Digital and interactive TV market seen reaching $202.66 billion by 2030

The Business Research Company says the digital and interactive television market will grow from $139.13 billion in 2025 to $149.74 billion in 2026, then reach $202.66 billion by 2030. Rising demand for on-demand, personalized viewing and OTT services is driving the market, with North America leading now and Asia-Pacific expected to grow fastest.

Why it matters: - Digital and interactive TV is shifting from traditional broadcasting to personalized, on-demand viewing. - The market's projected growth signals bigger demand for streaming, interactive advertising, and multi-device entertainment. - Streaming already leads U.S. TV viewing, underscoring the scale of the consumer shift.

What happened: - The Business Research Company released a report on the digital and interactive television market on Oct. 6, 2026. - The report values the market at $139.13 billion in 2025 and projects $149.74 billion in 2026. - The report forecasts the market will reach $202.66 billion by 2030. - The company also offers a free sample of the report. - The full report is available here.

The details: - The market grew previously through the shift from analog to digital broadcasts. - Cable and satellite adoption, broadband expansion, set-top box deployment, and early streaming growth also supported the market. - The report says future growth will come from OTT subscription services, 5G-enabled streaming, AI-powered content curation, and immersive multi-device viewing. - The report highlights AI recommendation engines, cloud-integrated OTT platforms, interactive advertising with shoppable TV features, HbbTV growth, and personalized multi-screen ecosystems as key developments. - Digital and interactive TV combines digital content delivery with interactive features such as on-demand viewing, electronic program guides, time-shifted content, personalized recommendations, and user-controlled navigation. - The market report covers Asia-Pacific, Southeast Asia, Western Europe, Eastern Europe, North America, South America, the Middle East, and Africa. - In 2025, North America held the largest market share. - The Asia-Pacific region is forecast to post the fastest growth in the coming years.

Between the lines: - The report points to a market moving beyond passive viewing and toward two-way, data-driven experiences. - On-demand behavior is becoming the central growth engine as consumers expect more control over what they watch and when they watch it. - The emphasis on AI, shoppable TV, and multi-screen ecosystems suggests the next competition will center on personalization and monetization, not just content delivery. - In June 2025, Nielsen said streaming accounted for 44.8% of U.S. TV viewership, compared with 24.1% for cable and 20.1% for broadcast.

What's next: - The market is expected to keep expanding through 2030 as OTT subscriptions spread and more households adopt connected viewing habits. - Providers will likely invest more in recommendation tools, cloud platforms, and interactive ad products. - Asia-Pacific's growth trajectory could narrow the gap with North America if internet access and advanced TV services continue to expand.

The bottom line: - Digital and interactive TV is becoming a larger, more personalized and more commercialized part of the media landscape, with streaming habits and AI-driven features setting the pace.