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市場調查報告書

商品編碼

1690922

智慧電視和機上盒：市場佔有率分析、行業趨勢和統計數據、成長預測（2025-2030 年）

Smart Television and Set-Top Box - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年03月18日 | 出版商:

Mordor Intelligence | 英文 233 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預計智慧電視和機上盒市場在預測期內的複合年成長率將達到 2.21%。

預計 2021 年全球機上盒市場規模將達到 2.2626 億美元，預測期內（2022-2027 年）的複合年成長率為 -1.25%。

關鍵亮點

先進的技術創新正在推動市場成長。隨著各種具有不同功能的機上盒的出現，機上盒公司之間的競爭也愈發激烈。數位錄製是最理想的功能之一，因為它允許觀眾觀看和錄製他們喜歡的節目。
基於作業系統的設備的部署正在推動市場成長。政府法規強制安裝機上盒、機上盒供應商推出基於開放作業系統的設備以及新興國家的模擬關閉進一步推動了機上盒市場的需求。
例如，印度政府通過《有線電視網路（監管）法》修正案，強制安裝機上盒。機上盒透過數位訊號提供更好的觀看體驗，並有助於防止非法頻道在印度播出。
此外，隨著高畫質電視銷售的不斷成長，對更高影像解析度的需求正在推動提供高清和超高清內容的機上盒市場的發展。不過，美國消費者科技協會（CTA）根據其最新的「值得關注的科技趨勢」調查預測，2021年美國電視出貨量將下降8%至4,300萬台。
智慧電視市場的主要參與企業包括LG電子、三星、小米、Vu、TCL、海信、索尼等。隨著索尼、三星、LG和小米等多個國際品牌的進入，智慧型電視市場適度整合，少數主要企業佔據了65％以上的市場佔有率。這些公司正努力透過夥伴關係和頻繁的產品開發來打造智慧型電視市場的下一個大熱門。
此外，根據2021年歐洲數位電視產業調查，約35%的受訪者認為機上盒是電視業者提案中有用的元素，但並非不可取代。此外，10% 的受訪者認為，機上盒現在是、並且仍將是電視業者提案的核心。
市場現有企業正在採取強力的競爭策略，包括技術創新、合作夥伴計畫和市場擴張。例如，Technicolor 已採用注重整合優勢的商家計畫來吸引新業務商家。
新冠疫情爆發導致政府採取封鎖措施以遏制病毒傳播，影響了各通訊服務供應商的供應鏈。 2021 年 9 月，Airtel 的 DTH 部門宣布計劃在 2021 年底前停止進口高清機上盒，並生產本地開發的機上盒，以應對 COVID-19 造成的供應鏈中斷。 Airtel 的主要競爭對手 Tata Sky 已與 Technicolor 合作在印度國內生產機上盒。

智慧電視和機上盒市場趨勢

先進技術創新驅動市場

人工智慧擴大被應用於機上盒，因為它有助於提高機上盒設備的影像品質。 2021年10月，SK Broadband宣布推出AI Sound Max。該機上盒將最新的人工智慧與丹麥高階音響公司 Bang & Olufsen 的音訊技術相結合。
AI技術可以提升複雜應用中的語音能力，有助於改善客戶體驗。新的語音技術也被引入來導航內容。
Android 機上盒配備了許多遊戲、OTT 平台和音樂應用程式。這些重型應用程式需要處理器來確保平穩運行並提高觀眾參與度。
Android 電視機上盒的需求量很大，因為它們提供更好的影像和聲音品質以及串流內容存取。 2021年8月，住友電工宣布，截至2021年5月，其安卓電視機上盒「BS4K」*1在日本國內的累計出貨量已突破100萬台。該公司表示，銷量受到了疫情的影響。
2021 年 10 月，捷克共和國的媒體平台供應商 nangu.TV 宣布推出一款新的 4K UHD Android TV Operator Tier 機上盒。該公司已與 Orange Slovensko、CommScope 和 Viaccess Orca 建立合作夥伴關係。它最近在斯洛伐克推出，為 Orange 客戶提供直播和點播串流娛樂體驗。

亞太地區佔很大市場佔有率

亞太地區是訂閱視訊點播（SVOD）用戶數量最多的地區之一。根據數位電視研究公司發布的資料，到2026年，亞太地區SVOD用戶數量預計將達到6.98億，較2021年（5.02億）成長近39%。此外，預計到 2026 年，中國等國家將對 SVOD 訂閱量做出重大貢獻，訂閱量將達到 3.54 億。因此，預計在預測期內，SVOD 訂閱量的增加和對大螢幕顯示器的日益傾向將推動市場成長。
2022年1月，索尼電子宣布推出BRAVIA XR電視系列。該系列包括 MASTER 系列 Z9K 8K 和 X95K 4K Mini LED 型號、MASTER 系列 A90K、MASTER 系列 A95K、A80K 4K OLED 型號以及 X90K 4K LED 型號。在認知處理器 XR 的支援下，獨特的 XR 背光主驅動器精確控制 Z9K 和 X95K 系列的最新一代 Mini LED 背光，實現令人難以置信的亮度。這些技術創新使公司能夠提供最佳、最身臨其境的觀看體驗，忠實地傳達創作者的真實意圖。據其亞太區代表稱，該公司承諾為觀眾提供豐富的觀影體驗。
據 Netflix 印度部門稱，印度是世界上最具前景的國家之一，擁有超過 2 億個潛在電視家庭，但普及率仍較低。近幾年來，智慧電視的價格變得越來越便宜，並被作為現代電視進行銷售。據該公司稱，印度人喜歡上網點播自己喜歡的電影和電視劇。該公司還發現，觀眾希望與家人一起在家中的智慧型電視上觀看 Netflix 節目的需求日益成長。因此，知名公司對印度市場的樂觀展望代表著該國智慧型電視市場的成長。
根據印度電訊監管局 (TRAI) 發布的資料顯示，在疫情期間，有線電視和線性電視營運商的市場佔有率已被串流媒體服務奪走，而 Netflix、Amazon Prime Video 和 ALTBalaji 的用戶則大幅增加。截至 2021 年 3 月，有線電視和 DTH 用戶總數減少了 410 萬人。
同樣，通訊業者DTH 供應商也與 OTT參與企業合作提供完整的娛樂內容。 2021年9月，沃達豐Idea宣布，由於Over-The-Top平台消費的成長以及物聯網的加速發展，通訊業正經歷數位變革時期時期。該公司已與 Voot Select Sun NXT 等本地 OTT 平台合作。
該地區也正在出現 OTT 和 STB 供應商之間的合作。 2021 年 4 月，多系統營運商 (MSO) Siti Networks 推出了 Siti PlayTop Magic，這是一款提供 Android 和線性電視功能的 4K HDR 機上盒。
該地區其他地區的農村用戶數量也有所增加。根據印度品牌資產基金會 (IBEF) 2021 年 7 月發布的報告，2021 年 3 月農村用戶的電話普及率達到 60.27%，比 2020 年 3 月成長 1.48%。

智慧電視和機上盒產業概況

智慧電視市場由於前期投入高、市場主導參與企業少等原因，市場集中度較高。主要參與企業包括三星、TLC、LG。然而，機上盒市場細分化，有多個參與企業和區域供應商。然而，機上盒市場被認為是適度細分的。

2022 年 4 月－康普與 Orange Belgium 合作推出其最新的搭載 Android 電視作業系統 (OS) 的機上盒，能夠為用戶提供直播電視和優質串流服務。
2021 年 11 月－澳洲電視業者 Foxtel 與康普合作推出新款 iQ5 串流媒體機上盒。 iQ5 STB 提供超過 50,000 小時的 4K UHD 內容。其堆疊設計配備可移動 1TB 硬碟，可存取串流媒體應用程式，包括 Netflix、YouTube、ABC iView、SBS On Demand、Amazon Prime、Vevo、Paramount+ 和 10Play。康普為 Foxtel 提供全面託管服務，為 iQ5 設計、開發和部署旗艦機上盒軟體。該公司還利用康普的 ECO 服務管理解決方案實現設備自動化。

其他福利

Excel 格式的市場預測 (ME) 表
3個月的分析師支持

公司簡介 - 機上盒
- Arris International PLC（Commscope Holding Company, Inc）
- Technicolor SA
- Intek Digital Inc.
- Humax Holdings CO. Ltd
- ZTE Corporation
- Shenzhen Skyworth Digital Technology CO., Ltd
- Sagemcom SAS
- Gospell Digital Technology CO. Limited
- Kaonmedia CO. Ltd
- Shenzhen Coship Electronics CO. Ltd
- Evolution Digital LLC
- Shenzhen SDMC Technology CO. Ltd
公司簡介 – 智慧電視
- Samsung Electronics CO., Ltd
- LG Electronics Inc.
- TCL Electronics Holdings Limited
- Hisense Group
- Xiaomi Corporation

第10章投資分析

第11章：投資分析市場的未來

簡介目錄

Product Code: 72501

The Smart Television and Set-Top Box Market is expected to register a CAGR of 2.21% during the forecast period.

Smart Television and Set-Top Box - Market - IMG1

The Global Set-Top Box Market was valued at USD 226.26 million in 2021 and is expected to register a CAGR of -1.25% over the forecast period (2022 - 2027).

Key Highlights

High levels of technological innovations are driving the growth of the market. The development of a wide range of STBs equipped with various features has made the competition fierce among set-top-box companies. Digital video recording is one of the most desired features, as it enables the viewers to watch and record their favorite shows.
The deployment of OS-Based devices drives the market growth. The government regulations mandating the installation of set-top boxes, deployment of open OS-based devices by STB vendors, and analog switch-off transition in emerging countries are further driving the demand of the STB market.
For instance, the Government of India has made STBs compulsory through an amendment to the Cable Television Networks (Regulation) Act. Set-top boxes provide a better viewing experience because of digital signals and help in preventing illegal channels from being broadcasted in India.
The demand for better picture resolution, in line with the increase in the sales of high-definition TVs, is also pushing the market for set-top boxes that deliver HD and UHD content. However, the Consumer Technology Association (CTA) projected that television shipments in the United States would drop by 8% to 43 million units in 2021, according to its latest "Tech Trends to Watch" research.
Key players that are significantly active in the Smart TV market include LG Electronics, Samsung, Xiaomi, Vu, TCL, Hisense, and Sony. With the presence of various international brands such as Sony, Samsung, LG, Xiaomi, and many more, the Smart TV market is moderately consolidated, with more than 65% of the market share held by a few prominent companies. These companies are making significant efforts in the Smart TV Markets to create the next big thing by engaging in partnerships and making frequent product developments.
Further, according to Digital TV Europe Industry Survey 2021, about 35% of the respondents suggested that the set-top is a useful element in the TV operator's proposition but is not irreplaceable, while a further 36% take the view that it is only one option the TV operator must reach customers today and is no more valuable than any other. In addition, 10% of the respondents suggested that the box is central to the TV operator's proposition and is here to stay.
Market incumbents have been adopting robust competitive strategies involving innovation, partner programs, and market expansion, among others. For instance, Technicolor adopts an operator program focusing on integration benefits to leveraging new operators.
The COVID-19 outbreak led to lockdowns imposed by the government to curb the spread of the virus, which affected the supply chains of various telecom service providers. In September 2021, the Airtel DTH arm announced plans to stop imports of high-definition set-top boxes by the end of 2021 to tackle the COVID-19-induced supply chain disruption and make locally-developed set-top boxes. Tata Sky, Airtel's major competitor, partnered with Technicolor for the domestic production of set-top boxes in India.

Smart Television & Set-Top Box Market Trends

High Levels of Technological Innovations to Drive the Market

The adoption of artificial intelligence in set-top boxes has been increasing as it helps in enhancing the picture quality of STB devices. In October 2021, SK Broadband announced the launch of AI Sound Max. This set-top box combines the lasted artificial intelligence with the audio technology from the Danish luxury audio company Bang & Olufsen.
AI technology improves the voice functions for complex applications and helps in improving customer experience. There has been the introduction of new voice technologies to navigate content.
The Android set-top boxes come with many applications related to gaming, OTT platforms, and music. These heavy applications need a processor, which ensures smooth running, improving viewers' engagement.
There is a strong demand for an Android TV set-top box, as it offers better picture quality and sound quality, along with access to streaming content. In August 2021, Sumitomo Electric announced that its BS4K*1 set-top box powered by Android TV exceeded a cumulative domestic shipment of one million units in May 2021. According to the company, the sales were influenced by the pandemic.
In October 2021, the Czech Republic-based media platform provider nangu.TV unveiled a new 4K UHD Android TV Operator Tier set-top box. The company partnered with Orange Slovensko, CommScope, and Viaccess Orca. It recently launched in Slovakia and gave Orange customers a live and on-demand streaming entertainment experience.

Asia Pacific to Hold Significant Market Share

The Asia Pacific region is one of the prominent regions for subscription video-on-demand (SVOD) subscribers. According to the data published by Digital TV Research, the Asia-Pacific region is anticipated to have 698 million SVOD subscriptions by 2026, up by almost 39% from 2021 levels, i.e., 502 million. Moreover, countries like China are expected to significantly contribute to SVOD subscriptions, with 354 million subscriptions by 2026. Therefore, the rising SVOD subscriptions and the growing inclination toward large-screen displays are anticipated to propel the market's growth over the forecast period.
In January 2022, Sony Electronics announced the launch of the BRAVIA XR television series, which includes MASTER Series Z9K 8K and X95K 4K Mini LED models, MASTER Series A90K, MASTER Series A95K, A80K 4K OLED models, and X90K 4K LED model. Powered by Cognitive Processor XR, the unique XR Backlight Master Drive precisely controls with its latest generation Mini LED backlight in the Z9K and X95K series for incredible brightness. These innovations enable the company to deliver the best and most immersive viewing experiences, authentically delivering the creator's true intent. According to one of the company's representatives in the Asia-Pacific region, the company is committed to offering an enhanced viewing experience to the viewers.
According to the Indian arm of Netflix, India is one of the most promising countries in the world, with more than 200 million potential TV households and still underpenetrated. Smart televisions have become more affordable over the past couple of years and represent the newest TVs sold. According to the company, Indian people love connecting to the internet and streaming their favorite films and series on demand. Also, the company witnessed an ever-growing need among audiences to watch Netflix on a smart TV at home with their family. Therefore, the positive outlook of renowned companies toward the Indian market represents the expanding market growth of smart TVs in the country.
According to the data released by the Telecom Regulatory Authority of India (TRAI), cable and direct-to-home television service providers lost their market to streaming services during the pandemic as Netflix, Amazon Prime Video, and ALTBalaji reached a significant number of subscribers. The combined user base of cable TV operators and DTH companies declined by 4.1 million through March 2021.
On similar lines, telecom DTH providers are also partnering with OTT players to offer complete entertainment content. In September 2021, Vodafone Idea announced that the telecom industry is undergoing a digital transformation due to the growing consumption of over-the-top (OTT) platforms, along with IoT acceleration. The company partnered with local OTT platforms such as Voot Select Sun NXT.
The collaborations between OTT and STB vendors can also be witnessed in the region. In April 2021, multi-system operator (MSO) Siti Networks launched Siti PlayTop Magic, a 4K HDR STB offering Android and linear TV features.
The increase in the teledensity of rural subscribers can also be witnessed in other parts of the region. According to a report published by India Brand Equity Foundation (IBEF) in July 2021, the teledensity of rural subscribers reached 60.27% in March 2021, an increase of 1.48% from March 2020, showcasing a high growth potential from the rural sector.

Smart Television & Set-Top Box Industry Overview

The Smart Television Market is concentrated due to the high initial investments and few dominant players in the market. Some of the key players are Samsung, TLC, and LG. However, the set-top box market is fragmented due to the presence of multiple players and regional providers. However, the set-top box market can be considered moderately fragmented.

April 2022 - CommScope teamed with Orange Belgium to equip its subscribers with the latest set-top boxes powered by the Android TV operating system (OS), which can provide live television and premium streaming services.
November 2021 - The Australian TV operator Foxtel partnered with Commscope to launch its new iQ5 streaming set-top box. The iQ5 STB offers over 50,000 hours of content in 4K UHD. Its stacked design features a detachable 1TB hard drive and access to streaming apps, including Netflix, YouTube, ABC iView, SBS On Demand, Amazon Prime, Vevo, Paramount+, and 10Play. Commscope has provided Foxtel with a fully managed service to design, develop, and deploy its flagship set-top box software for iQ5. It also leans on Commscope's ECO Service Management Solutions for device automation.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

1 INTRODUCTION

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study (Set-top Box Market)

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Threat of New Entrants
- 4.2.2 Bargaining Power of Buyers
- 4.2.3 Bargaining Power of Suppliers
- 4.2.4 Threat of Substitutes
- 4.2.5 Intensity of Competitive Rivalry
4.3 Industry Value Chain Analysis
4.4 Impact of COVID-19 on the Market
4.5 Technology Snapshot
- 4.5.1 Evolution of Set-top Boxes
- 4.5.2 Key Collaborations
- 4.5.3 Ongoing Technological Developments

5 MARKET DYNAMICS

5.1 Drivers
- 5.1.1 High Levels of Technological Innovations
- 5.1.2 Growing Adoption In The Emerging Markets
- 5.1.3 Deployment Of OS-based Devices
5.2 Restraints
- 5.2.1 Growing Production Costs and Vendor Consolidation

6 SET-TOP BOX MARKET SEGMENTATION

6.1 By Technology
- 6.1.1 Satellite/DTH
- 6.1.2 IPTV
- 6.1.3 Cable
- 6.1.4 Other Types (DTT)
6.2 By Resolution
- 6.2.1 SD
- 6.2.2 HD
- 6.2.3 Ultra-HD And Higher
6.3 By Geography
- 6.3.1 North America
- 6.3.2 Europe
- 6.3.3 Asia Pacific
- 6.3.4 Rest of the World

7 TELEVISION MARKET SEGMENTATION

7.1 By Resolution
- 7.1.1 HD/FHD
- 7.1.2 4K
- 7.1.3 8K
7.2 By Display Size (in Inches)
- 7.2.1 32 And Below
- 7.2.2 39-43
- 7.2.3 48-50
- 7.2.4 55-60
- 7.2.5 65 And Above
7.3 By Technology
- 7.3.1 LCD
- 7.3.2 OLED
- 7.3.3 QLED
7.4 By Geography
- 7.4.1 North America
- 7.4.2 Europe
- 7.4.3 Asia Pacific
- 7.4.4 Rest of the World

8 VENDOR MARKET SHARE ANALYSIS

8.1 Vendor Market Share - Set-top Box Market
8.2 Vendor Market Share - Smart Television Market

9 COMPETITIVE LANDSCAPE

9.1 Company Profiles - Set-top Box
- 9.1.1 Arris International PLC (commscope Holding Company, Inc)
- 9.1.2 Technicolor SA
- 9.1.3 Intek Digital Inc.
- 9.1.4 Humax Holdings CO. Ltd
- 9.1.5 ZTE Corporation
- 9.1.6 Shenzhen Skyworth Digital Technology CO., Ltd
- 9.1.7 Sagemcom SAS
- 9.1.8 Gospell Digital Technology CO. Limited
- 9.1.9 Kaonmedia CO. Ltd
- 9.1.10 Shenzhen Coship Electronics CO. Ltd
- 9.1.11 Evolution Digital LLC
- 9.1.12 Shenzhen SDMC Technology CO. Ltd
9.2 Company Profiles - Smart Television
- 9.2.1 Samsung Electronics CO., Ltd
- 9.2.2 LG Electronics Inc.
- 9.2.3 TCL Electronics Holdings Limited
- 9.2.4 Hisense Group
- 9.2.5 Xiaomi Corporation