Global TV and Movie Merchandise Market to Reach US$408.4 Billion by 2030

The global market for TV and Movie Merchandise estimated at US$231.5 Billion in the year 2024, is expected to reach US$408.4 Billion by 2030, growing at a CAGR of 9.9% over the analysis period 2024-2030. Apparel Merchandise, one of the segments analyzed in the report, is expected to record a 10.4% CAGR and reach US$164.9 Billion by the end of the analysis period. Growth in the Toys Merchandise segment is estimated at 8.2% CAGR over the analysis period.

The U.S. Market is Estimated at US$63.1 Billion While China is Forecast to Grow at 13.6% CAGR

The TV and Movie Merchandise market in the U.S. is estimated at US$63.1 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$83.5 Billion by the year 2030 trailing a CAGR of 13.6% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 7.1% and 8.8% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 7.8% CAGR.

Global TV and Movie Merchandise Market - Key Trends & Drivers Summarized

How Are Entertainment Franchises Turning into Global Consumer Phenomena?

TV and movie merchandise has evolved from a niche fandom market into a multi-billion-dollar global consumer segment. Franchises like Marvel, Star Wars, Harry Potter, and anime series such as Naruto and Demon Slayer have built cross-generational fan bases. Merchandise now includes a wide spectrum: apparel, toys, collectibles, home décor, video games, stationery, and digital assets such as NFTs. Streaming platforms and global release strategies have expanded fan engagement beyond borders, creating continuous demand for franchise-related products.

Merchandise is no longer a post-release add-on—it is now a strategic revenue stream integral to franchise development. Content creators and studios invest in character development, iconic imagery, and emotional narratives to create long-lasting merchandise potential. Collaborations with fashion brands, lifestyle companies, and tech platforms have further embedded entertainment IP into everyday culture.

How Are Digital Platforms and Consumer Trends Reshaping the Merchandise Ecosystem?

E-commerce has become the primary distribution channel for TV and movie merchandise, with major platforms launching exclusive collections and fandom-based campaigns. Direct-to-consumer sales by studios and content houses are rising, supported by custom online stores, AR/VR experiences, and loyalty programs. Limited-edition drops, influencer marketing, and unboxing culture are also boosting impulse buying and product visibility.

Consumer trends toward personalization and sustainability are reshaping offerings. Custom figurines, eco-friendly packaging, and digital collectibles like NFTs are gaining popularity. The intersection of fandom and fashion is visible through luxury capsule collections, cosplay-inspired wearables, and gamified merchandising experiences. Studios are using real-time social media feedback and data analytics to fine-tune product lines and predict demand.

The Growth in the TV and Movie Merchandise Market Is Driven by Several Factors…

The growth in the TV and movie merchandise market is driven by increasing global fandoms, expansion of streaming content, and consumer demand for immersive brand experiences. Studios are monetizing IP through merchandise from the pre-launch phase itself, while the rise of adult collectors and intergenerational fans is expanding market demographics. The popularity of online platforms, exclusive brand collaborations, and personalized merchandise is driving repeat purchases. The integration of digital merchandise, subscription boxes, and fandom-driven community platforms is also deepening engagement and accelerating market growth.