聯網電視市場規模、佔有率及成長分析（按螢幕大小、技術、螢幕類型、解析度、作業系統、連線功能、智慧功能和地區）－2025-2032 年產業預測

預計到 2023 年聯網電視市場規模將達到 854 億美元，從 2024 年的 922.3 億美元成長到 2032 年的 1,707.1 億美元，在預測期（2025-2032 年）的複合年成長率為 8.0%。

聯網電視市場正經歷快速成長，主要得益於 Netflix 和 Amazon Prime Video 等Over-The-Top(OTT) 串流服務的興起。這種轉變是由顯示技術的進步、高速網際網路的廣泛普及以及透過人工智慧主導的語音助理整合智慧功能以改善用戶體驗所推動的，從而推動了對智慧電視的需求。科技和內容提供者之間的策略性投資和聯盟（例如 AppLovin 對 Wurl 的收購）正在進一步加強內容傳送生態系統。儘管網路安全風險和網路存取不均衡等挑戰可能會阻礙成長，但持續的技術進步和亞馬遜互動廣告等創新的廣告策略預計將在未來幾年重新定義格局並確保市場持續成長動能。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 二次資料和一次資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態與展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024年）
• PESTEL分析
• 總體經濟指標
• 價值鏈分析
• 定價分析
• 案例研究
• 技術進步
• 監管格局
• 客戶和購買標準分析

聯網電視市場規模（依螢幕大小及複合年成長率） (2025-2032)

• 市場概覽
• 40吋以下
• 40至48英寸
• 48至55英寸
• 55英寸

聯網電視市場規模（依技術及複合年成長率） (2025-2032)

• 市場概覽
• 液晶
• 有機發光二極體
• 優質 LED

聯網電視市場規模（依螢幕類型及複合年成長率） (2025-2032)

• 市場概覽
• 平坦的
• 彎曲

聯網電視市場規模（按解析度和複合年成長率） (2025-2032)

• 市場概覽
• 高解析度
• 全高清
• 4K
• 8K

聯網電視市場規模（按作業系統和複合年成長率） (2025-2032)

• 市場概覽
• Android TV
• Tizen OS
• Web OS
• Fire TV OS
• Roku OS

聯網電視市場規模（依連線功能和複合年成長率） (2025-2032)

• 市場概覽
• Wi-Fi
• Bluetooth
• Ethernet
• HDMI
• USB

聯網電視市場規模（按智慧功能和複合年成長率） (2025-2032)

• 市場概覽
• 語音控制
• 手勢控制
• 內容流
• 遊戲
• 智慧家庭整合

聯網電視市場規模（依通路分類）及複合年成長率（2025-2032 年）

• 市場概覽
• 線上
• 離線

聯網電視市場規模（依最終用途和複合年成長率） (2025-2032)

• 市場概覽
• 住宅
• 商業的

聯網電視市場規模（按地區）及複合年成長率（2025-2032）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024年）
• 主要企業簡介
  • 公司詳情
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• Samsung Electronics（South Korea）
• LG Electronics（South Korea）
• Sony Corporation（Japan）
• TCL Technology（China）
• Hisense Group（China）
• Panasonic Corporation（Japan）
• Sharp Corporation（Japan）
• Roku, Inc.（USA）
• Amazon Fire TV（USA）
• Google Chromecast（USA）
• Apple TV（USA）
• Philips（TP Vision）（Netherlands）
• Skyworth Digital Holdings Ltd.（China）
• Haier Group Corporation（China）
• JVC Kenwood Corporation（Japan）
• Sanyo Electric Co., Ltd.（Japan）
• Funai Electric Co., Ltd.（Japan）
• Vestel（Turkey）
• Xiaomi Corporation（China）

結論和建議

Connected TV Market size was valued at USD 85.4 billion in 2023 and is poised to grow from USD 92.23 billion in 2024 to USD 170.71 billion by 2032, growing at a CAGR of 8.0% during the forecast period (2025-2032).

The connected TV market is experiencing rapid growth, driven primarily by the rise of over-the-top (OTT) streaming services like Netflix and Amazon Prime Video, as consumers increasingly favor flexible, on-demand viewing over traditional broadcasting. This shift, fueled by advancements in display technologies, high-speed internet proliferation, and the integration of smart features from AI-driven voice assistants, is enhancing user experience and driving demand for smart TVs. Strategic investments and partnerships among technology and content providers, such as AppLovin's acquisition of Wurl, are further strengthening the ecosystem for content delivery. While challenges like cybersecurity risks and uneven internet access could hinder growth, ongoing technological advancements and innovative advertising strategies, like Amazon's interactive ads, are expected to redefine the landscape over the next few years, ensuring sustained market momentum.

Top-down and bottom-up approaches were used to estimate and validate the size of the Connected TV market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Connected TV Market Segments Analysis

Global Connected TV Market is segmented by Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use and region. Based on Screen Size, the market is segmented into < 40 inches, 40-48 inches, 48-55 inches and > 55 inches. Based on Technology, the market is segmented into LCD, OLED and QLED. Based on Screen Type, the market is segmented into Flat and Curved. Based on Resolution, the market is segmented into HD, Full HD, 4K and 8K. Based on Operating System, the market is segmented into Android TV, Tizen OS, webOS, Fire TV OS and Roku OS. Based on Connectivity Features, the market is segmented into Wi-Fi, Bluetooth, Ethernet, HDMI and USB. Based on Smart Features, the market is segmented into Voice Control, Gesture Control, Content Streaming, Gaming and Smart Home Integration. Based on Distribution Channel, the market is segmented into Online and Offline. Based on End-Use, the market is segmented into Residential and Commercial. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Connected TV Market

The rapid expansion of over-the-top (OTT) streaming services, including popular platforms like Netflix, Disney+, and Amazon Prime, significantly propels the growth of the global connected TV market. As consumers increasingly shift away from traditional cable television, opting instead for ad-supported, subscription, and on-demand streaming options, there is a rising demand for smart TVs equipped with features like built-in Wi-Fi, high-resolution displays, and efficient content aggregation capabilities. This transition highlights the changing preferences of viewers and underscores the necessity for advanced technology in connected televisions to enhance user experiences and meet evolving market expectations.

Restraints in the Connected TV Market

The global connected TV market faces significant obstacles in regions lacking sufficient internet infrastructure to facilitate high-quality streaming and cloud-based services. In many developing markets, the uneven availability of broadband and the high costs associated with data hinder the adoption of advanced smart TV functionalities, including 4K/8K streaming capabilities and cloud gaming experiences. This technological disparity restricts consumers' access to the full potential of connected TVs, limiting market growth and reducing overall user engagement. Thus, without improvements in internet access and affordability, the proliferation of high-performance smart TVs is likely to remain constrained in these areas.

Market Trends of the Connected TV Market

The Connected TV market is witnessing a significant transformation driven by the surge in ad-supported streaming services, particularly through Advertising Video on Demand (AVOD) platforms. Industry giants like Roku, Amazon, and YouTube are bolstering their offerings of free, ad-supported content, which is attracting a growing audience while simultaneously enticing advertisers looking for cost-effective reach. This trend is catalyzing an increase in advertising revenues, compelling content providers to adopt innovative hybrid monetization strategies that combine Subscription Video on Demand (SVOD) with ad-supported models. As viewers increasingly favor flexible viewing options, this dual approach aids in maximizing audience engagement and revenue potential in the evolving media landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Technology Advancement
• Regulatory Landscape
• Customer & Buying Criteria Analysis

Global Connected TV Market Size by Screen Size & CAGR (2025-2032)

• Market Overview
• < 40 inches
• 40-48 inches
• 48-55 inches
• 55 inches

Global Connected TV Market Size by Technology & CAGR (2025-2032)

• Market Overview
• LCD
• OLED
• QLED

Global Connected TV Market Size by Screen Type & CAGR (2025-2032)

• Market Overview
• Flat
• Curved

Global Connected TV Market Size by Resolution & CAGR (2025-2032)

• Market Overview
• HD
• Full HD
• 4K
• 8K

Global Connected TV Market Size by Operating System & CAGR (2025-2032)

• Market Overview
• Android TV
• Tizen OS
• webOS
• Fire TV OS
• Roku OS

Global Connected TV Market Size by Connectivity Features & CAGR (2025-2032)

• Market Overview
• Wi-Fi
• Bluetooth
• Ethernet
• HDMI
• USB

Global Connected TV Market Size by Smart Features & CAGR (2025-2032)

• Market Overview
• Voice Control
• Gesture Control
• Content Streaming
• Gaming
• Smart Home Integration

Global Connected TV Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Online
• Offline

Global Connected TV Market Size by End-Use & CAGR (2025-2032)

• Market Overview
• Residential
• Commercial

Global Connected TV Market Size & CAGR (2025-2032)

• North America (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • US
  • Canada
• Europe (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Samsung Electronics (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Electronics (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sony Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TCL Technology (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hisense Group (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Panasonic Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sharp Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Roku, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon Fire TV (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Google Chromecast (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Apple TV (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Philips (TP Vision) (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Skyworth Digital Holdings Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Haier Group Corporation (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• JVC Kenwood Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sanyo Electric Co., Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funai Electric Co., Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vestel (Turkey)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Xiaomi Corporation (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations