Television Station Global Market Report 2024

The television station market size has grown strongly in recent years. It will grow from $133.28 billion in 2023 to $142.08 billion in 2024 at a compound annual growth rate (CAGR) of 6.6%. The expansion observed in the historical period can be ascribed to local advertising demand, affiliations with networks, network programming, news and public affairs programming, regulatory framework and licensing, as well as community engagement and partnerships.

The television station market size is expected to see strong growth in the next few years. It will grow to $180.83 billion in 2028 at a compound annual growth rate (CAGR) of 6.2%. The anticipated expansion in the forecast period can be linked to the increasing integration of digital advertising, the production and differentiation of local content, viewer interaction, and engagement on social media, as well as the adoption of multichannel distribution and OTT platforms in response to cord-cutting trends. Key trends expected in the forecast period encompass the evolution of hybrid advertising models, emphasis on sustainability and environmentally friendly broadcasting practices, localized and hyper-targeted advertising, collaborative efforts with streaming services for co-productions, and the creation of innovative revenue models and partnerships.

The primary driver behind the global television station market's growth is the increasing demand for high-definition content and advertisements. The surge in popularity of high-quality OTT-TVs such as HBO Go reflects consumers' preference for superior video and content quality. Businesses are strategically focusing on boosting sales through television advertising, given its significant influence in reaching a broader audience and potential customers. Recent data from the Regular Media Survey indicates a notable 7.1% increase in television advertisement sales. Innovative companies, such as iSpot, are exploring novel approaches, such as placing TV banners in diverse domains, to target and monitor advertiser-defined audience segments across the entire TV ecosystem. Therefore, the escalating demand for high-definition content and advertisements is anticipated to propel the growth of the television station market.

The growth of the television station market is further fueled by the increasing penetration of the internet. Internet penetration, a metric expressing the percentage of a specific population with access to and use of the internet, is on the rise. This expansion broadens the reach of streaming platforms, fostering the development of online content and video-on-demand services. Consequently, the television station market benefits from greater accessibility to TV shows, live events, and on-demand programming for a larger audience. For instance, as of September 2023, approximately 93.79% of the United States' population, around 311.3 million individuals, are using the internet, according to Broadband Search. Hence, the increasing penetration of the internet becomes a significant driver for the television station market.

The growth of the television station market is hindered by the lack of unified broadcasting and content regulations. Television broadcasters in India are expressing dissatisfaction with the Indian Telecom Regulatory Authority (TRAI), considering its repeated adjustments and perceived misuse of techniques in its updated regulatory policy. TRAI's reduction of the discount on bouquets on TV channels to 33% and the lowering of the overall retail price (MRP) of channels in those bouquets have faced opposition from broadcasters. They argue that TRAI's claim that subscription service rates are intangible due to bouquet discounts lacks a solid foundation. The regulatory uncertainty stemming from frequent changes in TRAI has adversely affected stakeholders and impeded the growth of the television station market.

The television station market is witnessing a notable trend with the introduction of advanced technologies. ATSC 3.0, the latest version of the Advanced Television Systems Committee Guidelines, outlines the precise transmission and interpretation of TV signals. ATSC 3.0 offers significant advantages in terms of picture quality, incorporating features such as high dynamic range (HDR), wide color gamut (WCG), and high frame rate (HFR). Beyond visual and audio enhancements, ATSC 3.0 facilitates the viewing of videos on handheld devices such as phones, tablets, and even in vehicles. In January 2023, Samsung, a South Korea-based electronics company, introduced its 2023 neo QLED, micro LED, and Samsung OLED lineup, emphasizing robust performance, secure connectivity, and personalized experiences.

A prevailing strategy among major companies in the television station market is engaging in mergers and acquisitions to drive revenues. Such corporate maneuvers in the television station market aim to achieve synergies, streamline operations, and achieve cost efficiencies, all while expanding market reach through combined resources and diversified content offerings. For example, in April 2022, WarnerMedia, a USA-based media company, merged with Discovery, a USA-based cable channel, forming Warner Bros. Discovery. This merger allowed Warner Bros. Discovery to broaden its operational scope.

In August 2022, Nexstar Media Group, a US-based TV station owner, acquired a majority stake (75%) in the CW network for an undisclosed amount. This acquisition positions Nexstar Media Group to pursue diverse content aspirations, given that the CW network is a US-based commercial broadcast network.

Major companies operating in the television station market report are Comcast Corporation, British Broadcasting Corporation, The Walt Disney Company, Time Warner Inc., Viacom International Inc., Cox Media Group, CenturyLink Inc., Fox Corporation, 21st Century Fox Inc., Liberty Media Corporation, Hearst Television Inc., TEGNA Inc., RTL Group, AT & T Inc., CANAL+ GROUP, Nexstar Media Group Inc., National Amusements Inc., Univision Communications Inc., Graham Media Group, Sinclair Broadcast Group, Gray Television Inc., E.W. Scripps Company, Channel Four Television Corporation, Entravision Communications Corporation, A&E Television Networks, Meredith Corporation, Canadian Broadcasting Corporation, Tivo Corporation, Sun Broadcasting Inc., Heartland Media, Raycom Media Inc., Weigel Broadcasting Co.

Western Europe was the largest region in the content streaming market in 2023. Eastern Europe is expected to be the fastest-growing region in the global television station market during the forecast period. The regions covered in the television station market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the television station market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The television station market includes revenues earned by entities from broadcasting visual programs by television to the public, except cable and other pay television services. A TV station is a business, organization or other enterprise, such as an independent TV operator, that transmits content over terrestrial TV. A television transmission may take place via analog TV signals or, more recently, via digital TV signals. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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