TV Shows Drive $145 Billion in Consumer Spending, New Study Finds

New Shopsense AI Report Finds Nearly Two-Thirds of Consumers Discovered New Products After Seeing Them on TV

Mobile devices are consumers’ preferred method for shopping products discovered on TV

Television content is evolving into a powerful shopping platform, driving a staggering $144.9 billion in annual US retail sales, according to a new Shopsense AI report, "Turning TV Into a Retail Powerhouse". With TV playing a key and growing role in product discovery and purchase, the report explores how shoppable media is poised to transform both viewer engagement and consumer buying behavior.

The market for Retail Media CTV is projected to reach $10.44 billion in 2028, driving nearly 10% of total retail media ad spend, according to the Shopsense AI report, conducted in partnership with EMARKETER.

"Consumers' purchases have long been influenced by what they see on TV, but a gulf still exists between viewing and buying. There remains an opportunity to enable viewers to make purchases quickly and easily after being inspired,” said Zia Daniell Wigder, Chief Content Officer at EMARKETER. “It's inevitable that inspiration and transaction are going to move closer together.”

Additionally, the report also found:

• Consumers are currently spending an average of $290 annually on products they discover while watching TV, contributing to an estimated $144.9 billion in U.S. retail sales. Looking ahead, 73.1% of consumers expect to maintain or increase their spending next year. Additionally, 53.9% of consumers express interest in shopping from a TV broadcaster-operated online store that offers products inspired by TV content, highlighting a growing opportunity for retailers to capitalize on TV-driven shopping habits.
• Nearly 1 in 3 (28.2%) consumers are likely to start their product search on a broadcaster’s site or app after being inspired by TV, suggesting a growing willingness to connect purchases to the source of their product inspiration.
• In the past 12 months, 50.8% of consumers spent between $100 and $499 on products they purchased after seeing them on a TV show. Additionally, 18.9% of consumers spent $500 or more, highlighting the significant purchasing power driven by TV content.
• Mobile devices are consumers’ preferred method for shopping products discovered on TV. "Second screening," where consumers use mobile devices while watching TV, is on the rise. This behavior is projected to grow significantly, with an estimated 210.2 million second-screen users in the U.S. by 2025, illustrating the increasing integration of mobile devices into the TV viewing experience.
• By 2027, the U.S. is projected to have 108.7 million shoppable media buyers, representing 46.6% of all digital shoppers.
• TV viewers are purchasing clothes, food and drinks, and household goods they see on screen. These are the top three product categories bought by consumers after seeing them featured on TV. Also of note, almost a third of viewers (30.5%) have booked a trip after seeing it featured on TV.
• To boost shoppable TV's growth, the report suggests offering incentives like "buy now, pay later" options and ensuring products align with the content viewers are watching.

"TV is evolving into a powerful performance marketing channel, capable of driving results across the entire consumer funnel," said Glenn Fishback, CEO and Co-Founder of Shopsense AI. "As consumers become more digitally immersed, television is no longer just a medium for entertainment—it's becoming a powerful vehicle for commerce transformation. This integration of content and commerce creates an unparalleled opportunity for brands and broadcasters to captivate audiences on a deeper level. By seamlessly blending storytelling with shopping, they not only elevate viewer engagement but also unlock limitless revenue streams, turning passive viewership into active, dynamic participation. The future of retail lies in this lucrative convergence, where every moment of entertainment becomes a moment of commerce opportunity."

The Shopsense AI report, conducted in partnership with EMARKETER, surveyed 1,153 U.S. consumers in September 2024 and draws on data from September 2023 to July 2024 to analyze how television and connected devices are reshaping the customer purchase journey. It provides a detailed look at the future of shoppable TV, exploring trends in digital shoppers, connected TV users, and retail media ad spending.

To access the full report, please click here.

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