커넥티드 TV 시장 규모, 점유율 및 동향 분석 보고서 : 화면 사이즈별, 기술별, 유통 채널별, 지역별 및 부문별 예측(2026-2033년)

Connected TV Market Summary

The global connected TV market size was valued at USD 290.5 billion in 2025 and is projected to grow from USD 318.6 billion in 2026 to USD 757.6 billion by 2033, at a CAGR of 13.2% from 2026 to 2033. Asia Pacific dominated the global market with the largest revenue share of 39.1% in 2025. The global connected TV industry's growth is driven by the rapid shift in consumer viewing behavior toward streaming-first entertainment and the growing preference for seamless, internet-enabled home media experiences.

Households are spending more time on subscription video platforms, live streaming, and app-based content, which is accelerating demand for televisions that integrate built-in connectivity, smart operating systems, and access to diverse digital services. Consumers are upgrading from traditional broadcast-focused sets to connected TVs that support on-demand libraries, personalized recommendations, and multi-device content sharing, making connected TV one of the most dynamic categories within the broader consumer electronics landscape. Purchase decisions in the connected TV (CTV) market are increasingly shaped by performance expectations and long-term digital usability rather than screen size alone. Buyers now evaluate factors such as streaming speed, app ecosystem compatibility, voice control integration, and software update reliability when selecting products.

Premium connected TVs are gaining traction due to advancements in OLED and QLED display technology, higher refresh rates, AI-based picture optimization, and immersive audio features that enhance home viewing quality. Consumers also expect smooth interface navigation, low-latency casting, and consistent platform support across major streaming providers, positioning operating systems and user experience as key differentiators.

At the same time, affordability and tiered product segmentation continue to influence adoption across emerging and developed markets. Mid-range models are expanding rapidly as brands offer feature-rich connected TVs with 4K resolution, integrated voice assistants, and gaming-ready specifications at accessible price points. Demand is also rising for compact connected TVs suited to secondary rooms and urban apartments, reinforcing category diversification beyond flagship living-room screens. Manufacturers are competing through differentiated smart ecosystems, content partnerships, and frequent technology refresh cycles that sustain replacement demand.

Global Connected TV Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global connected TV market report based on screen size, technology, distribution channel, and region:

• Screen Size Outlook (Revenue, USD Billion, 2021 - 2033)
• Less than 30 inches
• 30 to 50 inches
• 50 to 70 inches
• Above 70 inches
• Technology Outlook (Revenue, USD Billion, 2021 - 2033)
• LED
• OLED
• Others
• Distribution Channel Outlook (Revenue, USD Billion, 2021 - 2033)
• Online
• Offline
• Regional Outlook (Revenue, USD Billion, 2021 - 2033)
• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • Australia & New Zealand
  • South Korea
• Central & South America
  • Brazil
• Middle East & Africa
  • UAE

Table of Contents

Chapter 1. Methodology and Scope

• 1.1. Market Segmentation & Scope
• 1.2. Market Definition
• 1.3. Information Procurement
  • 1.3.1. Purchased Database
  • 1.3.2. GVR's Internal Database
  • 1.3.3. Secondary Sources & Third-Party Perspectives
  • 1.3.4. Primary Research
• 1.4. Information Analysis
  • 1.4.1. Data Analysis Models
• 1.5. Market Formulation & Data Visualization
• 1.6. Data Validation & Publishing

Chapter 2. Executive Summary

• 2.1. Market Outlook
• 2.2. Screen Size Outlook
• 2.3. Technology Outlook
• 2.4. Distribution Channel Outlook
• 2.5. Regional Outlook
• 2.6. Competitive Landscape Outlook

Chapter 3. Connected TV Market Variables, Trends & Scope

• 3.1. Market Introduction
• 3.2. Penetration & Growth Prospect Mapping
• 3.3. Industry Value Chain Analysis
  • 3.3.1. Sales/ Retail Channel Analysis
  • 3.3.2. Profit Margin Analysis
• 3.4. Market Dynamics
  • 3.4.1. Market Driver Analysis
  • 3.4.2. Market Restraint Analysis
  • 3.4.3. Market Opportunities
  • 3.4.4. Market Challenges
• 3.5. Industry Analysis - Porter's Five Forces Analysis
• 3.6. Go-to Market Strategies

Chapter 4. Connected TV Market: Consumer Behavior Analysis

• 4.1. Demographic Analysis
• 4.2. Consumer Trends & Preferences
• 4.3. Factors Influencing Buying Behavior
• 4.4. Social Commerce/Influencer Trends
• 4.5. Key Observations & Findings

Chapter 5. Connected TV Market: Screen Size Estimates & Trend Analysis

• 5.1. Connected TV Market, by Screen Size: Key Takeaways
• 5.2. Screen Size Movement Analysis & Market Share, 2025 & 2033
• 5.3. Market Estimates & Forecasts, by Screen Size, 2021 - 2033 (USD Billion)
  • 5.3.1. Less than 30 inches
    • 5.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 5.3.2. 30 to 50 inches
    • 5.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 5.3.3. 50 to 70 inches
    • 5.3.3.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 5.3.4. Above 70 inches
    • 5.3.4.1. Market estimates and forecast, 2021 - 2033 (USD Billion)

Chapter 6. Connected TV Market: Technology Estimates & Trend Analysis

• 6.1. Connected TV Market, by Technology: Key Takeaways
• 6.2. Technology Movement Analysis & Market Share, 2025 & 2033
• 6.3. Market Estimates & Forecasts, by Technology, 2021 - 2033 (USD Billion)
  • 6.3.1. LED
    • 6.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 6.3.2. OLED
    • 6.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 6.3.3. Others
    • 6.3.3.1. Market estimates and forecast, 2021 - 2033 (USD Billion)

Chapter 7. Connected TV Market: Distribution Channel Estimates & Trend Analysis

• 7.1. Connected TV Market, by Distribution Channel: Key Takeaways
• 7.2. Distribution Channel Movement Analysis & Market Share, 2025 & 2033
• 7.3. Market Estimates & Forecasts, by Distribution Channel, 2021 - 2033 (USD Billion)
  • 7.3.1. Offline
    • 7.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 7.3.2. Online
    • 7.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Billion)

Chapter 8. Connected TV Market: Regional Estimates & Trend Analysis

• 8.1. Connected TV Market: Regional Outlook
• 8.2. Regional Movement Analysis & Market Share, 2025 & 2033
• 8.3. Market Estimates & Forecasts, by Region & Country, 2021 - 2033 (USD Billion)
  • 8.3.1. North America
    • 8.3.1.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.1.2. U.S.
      • 8.3.1.2.1. Key country dynamics
      • 8.3.1.2.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.1.3. Canada
      • 8.3.1.3.1. Key country dynamics
      • 8.3.1.3.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.1.4. Mexico
      • 8.3.1.4.1. Key country dynamics
      • 8.3.1.4.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 8.3.2. Europe
    • 8.3.2.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.2.2. Germany
      • 8.3.2.2.1. Key country dynamics
      • 8.3.2.2.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.2.3. UK
      • 8.3.2.3.1. Key country dynamics
      • 8.3.2.3.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.2.4. France
      • 8.3.2.4.1. Key country dynamics
      • 8.3.2.4.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.2.5. Italy
      • 8.3.2.5.1. Key country dynamics
      • 8.3.2.5.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.2.6. Spain
      • 8.3.2.6.1. Key country dynamics
      • 8.3.2.6.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 8.3.3. Asia Pacific
    • 8.3.3.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.3.2. China
      • 8.3.3.2.1. Key country dynamics
      • 8.3.3.2.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.3.3. Japan
      • 8.3.3.3.1. Key country dynamics
      • 8.3.3.3.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.3.4. India
      • 8.3.3.4.1. Key country dynamics
      • 8.3.3.4.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.3.5. Australia & New Zealand
      • 8.3.3.5.1. Key country dynamics
      • 8.3.3.5.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.3.6. South Korea
      • 8.3.3.6.1. Key country dynamics
      • 8.3.3.6.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 8.3.4. Central & South America
    • 8.3.4.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.4.2. Brazil
      • 8.3.4.2.1. Key country dynamics
      • 8.3.4.2.2. Market estimates and forecast, 2021 - 2033 (USD Billion)
  • 8.3.5. Middle East & Africa
    • 8.3.5.1. Market estimates and forecast, 2021 - 2033 (USD Billion)
    • 8.3.5.2. UAE
      • 8.3.5.2.1. Key country dynamics

Chapter 9. Competitive Analysis

• 9.1. Recent Developments & Impact Analysis, by Key Market Participants
• 9.2. Company Categorization
• 9.3. Participant's Overview
• 9.4. Financial Performance
• 9.5. Product Benchmarking
• 9.6. Brand Market Share Analysis, 2025 (%)
• 9.7. Company Heat Map Analysis
• 9.8. Strategy Mapping
• 9.9. Company Profiles
  • 9.9.1. Samsung Electronics
    • 9.9.1.1. Company Overview
    • 9.9.1.2. Financial Performance
    • 9.9.1.3. Product Portfolios
    • 9.9.1.4. Strategic Initiatives
  • 9.9.2. LG Electronics
    • 9.9.2.1. Company Overview
    • 9.9.2.2. Financial Performance
    • 9.9.2.3. Product Portfolios
    • 9.9.2.4. Strategic Initiatives
  • 9.9.3. Sony Corporation
    • 9.9.3.1. Company Overview
    • 9.9.3.2. Financial Performance
    • 9.9.3.3. Product Portfolios
    • 9.9.3.4. Strategic Initiatives
  • 9.9.4. Panasonic Corporation
    • 9.9.4.1. Company Overview
    • 9.9.4.2. Financial Performance
    • 9.9.4.3. Product Portfolios
    • 9.9.4.4. Strategic Initiatives
  • 9.9.5. Philips
    • 9.9.5.1. Company Overview
    • 9.9.5.2. Financial Performance
    • 9.9.5.3. Product Portfolios
    • 9.9.5.4. Strategic Initiatives
  • 9.9.6. TCL Technology
    • 9.9.6.1. Company Overview
    • 9.9.6.2. Financial Performance
    • 9.9.6.3. Product Portfolios
    • 9.9.6.4. Strategic Initiatives
  • 9.9.7. Xiaomi Corporation
    • 9.9.7.1. Company Overview
    • 9.9.7.2. Financial Performance
    • 9.9.7.3. Product Portfolios
    • 9.9.7.4. Strategic Initiatives
  • 9.9.8. Hisense Group
    • 9.9.8.1. Company Overview
    • 9.9.8.2. Financial Performance
    • 9.9.8.3. Product Portfolios
    • 9.9.8.4. Strategic Initiatives
  • 9.9.9. Sharp Electronics
    • 9.9.9.1. Company Overview
    • 9.9.9.2. Financial Performance
    • 9.9.9.3. Product Portfolios
    • 9.9.9.4. Strategic Initiatives
  • 9.9.10. Roku
    • 9.9.10.1. Company Overview
    • 9.9.10.2. Financial Performance
    • 9.9.10.3. Product Portfolios
    • 9.9.10.4. Strategic Initiatives
  • 9.9.11. Skyworth
    • 9.9.11.1. Company Overview
    • 9.9.11.2. Financial Performance
    • 9.9.11.3. Product Portfolios
    • 9.9.11.4. Strategic Initiatives
  • 9.9.12. Haier Group
    • 9.9.12.1. Company Overview
    • 9.9.12.2. Financial Performance
    • 9.9.12.3. Product Portfolios
    • 9.9.12.4. Strategic Initiatives