TV 및 셋톱박스 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the television and Set Top Box market size is expected to grow from 307.10 million units in 2025 to 323.9 million units in 2026 and is forecast to reach 422.79 million units by 2031 at 5.47% CAGR over 2026-2031.

This report is Segmented by Product Type (Television, Set-Top Box, Streaming Dongles/Sticks), Resolution (SD, HD/FHD, 4K, 8K and Above), Screen Size (32" and Below, and More), Technology (LCD/LED, QLED/Mini-LED, and More), End-User (Residential, Commercial and Institutional), and Geography (North America, South America, Europe, and More). The Market Forecasts are Provided in Terms of Value (USD).

Global Television And Set Top Box Market Trends and Insights

Rapid Consumer Migration to 4K and 8K UHD Content

Surging demand for higher-resolution screens is compressing replacement cycles and lifting average selling prices. Although 8K hardware exists, limited native content keeps adoption muted, so 4K continues to dominate upgrade decisions. BenQ forecasts that widescale 8K take-up remains at least six years away, reinforcing the mid-term commercial primacy of 4K panels. Samsung's extensive 8K patent portfolio is also likely to influence cost structures and competitive licensing. The Television and Set Top Box market, therefore, leans on 4K as the principal value driver while treating 8K as a longer-run premium pathway.

Smart-TV OS Ecosystems Accelerating Replacement Cycles

Software ecosystems are now the heart of product differentiation. Samsung's 2025 sets integrate Vision AI to tailor recommendations and voice commands. LG is pairing Microsoft Copilot to add productivity features, shortening perceived product life and encouraging 4- to 5-year upgrade intervals. Platform fragmentation, Android TV, Roku, webOS and others, creates sticky ecosystems that lock users into branded interfaces. As a result, service revenue and targeted advertising are growing alongside hardware revenue, boosting the Television And Set Top Box market.

Escalating Panel and Semiconductor Input Costs

Display glass, driver ICs, and memory have seen cost rebound since mid-2024. Concentrated panel fabrication in East Asia exposes brands to geopolitical and logistics risks. Smaller suppliers lack hedge leverage and must either absorb costs or raise retail prices, pressuring margins. Larger firms pursue vertical integration and long-term wafer agreements, but these hedges only partially offset the negative 1.1-percentage-point drag on the Television and Set Top Box market CAGR.

Other drivers and restraints analyzed in the detailed report include:

1. Government-Mandated Digital-Switchover Programs
2. AI-Enabled Personalized User Interfaces Enhancing ARPU
3. Saturation in Developed Markets

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

The Television and Set Top Box market size for televisions retained a 65.40% slice of 2025 revenue, yet streaming dongles and sticks posted the segment's top 7.74% CAGR. Dongles thrive on portability, quick setup, and low entry prices, eroding traditional cable and satellite box relevance. In regions where legacy pay-TV retains sway, hybrid satellite-IP-IP boxes address both linear and OTT viewing. Meanwhile, smart-TV integration lowers future standalone dongle demand in developed economies, but emerging markets still adopt low-cost add-ons as the first step into connected content. Brands increasingly bundle free ad-supported streaming television (FAST) channels in the interface, increasing engagement and data collection.

Price wars in sticks, Roku versus Amazon Fire TV and Xiaomi, compress margins yet expand installed base, which in turn fuels ad inventory. Television manufacturers counter by embedding comparable OS functionality in-panel, retaining value chain control. This tug-of-war ensures product diversity but also blurs category lines, meaning that many households now run multiple streaming devices alongside smart panels, inflating total addressable units within the Television And Set Top Box market.

The Television And Set Top Box market share for 4K rose to 43.85% in 2025 and continues to command mid-cycle upgrades, propelled by mature production yields and abundant native content via OTT platforms. Upgraders see tangible visual benefits over HD at mainstream panel sizes, helping 4K sets maintain compelling value. Conversely, the 8K class, while logging a 6.95% CAGR, shipped only 143,000 units in 2024, reflective of its content deficit and premium price positioning. Hardware makers nevertheless push 8K to defend ASPs and brand leadership.

Manufacturers apply AI upscaling to mitigate native content scarcity, hoping to seed an install base ahead of true 8K broadcast. BenQ anticipates mass adoption no sooner than 2031, suggesting continued dominance of 4K through the forecast period. HD and Full HD persist in cost-focused emerging nations and commercial installations where bandwidth and content constraints make 4K overkill.

Complete Report Scope:

• By Product Type
  • Television
  • Set-Top Box
  • Streaming Dongles/Sticks
• By Resolution
  • SD
  • HD/FHD
  • 4K
  • 8K and Above
• By Screen Size
  • 32" and Below
  • 33-43"
  • 44-55"
  • 56-64"
  • 65-74"
  • 75" and Above
• By Technology
  • LCD/LED
  • QLED / Mini-LED
  • OLED
  • Laser / Projection TV
• By End-User
  • Residential
  • Commercial and Institutional
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • South Korea
    • India
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Rest of Middle East
  • Africa
    • South Africa
    • Rest of Africa

Geography Analysis

Asia-Pacific generated 42.20% of global 2025 revenue and will advance at a 6.53% CAGR, fueled by China's scale production and India's double-digit smart-TV household expansion. Domestic champions TCL and Hisense leverage lower labor costs and state incentives to accelerate premium shipments, narrowing the gap with Korean incumbents. Government digital initiatives in Indonesia, Vietnam, and the Philippines enlarge unit volumes, while Japan and South Korea maintain technology leadership through 8K trials and immersive audio-visual standards.

North America presents a mature yet lucrative arena where large-format 4K and 8K panels dominate living-room real estate. Korean brands captured 52% unit share among U.S. adults, reflecting durable brand equity. The region shows solid 7.92% revenue CAGR driven by premium upselling rather than unit expansion, with consumers embracing voice assistants, console gaming, and advanced HDR variants. Trade under the USMCA agreement supports just-in-time logistics from Mexican assembly hubs, moderating inventory risk for retailers.

Europe's growth is steadier, constrained by energy-efficiency mandates and early analog switch-off completion. Eco-design rules force power-saving firmware and recyclable packaging, adding compliance costs that smaller Asian entrants may struggle to meet. Nevertheless, Germany, the UK, and France prioritize 65-inch-plus 4K sets, and OLED adoption remains strongest in Western capitals. Emerging Central and Eastern Europe sees digital switchover tailwinds similar to select African states, affording brands a long-term replacement runway once economic indicators stabilize.

1. Samsung Electronics Co., Ltd.
2. LG Electronics Inc.
3. TCL Technology Group Corp.
4. Hisense Co., Ltd.
5. Sony Group Corporation
6. Panasonic Holdings Corporation
7. Sharp Corporation
8. Vizio Holding Corp.
9. Skyworth Group Co., Ltd.
10. Xiaomi Corporation
11. Haier Smart Home Co., Ltd.
12. Koninklijke Philips N.V.
13. TP Vision
14. Toshiba Corporation
15. Arris International Ltd. (CommScope)
16. Technicolor S.A.
17. Humax Co., Ltd.
18. Sagemcom SAS
19. ZTE Corporation
20. Kaon Media Co., Ltd.
21. Evolution Digital LLC
22. Coship Electronics Co., Ltd.
23. Intek Digital Inc.
24. Gospell Digital Technology Co., Ltd.
25. Roku, Inc.
26. Amazon.com, Inc. (Fire TV)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rapid consumer migration to 4K and 8K UHD content
  • 4.2.2 Smart-TV OS ecosystems accelerating replacement cycles
  • 4.2.3 Government-mandated digital-switchover programs
  • 4.2.4 AI-enabled personalised user interfaces enhancing ARPU
  • 4.2.5 Edge-based interactive-advertising subsidisation models
  • 4.2.6 LEO-satellite hybrid DTH-IP roll-outs expanding rural reach
• 4.3 Market Restraints
  • 4.3.1 Escalating panel and semiconductor input costs
  • 4.3.2 Saturation in developed markets
  • 4.3.3 Cord-shifting to mobile/PC reduces TV viewing hours
  • 4.3.4 Imminent carbon and e-waste regulation on large displays
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Suppliers
  • 4.7.2 Bargaining Power of Consumers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Intensity of Competitive Rivalry
  • 4.7.5 Threat of Substitutes
• 4.8 Pricing Analysis
• 4.9 Impact of Macroeconomic Factors on the Market
• 4.10 Investment Analysis

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Product Type
  • 5.1.1 Television
  • 5.1.2 Set-Top Box
  • 5.1.3 Streaming Dongles/Sticks
• 5.2 By Resolution
  • 5.2.1 SD
  • 5.2.2 HD/FHD
  • 5.2.3 4K
  • 5.2.4 8K and Above
• 5.3 By Screen Size
  • 5.3.1 32" and Below
  • 5.3.2 33-43"
  • 5.3.3 44-55"
  • 5.3.4 56-64"
  • 5.3.5 65-74"
  • 5.3.6 75" and Above
• 5.4 By Technology
  • 5.4.1 LCD/LED
  • 5.4.2 QLED / Mini-LED
  • 5.4.3 OLED
  • 5.4.4 Laser / Projection TV
• 5.5 By End-User
  • 5.5.1 Residential
  • 5.5.2 Commercial and Institutional
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
  • 5.6.3 Europe
    • 5.6.3.1 Germany
    • 5.6.3.2 United Kingdom
    • 5.6.3.3 France
    • 5.6.3.4 Italy
    • 5.6.3.5 Rest of Europe
  • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 Japan
    • 5.6.4.3 South Korea
    • 5.6.4.4 India
    • 5.6.4.5 Rest of Asia-Pacific
  • 5.6.5 Middle East
    • 5.6.5.1 Saudi Arabia
    • 5.6.5.2 United Arab Emirates
    • 5.6.5.3 Rest of Middle East
  • 5.6.6 Africa
    • 5.6.6.1 South Africa
    • 5.6.6.2 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
  • 6.4.1 Samsung Electronics Co., Ltd.
  • 6.4.2 LG Electronics Inc.
  • 6.4.3 TCL Technology Group Corp.
  • 6.4.4 Hisense Co., Ltd.
  • 6.4.5 Sony Group Corporation
  • 6.4.6 Panasonic Holdings Corporation
  • 6.4.7 Sharp Corporation
  • 6.4.8 Vizio Holding Corp.
  • 6.4.9 Skyworth Group Co., Ltd.
  • 6.4.10 Xiaomi Corporation
  • 6.4.11 Haier Smart Home Co., Ltd.
  • 6.4.12 Koninklijke Philips N.V.
  • 6.4.13 TP Vision
  • 6.4.14 Toshiba Corporation
  • 6.4.15 Arris International Ltd. (CommScope)
  • 6.4.16 Technicolor S.A.
  • 6.4.17 Humax Co., Ltd.
  • 6.4.18 Sagemcom SAS
  • 6.4.19 ZTE Corporation
  • 6.4.20 Kaon Media Co., Ltd.
  • 6.4.21 Evolution Digital LLC
  • 6.4.22 Coship Electronics Co., Ltd.
  • 6.4.23 Intek Digital Inc.
  • 6.4.24 Gospell Digital Technology Co., Ltd.
  • 6.4.25 Roku, Inc.
  • 6.4.26 Amazon.com, Inc. (Fire TV)

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-need Assessment