日本的電視市場:各顯示器類型，各螢幕大小，各技術，各終端用戶，各種價格，各流通管道，各地區，機會，預測，2019年～2033年

受技術創新、消費者偏好、政府政策和競爭動態的推動，日本電視市場規模預計將從 2025 年的 57.3 億美元增長到 2033 年的 71.5 億美元，預測期內（2026-2033 年）的複合年增長率為 2.81%。其中一個關鍵推動因素是顯示技術的快速進步，尤其是 4K 和 8K 超高清電視的普及。

日本處於 8K 廣播的前沿，以 NHK 的 BS8K 頻道為首，東京奧運會和 2025 年大阪世博會等重大活動正在推動對高清電視的需求。例如，2023 年 12 月，Paramount+ 透過 JCOM 株式會社和 WOWOW INC. 合作在日本推出。 JCOM 是日本領先的有線電視公司和寬頻網路供應商之一。越來越多的消費者選擇 OLED 和 QLED 等具有更高影像品質的高端螢幕。儘管如此，智慧電視技術（例如支援人工智慧的語音控制以及與 Netflix 等串流媒體服務和 U-NEXT 等原生服務的輕鬆連接）已成為普遍的期望。此外，數位廣播（ISDB-T）和節能電視等政府政策也在影響市場方面發揮重要作用。從類比廣播到數位廣播的轉變正在刺激升級，而嚴格的能源法規迫使製造商創造環保型號，例如節能五星級電視。此外，日本強大的國內品牌透過創新研發和與內容創作者的合作來維持消費者的忠誠度。這些推動因素和永續發展趨勢預計將維持這個成熟且創新驅動的市場的成長。

本報告提供日本的電視市場相關調查，提供市場概要，以及各顯示器類型，各螢幕大小，各技術，各終端用戶，各種價格，各流通管道，各地區趨勢，及加入此市場的主要企業簡介等資訊。

目錄

第1章 計劃的範圍和定義

第2章 調查手法

第3章 摘要整理

第4章 顧客的迴響

第5章 日本的電視市場預測，2019年～2033年

• 市場規模分析與預測
• 市場佔有率分析與預測
• 2025年的市場地圖分析
  • 各顯示器類型
  • 各螢幕大小
  • 各技術
  • 各終端用戶
  • 各種價格
  • 各流通管道
  • 各地區

第6章 需求供給分析

第7章 進出口的分析

第8章 價值鏈分析

第9章 波特的五力分析

第10章 大環境分析

第11章 價格分析

第12章 市場動態

• 市場促進因素
• 市場課題

第13章 市場趨勢與發展

第14章 政策和法規情形

第15章 案例研究

第16章 競爭情形

• 前五名市場領導的競爭矩陣
• 前五名參與企業的SWOT分析
• 前10名市場主要企業的形勢
  • Sony Corporation
  • Panasonic Corporation
  • Sharp Corporation
  • Toshiba Corporation
  • Hitachi, Ltd.
  • Sansui Co., Ltd.
  • Doshisha Corporation (Orion)
  • Haier Japan Sales Co., Ltd.
  • Funai Electric Co., Ltd.
  • Maxzen Co., Ltd.

第17章 策略性建議

第18章 關於調查公司·免責聲明

Japan television Market is projected to witness a CAGR of 2.81% during the forecast period FY2026-FY2033, growing from USD 5.73 billion in FY2025 to USD 7.15 billion in FY2033F, owing to technological innovation, consumer preferences, government policies, and competitive dynamics. One of the principal drivers is the fast pace of display technology progress, specifically the adoption of 4K and 8K Ultra HD TVs.

Japan is at the forefront worldwide for 8K broadcasting, led by NHK's (Japan Broadcasting Corporation) BS8K channel, and key events such as the Tokyo Olympics and Osaka Expo 2025 later are driving the demand for high-definition TVs. For instance, in December 2023, Paramount+ launched in Japan, teamed up with JCOM Co., Ltd. and WOWOW INC. JCOM stands out as one of the leading cable TV operators and broadband internet providers in Japan, while WOWOW has been the go-to premium pay channel for years in the market. Consumers increasingly choose premium screens such as OLED and QLED due to their high image quality. Still, smart TV technologies such as AI-enabled voice control and effortless connectivity to streaming services such as Netflix and native services like U-NEXT have become the norm expectations. Government policies also have an essential role, with digital broadcasting (ISDB-T) and energy-saving TVs being fostered by policies influencing the market. The transition from analog to digital broadcasting has spurred upgrades, while stringent energy regulations compel manufacturers to create environmentally friendly models, such as televisions with 5-star energy savings. Furthermore, Japan's robust domestic brands sustain consumer loyalty through innovative R&D and collaborations with content creators. These drivers and sustainability trends are expected to sustain growth in this mature yet innovation-driven market.

Advancements in Technology Driving the Japan Television Market

The Television market of Japan is being reshaped by lightning-fast technology growth, making it a world leader in leading-edge display technologies. The trend toward ultra-high-definition formats, including 4K and 8K resolution, is one key driver of growth, with Japan leading the development of 8K broadcasting. Another growth-inducing technology is the rapid move toward OLED and QLED TVs, with more excellent contrast, richer blacks, and more intense colors than their traditional LCD/LED counterparts. In addition, MicroLED technology is the next wave on the horizon, offering even better brightness and lifespan. Smart TV functionality is also advancing rapidly, with AI-driven features such as voice control (Google Assistant, Alexa) and personalized content recommendations becoming mainstream. Beyond hardware, innovation in broadcasting and content delivery is influencing the market. As Japan keeps innovating television technology from 8K broadcasting to AI-based viewing, the market continues to lead the pack in terms of innovation, with its maturity being offset by consistent growth.

For instance, in July 2023, TCL Electronics Holdings Limited rolled out the TCL 98C955 4K Quantum Dot Mini LED TV in Japan. This TV features a Mini LED backlight that TCL has specially developed, and it has four times the local dimming zones compared to the C845 series, making for an even better viewing experience.

Premium Consumer Preferences Driving the Japan Television Market

Japan's TV market is unique in having sophisticated buyers who value the latest technology, better craftsmanship, and brand reputation over price. This status-oriented preference for quality products has established a distinct market system wherein pricey features and new product designs lead to buying decisions. Design, and not just functionality, also becomes a key factor, with thin, minimalist TVs that fit well in contemporary Japanese decor becoming popular. Brands respond to this penchant with skinny bezels, hovering stands, and even transparent OLED screens that seamlessly integrate into living rooms. Brand loyalty, especially to domestic brands, is another strong factor. Japanese consumers consider local brands reliable for their repair service, maintenance, and compatibility with local content. The development of smart home ecosystems has yet further strengthened premium TV inclinations. High-end families increasingly demand AI-powered voice management, smooth integration with IoT devices, and gaming and cloud-based streaming service integration like NVIDIA GeForce Now and Xbox Cloud Gaming, which have further increased demand for high-refresh-rate TVs with minimal input lag. Dolby Vision, IMAX Enhanced, and high refresh rates (120Hz and above) are no longer amenities but norms. Japan's complete switchover to digital terrestrial broadcasting (ISDB-T) has enhanced signal quality, whereas streaming services such as Netflix, Amazon Prime (Amazon.com, Inc.), and domestic offerings (U-NEXT, ABEMA) fuel demand for internet-enabled TVs. For instance, in April 2025, Amazon Prime Video (Amazon.com, Inc.) launched an Apple TV+ add-on in Japan. The aim is to bring Prime Video customers an even more incredible selection of TV shows and films, all in one app experience. As people keep voting for quality over price, manufacturers will continue to stretch the limits to fulfill Japan's high standards, making it one of the world's most advanced and trend-setting television markets.

QLED Display Type is Dominating the Growth of the Market

The Japanese television industry is undergoing a significant movement toward QLED (Quantum Dot LED) technology, which is the driving force in the expansion of the sector. Although OLED displays have enjoyed popularity for many years due to their rich blacks and cinematic appeal, QLED is picking up impressive momentum due to its outstanding brightness, stunning colors, and cost competitiveness. With quantum dot technology providing more peak brightness (over 1,500 nits) and larger color gamuts, QLED is superior in high-lit Japanese houses and optimizes top shows such as anime and sports coverage. One benefit is that it's very durable, unlike OLED panels, QLED panels do not have burn-in risks, so they are perfect for viewers who watch many news or video games with stationary components. The affordability of the technology, more so than other OLED models, has appealed explicitly to Japanese consumers who weigh quality expectations against costs. The recent rollout of Mini-LED QLED technology, which improves contrast by having smaller dimming zones, has further reduced the gap in performance with OLED. With 8K QLED TVs becoming more mainstream and AI upscaling enhancing lower-quality content, the QLED display is set to dominate Japan's television market.

For instance, in January 2025, Panasonic Corporation, the renowned Japanese electronics company, has just rolled out its flagship Z95B Series OLED TV for 2025, which comes with a built-in Amazon Fire TV. The new high-end Panasonic TV also supports Apple AirPlay and Apple Home.

Future Market Scenario (FY2026 - FY2033F)

The shift to 5G networks will improve streaming performance, enabling ultra-HD and 8K video content, which is expected to further boost market growth.

The increasing demand for high-quality content, including anime and live streaming, is driving market expansion.

Manufacturers are focusing on developing high-resolution TVs with 4K and 8K technology to meet consumer demands for superior picture quality.

Key Players Landscape and Outlook

The Japanese television market is characterized by a diverse landscape of key players, including both domestic and international brands. Domestic players have traditionally been prominent in the TV market. Key drivers of this growth include advancements in display technologies such as OLED and QLED, AI-driven features, and the adoption of 4K and 8K resolutions. The integration of smart home technologies and OTT streaming services is also becoming increasingly important. Despite these growth prospects, the market faces challenges such as high prices and limited content availability for advanced resolutions like 8K. However, as infrastructure and content expand, both consumer and industrial sectors are expected to increasingly adopt UHD technologies, positioning the market for continued innovation and expansion.

For instance, in May 2022, Sony Corporation unveiled a 63-foot 16K super-resolution TV in Japan. Massive pixel count can showcase images with incredible detail, far surpassing what regular TVs can offer. That means viewers can watch it from a close distance without any blurring of images for a completely immersive feeling.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Executive Summary

4. Voice of Customers

• 4.1. Respondent Demographics
• 4.2. Brand Awareness
• 4.3. Factors Considered in Purchase Decisions
• 4.4. Challenges Faced Post Purchase
• 4.5. Preferred Distribution Channel
• 4.6. Frequency of Purchase

5. Japan Television Market Outlook, FY2019-FY2033F

• 5.1. Market Size Analysis & Forecast
  • 5.1.1. By Value
  • 5.1.2. By Volume
• 5.2. Market Share Analysis & Forecast
  • 5.2.1. By Display Type
    • 5.2.1.1. LED
    • 5.2.1.2. QLED
    • 5.2.1.3. OLED
    • 5.2.1.4. Others
  • 5.2.2. By Screen Size
    • 5.2.2.1. Less Than 32"
    • 5.2.2.2. 32" - 45"
    • 5.2.2.3. 46" - 55"
    • 5.2.2.4. 55" - 65"
    • 5.2.2.5. Above 65"
  • 5.2.3. By Technology
    • 5.2.3.1. Smart
    • 5.2.3.2. Non-Smart
  • 5.2.4. By End-user
    • 5.2.4.1. Residential
    • 5.2.4.2. Commercial
  • 5.2.5. By Price Range
    • 5.2.5.1. Economy
    • 5.2.5.2. Mid-Range
    • 5.2.5.3. Premium
  • 5.2.6. By Distribution Channel
    • 5.2.6.1. Multi-Branded Outlets
    • 5.2.6.2. Supermarkets/Hypermarkets
    • 5.2.6.3. Specialty Stores
    • 5.2.6.4. Online
    • 5.2.6.5. Others
  • 5.2.7. By Region
    • 5.2.7.1. North [Hokkaido and Tohoku]
    • 5.2.7.2. Central [Kanto and Chubu]
    • 5.2.7.3. South [Kansai, Chugoku, Shikoku, and Kyushu & Okinawa]
  • 5.2.8. By Company Market Share Analysis (Top 5 Companies and Others - By Value, FY2025)
• 5.3. Market Map Analysis, FY2025
  • 5.3.1. By Display Type
  • 5.3.2. By Screen Size
  • 5.3.3. By Technology
  • 5.3.4. By End-user
  • 5.3.5. By Price Range
  • 5.3.6. By Distribution Channel
  • 5.3.7. By Region

6. Demand Supply Analysis

7. Import and Export Analysis

8. Value Chain Analysis

9. Porter's Five Forces Analysis

10. PESTLE Analysis

11. Pricing Analysis

12. Market Dynamics

• 12.1. Market Drivers
• 12.2. Market Challenges

13. Market Trends and Developments

14. Policy & Regulatory Landscape

15. Case Studies

16. Competitive Landscape

• 16.1. Competition Matrix of Top 5 Market Leaders
• 16.2. SWOT Analysis for Top 5 Players
• 16.3. Key Players Landscape for Top 10 Market Players
  • 16.3.1. Sony Corporation
    • 16.3.1.1. Company Details
    • 16.3.1.2. Key Management Personnel
    • 16.3.1.3. Key Products Offered
    • 16.3.1.4. Key Financials (As Reported)
    • 16.3.1.5. Key Market Focus and Geographical Presence
    • 16.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 16.3.2. Panasonic Corporation
  • 16.3.3. Sharp Corporation
  • 16.3.4. Toshiba Corporation
  • 16.3.5. Hitachi, Ltd.
  • 16.3.6. Sansui Co., Ltd.
  • 16.3.7. Doshisha Corporation (Orion)
  • 16.3.8. Haier Japan Sales Co., Ltd.
  • 16.3.9. Funai Electric Co., Ltd.
  • 16.3.10. Maxzen Co., Ltd.

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

17. Strategic Recommendations

18. About Us and Disclaimer

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Japan Television Market, By Value, In USD Billion, FY2019-FY2033F
• Figure 2. Japan Television Market, By Volume, In Thousand Units, FY2019-FY2033F
• Figure 3. Japan Television Market Share (%), By Display Type, FY2019-FY2033F
• Figure 4. Japan Television Market Share (%), By Screen Size, FY2019-FY2033F
• Figure 5. Japan Television Market Share (%), By Technology, FY2019-FY2033F
• Figure 6. Japan Television Market Share (%), By End-user, FY2019-FY2033F
• Figure 7. Japan Television Market Share (%), By Price Range, FY2019-FY2033F
• Figure 8. Japan Television Market Share (%), By Distribution Channel, FY2019-FY2033F
• Figure 9. Japan Television Market Share (%), By Region, FY2019-FY2033F
• Figure 10. By Display Type Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 11. By Screen Size Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 12. By Technology Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 13. By End-user Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 14. By Price Range Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 15. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 16. By Region Map-Market Size (USD Billion) & Growth Rate (%), FY2025