The Consumer Technology Association (CTA) announced its first U.S. Consumer Technology Software and Services Industry Forecast.The report shows that software and services account for 31% ($151 billion) of the U.S. consumer technology market in 2023. The sector's rise is driven by a broadening portfolio of subscription services including new offerings like Digital Therapeutics (DTx). It finds consumers want a seamless experience when using different services, and service providers will continue to merge. Based on CTA's U.S. Consumer Technology One-Year Industry Forecast, this report reveals how software and services are evolving traditional views of how content is consumed. It previews how AI, IoT, cloud services and connectivity create new possibilities as designers leverage new tools to deliver compelling products.