Global Living Room Cleaning Services Market Size, Share & Trends Analysis Report By Service Type (Standard Living Room Cleaning, Deep Cleaning Services, Green Cleaning Services, App-Based On-Demand Services), By Frequency (One-Time Cleaning Services, Recurring Cleaning Services), By End-User, Single-Family Homes, Apartments/Condos, Vacation Rentals)

Emerging Market Trends

Customizable cleaning plans driving personalised consumer experience

The growing preference for modular and à la carte service offerings is a defining trend in the living room cleaning services market. Consumers increasingly seek flexibility and personalisation in their cleaning packages, paying only for the services they need, rather than full-service plans. This trend reflects broader consumer behaviour shifts towards value-conscious spending and control over service delivery. Platforms such as Handy, Urban Company, and Helpling have introduced tiered and customizable packages through their apps, allowing customers to select tasks, specify time slots, and even choose cleaners.

Eco-friendly and green cleaning practices

Growing environmental consciousness is reshaping consumer preferences in the cleaning services sector. More users now demand non-toxic, biodegradable, and cruelty-free cleaning products in their living spaces. Professional services adopt brands like Method and Seventh Generation for their plant-based solutions. As a result, businesses are branding themselves around sustainability.

• For instance, in March 2025, UK-based Mopp launched a “Green Living Room Deep Clean” package using certified organic agents and microfiber technologies, receiving positive feedback from environmentally conscious customers.

This trend supports differentiation, brand loyalty, and premium service pricing.

Living Room Cleaning Services Market Drivers

Post-pandemic rise in health and hygiene awareness

The COVID-19 pandemic triggered an enduring shift in consumer priorities regarding cleanliness and hygiene, significantly boosting demand for professional cleaning services, especially in shared family areas like the living room. Consumers are more concerned about indoor air quality, allergens, pet dander, and microbial surface contamination, leading them to seek routine deep cleaning solutions for commonly used furniture and fixtures.

• Platforms like Merry Maids and UrbanClap report that upholstery and carpet sanitation requests have increased by over 30% year-over-year since 2023.

Additionally, rising awareness of dust mites, VOC emissions from synthetic materials, and pet-borne microbes has prompted customers to seek professional solutions with air purification add-ons.

Urbanisation and dual-income households

The increase in urban migration and the shift toward dual-income families have significantly influenced household dynamics, especially in Asia-Pacific and North America. These families have less time to dedicate to cleaning, making living room services essential to daily life.

• According to the UN-Habitat World Cities Report 2024, over 57% of the global population resides in urban areas, expected to surpass 60% by 2030. This urban sprawl has created dense residential clusters with increased demand for cleaning services that can be scheduled flexibly and delivered reliably.

Companies such as Handy and Urban Company have expanded same-day or subscription-based living room packages in metros like New York, London, and Mumbai, tapping into this evolving need.

Market Restraint

Labour shortage and high workforce turnover

The primary bottleneck in the market's growth is theongoing labour shortage and high attrition rates among cleaning staff. The job is often labour-intensive, low-paid, and lacks consistent work schedules, making it less appealing for long-term employment. This leads to poor service reliability and higher onboarding costs for providers. The International Domestic Workers Federation (IDWF) survey 2024 indicated that over 60% of cleaning service providers in Asia and Latin America struggle to maintain a stable workforce due to wage dissatisfaction and a lack of career development opportunities.

Regulatory uncertainty in the workforce and labour laws

One of the core challenges hindering scalability in the living room cleaning services market is the lack of unified regulatory frameworks. In regions like Southeast Asia, Latin America, and parts of the U.S., the gig nature of cleaning jobs makes labour law enforcement difficult. The International Labour Organisation (ILO) noted in its 2024 report that over 68% of domestic service workers globally operate in informal settings, without health insurance or standardised training. This creates inconsistencies in service quality and exposes providers to legal risks. Additionally, regulations concerning background verification, liability for property damage, and taxation of service income are vague in many emerging economies.

Living Room Cleaning Services Market Opportunities

Expanding demand in tier-2 cities and suburban areas

Tier-2 cities and suburban regions offer a great opportunity, where increasing urbanisation, disposable incomes, and changing lifestyle expectations generate strong demand for professional home services. Factors like improved affordability, nuclear families, and limited domestic help availability in new housing societies have created a favourable environment for these services. Companies such as Bro4u, CleanFanatic, and SweepSouth have launched targeted city expansion campaigns.

• For example, Urban Company launched a special suburban services division in October 2024, offering reduced commute charges and cluster bookings for residential complexes, resulting in a 28% increase in retention rate from suburban users. The platform also partnered with regional influencers and micro-agents to promote services locally.

This shift increases market penetration and builds a broader service ecosystem, offering providers the opportunity to scale sustainably while adapting to local preferences.

Smart cleaning integration and service automation

Integrating robotics and AI in cleaning services revolutionises how living rooms are maintained. Robotic vacuums with LiDAR navigation, AI-driven stain detection, and automated scheduling platforms have enabled firms to deliver faster and more consistent services.

• For instance, in February 2025, iRobot announced a partnership with Amazon Alexa to allow voice-controlled room-specific cleaning schedules.

The rise of IoT-enabled platforms is helping providers optimise route planning, resource allocation, and customer follow-ups. This tech-centric evolution enhances scalability, especially in tech-savvy urban households.

Service Type Insights

Standard living room cleaning services dominate the service type segment, accounting for over USD 5.3 billion in 2024 and expected to grow at a7.6% CAGR through 2030. This segment is led by the high frequency of consumer demand for basic upkeep tasks, such as vacuuming, dusting, wiping surfaces, and organising, which are essential for maintaining cleanliness in high-traffic spaces. The low cost, high accessibility, and ease of scheduling such services make them attractive to a broad consumer base. Additionally, the rise in remote work has increased occupancy hours in living rooms, accelerating dirt and clutter accumulation, and thus, demand for more frequent basic cleanups.

Frequency Insights

Recurring cleaning services hold a 57% market share in 2024 and are expected to maintain strong momentum due to their high retention value and operational predictability for service providers. These weekly or monthly packages provide steady revenue and foster customer loyalty through discounted bundled pricing and priority bookings. Busy professionals, elderly households, and families with children are the key demographic drivers, seeking convenience, consistent hygiene, and predictability. Subscription models also facilitate better staff allocation, enhance service quality through familiarity, and enable value-added upselling such as seasonal deep cleaning or furniture polishing.

End-User Insights

Single-family homes accounted for 62% of the market share in 2024, largely due to their larger square footage and increased use of living spaces. The segment is expanding as suburban living and independent housing grow, particularly in North America and Asia-Pacific. These homes generally require more intensive and frequent living room cleaning due to higher occupancy and use. Moreover, families with children and pets often seek services that offer quick allergen removal, hair vacuuming, and disinfection. This user group is also more likely to opt for recurring services due to busy schedules and hygiene priorities.

Regional Insights

North America

North America, with a 2024 market size of USD 4.8 billion, is expected to grow at a CAGR of 8.5% from 2025 to 2030. The region is fueled by high disposable incomes, ageing populations seeking home-based services, and widespread adoption of app-based cleaning platforms. Major metro cities such as New York, Toronto, and Los Angeles show increasing penetration of recurring home cleaning services, particularly in single-family and senior residences. Green cleaning is a dominant trend that health-conscious consumers and environmental policies have spurred. Companies like Merry Maids and Handy have expanded offerings with eco-friendly, non-toxic products.

Europe

Europe was valued at USD 3.6 billion in 2024 and is forecasted to grow at a 7.8% CAGR. Strong demand exists in Germany, the U.K., and France, where dual-income households and an ageing population are key drivers. Additionally, increasing awareness around indoor pollutants has encouraged homeowners to seek professional cleaning for allergen control and air purification. The EU's Green Deal has also prompted a shift toward low-emission cleaning products, and governments in Sweden and Denmark have offered subsidies for eco-friendly services under residential sustainability programs. With an emphasis on regulatory compliance and standardisation, Europe is becoming a benchmark for quality-driven service models.

Asia-Pacific

Asia-Pacific, valued at USD 2.4 billion in 2024, is the fastest-growing region with a CAGR of 11.5%, propelled by rapid urbanisation, rising disposable incomes, and an emerging middle class in India, China, Indonesia, and Vietnam. The real estate and residential construction boom has further expanded the consumer base for living room cleaning services. App-based platforms like Urban Company (India)andMeituan (China) dominate metropolitan cities with on-demand and subscription-based services. With growing digital literacy and lifestyle shifts, Asia-Pacific is becoming a global hotspot for technology-enabled, scalable cleaning models.

Latin America

Latin America, with a 2024 market value of USD 1.0 billion, is projected to grow at a CAGR of 9.3%. Brazil and Mexico dominate the regional market due to a growing urban middle class and rising female workforce participation. This socio-economic change reshapes household responsibilities and drives demand for outsourced cleaning services. Despite economic volatility, the region shows long-term potential, particularly with increased emphasis on hygiene post-COVID and government-backed micro-entrepreneurship programs that encourage formalisation of domestic workforces.

The Middle East & Africa (MEA)

The Middle East & Africa accounted for USD 0.9 billion in 2024, growing at a CAGR of 8.6%. Demand is concentrated in the UAE, Saudi Arabia, and South Africa, where premium residential complexes, expat populations, and smart city projects are prominent. In Gulf nations, luxury real estate developments like Dubai Hills and Riyadh’s King Abdullah Economic City have driven demand for scheduled and deep-cleaning services. These markets often prefer premium, subscription-based cleaning, bundled with HVAC and air purification. Providers are investing in staff training and certification programs to meet the expectations of high-income households, making MEA an evolving but lucrative market.

Company Market Share

The global living room cleaning services market is moderately fragmented, comprising global franchises, regional players, and tech-based gig platforms. Key businesses follow a hybrid model that blends digital convenience with localised workforce deployment. Most companies are shifting toward eco-friendly offerings, app-based booking, and AI-powered customisation. 

Urban Company: Urban Company has emerged as a dominant Asia-based cleaning service brand with a stronghold in India and fast-growing operations across the UAE and Southeast Asia. It leverages in-app bundled offerings, including AC servicing and pest control, alongside modular living room cleaning. The company’s localised workforce, aggressive pricing, and recurring service models have helped it capture rising demand in Tier-1 and Tier-2 cities.

Recent News:

• Q1 2025 – Urban Company raised $150 million in Series F funding, led by Temasek Holdings. The funds will scale its Southeast Asia operations, launch new hygiene bundles, and expand its in-house cleaner training program to improve quality and retention.
• Q2 2024 – Merry Maids partnered with Seventh Generation, a leading eco-products brand, to launch exclusive green cleaning packages across the U.S. and Canada. These services target households sensitive to chemical use, reinforcing Merry Maids’ appeal in high-income, health-aware demographics.

Recent Developments

• March 2025- Urban Company announced a $150 million Series F funding round led by Temasek and joined by Prosus Ventures. The company stated the funding would fuel deep market penetration across Indonesia, Thailand, and the Philippines, targeting mid-income and premium apartment complexes. A portion of the funds is earmarked for AI-based CRM upgrades and multilingual app support to enhance retention and user satisfaction across Southeast Asia.
• September 2024- TaskRabbit launched its modular cleaning services in Mexico City, marking its first foray into Latin America. The app offers localised living room cleaning bundles, such as sofa-only or rug-specific cleaning, catering to cost-conscious urban households. TaskRabbit also partnered with local service providers to navigate language and regional nuances, improving customer onboarding. This expansion aligns with the region’s growing gig economy and demand for flexible, affordable cleaning options.

Key Players in the Living Room Cleaning Services Market

1. Merry Maids (ServiceMaster Brands)
2. Handy (owned by Angi Inc.)
3. Urban Company (India-based)
4. TaskRabbit (Owned by IKEA)
5. Molly Maid (Neighborly Inc.)