Global Smart TV Market

Smart TV Market Size, Share, Growth Analysis, By Operating system(Android TV, Tizen, and WebOS), By Resolution outlook(4K UHD TV, HDTV, Full HD TV, and 8K TV), By Region - Industry Forecast 2024-2031


Report ID: SQMIG25E2088 | Region: Global | Published Date: February, 2024
Pages: 157 |Tables: 64 |Figures: 75

Smart TV Market Insights

Smart TV Market size was valued at USD 196.70 billion in 2021 and is poised to grow from USD 197.23 billion in 2022 to USD 471.17 billion by 2030, growing at a CAGR of 11.5%% in the forecast period (2023-2030).

The global Smart TV market has witnessed significant growth, propelled by the increasing popularity of content on over-the-top (OTT) services. To meet the diverse demands of viewers, various TV content creators are continuously introducing new content across different genres, forming exclusive partnerships with OTT platforms. As a result, major streaming platforms like Amazon Prime, Netflix, and Disney Plus have developed custom applications tailored for smart TVs, enhancing their streaming services' accessibility.

The surging demand for smart TVs can be attributed to their advanced features, including voice command, screen mirroring/sharing, and video calling, which create an appealing and interactive viewing experience for users. Moreover, smart TVs are equipped with operating systems that facilitate seamless interaction, such as downloading applications, streaming video, and purchasing content directly on the TV. In response to this trend, manufacturers are developing their own operating systems, like Samsung Electronics Co. Ltd's Tizen operating system and LG's exclusive features like magic remote and voice command support. The rise of video-on-demand (VoD) services further fuels the market growth, as smart TVs support various popular video platforms offering on-demand content. For instance, the ESPN+ smart TV application enables on-demand sports streaming and content. Additionally, smart TVs offer interactive features for educational applications, providing voice input and remote cursor capabilities, making them valuable tools for learning and entertainment. Manufacturers are adopting a strategy of affordability to attract more customers. They offer a range of smart TVs, from entry-level to high-end, based on features and quality. While high-end smart TVs boast premium display panels and parts, resulting in higher prices, affordable options cater to a broader market, making smart TVs accessible to a wider audience.

US Smart TV Market is poised to grow at a sustainable CAGR for the next forecast year.

Market Snapshot - 2024-2031

Global Market Size

USD 196.70 billion

Largest Segment

Android TV

Fastest Growth

Android TV

Growth Rate

11.5% CAGR

Global Smart TV Market ($ Bn)
Country Share for APAC Region (%)

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Smart TV Market Segmental Analysis

The Global Smart TV Market is segmented by operating system, resolution outlook, and region. Based on operating system, the market can be segmented into android TV, tizen, and webos. Based on resolution outlook, the market is segmented into 4K UHD TV, HDTV, Full HD TV, and 8K TV. Based on region, the market is segmented into North America, Europe, Asia Pacific, Middle East and Africa, and Latin America.

Smart TV Market Analysis by Operating system

By Operating system, the market can be segmented into android TV, tizen, and webos. Android TV has emerged as the dominating segment in the global Smart TV market. This operating system, developed by Google, has gained widespread popularity due to its open-source nature and extensive app ecosystem. One of the key reasons for Android TV's dominance is its integration with the Google Play Store, which allows users to access a vast library of applications, games, and streaming services. Moreover, Android TV offers seamless compatibility with various devices, including smartphones and tablets, making it a convenient choice for users who prefer an interconnected ecosystem.

Tizen is the fastest-growing operating system in the global Smart TV market. Developed by Samsung Electronics, Tizen has gained significant traction in recent years due to its seamless integration with Samsung's smart TVs. The Tizen OS provides a user-friendly interface, allowing users to navigate and access content easily. Samsung's strong market presence and brand loyalty have contributed to the rapid growth of Tizen-powered Smart TVs.

Smart TV Market Analysis by Resolution outlook

By resolution outlook, the market is segmented into 4K UHD TV, HDTV, Full HD TV, and 8K TV. 4K UHD TV is the dominating segment in the global Smart TV market. 4K UHD (Ultra High Definition) resolution offers four times the number of pixels as compared to Full HD, resulting in a more detailed and immersive viewing experience. The increasing demand for high-quality content and the growing availability of 4K content from various streaming services, Blu-ray discs, and gaming consoles have been significant drivers behind the popularity of 4K UHD TVs.

While, 8K TVs are the fastest-growing segment in the global Smart TV market. 8K resolution provides an unprecedented level of clarity and detail, with four times the pixel count of 4K UHD and sixteen times that of Full HD. This results in incredibly sharp and realistic images, especially on larger screens.

Global Smart TV Market By Operating system, 2023 (%)

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Smart TV Market Regional Insights

The Asia-Pacific (APAC) region stands as the dominating force in the global Smart TV market. With its massive population and a growing middle class with rising disposable incomes, APAC has become a major market for consumer electronics, including smart TVs. The region's technological advancements, increasing internet penetration, and growing adoption of OTT services have contributed to the surging demand for smart TVs. Key economies in the region, such as China, Japan, South Korea, and India, play a pivotal role in driving the market's growth.

On other hand, Europe is emerging as the fastest-growing region for smart TVs within Europe. Countries such as Poland, Russia, and Ukraine are experiencing rapid economic growth and improving living standards, which has led to an increase in disposable incomes and consumer spending on electronics. The market in Eastern Europe is witnessing a surge in demand for smart TVs, driven by a rising interest in online streaming services and the need for advanced entertainment options. Additionally, local and international manufacturers are focusing on expanding their presence in these countries, contributing to the region's rapid growth.

Global Smart TV Market By Geography, 2024-2031
  • Largest
  • Fastest

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Smart TV Market Dynamics

Smart TV Market Drivers

Increasing popularity of over-the-top (OTT) content services

  • One significant driver propelling the growth of the Smart TV market is the increasing popularity of over-the-top (OTT) content services. With a diverse range of TV content creators continually producing new and varied content to cater to viewer demands, major streaming platforms like Amazon Prime, Netflix, and Disney Plus have developed custom applications for smart TVs. This, coupled with the advanced features offered by smart TVs such as voice command, screen mirroring, and video calling, creates a compelling and interactive viewing experience, fueling the high demand for these advanced entertainment devices.

Smart TV Market Restraints

Intense competition among manufacturers and streaming platforms

  • One notable restraint hindering the growth of the Smart TV market is the intense competition among manufacturers and streaming platforms. With numerous companies vying for market share, pricing pressures have intensified, leading to reduced profit margins for manufacturers. Additionally, the abundance of OTT platforms has fragmented the market, creating confusion among consumers about which services to subscribe to. Moreover, the rapid pace of technological advancements poses a challenge, as consumers may delay purchasing decisions in anticipation of newer and better models. These factors combined present a significant restraint in achieving sustained growth for the Smart TV market.

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Smart TV Market Competitive Landscape

Smart TV market is characterized by a multitude of manufacturers and streaming platforms striving to capture market share. Intense competition has led to price pressures and technological innovations. Companies are constantly introducing advanced features and developing custom applications to enhance user experience. Additionally, regional players are gaining prominence, offering cost-effective solutions to cater to specific markets. As the market evolves, companies are focusing on differentiation strategies to stand out amidst the competitive landscape.

Smart TV Market Top Player’s Company Profiles

  • Panasonic Corporation (Japan)
  • TCL Technology Group Corporation (China)
  • Hisense Group Co., Ltd. (China)
  • Vizio Inc. (US)
  • Xiaomi Corporation (China)
  • Philips (Netherlands)
  • Toshiba Corporation (Japan)
  • Skyworth Group Co., Ltd. (China)
  • Sharp Corporation (Japan)
  • Haier Group Corporation (China)
  • Funai Electric Co., Ltd. (Japan)
  • Hitachi, Ltd. (Japan)
  • Grundig Intermedia GmbH (Germany)
  • Vestel Elektronik Sanayi ve Ticaret A.S. (Turkey)
  • RCA (US)
  • JVC (Japan)
  • Onida Electronics (India)

Smart TV Market Recent Developments

  • In July 2023, Amazon and Netflix entered into a partnership to integrate their respective streaming services seamlessly on select smart TV models.
  • In June 2023, Hisense Group announced a strategic collaboration with a leading gaming company to optimize gaming performance on its smart TV models.
  • In May 2023, Samsung Electronics acquired an AI-based recommendation engine start-up to further personalize content recommendations on its smart TVs.
  • In April 2023, Sony Corporation invested in a start-up working on innovative AI and voice recognition technologies to enhance the smart features of its Bravia smart TV lineup.
  • In March 2023, Xiaomi partnered with MediaTek to launch a new range of affordable smart TVs powered by the latest chipset technology, targeting price-conscious consumers.

Smart TV Key Market Trends

  • Growing integration of artificial intelligence (AI) and smart assistants: One key market trend in the Smart TV industry is the growing integration of artificial intelligence (AI) and smart assistants into television sets. AI-powered features and voice-activated virtual assistants like Amazon Alexa and Google Assistant are becoming increasingly prevalent, providing users with enhanced convenience and seamless control over their smart TVs. These AI capabilities enable users to search for content, change channels, adjust settings, and even interact with other smart home devices using voice commands. The integration of AI not only improves the overall user experience but also opens up possibilities for personalized content recommendations and further advancements in smart TV technology.

Smart TV Market SkyQuest Analysis

SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Co-relates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.

According to global Smart TV market analysis, the global Smart TV market holds promising future scope as technological advancements continue to drive innovation in the industry. With the increasing popularity of over-the-top (OTT) content services and the incorporation of artificial intelligence and smart assistants, smart TVs are poised to offer more interactive and personalized viewing experiences. Asia-Pacific (APAC) stands as the dominating region in the Smart TV market due to its large population, rising disposable incomes, and technological advancements. Within APAC, India emerges as the fastest-growing country, fueled by a growing tech-savvy middle class and initiatives promoting local manufacturing. Europe is a significant market with a strong consumer electronics industry, while Eastern Europe showcases the fastest growth, driven by improving economic conditions and a rising interest in online streaming services. The US remains the largest country market for Smart TVs, thanks to its tech-savvy population and high disposable incomes. Overall, the global Smart TV market is expected to witness sustained growth, driven by innovation and increasing demand across various regions and countries.

Report Metric Details
Market size value in 2023 USD 196.70 billion
Market size value in 2031 USD 471.17 billion
Growth Rate 11.5%
Forecast period 2024-2031
Forecast Unit (Value) USD Billion
Segments covered
  • Operating system
    • Android TV, Tizen, and WebOS
  • Resolution outlook
    • 4K UHD TV, HDTV, Full HD TV, and 8K TV
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
  • Panasonic Corporation (Japan)
  • TCL Technology Group Corporation (China)
  • Hisense Group Co., Ltd. (China)
  • Vizio Inc. (US)
  • Xiaomi Corporation (China)
  • Philips (Netherlands)
  • Toshiba Corporation (Japan)
  • Skyworth Group Co., Ltd. (China)
  • Sharp Corporation (Japan)
  • Haier Group Corporation (China)
  • Funai Electric Co., Ltd. (Japan)
  • Hitachi, Ltd. (Japan)
  • Grundig Intermedia GmbH (Germany)
  • Vestel Elektronik Sanayi ve Ticaret A.S. (Turkey)
  • RCA (US)
  • JVC (Japan)
  • Onida Electronics (India)
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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Smart TV Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Smart TV Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Smart 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 Smart 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.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Smart TV Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Smart 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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FAQs

Smart TV Market size was valued at USD 196.70 billion in 2021 and is poised to grow from USD 197.23 billion in 2022 to USD 471.17 billion by 2030, growing at a CAGR of 11.5%% in the forecast period (2023-2030).

Smart TV market is characterized by a multitude of manufacturers and streaming platforms striving to capture market share. Intense competition has led to price pressures and technological innovations. Companies are constantly introducing advanced features and developing custom applications to enhance user experience. Additionally, regional players are gaining prominence, offering cost-effective solutions to cater to specific markets. As the market evolves, companies are focusing on differentiation strategies to stand out amidst the competitive landscape. 'Samsung Electronics Co., Ltd. (South Korea)', 'LG Electronics Inc. (South Korea)', 'Sony Corporation (Japan)', 'Panasonic Corporation (Japan)', 'TCL Technology Group Corporation (China)', 'Hisense Group Co., Ltd. (China)', 'Vizio Inc. (US)', 'Xiaomi Corporation (China)', 'Philips (Netherlands)', 'Toshiba Corporation (Japan)', 'Skyworth Group Co., Ltd. (China)', 'Sharp Corporation (Japan)', 'Haier Group Corporation (China)', 'Funai Electric Co., Ltd. (Japan)', 'Hitachi, Ltd. (Japan)', 'Grundig Intermedia GmbH (Germany)', 'Vestel Elektronik Sanayi ve Ticaret A.S. (Turkey)', 'RCA (US)', 'JVC (Japan)', 'Onida Electronics (India)'

One significant driver propelling the growth of the Smart TV market is the increasing popularity of over-the-top (OTT) content services. With a diverse range of TV content creators continually producing new and varied content to cater to viewer demands, major streaming platforms like Amazon Prime, Netflix, and Disney Plus have developed custom applications for smart TVs. This, coupled with the advanced features offered by smart TVs such as voice command, screen mirroring, and video calling, creates a compelling and interactive viewing experience, fueling the high demand for these advanced entertainment devices.

Growing integration of artificial intelligence (AI) and smart assistants: One key market trend in the Smart TV industry is the growing integration of artificial intelligence (AI) and smart assistants into television sets. AI-powered features and voice-activated virtual assistants like Amazon Alexa and Google Assistant are becoming increasingly prevalent, providing users with enhanced convenience and seamless control over their smart TVs. These AI capabilities enable users to search for content, change channels, adjust settings, and even interact with other smart home devices using voice commands. The integration of AI not only improves the overall user experience but also opens up possibilities for personalized content recommendations and further advancements in smart TV technology.

The Asia-Pacific (APAC) region stands as the dominating force in the Smart TV market. With its massive population and a growing middle class with rising disposable incomes, APAC has become a major market for consumer electronics, including smart TVs. The region's technological advancements, increasing internet penetration, and growing adoption of OTT services have contributed to the surging demand for smart TVs. Key economies in the region, such as China, Japan, South Korea, and India, play a pivotal role in driving the market's growth.

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