consumers increasingly favor on-demand content over traditional cable. Technological advancements in display technology (e.g., OLED, QLED, Mini LED) and smart features (AI-driven recommendations, voice assistants) will continue to drive market growth. However, the industry may see increased mergers and partnerships as companies focus on profitability and adapting to the changing media landscape. Overall, the United States television market is evolving rapidly, with key players focusing on innovation, partnerships, and adapting to consumer preferences for streaming and smart technologies.

For instance, in March 2025, TiVo Platform Technologies LLC announced the latest release of Sharp Electronics Corporation product, the Sharp 55-inch QLED Smart TV powered by TiVo in the United States.

Key Players Operating in the United States Television Market are:

• Samsung Electronics America, Inc.
• LG Electronics U.S.A. Inc.
• VIZIO, Inc.
• Sony Group Corporation
• Hisense USA Corporation
• TTE Technologies, Inc. (TCL)
• TVS REGZA Corporation (Toshiba)
• Best Buy Co., Inc. (Insignia)
• Sharp Electronics Corporation
• Philips International B.V.

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