Smart TV Market

The global Smart TV Market is valued at USD 218.8 Billion in 2023 and is projected to reach a value of USD 564.2 Billion by 2032 at a CAGR (Compound Annual Growth Rate) of 11.1% between 2024 and 2032.

Key highlights of Smart TV Market

• The Asia Pacific region dominated in the market in 2023, obtaining the largest revenue share of more than 41.2%,
• In 2023, the Europe region had a substantial market share and will witness remarkable growth of 10.3% during the forecast period,
• Android TV segment dominated the market with the largest market share of 31.2% in 2023,
• The Full HD TV segment continued to assert its dominance by resolution, capturing the largest market share in 2023,
• 46 to 55 inches dominated the market with a significant market share in 2023,
• The Flat screen shape segment dominated the Smart TV market with a substantial market share in 2023,
• The Offline segment dominated the market with the largest market share in 2023,
• In 2023, the QLED segment dominated the market with a significant market share,
• The growing trend towards connected homes and the Internet of Things (IoT) encourages consumers to seek smart TVs with built-in connectivity and compatibility with other smart devices.

Smart TV Market: Regional Overview

Asia Pacific Dominated Sales with a 41.2% share in 2023. The rise of the Asia Pacific Smart TV market is primarily driven by smart TV's rising popularity in fast-emerging nations like India, mainly due to the entry of new competitors like TCL Corporation and Hisense Co., Ltd., which have increased competition amongst key players and expanded their footprints. One of the major manufacturers of consumer electronics, with a focus on brown items, is China. By 2025, it is projected to manufacture roughly half of the electronics. The key elements contributing to China's current state of affairs include its government's economic investments, cheap labor costs, the availability of sizable industrial zones, well-developed transportation infrastructure, a strong emphasis on industrial production, and export promotion.

U.S. Smart TV Market Overview

The US Smart TV market, valued at USD 48.2 Billion in 2023 to USD 115.49 Billion in 2032, is anticipated to grow at a CAGR of 10.2% from 2024 to 2032. With a strong emphasis on advanced features and seamless connectivity, smart TVs have become increasingly popular among American consumers, driving growth in the Smart TV market. The integration of voice control, AI assistants, and streaming services to enhance the user experience of smart TV. Moreover, the market is shifting towards larger screen sizes and higher resolutions, reflecting the growing appetite for immersive entertainment. Adopting ultra-high-speed internet and highly efficient network infrastructure is anticipated to affect Smart TV resolutions positively. For instance, in 2023, the US federal government built a consolidated 5G wireless network nationwide. The White House recently unveiled its National Strategy to Secure 5G in the US, primarily focusing on modernizing and safeguarding 5G infrastructure domestically and internationally.

The global Smart TV market can be categorized as Operating System, Resolution, Screen Size, Screen Shape, Distribution Channel, Technology, and Region.

Smart TV Market: Operating System Overview

In 2023, the Android TV segment dominated the market with the largest market share of 31.2%. The Smart TV market, segmented by the operating system, includes Android TV, Tizen, WebOS, Roku, and Others. The widespread adoption of Android-based smart TVs offers a user-friendly interface, access to many apps, and seamless integration with other Google services. Android TV's flexibility and compatibility with various hardware manufacturers have also contributed to its popularity among consumers and industry stakeholders. Due to the already well-established Google Android ecosystem, Android TV further dominated the Smart TV market. The wide Play Store availability for app downloads is responsible for the segment's dominance. Voice search and content aggregation from various media apps and services have also been added. Additionally, connection with more contemporary Google technologies like Knowledge Graph, Cast, and Assistant is made more accessible by the Android TV operating system.

Smart TV Market: Resolution Overview

In 2023, the Full HD TV segment accounted for the largest market share. The Resolution segment is divided into 4K UHD TV, HDTV, Full HD TV, and 8K TV. Consumers have a persistent inclination towards high-definition viewing experiences, drawn by the balance of quality and affordability of Full HD. As technological advancements unfold, the emergence of resolutions such as 4K and 8K presents an intriguing prospect to challenge Full HD's supremacy and reshape the market landscape. Nevertheless, Full HD TVs continue to entice consumers with their high-definition picture quality and extensive content support. Operating at a 1920 x 1080 pixels resolution, a long-established industry standard, Full HD maintains its prevalence owing to its compatibility with a vast array of existing content.

Smart TV Market: Screen Size Overview

The 46 to 55-inch segment had a significant market share in 2023. The Screen Size segment is divided into below 32 inches, 32 to 45 inches, 46 to 55 inches, 56 to 65 inches, and above 65 inches. 46 to 55-inch screen sizes that balance immersive viewing experiences and practicality within living spaces to gain customers' greater affection. As the Smart TV industry develops, it will be interesting to see how changes in customer tastes, pricing strategies, and technology breakthroughs affect market share distribution in different screen size categories. The value proposition highlights the segment's consumer demand for the screen size-to-price ratio. Demand is increased by the declining costs of full HD and 4K smart TVs, which makes the 46 to 55-inch sector more appealing.

Smart TV Market: Screen Shape Overview

The Flat segment accounted for a significant market share in 2023. The screen shape segment is divided into flat and curved segments. Consumers are inclined toward sleek, space-saving designs that effortlessly blend into contemporary living spaces. As the market evolves, observing the ongoing advancements in display technology, design aesthetics, and shifting consumer lifestyles towards different screen shapes becomes interesting. Because of its simple production process appeals to customers who value wall mounting and the convenience of installation in particular, so it boosts the market for Smart TV. The demand for flat-screen smart TVs remains prominent owing to their lower cost than curved models.

Smart TV Market: Distribution Channel Overview

The Offline segment accounted for the largest market share in 2023. The Distribution Channel segment is divided into online and offline. Consumers increasingly prefer traditional retail channels when purchasing electronic goods like smart TVs. Despite the burgeoning popularity of online shopping, offline channels retain their importance by providing hands-on experiences, expert advice, and immediate gratification. This is evident in the increasing sales through electronics retailers, independent TV dealers, stores, and distributors. Many consumers favor brick-and-mortar stores for their ability to assess product quality and make quick comparisons, expediting purchase decisions. As the market landscape evolves with retailers' blending of online and offline strategies, it becomes intriguing to observe how factors such as convenience, pricing, and customer service will shape market share distribution among different distribution channels in the future.

Smart TV Market: Technology Overview

In 2023, the QLED segment accounted for the largest market share. The Technology segment is divided into OLED, QLED, LED, and Others. Customers are drawn to Quantum Dot technology because of its reputation for producing vibrant colors, deep contrasts, and high brightness levels that create a fascinating visual experience. QLED TVs are highly sought after for their superior picture quality and energy efficiency, catering to consumers seeking premium viewing solutions. As technology advances, observing how innovations such as OLED and MicroLED may challenge QLED's supremacy and reshape the market landscape becomes intriguing. Quantum Dot technology, characterized by durable, stable, and inorganic properties, enhances color and brightness levels, driving the increasing popularity of QLED products. Market players respond to this demand by introducing new offerings utilizing QLED technology. For instance, in October 2022, Samsung Electronics Co. Ltd launched updated models of The Frame TV in India, equipped with the company’s Quantum Processor 4K, providing 4K AI upscaling capability.

Key Trends

• Consumers increasingly seek larger TVs with giant screens for a more immersive viewing experience. Additionally, there's a demand for 4K and 8K (High resolution), which provide sharper and more detailed images.
• An increasing number of people prefer to consume information online over traditional broadcast or cable TV due to the growth of streaming like Disney+, Netflix, and Prime. To cater to this trend, TV manufacturers often collaborate with streaming platforms to offer pre-installed apps, special promotions, or exclusive content to attract consumers.
• Manufacturers prioritize sustainability in TV design as environmental concerns gain popularity. This entails employing eco-friendly materials, reducing energy consumption during manufacturing, and outfitting TVs with energy-efficient features like automated brightness control and low-power standby modes.

Premium Insights

The increasing demand for high-quality content streaming services and the rising popularity of on-demand video platforms fuels the demand for Smart TV market. A significant factor in the spike in demand has been the availability of content ready for people to watch on their smart TVs. A sizable low- and middle-class customer base exists in nations like China and India. Price optimization has presented TV manufacturers with various alternatives from low to mid-high price points. The way that people watch media is changing due to streaming services like Google Chromecast, Amazon Fire TV, and Apple TV. Many manufacturers collaborate with over-the-top (OTT) content and device providers to deliver services that do not require a set-top box. Advancements in technology, such as 4K resolution, HDR, and integrated voice control features, enhance the viewing experience, attract consumers to upgrade their existing television sets, and fuel the Smart TV market.

‹›

Report Coverage & Deliverables

PDF report & online dashboard will help you understand:

• Real-Time Data Updates:
• Competitor Benchmarking
• Market Trends Heatmap
• Custom Research Queries
• Market Sentiment Analysis
• Demographic and Geographic Insights

Book Demo

Get Access Now

Track market trends LIVE & outsmart rivals with our Premium Data Intel Tool: Vantage Point

Market Dynamics

Ongoing innovations in display technology, such as QLED (Quantum Dot LED), OLED (Organic Light-Emitting Diode), and MicroLED, are transformative for the Smart TV market

Technological advancements continuously elevate picture quality by delivering richer colors, deeper blacks, and enhanced brightness. Additionally, they improve energy efficiency, making smart TVs more environmentally friendly and cost-effective for consumers in the long run. As a result, consumers are increasingly drawn to smart TVs equipped with these cutting-edge display technologies, seeking immersive viewing experiences that rival those found in cinemas. Companies are introducing a new series of smart TVs incorporating these technologies. For instance, Samsung declared the opening of the QT67 range, a new line of QLED Smart TVs, in its home market of South Korea. This is the first time Samsung has produced QLEDs with a first-class energy efficiency rating.

The surge in consumer interest in high-definition content, streaming services, and smart home integration is another significant driver for the adoption of Smart TV

With the proliferation of streaming platforms offering vast on-demand content, consumers are shifting away from traditional broadcast television toward personalized entertainment experiences. Smart TVs are easy access points to these services, providing consumers with easy access to streaming apps and the ability to effortlessly enjoy their favorite TV series, films, and music. Incorporating smart home elements also improves convenience and comfort by enabling users to operate linked devices like lights, thermostats, and security cameras straight from their TV screens.

Investing in user interface improvements, voice control integration, and personalized content recommendations represents a strategic opportunity for smart TV manufacturers to stay ahead in a competitive market

By enhancing the user experience, manufacturers can differentiate their products and capture the attention of discerning consumers. Intuitive interfaces, responsive voice commands, and curated content suggestions tailored to individual preferences elevate the viewing experience, making smart TVs more appealing and user-friendly. Furthermore, manufacturers may constantly improve their recommendations by utilizing artificial intelligence and machine learning algorithms, guaranteeing that customers will always have access to information that speaks to their interests and preferences. This emphasis on user-centric design and customization fosters customer satisfaction and brand loyalty, driving repeat purchases and word-of-mouth referrals in the highly competitive Smart TV market.

Competitive Landscape

The Smart TV market is highly competitive, characterized by a diverse array of players to establish dominance in this burgeoning industry. Companies such as Haier Inc, Intex Technologies, Koninklijke Philips N.V., LG Electronics, Panasonic Corporation, Samsung Electronics Co. Ltd, Sansui Electric Co. Ltd, Sony Corporation, TCL Electronics Holdings Limited, Toshiba Solutions are key contenders in this space. These companies bring unique strengths and offerings, ranging from cutting-edge technology and innovative features to robust distribution networks and strong brand recognition. The Smart TV market is very competitive because of the ongoing changes in customer preferences and technological advancements. As a result, companies must continuously innovate and distinguish their offerings to maintain their lead in this fast-paced industry.

The key players in the global Smart TV market include - TCL Electronics Holdings Limited (Hong Kong), Toshiba Solutions (Japan), Hisense International (China), Haier Inc. (China), Samsung Electronics Co. Ltd. (South Korea), Sansui Electric Co. Ltd. (Japan), Sony Corp. (Japan), Intex Technologies (India), Koninklijke Philips N.V. (Netherlands), LG Electronics (South Korea), Panasonic Corp. (Japan) among others.

Recent Market Developments

• In 2022, Sony Corporation introduced the Bravia XR Master Series A95K OLED TV in India. The new device offers a captivating visual experience, powered by the cognitive XR processor.
• In 2022, Samsung Electronics Co. Ltd launched the Neo QLED 8K smart TV line, which included televisions with screens as large as 65 and 85 inches.
• Xiaomi India announced introducing a new line of smart TVs in 2023. The new Xiaomi Smart TV X Pro series has three sizes: 43-inch, 50-inch, and 55-inch. Across a broad color spectrum, these X Pro versions offer better colors, contrast, saturation, and brightness.
• In September 2023, to increase its market share in the connected TV space, TV9 Network cooperated with Samsung TV Plus India. This collaboration reaffirms TV9 Network's dedication to providing accurate news information via the dynamic medium of connected TVs to an ever-growing user base.
• In November 2022, Videotex International and LG, a Korean electronics company, formed a partnership. With Videotex's support, this collaboration enabled LG to add its most recent software capabilities to TVs from various retail brands.