Eternal classic or a fading era: traditional television in the digital world

By the end of 2024, the global audience of traditional television is projected to reach 5.27 billion viewers, up from 5.1 billion in 2023. This figure is expected to continue growing, reaching 5.5 billion by 2029, according to data from Statista.com.

These numbers confirm that television remains an important part of everyday life in many countries despite significant technological changes and the rise of streaming services.

On the other hand, the rapid growth of data consumption in the entertainment sector is outpacing traditional media. According to forecasts, it will grow by 26% annually through 2026, making the industry's digital segment the most dynamic. This trend is also reflected in digital advertising.

The shift to digital consumption is a notable trend accompanied by a decline in the popularity of analog television. By 2029, analog terrestrial TV is expected to remain in only seven million households worldwide, demonstrating a complete transition to digital formats. Traditional models, such as pay TV, are also experiencing a decline, giving way to new technologies, including OTT and subscription VOD services.

Today’s viewer seeks flexible and convenient content consumption. Traditional television must quickly adapt to the new preferences of viewers to hold its ground in the media and entertainment market.