US media and entertainment market was valued at $663.5 billion in 2025 and is growing at a CAGR of 8.8% during the forecast period (2026-2035). The US media and entertainment market is undergoing a significant transformation as consumer preferences shift toward digital and on?demand content. One of the most notable changes is the rapid rise of streaming platforms, which for the first time in 2025 accounted for a larger share of television viewing than traditional broadcast and cable combined, reflecting a fundamental shift in how US audiences consume video content. This trend is reshaping advertising strategies, with media companies balancing ad?supported and subscription models to capture diverse viewer segments. Live sports and event programming continue to play a major role in attracting mass audiences across both TV and digital platforms. As legacy formats like linear broadcast evolve, the US industry is marked by intense competition, technological innovation, and a growing emphasis on personalized, flexible viewing experiences that respond to changing habits and demographics.
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Streaming Takes the Lead in US TV Viewing
The US media and entertainment market continues to evolve as audience viewing preferences shift toward digital platforms. Streaming services have become a central part of how consumers access video content, supported by widespread adoption of connected devices and flexible viewing options. This transition reflects broader changes in content distribution, consumer behavior, and technology infrastructure. While traditional television remains part of the ecosystem, the overall market is increasingly shaped by on-demand viewing and platform diversification.
US Media & Entertainment Players Contributing to the Market Growth
The key players in the media and entertainment market are Alphabet Inc., Amazon.com Inc., Apple Inc., Comcast Corp., and The Walt Disney Company, among others. These companies collectively shape the industry’s direction through innovation in content creation, distribution, and technology integration. Their strategies influence consumer viewing habits, advertising models, and the adoption of new platforms, driving both competition and collaboration across traditional and digital media. The market continues to evolve rapidly, with trends such as streaming growth, personalized content, and immersive experiences redefining how audiences engage with entertainment. Overall, the competitive landscape is characterized by technological advancement, changing consumer preferences, and the ongoing convergence of media, technology, and advertising.
Market Coverage
Key questions addressed by the report.
US Media and Entertainment Market Report Segment
By Type
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