Internet Protocol Television Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

IPTV Market is Segmented by Component (Hardware, Services), Revenue Model (Subscription-Based, Pay-Per-View, Advertising-Supported), Streaming Type (Live/Linear TV, Time-Shifted/Replay TV, Video-On-Demand), Device/Access Platform (Smart TV, Mobile and Tablet, PC/Laptop, Set-Top Box and Media Streamer), Delivery Method (Multicast IPTV, Unicast IPTV), Geography. The Market Forecasts are Provided in Terms of Value (USD).

Internet Protocol Television (IPTV) Market Size and Share

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Internet Protocol Television (IPTV) Market Analysis by Mordor Intelligence

The IPTV market size is estimated at USD 56.61 billion in 2025 and is projected to scale to USD 133.34 billion by 2030, reflecting an 18.69% CAGR during the forecast window. Fiber-to-the-home (FTTH) ubiquity, rising 4 K/8 K video appetite, and hybrid subscription–advertising models act together to unlock the next demand layer, moving the metric of success from headline subscriber additions to incremental viewing hours per delivered megabit. [1]Fiber Broadband Association, “Scalability and Longevity of Fiber Networks,” fiberbroadband.org Lower transport cost from multicast-assisted architectures widens gross margins, while connected-TV ad insertion boosts average revenue per user on entry-level plans. Operators that already own dense fiber footprints report faster premium-tier uptake once households experience latency-free ultra-high-definition streams.

Key Report Takeaways

  • By component, services led with 61% of the IPTV market share in 2024, whereas the transmission and encoding equipment segment is forecast to advance at a 22.4% CAGR to 2030.
  • By revenue model, subscriptions held 74.3% of the IPTV market size in 2024, while the AVoD segment is poised for a 28.7% CAGR through 2030.
  • By streaming type, live/linear TV commanded 52.5% share of the IPTV market size in 2024, and video-on-demand is rising at a 24.9% CAGR.
  • By device platform, smart TVs captured 40.2% of the IPTV market size in 2024; mobile and tablet viewing is the fastest-growing at a 26.3% CAGR.
  • By geography, Asia-Pacific accounted for 35.8% of global revenue in 2024, with the Middle East and Africa forecast to expand at a 24.7% CAGR over 2025-2030.

Segment Analysis

By Component: Services Dominate While Hardware Accelerates

Services represented 61% of the IPTV market size in 2024 as operators outsourced managed operations, platform integration, and customer support. Budgets increasingly flow to AI-driven personalization engines that raise viewing minutes without inflating content costs. Vendors offer cloud-native support desks and predictive maintenance that lower churn and truck-roll expenses. Because margins hinge on engagement, service partners selling recommendation algorithms command premium rates. The IPTV market also rewards integrators who wrap security, analytics, and billing into one SLA, letting operators focus on fiber expansion.

Transmission & encoding equipment, although smaller in base, is projected to grow at a 22.4% CAGR through 2030 as low-latency edge encoders become mandatory for live 4K sports and interactive overlays. Operators learned in the 2025 field upgrades that embedding multicast modules in consumer gateways cuts per-hour streaming cost by one-third without compromising bitrates. Firmware upgradability is now a selling point as codec evolution from H.264 to AV1 and VVC gathers pace. Hardware suppliers thus market future-proof designs that preserve capex even when 8K adoption rises. Competitive differentiation is shifting toward power efficiency per delivered gigabit, a metric regulators and investors increasingly scrutinize.

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By Revenue Model: Subscriptions Lead, AVoD Surges

Subscriptions controlled 74.3% of the IPTV market share in 2024 because many households still prefer ad-free catalogs and bundled sports passes. Multi-screen allowances, cloud DVR, and cross-device resumption sustain perceived value, especially among families. Operators enrich loyalty programs by offering streaming credits redeemable for theatrical releases, preventing churn to month-to-month OTT rivals. Yet the same players keep introducing lower-priced ad tiers to capture budget-conscious viewers without cannibalizing premium packages.

AVoD is the fastest-growing slice, racing at 28.7% CAGR, fuelled by maturing ad tech that supports household-level targeting and shoppable placements. A January 2025 Canadian campaign for a grocer logged a 9% click-through rate within cooking show streams, evidencing purchase intent when ads align with content. Operators integrate demand-side platforms into middleware, capturing a direct share of ad revenue rather than mere carriage fees. Pay-per-view remains useful for marquee boxing or concerts, but event rights increasingly feed mid-tier subscription bundles to maximize lifetime value. Tools originally built for PPV micropayments are repurposed for tipping and live commerce, broadening revenue per viewer beyond tickets alone.

By Streaming Type: Live TV Steady, VoD Gains Momentum

Live/linear television maintained a 52.5% share of the IPTV market size in 2024, reflecting the social magnetism of real-time events. Cloud origination lets operators create short-lived pop-up channels around elections or award ceremonies, monetizing additional ad slots without reserving permanent capacity. Sports rights remain the anchor; however, rights inflation pressures margins, pushing carriers toward multicasting to cut transport costs.

Video-on-demand will grow at 24.9% CAGR as binge culture and algorithmic discovery dominate evening routines. Catch-up or time-shifted TV functions as the on-ramp: usage data from the 2025 holiday season shows households that employed replay to compensate for travel shifted 40% of prime-time hours to VoD within three months. Operators feed this transition by offering personalized trailers inside the EPG and by auto-downloading recommended titles to local storage for offline viewing. The IPTV market benefits as longer watch sessions secure higher ad impressions or justify premium plan upsells.

By Device/Access Platform: Smart TV Leadership, Mobile Acceleration

Smart TVs shipped with pre-loaded portals and 120 Hz panels, grabbing 40.2% IPTV market share in 2024. Big-screen gaming and sports at 60 fps make fiber-based 4K feeds more attractive compared with best-effort OTT. Manufacturers now ink revenue-share agreements where operator buttons receive prime remotes real estate, ensuring default positioning on first power-on.

Mobile and tablet usage will grow at 26.3% CAGR thanks to wide-area 5 G, larger OLED displays, and seamless hand-off APIs between phone and television. An Indonesian case study found that subscribers who toggled streams between mobile and TV watched 18% more total hours, validating cross-screen designs. Laptops persist for multitasking but lose share as companies issue BYOD smartphones with unlimited data. Set-top boxes decline in fiber-dense suburbs where Wi-Fi-only smart TVs suffice, yet they remain vital in bandwidth-constrained rural corridors due to integrated local caching. Operators now measure household engagement rather than device counts, recognizing one subscription may touch four screens nightly.

Internet Protocol Television (IPTV) Market
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Note: Segment shares of all individual segments available upon report purchase

By Delivery Method: Unicast Dominant, Multicast Advancing

Unicast remains the default because it works over any IP link. However, bandwidth pressures during mass events reveal their limits. BT Group’s multicast-assisted unicast served the 2024 autumn rugby tournament to millions with a single backbone stream, halving traffic. Australian stadium Wi-Fi extended the model to deliver 4 K instant replays on-site without throttling public cellular. The IPTV industry increasingly views multicast as the prerequisite for migrating terrestrial broadcast to IP once regulators re-farm spectrum. Early movers partner with public broadcasters, positioning themselves for must-carry mandates when analog signals sunset.

Geography Analysis

Asia-Pacific dominated revenue with 35.8% of the IPTV market in 2024, propelled by FTTH roll-outs, high smartphone penetration, and multilingual libraries. Chinese platforms simulcast Mandarin and Cantonese commentary on premier sports, maximizing rights fees. Japan’s 8 K satellite trials nudged urban fiber households into premium plans that guarantee zero down-sampling. Tier-II Indian cities adopted bundled fiber plus local OTT packs at INR 699 (USD 8.45) per month, converting cable homes into IP ecosystems. Hyper-local dramas thrive on targeted advertising, proving that cultural specificity scales when transport costs fall.

The Middle East and Africa holds a smaller base but is forecast for a 24.7% CAGR through 2030 as analog switch-off deadlines and cheap smartphones stimulate demand. A North African broadcaster streamed Ramadan dramas at 480p to conserve data, attracting 1.2 million unique viewers. Nigeria’s open-access corridors lease bandwidth at wholesale rates, enabling city-wide Wi-Fi with multicast-ready routers that lessen piracy by improving legitimate quality. Government funds earmarked for rural fiber accelerate uptake in Kenya and Ghana, where traditional cable never reached scale. Affordable, high-quality streams emerge as the most effective antipiracy tool.

North America and Europe are mature, yet monetization continues via super-aggregation fees and connected-TV ads. A Nordic fiber cooperative bundled gigabit access with four indie streamers for EUR 54.90 (USD 60.14) per month, tapping patriotic content demand amid macro pressures. U.S. carriers leverage zero-rating into mobile plans, retaining subscribers despite slower household growth. Latin America represents divergent paths: Brazil readies ATSC 3.0 hybrid terrestrial-IP, whereas Argentina and Chile rely on satellite backhaul pending fiber investment. Spectrum auction proceeds earmarked for rural FTTH could let Andean markets leapfrog cable straight to IP, reshaping the regional IPTV market landscape.

Internet Protocol Television (IPTV) Market
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Competitive Landscape

The IPTV market hosts a mix of telecom operators, cloud workflow vendors, and content rights aggregators jockeying for viewer loyalty. Carriers with expansive fiber footprints employ zero-rating and QoS guarantees to anchor bundles, translating network control into pricing power. Cloud platforms offer turnkey head-ends, compressing launch timelines for niche services and lowering entry barriers for regional players. Compression roadmaps prioritize AV1 and VVC, delivering 30% bitrate savings that directly cut transit costs.

Edge analytics surfaces churn risk mid-stream, enabling real-time retention tactics such as free episode unlocks. In mid-2025, three regional ISPs co-licensed a personalization engine, sharing anonymized data to rival global recommendation standards without breaching privacy. Energy-per-stream efficiency is emerging as a differentiator: regulators request carbon disclosures for video units, favoring providers that pair multicast with green codecs. Strategic moves in 2024-2025 include Nokia supplying 25 G PON to Google Fiber, BT & Broadpeak commercializing multicast, and T-Mobile investing USD 950 million for a 50% stake in fiber operator Lumos. Such alliances reveal the convergence of fixed and mobile assets around high-capacity last miles.

Content owners also shift tactics. Netflix recorded 19 million net adds in Q4 2024, crossing 302 million subscribers and showing 16% revenue growth. Comcast’s Peacock grew 46%, illustrating that incumbents with robust cash flow can bankroll original programming that competes with pure-play OTT challengers .[3]Comcast Corp., “Q4 2024 Results,” cmcsa.com Regional broadcasters like Zapping in South America adopted Zixi’s SDVP to trim compute needs by 95% and bandwidth 50%, proving innovation is not limited to large markets.

Operators increasingly sign multi-year capacity contracts with content delivery networks (CDNs) that guarantee fixed unit prices, shielding them from bandwidth spikes. The race to own first-party data intensifies as privacy curbs third-party tracking; thus, carriers bundle single sign-on across mobile, broadband, and TV to centralize consent. Competitive intensity remains high, yet consolidation signals appear: Swisscom’s EUR 8 billion (USD 9.14 Billion) acquisition of Vodafone Italia merges fixed and mobile assets to chase scale synergies.

Internet Protocol Television (IPTV) Industry Leaders

  1. Akamai Technologies, Inc.

  2. AT&T Inc.

  3. Cisco Systems Inc

  4. Ericsson AB

  5. Huawei Technologies Co., Ltd.

  6. *Disclaimer: Major Players sorted in no particular order
Internet Protocol Television (IPTV) Market Concentration
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Recent Industry Developments

  • July 2025: Nokia confirmed Google Fiber as a 25 G PON customer, paving the way for multi-gigabit IPTV readiness.
  • April 2025: T-Mobile agreed to invest USD 950 million for a 50% stake in fiber provider Lumos, signaling mobile-fiber convergence ambitions.
  • April 2025: T-Mobile agreed to invest USD 950 million for a 50% stake in fiber provider Lumos, signaling mobile-fiber convergence ambitions.
  • January 2025: Netflix reported 19 million net adds in Q4 2024, surpassing 302 million global subscribers and achieving 16% year-over-year revenue growth.
  • January 2025: Comcast posted USD 31.9 billion Q4 2024 revenue, underscoring 46% growth in its Peacock streaming arm.

Table of Contents for Internet Protocol Television (IPTV) Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Convergence of Fiber-to-Home Roll-outs With 4K/8K Content Demand
    • 4.2.2 Emergence of Super-Aggregation Platforms in Europe and North America
    • 4.2.3 Telco Bundling of IPTV With Fixed-Mobile Convergent Plans in Asia
    • 4.2.4 Advertising-Supported Video-on-Demand (AVoD) Monetization Gains
  • 4.3 Market Restraints
    • 4.3.1 Persistent Cord-Cutting Toward pure-OTT Services in Mature Markets
    • 4.3.2 Unicast Bandwidth Bottlenecks During Peak Sporting Events
  • 4.4 Regulatory Outlook
  • 4.5 Porter's Five Forces Analysis
    • 4.5.1 Threat of New Entrants
    • 4.5.2 Bargaining Power of Buyers
    • 4.5.3 Bargaining Power of Suppliers
    • 4.5.4 Threat of Substitutes
    • 4.5.5 Competitive Rivalry
  • 4.6 Investment Analysis

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Component
    • 5.1.1 Hardware
    • 5.1.1.1 Set-Top Box (STB)
    • 5.1.1.2 Middleware
    • 5.1.1.3 Transmission and Encoding Equipment
    • 5.1.1.4 Conditional Access Systems
    • 5.1.2 Services
    • 5.1.2.1 Managed IPTV Services
    • 5.1.2.2 Integration and Consulting
    • 5.1.2.3 Support and Maintenance
  • 5.2 By Revenue Model
    • 5.2.1 Subscription-Based
    • 5.2.2 Pay-Per-View
    • 5.2.3 Advertising-Supported (AVoD)
  • 5.3 By Streaming Type
    • 5.3.1 Live/Linear TV
    • 5.3.2 Time-Shifted/Replay TV
    • 5.3.3 Video-on-Demand
  • 5.4 By Device/Access Platform
    • 5.4.1 Smart TV
    • 5.4.2 Mobile and Tablet
    • 5.4.3 PC/Laptop
    • 5.4.4 Set-Top Box and Media Streamer
  • 5.5 By Delivery Method
    • 5.5.1 Multicast IPTV
    • 5.5.2 Unicast IPTV
  • 5.6 By Geography
    • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
    • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
    • 5.6.3 Europe
    • 5.6.3.1 Germany
    • 5.6.3.2 United Kingdom
    • 5.6.3.3 France
    • 5.6.3.4 Italy
    • 5.6.3.5 Spain
    • 5.6.3.6 Rest of Europe
    • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 Japan
    • 5.6.4.3 South Korea
    • 5.6.4.4 India
    • 5.6.4.5 Australia
    • 5.6.4.6 New Zealand
    • 5.6.4.7 Rest of Asia-Pacific
    • 5.6.5 Middle East and Africa
    • 5.6.5.1 Middle East
    • 5.6.5.1.1 United Arab Emirates
    • 5.6.5.1.2 Saudi Arabia
    • 5.6.5.1.3 Rest of Middle East
    • 5.6.5.2 Africa
    • 5.6.5.2.1 South Africa
    • 5.6.5.2.2 Nigeria
    • 5.6.5.2.3 Kenya
    • 5.6.5.2.4 Rest of Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Strategic Developments
  • 6.2 Vendor Positioning Analysis
  • 6.3 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Products and Services, and Recent Developments)
    • 6.3.1 AT & T Inc.
    • 6.3.2 Verizon Communications Inc.
    • 6.3.3 Deutsche Telekom AG
    • 6.3.4 China Telecom Corp. Ltd.
    • 6.3.5 Orange S.A.
    • 6.3.6 British Telecom plc
    • 6.3.7 Telefonica S.A.
    • 6.3.8 Dish Network Corp.
    • 6.3.9 Comcast Corp.
    • 6.3.10 Vodafone Group plc
    • 6.3.11 Akamai Technologies Inc.
    • 6.3.12 Cisco Systems Inc.
    • 6.3.13 Huawei Technologies Co. Ltd.
    • 6.3.14 Ericsson AB
    • 6.3.15 ARRIS (CommScope Holding Co.)
    • 6.3.16 Sagemcom Broadband SAS
    • 6.3.17 ZTE Corp.
    • 6.3.18 Imagine Communications Corp.
    • 6.3.19 Broadpeak S.A.
    • 6.3.20 Amino Technologies plc
    • 6.3.21 Tripleplay Services Ltd.
    • 6.3.22 Sterlite Technologies Ltd.
    • 6.3.23 Moftak Solutions

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-Need Assessment
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Global Internet Protocol Television (IPTV) Market Report Scope

Internet Protocol Television (IPTV) is a digital television broadcasting protocol that uses the Internet to deliver video content to users. IPTV allows users to access TV channels, movies, and other video content over the Internet instead of traditional terrestrial, cable, or satellite broadcasting methods.

The Internet protocol television (IPTV) market size is segmented by type (hardware and service) and Geography (North America, Europe, Asia-Pacific, Latin America, and Middle East and Africa).

The market sizes and forecasts are provided in terms of value (USD) for all the above segments.

By Component Hardware Set-Top Box (STB)
Middleware
Transmission and Encoding Equipment
Conditional Access Systems
Services Managed IPTV Services
Integration and Consulting
Support and Maintenance
By Revenue Model Subscription-Based
Pay-Per-View
Advertising-Supported (AVoD)
By Streaming Type Live/Linear TV
Time-Shifted/Replay TV
Video-on-Demand
By Device/Access Platform Smart TV
Mobile and Tablet
PC/Laptop
Set-Top Box and Media Streamer
By Delivery Method Multicast IPTV
Unicast IPTV
By Geography North America United States
Canada
Mexico
South America Brazil
Argentina
Rest of South America
Europe Germany
United Kingdom
France
Italy
Spain
Rest of Europe
Asia-Pacific China
Japan
South Korea
India
Australia
New Zealand
Rest of Asia-Pacific
Middle East and Africa Middle East United Arab Emirates
Saudi Arabia
Rest of Middle East
Africa South Africa
Nigeria
Kenya
Rest of Africa
By Component
Hardware Set-Top Box (STB)
Middleware
Transmission and Encoding Equipment
Conditional Access Systems
Services Managed IPTV Services
Integration and Consulting
Support and Maintenance
By Revenue Model
Subscription-Based
Pay-Per-View
Advertising-Supported (AVoD)
By Streaming Type
Live/Linear TV
Time-Shifted/Replay TV
Video-on-Demand
By Device/Access Platform
Smart TV
Mobile and Tablet
PC/Laptop
Set-Top Box and Media Streamer
By Delivery Method
Multicast IPTV
Unicast IPTV
By Geography
North America United States
Canada
Mexico
South America Brazil
Argentina
Rest of South America
Europe Germany
United Kingdom
France
Italy
Spain
Rest of Europe
Asia-Pacific China
Japan
South Korea
India
Australia
New Zealand
Rest of Asia-Pacific
Middle East and Africa Middle East United Arab Emirates
Saudi Arabia
Rest of Middle East
Africa South Africa
Nigeria
Kenya
Rest of Africa
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Key Questions Answered in the Report

What will the IPTV market size reach by 2030?

The IPVT market size is projected to grow to USD 133.34 billion by 2030, supported by an 18.69% CAGR.

Which region currently leads the IPTV market?

Asia-Pacific held 35.8% of global revenue in 2024, making it the largest regional contributor.

Why is multicast critical for the IPTV industry?

Multicast cuts redundant traffic during mass live events by up to 50%, lowering network cost and energy use while maintaining quality.

How fast is the AVoD segment expanding within the IPTV market?

AVoD revenue is forecast to rise at a 28.7% CAGR between 2025 and 2030 as targeted advertising improves monetization.

Which device category shows the fastest growth in IPTV consumption?

Mobile and tablet viewing is expected to grow at a 26.3% CAGR, driven by 5 G ubiquity and larger handset displays.

How are Asian telcos reducing churn in the IPTV market?

By bundling gigabit fiber, unlimited 5 G data, and premium IPTV into one bill, providers offer seamless cross-screen experiences that statistically lower churn.

Page last updated on: June 19, 2025

Internet Protocol Television (IPTV) Market Report Snapshots