The U.S. streaming video market is poised for significant growth, with analysts from PwC projecting a 33% increase by 2029, pushing its value past $112 billion. The U.S. remains the most influential and largest market, generating $61.9 billion in 2024 — dwarfing China’s $10.8 billion in comparison. This upward trajectory suggests streaming platforms still have room to expand.
To fuel this growth and counter market saturation, companies plan to raise prices, cut costs, crack down on password sharing, and introduce new bundles packed with sports streaming. While these strategies might not reinvent the wheel, they continue to prove effective in driving revenue. The focus on sports, in particular, could lure audiences seeking live content, keeping the industry dynamic.
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Meanwhile, traditional television faces a grim outlook. PwC forecasts a 5.4% annual decline in the sector’s growth rate. In 2024, 41.1% of U.S. households subscribed to paid TV, a sharp drop from 61.9% in 2020. By 2029, that figure is expected to fall to just 28.8%, signaling a clear shift as the cord-cutting trend accelerates. As streaming platforms boldly look ahead, the writing is on the wall for cable and satellite TV, with the cord set to be cut for good in many American homes.
