Connected TV Market
Report ID: SQMIG25E2166
Report ID: SQMIG25E2166
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USA +1 351-333-4748
Report ID:
SQMIG25E2166 |
Region:
Global |
Published Date: August, 2025
Pages:
176
|Tables:
116
|Figures:
72
Global Connected TV Market size was valued at USD 92.23 Billion in 2024 and is poised to grow from USD 99.61 Billion in 2025 to USD 184.37 Billion by 2033, growing at a CAGR of 8% during the forecast period (2026–2033).
The widespread use of streaming services, which offer users a vast array of on-demand content at reasonable prices, is the primary driver of the connected tv market growth.
As consumers shift from traditional cable and satellite TV to services like Netflix, Disney+, and Amazon Prime Video, which are the preferred medium for modern home entertainment, the demand for connected TV devices has grown. Technological advancements are crucial to this growth. Manufacturers are implementing cutting-edge features like OLED and QLED screens, HDR, 4K and 8K resolution, and AI-powered content recommendations. These advancements attract clients searching for upscale entertainment options and significantly enhance the viewing experience. Features that distinguish connected TVs from conventional televisions, such as voice control, smart home integration, and personalized user interfaces, drive higher adoption rates. In addition, the proliferation of high-speed internet and the creation of smart home ecosystems have also accelerated the growth of the connected TV industry.
How is AI Revolutionizing the Connected TV Viewing Experience?
The use of AI is radically transforming the global connected TV market outlook, to potentially provide better, smarter content suggestions, personalized user interfaces, and voice assistants. In an all-round viewing experience, AI will help shape viewer experience by identifying user preferences, making everything from the system to content delivery quicker. For instance, LG Electronics previously released their new webOS Smart TVs in April 2025, which exhibited AI Picture Pro, that leverages deep learning to adjust color, contrast, and sharpness automatically based on content type. This not only improves the quality of the image but also exemplifies how AI is capable of being used to improve customer satisfaction while growing the connected TV market.
Market snapshot - 2026-2033
Global Market Size
USD 85.4 Billion
Largest Segment
LED
Fastest Growth
OLED
Growth Rate
8.0% CAGR
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The global connected TV market is segmented into screen size, distribution channel, technology, resolution, and region. By screen size, the market is classified into below 30 inches, 30 to 50 inches, 50-70 inches, and above 70 inches. Depending on distribution channel, it is divided into online and offline. According to technology, the market is bifurcated into LED and OLED. As per resolution, it is categorized into 14K UHD, 8K, and FHD & HD. Regionally, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.
What Makes Smart LED TVs a Preferred Choice for Consumers?
As per the 2024 connected TV market analysis, LED, the most widely used technology in the market, is expected to grow at a compound annual growth rate (CAGR) of 12.6% from 2025 to 2032. LED technology is progressing due to its cost, energy use, and likely widespread availability at a range of prices and sizes. Now that Smart LED TVs are inexpensive LED TVs, LCDs that have LED backlighting, have better brightness and are thinner than LCDs, a variety of consumers can afford these televisions. The combination of affordability and better picture quality appeals to consumers on a budget and those moving from non-smart TVs.
The growth of OLED technology in the connected TV industry is being driven by its superior display qualities, which include wide viewing angles, vibrant colors, perfect blacks, and energy efficiency. OLED TVs are highly popular in high-end markets because of continuous technological improvements that enhance the viewing experience, like higher resolution (4K and 8K), better brightness, and longer lifespan. Early adopters are expanding their use to include general consumers due to the availability of larger OLED screens and falling production costs.
How do Affordability and Versatility Drive 30–50 Inch Connected TV Adoption?
As per the 2024 connected TV market forecast, connected TVs have become the most prevalent choice for households, across sizes 30-50 inches. It generated around USD 150 billion in revenue in 2024. With guests in urban homes with limited square footage, these mid-sized TVs provide a portable, high-quality entertainment option. The increasing supply of 4K Ultra HD content is fueling demand in this market, where consumers want better picture quality at no extra cost for larger screens.
Consumers are increasingly choosing the 50–70-inch category because they want a more immersive and dramatic viewing experience. This size range is favored in larger living rooms and home theaters where viewers want to enjoy high-end content like 4K and HDR movies or games with greater visual impact. The primary factors driving this category's growth are the availability of advanced display technologies like OLED, which offer improved contrast and color accuracy, and rising consumer interest in pricey entertainment systems.
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How is North America Shaping the Future of the Connected TV Market?
As per the connected TV market regional analysis, North America's market is expected to be worth USD 80 billion in 2024. North America remains a major market due to its early adoption of cutting-edge technologies, widespread broadband availability, and high consumer spending power. The region's thriving OTT ecosystem, which comprises a diverse array of content providers and streaming services, is the primary driver of the demand for connected TVs. Innovations like voice control, AI-powered recommendations, and 4K/8K resolution enhance the user experience. The existence of major manufacturers and tech companies investing in smart TV platforms also sustains growth. The North American market is characterized by intense competition and continuous technological advancements that support consistent expansion.
U.S. Connected TV Market
With a compound annual growth rate (CAGR) of 11.1% from 2025 to 2032, the connected TV sector in the US is expected to grow. With features like 4K and 8K resolution, AI-powered voice control, personalized content recommendations, and integration with smart home ecosystems, connected TVs are growing in popularity in the U.S. market. The existence of major tech firms like Google, Amazon, Samsung, and LG promotes innovation and competitive product offerings. The rise of online gaming platforms, which require high-performance, low-latency displays, has also led to a rise in the use of CTV. A tech-savvy consumer base that strongly prefers cutting-edge entertainment technologies is expected to fuel strong market growth.
Canada Connected TV Market
The connected TV market share in Canada is expanding due to rising internet penetration and the use of smart homes. Smart TV streaming services like Netflix and Crave are becoming more popular in Canada. Mid-sized smart TV sales increased in 2024, according to Best Buy Canada and other retailers. The market's consistent growth in both urban and rural areas has been bolstered by government broadband projects in rural areas that have expanded the demographics that can access CTV.
Is Asia-Pacific the Next Hotspot for Connected TV Growth?
The Asia Pacific connected TV market is anticipated to dominate the market with a revenue share of 38.57% in 2024 over the course of the forecast period. The primary forces behind this growth are the expanding middle class in countries like China and India, rapidly increasing urbanization, and rising disposable incomes. The advent of 5G networks, the widespread availability of affordable smart TVs, and the growth in internet usage all contribute to seamless streaming. The popularity of OTT platforms that offer a variety of locally relevant content also accelerates adoption. The growing demand for high-end display technologies like OLED and QLED, as well as government digital initiatives, is contributing to the region's market expansion.
China Connected TV Market
China currently dominates Asia's connected TV market because of its widespread consumer adoption and strong domestic production. AI-enabled models are becoming more popular, and businesses like Xiaomi and Hisense are leading the way in terms of affordability and innovation. Local retail charts were dominated by Hisense's ULED X series in 2024. China is gaining market share in the global CTV industry because of the ecosystem's rapid development and the direct integration of platforms like Tencent Video and iQIYI into smart TVs.
Japan Connected TV Market
Japan's tech-savvy consumers and extensive use of streaming services like AbemaTV and Hulu Japan are the main reasons for the country's thriving connected TV market. In the OLED and 4K smart TV markets, Sony and Panasonic remain at the forefront of innovation. Voice-AI-enhanced Bravia versions that seamlessly integrated with the Internet of Things were released by Sony in 2025. CTVs are being used more as the main entertainment center in urban homes, particularly in the 30- to 55-inch market.
How is Europe Adopting Connected TVs Across Diverse Consumer Segments?
Widespread broadband availability, a large selection of content, and robust smart home adoption all help Europe's connected TV market. The demand for 4K and mid-size TVs in the area grew in 2024. Regional OTT platforms like Rakuten TV and Zattoo, as well as global streaming services, are driving up usage. Purchases are also being influenced by sustainability preferences, as evidenced by the growing demand for smart TVs with low power consumption. The area continues to play a major role in the expansion and uptake of CTV worldwide.
UK Connected TV Market
The UK has one of the highest connected TV penetration rates in Europe due to services like Sky Q, ITVX, and BBC iPlayer. Samsung and LG continued to dominate the 40–50 inch smart TV market in 2024. Voice-activated gadgets are popular in British homes, and incorporating Alexa and Google Assistant is a big selling point. Advertisers are also making significant investments in CTV platforms as more people switch from linear to digital TV.
France Connected TV Market
The growth of France's connected TV market is being driven by the popularity of local OTT content and the expansion of high-speed fiber. Channel+ and Molotov are two platforms that encourage the use of smart TVs. LG's WebOS-enabled smartphones with AI assistants that speak French became more well-known in 2025. There is a great demand for mid-sized, affordable LED smart TVs. France is now a major player in the European CTV ecosystem thanks to the government's push for digital infrastructure, which encourages broader adoption.
Germany Connected TV Market
Digital consumption trends and robust broadband infrastructure support Germany's connected TV market. The desire for access to ZDF Mediathek, DAZN, and Netflix drove up sales of Samsung and Philips smart TVs in 2024. German consumers place a high value on energy efficiency and high-resolution displays, which is consistent with the growing use of OLEDs. Another distinctive feature that links traditional TV with digital interaction is the use of hybrid broadcast broadband TV, or HbbTV.
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Connected TV Market Drivers
Increase in the Use of OTT Content
Integrating Smart Homes with IoT Ecosystems
Connected TV Market Restraints
Data Security and Privacy Issues
Operating System Fragmentation and Incompatibilities
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Companies like Samsung, LG, and Sony control the majority of the connected TV market and prioritize advancements in display and operating system technology. Roku and Amazon both make use of ad monetization techniques and content ecosystems. Apple and Google place a high premium on platform integration through tvOS and Android TV. AI-powered interfaces, exclusive content partnerships, and OS licensing (like Roku TV) are important tactics. With their affordable smart TVs, Chinese companies like Xiaomi and TCL are growing internationally.
Top Player’s Company Profile
Recent Developments in Connected TV Market
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.
As per SkyQuest analysis, the global connected TV market is rapidly changing due to OTT platforms, programmatic advertising, and smarter technology for home integration. Users are searching for more seamless flow, robust AI-supported content options, and stops (for lack of a better term) with customized messaging. However, challenges such as security threats, data privacy concerns, and the fragmented nature of OS options still exist. Market participants are pouring into cloud services, localized content, and user-friendly interface mechanisms to meet demands. Aspects of startups are channels for emerging analysts, specialized content for consumers, and enhancing platform services to meet consumer expectations. As ad-based, tech-based, and entertainment options converge, connected TVs are fast becoming multifunctional and multifunctional devices as home hubs. The future of the connected TV market has devices that consumers want to use, are interoperable, protect privacy, as well as have integrated monetized options developed.
| Report Metric | Details |
|---|---|
| Market size value in 2024 | USD 92.23 Billion |
| Market size value in 2033 | USD 184.37 Billion |
| Growth Rate | 8% |
| Base year | 2024 |
| Forecast period | 2026-2033 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
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| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
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| Customization scope | Free report customization with purchase. Customization includes:-
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Table Of Content
Executive Summary
Market overview
Parent Market Analysis
Market overview
Market size
KEY MARKET INSIGHTS
COVID IMPACT
MARKET DYNAMICS & OUTLOOK
Market Size by Region
KEY COMPANY PROFILES
Methodology
For the Connected TV Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Connected TV Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
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Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Connected TV Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Connected TV Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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