Julia Stoll
Research expert covering TV and video media
Transactional video-on-demand in the United States - statistics & facts
The transactional video-on-demand (TVOD) market has celebrated a comeback in recent years, in particular during the coronavirus pandemic. With movie theaters closed and people staying at home, this revenue model, in which viewers pay for each content title such as much-awaited blockbuster films, TV show episodes, and sporting events, benefited from premium first-run movies and shortened theatrical windows. Major studios are now making their movies available on streaming services earlier than usual, a move which is proving appealing to consumers. After a dip in 2022, the penetration rate of pay-per-view jumped to over 29 percent as of 2024 in the United States, which is the largest TVOD market worldwide. However, despite the user share continuing to grow, due to its transactional nature, TVOD platforms are less sustainable compared to business models with recurring revenues like SVOD or ad-supported services.
