New Study Reveals TV Shows Fuel $145 Billion in Consumer Spending

TV Content Becomes a Retail Powerhouse, Driving $144.9 Billion in U.S. Consumer Spending, New Study Shows

Television is increasingly transforming into a powerful retail platform, contributing an impressive $144.9 billion annually to U.S. retail sales, according to a new report from Shopsense AI, titled Turning TV Into a Retail Powerhouse. The study highlights how TV is not only enhancing product discovery but is also changing consumer purchasing behavior, with shoppable media becoming a central driver of engagement.

“Bringing inspiration and transaction closer together is inevitable,” said Zia Daniell Wigder, Chief Content Officer at EMARKETER, which partnered with Shopsense AI for the study.

The report forecasts that the Retail Media connected TV (CTV) market will reach $10.44 billion by 2028, accounting for nearly 10% of total retail media ad spend. The data shows that consumers are already spending approximately $290 per year on products discovered through TV content, contributing to the $144.9 billion in annual retail sales. Looking ahead, 73.1% of consumers plan to either maintain or increase their spending next year.

Moreover, 53.9% of consumers express interest in shopping directly from a TV broadcaster’s online store featuring products inspired by TV content, opening a significant opportunity for retailers to leverage TV-driven shopping habits.

Key Findings:

  • Nearly 1 in 3 (28.2%) consumers are likely to begin their product search on a broadcaster’s site or app after seeing a product featured on TV.
  • Over the past 12 months, 50.8% of consumers spent between $100 and $499 on items they purchased after viewing them on TV, while 18.9% spent $500 or more.
  • Mobile devices have become the primary method for consumers to shop products discovered on TV. The trend of “second screening,” where consumers use mobile devices while watching TV, is growing rapidly. By 2025, an estimated 210.2 million U.S. users will engage in second-screen activity.
  • By 2027, nearly 109 million U.S. consumers are expected to be shoppable media buyers, representing almost half of all digital shoppers.

The top three product categories purchased by consumers after seeing them on TV include clothing, food and beverages, and household goods. Notably, 30.5% of viewers have also booked travel after seeing it featured on TV.

To further fuel the growth of shoppable TV, the report recommends offering incentives such as “buy now, pay later” options and aligning products with the content being viewed.

“TV is evolving into a formidable performance marketing channel that drives consumer actions across the entire funnel,” said Glenn Fishback, CEO and Co-Founder of Shopsense AI. “As audiences become more digitally immersed, TV is no longer just for entertainment—it’s a transformative vehicle for commerce. This fusion of content and commerce creates an extraordinary opportunity for broadcasters and brands to engage viewers on a deeper level. By blending storytelling with shopping, they unlock new revenue streams and turn passive viewing into active consumer participation.”

The Shopsense AI report, in collaboration with EMARKETER, surveyed 1,153 U.S. consumers in September 2024 and draws on data from September 2023 to July 2024 to analyze the evolving customer purchase journey shaped by TV and connected devices. It provides valuable insights into the future of shoppable TV, retail media ad spend, and the rise of connected TV users.

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