U.S. & Canada Privacy Film Market Size, Share & Trends Analysis Report By Application (Residential Construction, Commercial Construction), And Segment Forecasts, 2024 - 2030

Report Overview

The U.S. & Canada privacy film market size was valued at USD 191.0 million in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 6.7% from 2024 to 2030. The growth of this market is primarily influenced by factors such as increasing new construction projects in the commercial and residential industry, the growing need for privacy and security, and technological advancements in the plastic and processed plastic sector. Privacy films are commonly utilized in commercial and residential settings, such as offices, schools, hotels, malls, and entertainment venues. The increasing urbanization and expanding residential sector are significant factors fueling the demand for private films. In addition, the growing demand for energy-efficient solutions, the rising trend of green buildings, and the expanding use of privacy films for architectural designs further propel the market growth.

The increase in new developments of houses for single-family and multifamily has been on the rise in the U.S. For instance, in February 2024, single-family housing started, and the number of allotted permits in the U.S. reached a year’ high. The construction industry has experienced a decrease in sales in previous years owing to mortgage rates, prices of properties, and the economic impacts of a pandemic. However, in recent times, the shift in consumer behavior, especially the growing response from first-time buyers, has fueled growth for home construction in the country. This is expected to increase demand for effective privacy and security solutions such as privacy films.

Advancements in technology have also led to the development of innovative privacy films with advanced features such as UV protection, anti-glare, and decorative designs. It has increased the demand for privacy films in various industries, including residential and commercial construction. In addition, the rising awareness and growing trend for energy-efficient buildings have further fueled the market growth owing to its low energy consumption and thermal insulation characteristics. The U.S. Green Building Council reports that LEED-certified buildings, which often include energy-saving features like privacy films, see an average of 25% reduction in energy usage.

The use of privacy films by the healthcare industry is also contributing to the growth in demand for this market. Healthcare facilities are increasingly using smart-switchable films that are extensively installed on existing or new glasses on doors, windows, and other settings. These films' ability to provide a visual barrier between two different sections of the facility enables professionals and staff to maintain private and professional space. Increasing adoption by corporate users is also expected to generate an upsurge in demand for privacy films in the U.S. and Canada.

Application Insights

Based on application, the residential construction segment dominated the global industry and accounted for a revenue share of 57.1% in 2023. Increasing urbanization, growing infrastructural projects, the need for effective privacy solutions, and demand for enhanced aesthetic homes are some of the key growth driving factors for this segment. The increasing population in urbanized areas such as Celina, San Antonio, Austin, Raleigh, Orlando, and others has been developing a growing demand for the construction industry, generating greater demand for privacy films. Consumers also prefer private films to maintain comfort, regulate temperatures, and lower energy consumption by a substantial amount.

Commercial construction is expected to experience a significant CAGR over the forecast period. The growth of this segment is mainly driven by several factors, including the increasing need for privacy and security in commercial buildings, the growing inclination towards finding and adopting innovative energy efficiency solutions, and the rising trend of adding enhanced aesthetic appeal to modern commercial buildings. In commercial spaces, privacy films protect data and workplace privacy. Privacy film provides a flexible and affordable alternative to improve privacy in business environments, meeting the changing requirements of contemporary offices. Ease of availability, the versatility of the product, the addition of enhanced features by the manufacturers, and increasing inclination towards developing aesthetically appealing commercial spaces are expected to drive growth for this segment in the approaching years.

Country Insights

The U.S. privacy film market accounted for a revenue share of 83.5% in 2023. The rising construction and infrastructural projects primarily influence this market growth and the growing demand for privacy and security solutions across various industries. The expanding residential and commercial construction industry is a significant growth factor for this market. For instance, the construction of single-family built-for-rent properties showed year-over-year growth in the first quarter of 2024. This included 18,000 starts and a nearly 20% increase in the starts recorded in the previous year's first quarter. In addition, the growing adoption of privacy films in the healthcare industry and innovations such as smart tints are expected to increase demand for this market during the forecast period.

Canada privacy film market is expected to experience a noteworthy CAGR from 2024 to 2030. The construction industry in Canada is considered one of the key elements that fuel economic growth through factors such as job creation, consolidating supply chains, enhanced investments, and supporting the economic growth of associated industries such as paints, glass, construction materials, energy, and others. For instance, according to the Canada Mortgage and Housing Corporation, In May 2024, Canada observed 264,506 housing starts, marking a 10% rise from April 2024 and the most significant figure since October 2023. The corporate sector also contributes to growth, with companies increasingly investing in privacy films to maintain customer confidentiality and comply with regulations.

Key Companies & Market Share Insights

Some of the key companies involved in the U.S. & Canada privacy film market include American Standard Window Films, 3M, Eastman Chemical Company, Johnson Window Films, Inc., and others. To address the competition, the key market participants are adopting strategies such as enhanced research & development, innovation, new product developments, collaborations with other organizations, and more.

• American Standard Window Films, one of the key companies in the privacy and protection films industry, offers a range of products, including architectural films, (National Fenestration Rating Council) NFRC certified films, automotive films, and paint protection films. The company's AURORA series has gained the attention of numerous consumers in recent years. A lifetime warranty backs the product for residential users and a 15-year warranty for commercial users.

• Madico, a major market participant in window films and specialty coating solutions, offers its product portfolio to automotive, construction and architecture, safety & security, aerospace, and others. The portfolio includes solutions related to window tints, windshield protection, asset protection, paint protection, decorations, solar control, soundscape, disaster mitigation, building safety, light control, surface protection, and more.

Recent Developments

• In January 2024, one of the key industry participants in the automotive glass replacement and repair industry collaborated with Johnson Window Films, a major market player in the privacy and window films industry, to enhance its offerings by including extensive window film products. The company aims to add the application of window films as a complementary service at its workstations.

• In August 2024, the Avery Dennison Corporation, an adhesive manufacturer, unveiled its newly developed window film exterior skylight product, SkyLite 20 XTRM Pro. The company states that the product is characterized by features such as easy installations, enhanced durability, energy efficiency assistance, and a premium neutral appearance.

U.S. & Canada Privacy Film Market Report Scope

U.S. & Canada Privacy Film Market Report Segmentation

This report forecasts revenue growth at the country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. & Canada privacy film market report based on application and region.

• Application Outlook (Revenue, USD Million, Volume Thousand Sq. Meters, 2018 - 2030)

  • Residential Construction

  • Commercial Construction

• Regional Outlook (Revenue, USD Million, Volume Thousand Sq. Meters, 2018 - 2030)

  • North America

    • U.S.

    • Canada