Following record net inflows in 2025, assets under management in U.S. ETFs rose to $13.4 trillion, an increase of 30%. “And this rapid expansion shows no signs of slowing,” according to PwC’s annual ETF 2030 Survey. More than a third of U.S. respondents expect assets managed by American ETFs to more than double and reach $25 trillion or more by June 2030, up from $11.6 trillion in June 2025.
“In a rapidly evolving U.S. market, active ETFs are one of the engines of growth,” the study notes. While active ETFs represent 11% of the U.S. ETF market, 83% of the new ETFs launched in the country last year fell into this category. Moreover, nearly three quarters of U.S. respondents expect demand for active ETFs to increase over the next two or three years.
The combination of rapidly rising investor demand and a favorable regulatory environment led to a record 110 digital asset ETF launches in 2025. More than a third of respondents plan to launch more ETFs of this type over the next 18 months.
U.S. respondents also point to opportunities for ETF share classes following approval by the Securities and Exchange Commission (SEC). According to the study, ETF managers will need to address various business, governance, and operational considerations to fully capture the potential of ETF share classes.
Global Figures
Assets under management in ETFs worldwide reached $19.5 trillion in 2025, up from $14.6 trillion in 2024, representing an annual growth rate of 33%, driven by strong performance in equity and bond markets. The global ETF industry also benefited from significant capital inflows, reaching a record $2.1 trillion, nearly 3.5 times higher than those of mutual funds.
And this growth trend could continue. According to the survey, more than 80% of respondents believe that investors’ preference for ETFs over other investment products will have a significant impact on the sector’s growth over the next two or three years.
In this regard, more than half of the participants in the study point to the conversion of other products, including mutual funds and separate accounts, into ETFs as a key driver of growth. More than a third expect a significant impact from the growth of ETF share classes added to existing mutual funds, where regulators allow it.
More than a third of respondents expect global ETF assets under management to reach $35 trillion or more by June 2030, more than double the assets managed by ETFs worldwide in June 2025. Nearly 70% do not rule out that the figure could reach at least $30 trillion by the end of the decade.
