美國數位電子看板市場：市場佔有率分析、行業趨勢、統計數據和成長預測（2025-2030 年）

美國數位電子看板市場預計到 2025 年將達到 90.7 億美元，到 2030 年將達到 129.2 億美元，年複合成長率為 7.33%。

程序化購買數位戶外廣告 (DOOH) 庫存的興起、大型零售商的數位轉型以及顯示器與智慧建築平台的融合，是推動美國數位數位電子看板市場當前擴張的三大結構性成長引擎。全國 DOOH 廣告支出與更廣泛的戶外行業同步成長，預計到 2025 年初，戶外廣告行業的總收入將超過 90 億美元，其中約三分之一的收入目前來自數位廣告。雖然硬體仍然佔據收入的大部分，但利潤池正轉向經常性軟體和服務，這主要得益於績效驗證分析、基於訂閱的內容管理系統和創新服務的推動。節能型 OLED、高亮度 LCD 和反射式電子紙顯示器為終端用戶提供了豐富的技術選擇，使他們能夠更精準地滿足特定場所的視覺、永續性和成本目標。

美國數位電子看板市場趨勢與洞察

美國戶外數位廣告支出激增

數位戶外廣告（DOOH）程序化交易平台使廣告主能夠近乎即時地交易廣告曝光率，從而提升了靜態戶外媒體無法實現的衡量和歸因能力。超過四分之三的受訪消費者表示，他們在看到DOOH訊息後採取了行動，這增強了廣告主對這種廣告形式的信心。通訊業者透過一系列引人注目的收購進入了這一領域，這些收購表明，覆蓋全國的光纖和5G網路不僅可以提供網路連接，還可以實現廣告變現。人工智慧產生的創新迭代縮短了宣傳活動的準備時間，並使內容能夠根據當地天氣、交通狀況和受眾群體進行客製化，從而進一步提高了廣告支出回報率。由於與聯網電視採購採用相同的資料層，跨螢幕頻次和覆蓋範圍管理正變得日益常規，這鞏固了DOOH作為全通路行銷關鍵支柱的地位。

零售業的數位轉型

在美國，實體店購物仍然佔據主導地位，連鎖店正將展示內容嵌入過道、貨架和收銀台區域，以促進增量購買或與電商促銷活動相配合。零售商正在重新構想門市模式，使庫存、客戶互動工具和視覺訊息都來自共用的即時資料湖。快餐店的數位菜單板、大型超市的無限貨架自助服務終端以及雜貨店的電子貨架標籤，都是這一趨勢的鮮明體現。南部和西部地區的早期部署已證明，促銷商品能夠帶來收入成長，這促使其他地區加快了推廣預算核准。

資料隱私和選擇加入合規性障礙

一些州已頒布與《加州消費者隱私法案》類似的法規，要求場館運作者在採集和處理生物辨識或行為資料前必須獲得使用者的明確同意。例如，費城規定白天顯示器亮度最高不得超過 6500 尼特，夜間不得超過 450 尼特，並強制要求配備自動調光功能。這些要求迫使系統整合商必須建立安全的資料管道、審核日誌並遵循隱私設計原則，從而增加了工程和法律成本。全國性廣告商因此不得不調整宣傳活動以適應各地不同的標準，從而削弱了規模經濟效益。

細分市場分析

硬體部分佔了64.8%的市場收入佔有率。服務收入預計將以8.2%的複合年成長率成長，這將重塑美國數位電子看板市場的價值獲取格局。儘管硬體在2024年仍將占到近三分之二的收入，但買家越來越傾向於雲端基礎的內容管理、網路監控和分析，這些服務可以將一次性資本支出轉化為可預測的營運成本。因此，許多製造商將顯示器、媒體播放機和現場維護服務捆綁到多年訂閱服務中。全國連鎖店的部署表明，這些服務透過消除專案上門維護和自動更新數千塊螢幕的內容，降低了整體擁有成本。

託管服務還包括創新開發、資料整合和宣傳活動最佳化。這些功能對缺乏內部設計或IT資源但仍希望最大限度提升用戶參與度的零售商、醫療保健機構和市政當局極具吸引力。人工智慧工具能夠檢測客流模式和人口統計數據，使服務合作夥伴能夠部署與特定情境相關的播放列表，從而提高宣傳活動的針對性。預計這種向服務模式的持續轉變將推動美國數位數位電子看板市場走向更高利潤率，並促進那些能夠為全國性支持網路提供資金的公司之間的整合。

儘管液晶顯示器 (LCD) 和直視型 LED 顯示器仍佔據 71.5% 的市場佔有率，但 OLED 顯示器 9.9% 的複合年成長率 (CAGR) 凸顯了市場對高階視覺性能的明顯需求。零售旗艦店、企業大廳和高階酒店場所都將 OLED 顯示器近乎無限的對比度和超寬視角視為品牌差異化的關鍵因素。多家美國西部財富 500 強企業的園區正在將其入口大廳的電視牆從 LED 顯示器更換為拼接式 OLED 顯示螢幕，以提升市場佔有率。

OLED的能源效率也符合企業的永續性計畫。軟式電路板使建築師能夠將顯示器彎曲貼合在柱子上，或打造可固定在天花板上的條形顯示螢幕，從而實現剛性LCD無法實現的各種設計可能性。投影技術目前仍主要應用於禮堂等小眾場所，而電子紙則適用於陽光直射和電池供電的設備。 OLED製造成本的持續下降有望擴大其應用範圍，並幫助該技術在美國數位電子看板市場站穩腳跟。

美國數位電子看板市場報告按組件（硬體、軟體、服務）、顯示技術（LCD/LED、OLED、投影、其他）、螢幕尺寸（小於 32 吋、32 吋至 52 吋、其他）、安裝位置（室內、室外）、最終用戶（零售、運輸、酒店和快餐店、銀行、金融服務和保險、教育、東北部

其他福利：

• Excel格式的市場預測（ME）表
• 3個月的分析師支持

目錄

第1章 引言

• 研究假設和市場定義
• 調查範圍

第2章調查方法

第3章執行摘要

第4章 市場情勢

• 市場概覽
• 市場促進因素
  • 美國戶外數位廣告支出激增
  • 零售業數位轉型勢在必行
  • 承包指示牌即服務
  • 情境感知和程序化廣告的成長
  • 智慧建築和指示牌網路整合
  • 採用低功耗電子紙和反射式顯示器
• 市場限制
  • 資料隱私和選擇加入合規性障礙
  • 大型/互動式顯示器需要高資本投入
  • 中小企業內容管理的營運複雜性
  • 城市對戶外照明/夜間照明的規定更加嚴格
• 生態系分析
• 技術展望
• 波特五力分析
  • 供應商的議價能力
  • 買方的議價能力
  • 新進入者的威脅
  • 替代品的威脅
  • 競爭對手之間的競爭

第5章 市場規模與成長預測

• 按組件
  • 硬體
    • LCD/LED顯示器
    • OLED顯示器
    • 媒體播放機
    • 投影機和投影儀
    • 其他硬體
  • 軟體
  • 服務
• 透過顯示技術
  • LCD/LED
  • 有機發光二極體
  • 投影
  • 電子紙和反光材料
• 按螢幕尺寸
  • 小於 32 英寸
  • 32英寸至52英寸
  • 52吋或以上
• 按安裝位置
  • 室內的
  • 戶外
• 最終用戶
  • 零售
  • 運輸
  • 飯店和快餐
  • BFSI
  • 教育
  • 政府和公共機構
  • 衛生保健
  • 公司及商業辦公室
  • 娛樂和體育場館
• 按地區
  • 東北
  • 中西部
  • 南部
  • 西

第6章 競爭情勢

• 市場集中度
• 策略趨勢
• 市佔率分析
• 公司簡介
  • Samsung Electronics Co., Ltd.
  • LG Display Co., Ltd.
  • NEC Corporation
  • Stratacache, Inc.
  • Daktronics, Inc.
  • Sony Group Corporation
  • Panasonic Holdings Corporation
  • Sharp NEC Display Solutions of America, Inc.
  • Christie Digital Systems USA, Inc.
  • Barco NV
  • Planar Systems, Inc.
  • BrightSign LLC
  • Four Winds Interactive LLC
  • Broadsign International, LLC
  • Navori Labs SA
  • Cisco Systems, Inc.
  • Goodview Electronics Co., Ltd.
  • Toshiba America Business Solutions, Inc.
  • Peerless-AV（Peerless Industries, Inc.）
  • Watchfire Signs, LLC
  • Rise Vision, Inc.

第7章 市場機會與未來展望

The United States digital signage market is valued at USD 9.07 billion in 2025 and is projected to reach USD 12.92 billion by 2030, translating into a 7.33% CAGR.

Rising programmatic buying of digital-out-of-home (DOOH) inventory, large-scale retail digital transformation, and the embedding of displays into smart-building platforms are the three structural growth engines behind the current expansion of the United States digital signage market. National DOOH ad spending is scaling in tandem with the broader out-of-home sector, which crossed USD 9 billion in total revenue in early 2025 and now derives roughly one-third of that revenue from digital formats. Hardware continues to dominate revenue, yet proof-of-performance analytics, subscription-based content management systems, and creative services are shifting profit pools toward recurring software and services lines. Energy-efficient OLED, high-brightness LCD, and reflective e-paper displays give end users a widening menu of technology choices, enabling more precise alignment with venue-specific visual, sustainability, and cost objectives

United States Digital Signage Market Trends and Insights

Surge in United States DOOH Ad-Spend

DOOH programmatic exchanges now allow advertisers to trade impressions almost in real time, elevating measurability and attribution in ways previously unattainable in static outdoor media. More than three-quarters of surveyed consumers reported taking action after seeing a DOOH message, reinforcing advertiser confidence in the format. Telecommunications operators have entered the space through high-profile acquisitions, a signal that nationwide fiber and 5G networks can be monetized through advertising as well as connectivity. AI-generated creative iterations cut campaign setup times and allow content to adjust to local weather, traffic, or audience demographics, which further boosts return on ad spend. Because the same data layers power connected-TV buying, cross-screen frequency and reach management are becoming routine, solidifying DOOH as a critical pillar in omnichannel marketing.

Retail Digital-Transformation Mandates

Brick-and-mortar still captures the majority of U.S. shopping activity, prompting chains to embed displays into aisles, shelves, and checkout zones to encourage incremental purchases and to synchronize with e-commerce promotions. Retailers are re-architecting stores so that inventory, customer-relationship tools, and visual messaging all draw from a shared real-time data lake. Digital menu boards in quick-service restaurants, endless-aisle kiosks in big-box stores, and electronic shelf labels in grocery stores are visible manifestations of the same imperative: curate, inform, and transact in context. Early deployments in the South and West demonstrate revenue uplifts on promoted SKUs, which are accelerating budget approvals for rollouts across other regions.

Data-Privacy and Opt-In Compliance Hurdles

Multiple states have enacted statutes that parallel the California Consumer Privacy Act, compelling venue operators to obtain explicit consent before capturing or processing biometric and behavioral data. Municipal codes now regulate display luminance - for instance, Philadelphia limits maximum brightness to 6,500 nits by day and 450 nits at night while mandating automated dimming controls. Such requirements force integrators to embed secure data pipelines, audit logs, and privacy-by-design principles, adding both engineering and legal costs. National advertisers must subsequently tailor campaigns for a patchwork of local standards, dampening scale economies.

Other drivers and restraints analyzed in the detailed report include:

1. Turnkey Signage-as-a-Service Offerings
2. Context-Aware and Programmatic Advertising Growth
3. High Capex for Large-Format/Interactive Displays

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

The hardware segment accounts for 64.8% of the revenue market share. Services revenue is forecast to grow at an 8.2% CAGR, reshaping value capture inside the United States digital signage market. Although hardware generated almost two-thirds of 2024 revenue, buyers increasingly favor cloud-based content management, network monitoring, and analytics that convert one-time capital expense into predictable operating expense. Many manufacturers, therefore, bundle displays, media players, and field maintenance under multi-year subscriptions. National chain rollouts illustrate that services lower the total cost of ownership by eliminating ad-hoc truck rolls and by automating content updates across thousands of screens.

Managed services also encompass creative development, data integration, and campaign optimization. These capabilities appeal to retailers, healthcare providers, and municipalities lacking in-house design or IT resources yet seeking to maximize engagement. With AI tools detecting traffic patterns and demographics, service partners can deploy context-specific playlists that improve campaign relevance. Continued migration toward services is expected to nudge the United States digital signage market toward higher gross margin profiles, reinforcing consolidation among firms able to fund nationwide support networks.

LCD and direct-view LED continue to account for 71.5% of revenue, yet OLED's 9.9% CAGR underscores a discernible shift toward premium visual performance. Retail flagships, corporate lobbies, and high-end hospitality venues cite OLED's near-infinite contrast and ultra-wide viewing angles as brand differentiation levers. Several Fortune 500 campuses in the West region have migrated entrance lobby video walls from LED to tiled OLED canvases, evidencing wallet share gains.

OLED's energy efficiency also dovetails with corporate sustainability programs, a factor that carries weight in jurisdictions employing emissions reporting. Flexible substrates allow architects to curve displays around pillars or create ceiling-mounted ribbons, unlocking design possibilities unattainable with rigid LCD. Projection remains a niche for auditoriums, while e-paper addresses sun-facing or battery-powered assets. Continued cost declines in OLED manufacturing are anticipated to expand addressable applications, giving the technology a growing footprint within the United States digital signage market.

United States Digital Signage Market Report is Segmented by Component (Hardware, Software and Services), Display Technology (LCD/LED, OLED, Projections, and More), Screen Size (Less Than 32-Inch, 32-Inch - 52-Inch, and More), Installation Location (Indoor, and Outdoor), End User (Retail, Transportation, Hospitality and QSR, BFSI, Education, Healthcare, and More) and Geography (Northeast, Midwest, South, and West).

List of Companies Covered in this Report:

1. Samsung Electronics Co., Ltd.
2. LG Display Co., Ltd.
3. NEC Corporation
4. Stratacache, Inc.
5. Daktronics, Inc.
6. Sony Group Corporation
7. Panasonic Holdings Corporation
8. Sharp NEC Display Solutions of America, Inc.
9. Christie Digital Systems USA, Inc.
10. Barco NV
11. Planar Systems, Inc.
12. BrightSign LLC
13. Four Winds Interactive LLC
14. Broadsign International, LLC
15. Navori Labs SA
16. Cisco Systems, Inc.
17. Goodview Electronics Co., Ltd.
18. Toshiba America Business Solutions, Inc.
19. Peerless-AV (Peerless Industries, Inc.)
20. Watchfire Signs, LLC
21. Rise Vision, Inc.

Additional Benefits:

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

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Surge in United States DOOH ad-spend
  • 4.2.2 Retail digital-transformation mandates
  • 4.2.3 Turnkey signage-as-a-service offerings
  • 4.2.4 Context-aware and programmatic advertising growth
  • 4.2.5 Smart-building integration with signage networks
  • 4.2.6 Low-power e-paper and reflective displays adoption
• 4.3 Market Restraints
  • 4.3.1 Data-privacy and opt-in compliance hurdles
  • 4.3.2 High capex for large-format/interactive displays
  • 4.3.3 Operational complexity for SME content management
  • 4.3.4 Stricter city ordinances on outdoor brightness/curfews
• 4.4 Industry Ecosystem Analysis
• 4.5 Technological Outlook
• 4.6 Porter's Five Forces Analysis
  • 4.6.1 Bargaining Power of Suppliers
  • 4.6.2 Bargaining Power of Buyers
  • 4.6.3 Threat of New Entrants
  • 4.6.4 Threat of Substitutes
  • 4.6.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUES)

• 5.1 By Component
  • 5.1.1 Hardware
    • 5.1.1.1 LCD/LED Displays
    • 5.1.1.2 OLED Displays
    • 5.1.1.3 Media Players
    • 5.1.1.4 Projection Screens and Projectors
    • 5.1.1.5 Other Hardware
  • 5.1.2 Software
  • 5.1.3 Services
• 5.2 By Display Technology
  • 5.2.1 LCD/LED
  • 5.2.2 OLED
  • 5.2.3 Projection
  • 5.2.4 e-Paper and Reflective
• 5.3 By Screen Size
  • 5.3.1 Less than 32-inch
  • 5.3.2 32-inch to 52-inch
  • 5.3.3 Greater than 52-inch
• 5.4 By Installation Location
  • 5.4.1 Indoor
  • 5.4.2 Outdoor
• 5.5 By End User
  • 5.5.1 Retail
  • 5.5.2 Transportation
  • 5.5.3 Hospitality and QSR
  • 5.5.4 BFSI
  • 5.5.5 Education
  • 5.5.6 Government and Public Institutions
  • 5.5.7 Healthcare
  • 5.5.8 Corporate and Commercial Offices
  • 5.5.9 Entertainment and Sports Venues
• 5.6 By Geography
  • 5.6.1 Northeast
  • 5.6.2 Midwest
  • 5.6.3 South
  • 5.6.4 West

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Samsung Electronics Co., Ltd.
  • 6.4.2 LG Display Co., Ltd.
  • 6.4.3 NEC Corporation
  • 6.4.4 Stratacache, Inc.
  • 6.4.5 Daktronics, Inc.
  • 6.4.6 Sony Group Corporation
  • 6.4.7 Panasonic Holdings Corporation
  • 6.4.8 Sharp NEC Display Solutions of America, Inc.
  • 6.4.9 Christie Digital Systems USA, Inc.
  • 6.4.10 Barco NV
  • 6.4.11 Planar Systems, Inc.
  • 6.4.12 BrightSign LLC
  • 6.4.13 Four Winds Interactive LLC
  • 6.4.14 Broadsign International, LLC
  • 6.4.15 Navori Labs SA
  • 6.4.16 Cisco Systems, Inc.
  • 6.4.17 Goodview Electronics Co., Ltd.
  • 6.4.18 Toshiba America Business Solutions, Inc.
  • 6.4.19 Peerless-AV (Peerless Industries, Inc.)
  • 6.4.20 Watchfire Signs, LLC
  • 6.4.21 Rise Vision, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-need Assessment