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市場調查報告書

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1846034

全球智慧型電視市場規模（按螢幕大小、解析度、顯示技術、地區和預測）

Global Smart TV Market Size By Screen Size (Small Screen, Medium Screen, Large Screen ), By Resolution (Full HD, Ultra HD/4K, 8K), By Display Technology (LED/LCD, OLED, QLED ), By Geographic Scope and Forecast

出版日期: 2025年08月20日 | 出版商:

Verified Market Research | 英文 202 Pages | 商品交期: 2-3個工作天內

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簡介目錄

智慧型電視市場規模及預測

預計智慧型電視市場規模將在 2024 年達到 2,292.7 億美元，2031 年達到 3,828.1 億美元，2024 年至 2031 年的複合年成長率為 7.30%。

智慧型電視是一種先進的電視，內建網路連線和互動式 Web 2.0 功能，使用者可以直接在電視螢幕上觀看串流電影、瀏覽網頁以及存取各種線上服務。與普通電視不同，智慧電視內建作業系統，可以運行類似智慧型手機和平板電腦上的應用程式。

智慧電視正在透過提供超越傳統電視觀看體驗的豐富應用，徹底改變家庭娛樂方式。智慧型電視旨在連接網際網路，讓用戶存取各種線上內容和服務。串流媒體是智慧型電視的關鍵應用之一。

未來智慧型電視的應用預計將徹底改變家庭媒體消費和與科技互動的方式。其中一項關鍵的進步將是融入日益複雜的人工智慧 (AI) 和機器學習 (ML) 功能。這些技術將使智慧型電視能夠分析使用者的觀看模式和偏好，從而提供高度個人化的觀看體驗。

全球智慧型電視市場動態

影響全球智慧型電視市場的關鍵市場動態是：

主要市場促進因素：

客戶對連網設備的需求不斷成長：智慧型電視產業發展的關鍵促進因素之一是客戶對連網裝置的需求不斷成長。隨著越來越多的家庭採用智慧家庭技術，對能夠與其他設備順暢互動的智慧電視的需求也日益成長。消費者希望電視能夠提供不僅僅是標準的廣播功能。他們希望電視能夠提供串流媒體服務、網路瀏覽以及透過電視控制智慧家庭設備的功能。

高速網路與串流服務的興起：高速網路的普及徹底改變了智慧電視產業。高速網路連線讓使用者可以無緩衝地觀看高畫質和 4K 內容。 Netflix、Amazon Prime Video、Hulu 和 Disney+ 等串流服務的興起加速了這一趨勢。這些平台提供豐富的隨選內容，使得傳統有線電視的吸引力下降。

智慧電視技術的進步：智慧型電視技術的進步也是該產業發展的關鍵驅動力。現代智慧電視具備語音控制、人工智慧 (AI) 以及更佳的畫質和音質。許多智慧型電視現在都配備了語音助手，例如 Amazon Alexa 和 Google Assistant，用戶可以使用語音命令來管理電視、搜尋內容，甚至控制其他智慧家庭設備。

主要挑戰

安全性和隱私問題：由於智慧型電視是連網設備，因此容易受到網路攻擊和資料外洩。使用者經常分享敏感資訊，例如串流媒體服務登入密碼、個人數據，甚至支付資訊。駭客可以利用軟體中的漏洞來獲取這些資訊的非法存取權限。

相容性和互通性問題：智慧型電視生態系統包含各種應用程式、串流服務和連網裝置。確保各個組件之間的相容性和無縫互通性是一個持續存在的問題。不同品牌和型號的智慧型電視可能支援不同的作業系統和軟體平台，從而導致用戶體驗的碎片化。

複雜的使用者介面：智慧型電視提供豐富的功能和服務，但存取這些選項對使用者來說可能頗具挑戰性，尤其是缺乏技術知識的使用者。複雜的使用者介面 (UI) 會造成較高的學習難度，並阻礙一些使用者完全理解智慧型電視的功能。

主要趨勢：

人工智慧 (AI) 與語音助理的融合：智慧電視市場最突出的趨勢之一是人工智慧與語音助理的融合。現代智慧電視擴大配備了人工智慧功能，以提升用戶體驗和便利性。亞馬遜 Alexa、Google Assistant 和蘋果 Siri 等語音助理已廣泛整合到智慧電視中，使用戶能夠透過語音命令控制他們的裝置。

顯示技術的改進：顯示技術的發展是智慧型電視市場的主要驅動力。製造商不斷研發和推出新的顯示技術，以提供更佳的畫質、更精準的色彩和更愉悅的觀看體驗。如今，智慧型電視擴大配備了 4K 和 8K 解析度、OLED（有機發光二極體）、QLED（量子點 LED）和 HDR（高動態範圍）等技術。

串流媒體服務的興起對智慧型電視產業產生了重大影響。 Netflix、Amazon Prime Video、Disney+ 和 Hulu 改變了人們的媒體消費方式，從傳統的有線和衛星電視轉向點播串流媒體。智慧型電視旨在與各種串流媒體服務無縫協作，讓觀眾輕鬆存取大量內容。

A Smart TV is an advanced television set that includes built-in internet connectivity and interactive Web 2.0 features allowing users to stream films, surf the internet, and access a variety of online services right from their TV screen. Smart TVs, unlike ordinary televisions, feature built-in operating systems that can run apps similar to those found on smartphones and tablets.

Smart TVs are transforming home entertainment by providing a diverse variety of applications that extend beyond traditional television viewing. Smart TVs are designed to connect to the internet, giving users access to a wide range of online content and services. Streaming media is one of Smart TV's key applications.

The future use of Smart TVs is expected to transform the way we consume media and interact with technology in our homes. One significant advancement will be the incorporation of increasingly advanced artificial intelligence (AI) and machine learning (ML) capabilities. These technologies will allow Smart TVs to provide highly personalized viewing experiences by analyzing users viewing patterns and preferences.

Global Smart TV Market Dynamics

The key market dynamics that are shaping the global smart TV market include:

Key Market Drivers:

Rising Customer Demand for Linked Devices: One of the key drivers of the smart TV industry is rising customer demand for linked devices. As more households adopt smart home technologies, the need for smart TVs that interface smoothly with other devices grows. Consumers want televisions that provide more than simply standard broadcasting features. They want streaming services, internet browsing, and the ability to operate smart home gadgets right from their TV.

Expansion of High-Speed Internet and Streaming Services: The increasing availability of high-speed internet has transformed the smart TV business. With quicker internet connections, users can watch high-definition and 4K content without buffering. The rise of streaming services such as Netflix, Amazon Prime Video, Hulu, and Disney+ has accelerated this tendency. These platforms provide an extensive collection of on-demand material rendering traditional cable television less desirable.

Advancements in Smart TV Technology: Technological advances in smart TVs are another significant industry driver. Modern smart TVs have voice control, artificial intelligence (AI), and improved picture and sound quality. Many smart TVs now include voice assistants like Amazon Alexa and Google Assistant which allow users to use voice commands to manage their TV, search for content, and even control other smart home devices.

Key Challenges:

Security and Privacy Concerns: Because smart TVs are connected gadgets with internet access, they are vulnerable to cyber-attacks and data breaches. Users frequently communicate sensitive information such as login passwords for streaming services, personal data, and even payment information. Hackers can use software weaknesses to get unwanted access to this information.

Issues with Compatibility and Interoperability: The Smart TV ecosystem contains a wide range of applications, streaming services, and linked devices. Ensuring compatibility and seamless interoperability across various components is an ongoing problem. Different smart TV manufacturers and models may support various operating systems and software platforms resulting in fragmented user experiences.

Complex User Interfaces: Smart TVs provide a vast range of functions and services but accessing these options can be difficult for users, particularly those who are not technically aware. The complexity of the user interface (UI) might result in a high learning curve making it difficult for some users to fully appreciate the Smart TV's features.

Key Trends:

Integration of Artificial Intelligence (AI) and Voice Assistants: One of the most visible trends in the smart TV market is the combination of AI and voice assistants. Modern smart TVs increasingly include AI-powered capabilities that improve user experience and convenience. Voice assistants such as Amazon's Alexa, Google Assistant, and Apple's Siri are now widely integrated into smart TVs allowing users to control their gadgets via voice commands.

Improved Display Technologies: Display technology developments are a major driver of the smart TV market. Manufacturers are always researching and launching new display technologies that provide higher picture quality, more color accuracy, and more enjoyable viewing experiences. Modern smart TVs are increasingly featuring technologies like 4K and 8K resolution, OLED (Organic Light Emitting Diode), QLED (Quantum Dot LED), and HDR (High Dynamic Range).

Growing Popularity of Streaming Services: The rise of streaming services has a huge impact on the smart TV industry. Netflix, Amazon Prime Video, Disney+, and Hulu have altered the way people consume media moving away from traditional cable and satellite TV and toward on-demand streaming. Smart TVs are designed to work smoothly with various streaming services giving viewers simple access to a large library of material.

Global Smart TV Market Regional Analysis

Here is a more detailed regional analysis of the global smart TV market:

Asia Pacific:

The Asia Pacific region's Smart TV market is expanding rapidly, owing to several factors. One of the main factors is rising disposable income and a burgeoning middle class in nations such as China and India. According to the World Bank, China's GDP per capita climbed from $1,148 in 2000 to $12,556 in 2021 whereas India's increased from $443 to $2,277 during the same period. This economic expansion has resulted in increased consumer spending on technology and home entertainment systems. Another important driver is the broad adoption of high-speed internet and the construction of 5G networks throughout the region.

Large-screen (55 inches or larger) 4K and 8K models are projected to be the fastest-growing section of the Asia Pacific Smart TV market. Consumers' desire for immersive viewing experiences combined with lowering prices for advanced technologies is driving this development. According to a report published by the China Electronics and Information Industry Development Research Institute, 8K TV exports in China are predicted to reach 2 million units by 2024 with a CAGR of more than 200% from 2020-2024. The rapid expansion of this market can be ascribed to the region's excellent manufacturing capabilities, particularly in South Korea and China which are home to major TV makers.

Europe:

The Smart TV industry in Europe is rapidly expanding, owing mostly to increased internet penetration and rising demand for on-demand programming. According to Eurostat, 92% of EU households have internet connectivity in 2021 with 90% having fixed broadband connections. This broad connectivity has created a favorable environment for Smart TV adoption. According to the European Audiovisual Observatory, subscription video-on-demand (SVOD) services will have 140 million subscribers in Europe by the end of 2020, representing a 30% growth over the previous year.

Another important factor is the growing digital transformation of European countries combined with technological advances in display technology. According to the European Commission's Digital Economy and Society Index (DESI) 2021, 4G networks cover 99.7% of EU homes, while 25 EU nations have launched 5G commercial services. This powerful digital infrastructure ensures that Smart TVs and their associated services run smoothly.

Furthermore, the move to 4K and 8K resolution screens has captivated customers with GfK estimating that 4K TV sales will account for more than half of total TV sales in major European countries by 2020. OLED technology is the fastest-growing section of the Smart TV industry with TrendForce data showing a 70% year-over-year increase in OLED TV exports to Europe by 2021.

Global Smart TV Market: Segmentation Analysis

The Global Smart TV Market is segmented based on Screen Size, Resolution, Display Technology, and Geography.

Smart TV Market Segmentation Analysis

Smart TV Market, By Screen Size

Small Screen (Below 32 inches)

Medium Screen (32 to 55 inches)

Large Screen (Above 55 inches)

Based on the Screen Size, the Global Smart TV Market is bifurcated into Small Screen (Below 32 inches), Medium Screen (32 to 55 inches), and Large Screen (Above 55 inches). The dominant segment in the Smart TV market based on screen size is the Medium Screen (32 to 55 inches). This segment holds the largest market share due to its balance of affordability, functionality, and suitability for a wide range of consumers. Medium-sized screens are ideal for average-sized living rooms and offer a comfortable viewing experience without the higher costs associated with larger screens.

Smart TV Market, By Resolution

Full HD (1080p)

Ultra HD/4K

8K

Based on the Resolution, the Global Smart TV Market is bifurcated into Full HD (1080p), Ultra HD/4K, and 8K. The Ultra HD/4K resolution segment is currently dominant in the global smart TV market. This dominance is driven by a combination of consumer demand for higher picture quality and the widespread availability of 4K content. Ultra HD/4K TVs offer significantly better image clarity and detail compared to Full HD (1080p) TVs making them highly appealing for viewers who prioritize immersive viewing experiences. Additionally, the cost of 4K TVs has decreased over the years making them more accessible to a broader audience

Smart TV Market, By Display Technology

LED/LCD

OLED (Organic Light-Emitting Diode)

QLED (Quantum Dot LED)

Based on the Display Technology, the Global Smart TV Market is bifurcated into LED/LCD, OLED (Organic Light-Emitting Diode), and QLED (Quantum Dot LED). The LED/LCD segment is currently dominant in the global Smart TV market. This dominance is due to several factors, including affordability, widespread availability, and continuous improvements in LED/LCD technology. LED/LCD TVs offer a broad range of sizes and price points making them accessible to a wider audience compared to OLED and QLED TVs which are generally more expensive.

Smart TV Market, By Geography

North America

Europe

Asia Pacific

Rest of the World

Based on Geography, the Global Smart TV Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. Asia Pacific is the dominant region in the global smart TV market due to its rapidly growing consumer electronics industry and increasing disposable income among consumers. Countries like China, India, and Japan are leading the demand driven by the region's large population base and technological advancements. Additionally, the expansion of broadband infrastructure and the increasing adoption of high-definition and 4K TVs contribute to the growth.

Key Players

The "Global Smart TV Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Samsung Electronics, LG Electronics, TCL Electronics, Hisense Group, Sony Corporation, Skyworth, Xiaomi Corporation, Vizio, Inc., and Haier.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

Smart TV Market Key Developments

In August 2023, LG Electronics, Inc. presented its first wireless OLED TV, the 97-inch LG SIGNATURE OLED M (model 97M3). The 97M3, which is currently available in South Korea, does not require any cords other than the power cord. LG's wireless AV transmission solution simplifies cable management for users by connecting their TVs to devices like gaming consoles and set-top boxes, giving a convenient and hassle-free experience.
Oct-2023: Haier Group Corporation, the parent company of Haier Smart Home Co., Ltd., has launched the C11 OLED TV in India. This smart TV boasts a 120Hz display, Dolby Vision IQ, and a 50W Harman Kardon speaker, as well as two screen sizes of 55-inch and 65-inch.