Dynamic pricing for products exists in many aspects of society, including airline tickets, theater and sporting event tickets, subway fares, and road tolls. The basic concept is that the value of a product varies based on time and other factors. Thus, being able to charge prices that better reflect that value is more economically efficient than simply charging an average flat price across all hours and variables. In the electricity industry, the concept of dynamic pricing for mass-market customers is fairly recent, aside from time-of-use rates that offer set prices for fixed on- and off-peak periods. Rates that are indexed to real-time wholesale energy prices have been around for large commercial and industrial (CAndI) customers since deregulation. With the proliferation of advanced meters that can record usage at small intervals, more dynamic types of pricing can be applied down to the residential level. The largest region of adoption is expected to be North America, a trend that will likely hold true throughout the forecast?even though other regions will eventually start to implement dynamic pricing programs. According to Navigant Research, the number of customers on dynamic pricing rates globally is expected to rise from approximately 3.4 million customers in 2016 to 113.3 million in 2025. This Navigant Research report examines the market drivers and barriers for the global dynamic pricing market. The report focuses on four major pricing types: real-time pricing (RTP), critical peak pricing (CPP), peak time rebates (PTR), and variable peak pricing (VPP). Global market forecasts for number of customers, broken out by pricing type, sector (residential and CAndI), and region, extend through 2025. The report also examines case studies of dynamic pricing from around the world, summarizing their objectives and impacts, as well as the lessons learned.