Internet Protocol Television (IPTV) Market Size and Share
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.
Global Internet Protocol Television (IPTV) Market Trends and Insights
Drivers Impact Analysis
Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
---|---|---|---|
Convergence of FTTH roll-outs with 4 K/8 K demand | +2.80% | Global with focus on North America, Europe, developed APAC | Medium term (2–4 years) |
Emergence of super-aggregation platforms | +2.20% | North America and Europe; spillover to APAC | Short term (≤ 2 years) |
Telco bundling with fixed-mobile convergence | +3.40% | APAC core; spillover to MEA | Medium term (2–4 years) |
AVoD monetization gains | +3.70% | Global, early lead in North America | Medium term (2–4 years) |
Source: Mordor Intelligence
Convergence of FTTH Roll-outs With 4 K/8 K Content Demand
Operators in the United States lit 12 million new FTTH homes in 2024, while peers in Japan, South Korea, and Germany extended symmetrical gigabit coverage to entire metropolitan belts. The Fiber Broadband Association notes that existing fibers can accommodate 600 terabits per second over a 35-year lifespan, eliminating last-mile constraints for consumer video. As a result, streaming providers confidently debut 8 K sports and HDR nature documentaries that lock customers into premium bundles. A Japanese carrier disclosed that households on its 10-gigabit plan stream 32% more ultra-HD hours than 1-gigabit users, proving a direct bandwidth-to-engagement link. Deployments of 25 G and 50 G PON in Asia-Pacific during 2025 quietly lay the groundwork for volumetric and holographic video, turning today’s capex into insurance against future immersive formats.
Emergence of Super-Aggregation Platforms in Europe And North America
Western European incumbents launched cloud-native hubs in 2024 that unify national catch-up, subscription video-on-demand, and live sports in one search layer. In Spain, two-thirds of new broadband households activated at least one third-party app through the operator dashboard inside 60 days, generating wholesale platform fees that offset linear ad declines. Billing integration across seven U.S. streamers added USD 4 per user in incremental monthly revenue without raising broadband prices. Regional fiber ventures license turnkey aggregation middleware to leapfrog legacy cable boxes, placing them squarely in the IPTV market conversation despite limited capex. The larger picture is that discovery convenience converts distribution pipes into storefronts where operators monetize every additional content partner.
Telco Bundling With Fixed-Mobile Convergent Plans in Asia
Southeast Asian providers now sell “whole-home gigabit plus unlimited 5 G data” bundles that include premium IPTV libraries free for a year. HKT in Hong Kong reports 1.028 million FTTH links, 70% of its broadband base, and has added tele-health consults via the set-top interface to deepen household utility. An Indonesian operator saw churn fall 25% once subscribers shifted streams freely between mobile and TV through a companion app. The lesson is clear: converged bundles build switching costs and prepare households for future services like game streaming because the underlying quality of service already meets latency thresholds.
AVoD Monetization Gains
An American streamer disclosed that 55% of sign-ups in ad-tier markets chose the discounted plan in Q1 2024. [2]Netflix Inc., “Q1 2024 Shareholder Letter,” poder360.com.br Programmatic spot insertion now yields per-user ad revenue comparable to entry-level subscription fees, preserving margin while remaining price-competitive. European fiber ISPs embed demand-side ad platforms directly in middleware to sell local inventory against national content, capturing a portion of the gross spend. In January 2025, a French operator generated USD 1.8 million in incremental margin over six holiday weeks by attaching shoppable ads to cooking shows. Granular targeting, therefore, converts bandwidth into cash even when consumers resist new subscriptions, reinforcing hybrid monetization as a strategic pillar of the IPTV market.
Restraints Impact Analysis
Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
---|---|---|---|
Persistent cord-cutting toward pure OTT | −1.5% | North America and Europe | Short term (≤ 2 years) |
Unicast bandwidth bottlenecks during peak events | −1.1% | Global, higher where capacity is limited | Short term (≤ 2 years) |
Source: Mordor Intelligence
Persistent Cord-Cutting Toward Pure-OTT Services in Mature Markets
North American pay-TV households fell another 4% in 2024 as consumers focused spending on broadband and mobile connectivity, relegating channel bundles to optional add-ons. Sky Brasil’s April 2024 pivot toward fiber underscores how incumbents view infrastructure ownership as the sole hedge against pure-play OTT disruption. European cable groups follow by over-building FTTH or upgrading coax to DOCSIS 4.0, yet subscriber growth remains flat. Customer value perception has shifted toward low-latency access, making content an upsell, not a core driver. Unless operators strengthen IP delivery economics, the IPTV market risks ARPU stagnation even if total viewing hours rise.
Unicast Bandwidth Bottlenecks During Peak Sporting Events
September 2024 multicasting trials on a Central European backbone cut core traffic 48% during a championship basketball final. Yet many operators still rely on pure unicast, exposing them to congestion when simultaneous streaming and on-demand peaks collide. In March 2025, a British carrier dynamically switched compatible set-top boxes to multicast for UEFA matches, maintaining unicast for personalized camera feeds. Sustainability teams now champion multicast because reduced redundant traffic lowers router energy draw, a growing board-level KPI. Networks that delay investment face quality-of-experience penalties during mega events, weakening their competitive positioning within the IPTV industry.
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.
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.

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.

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
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Akamai Technologies, Inc.
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AT&T Inc.
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Cisco Systems Inc
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Ericsson AB
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Huawei Technologies Co., Ltd.
- *Disclaimer: Major Players sorted in no particular order

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.
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 |
Hardware | Set-Top Box (STB) |
Middleware | |
Transmission and Encoding Equipment | |
Conditional Access Systems | |
Services | Managed IPTV Services |
Integration and Consulting | |
Support and Maintenance |
Subscription-Based |
Pay-Per-View |
Advertising-Supported (AVoD) |
Live/Linear TV |
Time-Shifted/Replay TV |
Video-on-Demand |
Smart TV |
Mobile and Tablet |
PC/Laptop |
Set-Top Box and Media Streamer |
Multicast IPTV |
Unicast IPTV |
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 |
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