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Broadcasting And Cable TV Market Report


Broadcasting and Cable TV Market by Technology (Cable TV, Satellite TV, Internet Protocol TV (IPTV), and Digital Terrain TV (DTT)), Revenue Channel (Advertising and Subscription), and Region (North America, Europe, Asia-Pacific, and LAMEA): Opportunity Analysis and Industry Forecast, 2023-2032


Pages: 310

Sep 2023

Broadcasting & Cable TV Overview

The media and entertainment industry segment known as broadcasting and cable TV deals with the production, distribution, and transmission of audiovisual information to a large audience via television and cable networks. It includes a range of tasks like creating television shows, newscasts, entertainment programs, sporting events, and other visual content. Broadcasting is the act of sending information over the airwaves to a large audience, frequently via specialized channels run by broadcasters. On the other hand, cable TV offers a greater selection of channels and programming possibilities by distributing material through a wired network to users' homes.

Technology improvements, such as the switch from analogue to digital transmission and the rise of streaming platforms, have caused substantial changes in this sector over time. Television networks, cable providers, content producers, advertising, and technology companies are some examples of the industry participants. Advertising, subscriptions, and licensing fees are the main sources of income in this sector. The broadcasting and cable TV industry confronts issues in adjusting to shifting viewer habits and retaining its relevance in the contemporary media environment as consumer preferences continue to change and on-demand streaming and online content consumption gain popularity.

COVID-19 Impact on Global Broadcasting & Cable TV Market

The Covid-19 epidemic significantly altered the face of the broadcasting and cable TV market and accelerated existing trends. Worldwide lockdowns and social segregation measures caused a sharp increase in demand for broadcast content, which in turn increased interest in news and entertainment programming. However, due to constraints on recording and a suspension of live events, the creation of fresh content was met with major difficulties, resulting in schedule conflicts and content shortages. As more people turned to online services for their leisure demands, the pandemic accelerated the trend towards digital streaming platforms. As cord-cutting gained momentum, cable TV subscriptions decreased as people shifted to more adaptable and affordable streaming services. In order to adapt to shifting consumer behavior, advertisers also had to reassess their tactics and reallocate resources from traditional cable TV commercials to digital channels.

The production and distribution of content changed as a result of the broadcasting and cable TV industries' need to adjust to remote work arrangements. The popularity of virtual production methods led to a shift towards remote interviewing for news and chat shows. Renegotiations of broadcast rights contracts have resulted from the postponement or cancellation of important sporting events, which hampered sports coverage. Overall, the Covid-19 pandemic accelerated shifts in the broadcasting and cable TV industries that were already under way, changing consumer habits and business strategies for years to come.

Growing Demand for High Quality Content to Drive Market Growth

A confluence of forces that have changed the media environment has propelled the broadcasting and cable TV market to undergo substantial expansion throughout the years. Consumers' insatiable appetite for high-quality content is one of the main motivators. The production quality and variety of programming have increased along with technological advancements, drawing a sizable and attentive audience. Since there is such a high demand for interesting shows, live events, and news coverage, there is tremendous rivalry among content producers, broadcasters, and cable TV providers to meet it. The growth of streaming services and digital platforms has also transformed how material is consumed. With the development of smart TVs, smartphones, and tablets, viewers can now access their favorite shows whenever and wherever they choose, eliminating the constraints of conventional broadcasting schedules. Traditional broadcasters and cable TV providers have been encouraged by this change to respond by making their content available through online channels in order to retain their audience and take advantage of the expanding cord-cutting trend. Furthermore, the watching experience has changed as a result of technical improvements. The quality of the content and the level of engagement for viewers have increased because of high-definition broadcasts, immersive sound systems, and interactive elements. As a result, there is a greater interest in live events, sports, and reality programs, where social connection and real-time involvement increase the entertainment value.

Growing Expanse of Digital Streaming Platforms to Restrain Market Growth

The rapid expansion of online content consumption and digital streaming platforms is one of the biggest difficulties this business is currently facing. Traditional broadcasters and cable TV providers struggle with retaining their audience and change their business models to stay relevant as customers increasingly turn to on-demand streaming options. Profitability is further hampered by the rising expenses of content creation and acquisition as it gets harder to obtain exclusive rights to well-liked programming. The broadcasting and cable TV market is constrained by regulatory obstacles as well. Government rules governing the ownership, licensing, and distribution of content frequently limit industry flexibility and innovation. A major problem is posed by shifting consumer tastes and demography. Traditional cable subscriptions are declining as younger generations, in particular, show a rising preference for watching content on mobile devices and the internet.

Advancements in Technology to Drive Excellent Opportunities

Technology has advanced dramatically in the broadcasting & cable TV industry, changing the way material is created, shared, and consumed. This sector of the economy has seen a significant upheaval as a result of the fusion of traditional broadcasting and digital technology. The switch from analogue to digital broadcasting is among the most important developments. Superior image and sound quality, effective spectrum use, and the ability to transmit many channels in the same bandwidth are all features of digital transmission. This change has made it possible for content to be produced in high definition (HD) and ultra-high definition (UHD), giving viewers a realistic and immersive experience. The broadcasting & cable TV industry has also adopted artificial intelligence (AI) and machine learning. Utilizing these technologies, content recommendations and targeted advertising are made possible by the analysis of viewer preferences and behavior. From content curation to video editing, a variety of production processes have been improved by AI-driven automation, leading to more effective workflows and lower costs. The introduction of 5G technology will also revolutionize how content is delivered. High-quality material can be streamed without interruption on mobile devices thanks to 5G's faster data speeds, lower latency, and more network capacity. This creates new possibilities for live streaming, augmented reality (AR), and real-time interactive experiences within the realm of broadcasting.

Global Broadcasting & Cable TV Market Share, by Technology, 2022

The satellite TV sub-segment accounted for the highest market share in 2022. In the broadcasting & cable TV business, the satellite TV segment is essential since it provides a wide range of television programming and services to a global audience. Regardless of location, viewers may now watch a wide variety of channels, including worldwide, regional, and specialty content, thanks to the revolutionary advancements of satellite TV. The transmission of excellent audio and video signals is made possible by this technology, which improves the watching experience as a whole. In order to satisfy the desires of a broad viewership, satellite TV companies provide a wide range of entertainment, news, sports, educational, and cultural material. Additionally, satellite broadcasting makes it possible to broadcast events, breaking news, and live shows in real-time, making it a crucial medium for the dissemination of up-to-the-minute information. The satellite TV market segment remains a key role in determining the broadcasting and cable television landscape as the market develops with improvements in technology and content delivery, enabling wider access to content and promoting global connectivity.

Global Broadcasting & Cable TV Market Share, by Revenue Channel, 2022

The advertising sub-segment accounted for the highest market share in 2022. The advertising sector is essential to the broadcasting & cable TV market because it generates significant money and influences how content is consumed. Broadcasters and cable TV networks make significant profits from targeted advertising, enabling them to make investments in premium content and technological developments. Advertisers take advantage of broadcast and cable television's large reach and diverse viewership to offer goods, services, and brands to broad audiences or niche groups. Due to the intense competition in this market, new ad forms including interactive advertisements and personalized content have emerged, increasing audience engagement and effectiveness. Additionally, because modern advertising is data-driven, companies can more precisely gauge the impact of their campaigns and adjust their tactics for better outcomes. Broadcasting and cable TV continue to be significant due to their capacity to deliver compelling content and engage with consumers on a broader scale, confirming the advertising segment's ongoing prominence in the business even though digital platforms have increased advertising alternatives.

Global Broadcasting & Cable TV Market Share, by Region, 2022

The North America broadcasting & cable TV market generated the highest revenue in 2022. The broadcasting & cable TV market is dominated and influenced by the North American region. With a long history in media and entertainment, this area has played a significant role in influencing the development of broadcasting and cable television. Particularly in terms of technology development and content innovation, the United States and Canada have led the way. A wide variety of networks, channels, and platforms serving a sizable audience with a diversity of interests define the North American broadcasting and cable TV business. The distribution and creation of content are significantly influenced by large media companies with North American headquarters. The globalization of American and Canadian material thanks to these giants has greatly increased the region's cultural influence. The emergence of internet platforms and digital streaming services has further altered the broadcasting environment in North America, causing a change in consumer tastes and the way material is consumed. Major professional leagues like the NFL, NBA, MLB, and NHL drive significant audience and financial success for sports broadcasting in the North American market. Broadcasters have been able to successfully monetize their programs thanks to the region's strong technology infrastructure and thriving advertising environment.

Competitive Scenario in the Global Broadcasting & Cable TV Market

Investment and agreement are common strategies followed by major market players. DISH Network L.L.C. collaborated with SeaChange and BeFront to create and introduce National Linear Programmatic, a TV advertiser solution, in September 2022. On the 7 million+ TV-connected homes owned by DISH Network L.L.C., the solution has been successful. DishLATINO bundles are available from DISH Network L.L.C., enabling the company to provide channels in both English and Spanish and draw Spanish-speaking viewers from Latin America.

Some of the leading broadcasting & cable TV market players are 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, and Paramount Global.  




Historical Market Estimations


Base Year for Market Estimation


Forecast Timeline for Market Projection


Geographical Scope

North America, Europe, Asia-Pacific, and LAMEA

Segmentation by Technology

  • Cable TV
  • Satellite TV
  • Internet Protocol TV (IPTV)
  • Digital Terrain TV (DTT)

Segmentation by Revenue Channel

  • Advertising
  • Subscription

Key Companies Profiled

  • 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


Frequently Asked Questions

A. The size of the global broadcasting & cable TV market was over $xx million in 2022 and is projected to reach $xx million by 2032.

A. AT&T Inc. and Canadian Broadcasting Corporation are some of the key players in the global broadcasting & cable TV market.

A. The Asia-Pacific region possesses great investment opportunities for investors to witness the most promising growth in the future.

A. Agreement and investment are the two key strategies opted by the operating companies in this market.

A. Comcast Corporation, DISH Network L.L.C. and Warner Bros. are the companies investing in R&D activities for developing new products and technologies.

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