Connected Television (TV) Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The connected television (TV) market size has grown rapidly in recent years. It will grow from $15.53 billion in 2024 to $17.7 billion in 2025 at a compound annual growth rate (CAGR) of 14%. The growth in the historic period can be attributed to rapidly expanding middle-class population, improving internet infrastructure, increasing popularity of streaming services, growing adoption of smart TVs, rise of over-the-top (OTT) services.

The connected television (TV) market size is expected to see rapid growth in the next few years. It will grow to $29.7 billion in 2029 at a compound annual growth rate (CAGR) of 13.8%. The growth in the forecast period can be attributed to integration of voice assistants, increasing demand for personalized viewing experiences, growing investment in Ad-supported streaming services, growing demand for versatile media access, rapid industrialization and growth in house renovation. Major trends in the forecast period include advancements in display technology, demand for versatile media access via smart devices, use of artificial intelligence and machine learning in connected TVs, use of blockchain technology in Connected TVs, use of cloud-based services in connected TVs.

The increasing demand for over-the-top (OTT) content is expected to drive the growth of the connected TV market. OTT content encompasses audio, video, and other media delivered directly to users, bypassing traditional cable or satellite providers. The rise in OTT content consumption is fueled by consumers’ preference for flexible, on-demand access to media, the widespread availability of smart devices, high-speed internet, and the expansion of streaming platforms. Connected TVs offer a seamless platform for accessing diverse streaming services without the need for additional devices or subscriptions. For instance, according to Business of Apps, a UK-based media and information platform, Netflix, a subscription-based streaming service, saw a significant increase in its subscriber base from 220.6 million in 2022 to 238.3 million in 2023, marking a growth of approximately 8.04%. Thus, the demand for an enhanced OTT viewing experience is driving the expansion of the connected TV market.

Key players in the connected television (TV) market are innovating by integrating AI features into TVs, such as the Neo QLED 8K TV series, to gain a competitive advantage. The Neo QLED 8K TV series boasts features like 8K resolution, Quantum Matrix Technology Pro, and the Neural Quantum Processor 8K for exceptional contrast and color. For instance, in April 2022, Samsung introduced the Neo QLED 8K TV series, featuring advanced technologies like Mini LED backlighting, AI-powered upscaling, and integrated smart home control. The Neural Quantum Processor 8K with Real Depth Enhancer utilizes AI-based deep learning to identify and enhance objects, resulting in three-dimensional depth. This series offers consumers unmatched picture quality, advanced upscaling capabilities, and seamless integration with smart home devices.

In August 2023, AppLovin Corporation, a US-based mobile marketing platform company, acquired Wurl for $430 million. This acquisition signifies AppLovin's expansion beyond mobile devices, with a focus on introducing performance marketing to the connected TV (CTV) realm. Wurl, a US-based provider of content distribution and monetization solutions for connected TV, aligns with this strategic direction.

Major companies operating in the connected television (TV) market report are Apple Inc.; Samsung Electronics Co. Ltd.; Sony Corporation; Hitachi Ltd.; LG Electronics Inc.; Panasonic Corporation; Haier Group; Xiaomi Corporation; Toshiba Corporation; Koninklijke Philips N.V.; Sharp Corporation; TCL Technology Group Corporation; Westinghouse Electric Corporation; Hisense Visual Technology Co Ltd; Konka Group Co. Ltd.; JVC Kenwood Corporation; Vizio Inc.; OnePlus Technology (Shenzhen) Co. Ltd.; Bang & Olufsen A/S; Skyworth Digital Holdings Limited; Element Electronics Corporation; Pioneer Corporation; Insignia Systems Inc.; Sansui Electric Co. Ltd.; Leshi Internet Information & Technology Corp. Beijing.

Asia-Pacific was the largest region in the connected television (TV) market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the connected television (TV) market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the connected television (TV) market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The connected television (TV) market consists of revenues earned by entities by providing services such as content streaming services, advertising services, content discovery and recommendation services and interactive TV services. The market value includes the value of related goods sold by the service provider or included within the service offering. The connected TV market also includes sales of processor, networking hardware, ethernet ports, Wi-Fi modules, and Bluetooth connectivity and audio hardware. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

Connected television (TV) refers to televisions connected to the internet, enabling users to access a diverse range of digital content beyond traditional broadcast or cable channels. These TVs typically utilize internet connectivity to stream video content from various online platforms.

The primary screen types of connected television (TV) include curved and flat screens. Curved televisions (TVs) feature screens that are gently curved outward, aiming to offer a more immersive viewing experience by enveloping the viewer in the content. They operate through various platforms such as Android, Roku, among others, and are available in a variety of screen sizes, including less than 30 inches, 30 to 50 inches, 50 to 70 inches, and above 70 inches. These TVs are distributed through channels such as company-owned websites, specialty stores, online retailers, among others, catering to end uses such as residential and commercial purposes.

The connected television (TV) market research report is one of a series of new reports that provides connected television (TV) market statistics, including connected television (TV) industry global market size, regional shares, competitors with a connected television (TV) market share, detailed connected television (TV) market segments, market trends and opportunities, and any further data you may need to thrive in the connected television (TV) industry. This connected television (TV) market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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