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

According to Mordor Intelligence, the connected TV market size is projected to expand from USD 28.58 billion in 2025 and USD 30.01 billion in 2026 to USD 37.89 billion by 2031, registering a CAGR of 4.77% between 2026 to 2031.

This report is Segmented by Device (Smart TV, and More), Operating System (Android TV/Google TV, Tizen, and More), Screen Size (Up To 32 Inch, and More), Resolution (4K UHD, 8K, and FHD and HD), Panel Technology (LED/Mini-LED, OLED, and QLED), Distribution Channel (Online, and Offline), End-Use (Residential, A Dn Commercial), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Connected TV Market Trends and Insights

Proliferation of Ad-Supported FAST Channels Elevating ARPU in North America

Free ad-supported streaming television generated USD 10.39 billion in 2025 as 96.4 million U.S. homes streamed 43% more hours than a year earlier. Advertisers pay premium CPMs for deterministic targeting, lifting average revenue per user faster than audience growth. Roku logged 35.4 billion platform hours that year, highlighting dwell-time advantages over short-form social video. FAST momentum incentivizes vendors to subsidize device prices, a model Amazon and Roku have proven at scale. Higher advertising yield therefore supports hardware penetration, deeper engagement, and recurring revenue all at once.

On-Device GenAI Upscaling Spurs 4K Upgrade Cycle in China and South Korea

Samsung and LG fitted 2025 smart-TV lineups with neural processors that upscale HD streams into near-4K images, eliminating cloud latency. MediaTek's MT9638 chip pushed similar capability into mid-tier sets from TCL and Hisense, lowering the cost barrier for AI viewing. Chinese homes rich in legacy HD libraries now see tangible benefits in new 4K panels, while South Korean buyers view AI as futureproofing. Replacement cycles shortened from seven to five years in major metros, raising premium-tier volumes and ASPs.

Fragmented CTV OS Ecosystem Escalates App Porting and QA Costs for OTT Providers

OTT players juggle codebases for Tizen, Android TV, webOS, Roku OS, and Fire OS. Each platform demands its own SDK, certification, and regression testing cycle, stretching smaller teams. Pluto TV ceased support for older devices in late-2025, showing how fragmentation accelerates obsolescence. Platform-specific ad-tech implementations multiply costs, curbing the long-tail of niche services and concentrating power with incumbents that can shoulder multi-OS development burdens.

Other drivers and restraints analyzed in the detailed report include:

1. Subsidised Operator-Bundled Smart TVs Accelerating First-Time Adoption in India and Indonesia
2. Advertising Measurement Standardisation Driving Brand Budgets to CTV in United States
3. Restrictive EU Energy-Efficiency Caps Curb 8K Panel Shipments

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

Segment Analysis

Streaming dongles and boxes claim a faster 5.12% CAGR through 2031 while smart TVs still hold a dominant 78.12% unit share. The connected TV market size for streaming players benefits from households adding cheap dongles to legacy panels and from cord-cutters whose embedded storage or OS age out. Amazon has sold more than 300 million Fire TV devices, recently refreshing UI with Alexa+ generative AI for conversational discovery. Roku OS, topping sales in United States, Canada, and Mexico in early 2025, straddles both embedded and external profiles, helping the connected TV market expand without waiting for full-set replacement.

Gaming-centric buyers favour consoles or TVs with integrated cloud-gaming clients. Microsoft broadened Xbox Cloud Gaming to LG sets in 2025, and TCL introduced X11L with native 144 Hz cloud-gaming support in 2026. While consoles remain niche, their presence extends session length and lifts premium-tier ASPs, cushioning vendor margins even when entry hardware is heavily subsidized.

Android TV and Google TV are on the rise, boasting a 5.89% CAGR during 2026 to 2031. This shift comes as manufacturers pivot from proprietary systems, seeking access to Google Play and the advantages of Gemini AI. With the introduction of mandatory Android TV OS 10+ specifications, performance and longevity have seen marked improvements, effectively tackling past fragmentation issues. These advancements have made Android TV and Google TV increasingly attractive to manufacturers aiming to deliver consistent and high-performing user experiences.

The growing adoption of these platforms highlights the industry's focus on standardization and enhanced functionality to meet evolving consumer expectations. Both webOS and Roku OS, each capturing a mid-single-digit share, focus on delivering an intuitive user interface and maximizing ad revenues. Amazon's Fire OS, a derivative of Android, powers both Amazon's streaming sticks and select third-party devices, with a clear emphasis on advertising monetization. Notably, smaller brands are increasingly leaning towards Roku OS or Fire OS, sidestepping the need for in-house software development. This trend is gaining momentum in emerging markets, where rapid market entry is prioritized over extensive product differentiation. The preference for these platforms among smaller brands underscores the importance of cost efficiency and faster time-to-market in competitive and resource-constrained environments.

As living rooms evolve and 100-inch class prices decline, panels exceeding 66 inches are witnessing a 5.21% CAGR. Omdia forecasts an increase in units of 80 inches and above, projecting 13 million by 2029, a rise from 9 million in 2025. This growth is driven by consumer demand for larger screens that enhance the viewing experience, particularly in home entertainment setups. In 2025, Samsung, Hisense, and TCL introduced 115-inch models, targeting both home-theater enthusiasts and commercial venues that previously relied on projectors. These larger screens are increasingly appealing to consumers seeking immersive experiences and businesses aiming to upgrade their display solutions. The 46-55-inch segment, commanding a 32.16% share in 2025, continues to dominate, striking a balance between price and viewing distance.

The 46-55-inch segment remains popular among households due to its affordability and suitability for average living room dimensions. Meanwhile, with improving yields, 65-inch sets are increasingly being offered at entry-level prices, encouraging households to upgrade to larger screens. Sub-32-inch screens, on the other hand, maintain their presence in kitchens, bedrooms, and hospitality settings, where space and budget limitations dictate size. These smaller screens cater to niche applications, ensuring their relevance in specific use cases despite the growing preference for larger displays.

Complete Report Scope:

• By Device
  • Smart TV
    • 4K and UHD Smart TV
    • 8K Smart TV
    • HD/FHD Smart TV
  • Streaming Media Player
  • Gaming Console (Streaming Enabled)
• By Operating System
  • Android TV / Google TV
  • Tizen
  • webOS
  • Roku OS
  • Fire OS
• By Screen Size
  • Up to 32 inch
  • 33-45 inch
  • 46-55 inch
  • 56-65 inch
  • Above 66 inch
• By Resolution
  • 4K UHD
  • 8K
  • FHD and HD
• By Panel Technology
  • LED / Mini-LED
  • OLED
  • QLED
• By Distribution Channel
  • Online
  • Offline (Speciality, Mass-Retail)
• By End-Use
  • Residential
  • Commercial (Hospitality, Education, Corp-Lobby, Digital-Signage)
• Geography
  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • South Korea
    • India
    • South East Asia
    • Australia
    • Rest of Asia Pacific
  • South America
    • Brazil
    • Rest of South America
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Rest of Middle East
  • Africa
    • South Africa
    • Rest of Africa

Geography Analysis

Asia Pacific owned 44.53% market share in 2025 thanks to China's output scale, India's operator subsidies, and South Korea's premium leadership. Chinese brands such as Xiaomi, Haier, and TCL priced aggressively at home while exporting to stabilize factory loads. Reliance Jio and Airtel's bundles drove penetration beyond tier-1 cities in India. South Korea commanded outsized OLED and QLED revenue through proprietary panels and operating systems.

The Middle East and Africa is set for the fastest 5.72% CAGR as United Arab Emirates and Saudi Arabia fibre rollouts remove bandwidth bottlenecks. Government broadband initiatives under Saudi Vision 2030 stimulate UHD streaming and large-screen uptake. North America stays high value due to advertising yield. Comscore counted 96.4 million connected-TV households in 2025, and OpenAP plus CFlight now let advertisers buy across platforms with de-duplicated reach metrics, moving budgets from linear TV.

Europe grapples with strict energy rules throttling 8K and ultra-bright panels. Yet Nordic nations, with fiber penetration above 90% in Sweden and strong streaming subscriptions across Norway, Sweden, and Denmark, enjoy robust UHD take-up. South America and Africa remain entry-level smart-TV territories. Urbanization and mobile-broadband expansion open opportunities, but price sensitivity and weaker distribution limit premium penetration for now.

1. Samsung Electronics Co. Ltd.
2. LG Electronics Inc.
3. TCL Technology Group Corp.
4. Hisense Group Co. Ltd.
5. Sony Group Corporation
6. Vizio Inc.
7. Skyworth Group Ltd.
8. Panasonic Holdings Corp.
9. Sharp Corp.
10. Xiaomi Corp.
11. Haier Group Corp.
12. Amazon.com Inc. (Fire TV)
13. Apple Inc. (Apple TV)
14. Roku Inc.
15. Alphabet Inc. (Chromecast / Google TV)
16. Philips (TPV Technology)
17. Vestel Elektronik Sanayi ve Ticaret A.S.
18. Funai Electric Co. Ltd.
19. Konka Group Co. Ltd.
20. Nvidia Corp. (Shield TV)
21. Huawei Technologies Co. Ltd.
22. Alibaba Group (Tmall Magic Box)
23. Realme (BBK Electronics)
24. OnePlus Technology (Shenzhen) Co. Ltd.

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 Proliferation of Ad-Supported FAST Channels Elevating ARPU in North America
  • 4.2.2 Subsidised Operator-Bundled Smart TVs Accelerating First-Time Adoption in India and Indonesia
  • 4.2.3 On-Device GenAI Upscaling Spurs 4K Upgrade Cycle in China and South Korea
  • 4.2.4 Household Fibre Roll-outs Above 100 Mbps Boosting UHD Streaming in Nordics
  • 4.2.5 Advertising Measurement Standardisation (OpenAP, CFlight) Driving Brand Budgets to CTV in US
  • 4.2.6 Cloud-Rendered Gaming Partnerships Creating New Use-Cases
• 4.3 Market Restraints
  • 4.3.1 Fragmented CTV OS Ecosystem Escalates App Porting and QA Costs for OTT Providers
  • 4.3.2 Restrictive EU Energy-Efficiency Caps Curb 8K Panel Shipments
  • 4.3.3 Persistent Mid-Tier TV SoC Shortages Inflating BOM Costs
  • 4.3.4 Heightened Consumer Data-Privacy Scrutiny Limits Cross-Device Targeting
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Supply Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Suppliers
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry
• 4.9 Industry Stakeholder Analysis

5 MARKET SIZE AND GROWTH FORECASTS (VALUES)

• 5.1 By Device
  • 5.1.1 Smart TV
    • 5.1.1.1 4K and UHD Smart TV
    • 5.1.1.2 8K Smart TV
    • 5.1.1.3 HD/FHD Smart TV
  • 5.1.2 Streaming Media Player
  • 5.1.3 Gaming Console (Streaming Enabled)
• 5.2 By Operating System
  • 5.2.1 Android TV / Google TV
  • 5.2.2 Tizen
  • 5.2.3 webOS
  • 5.2.4 Roku OS
  • 5.2.5 Fire OS
• 5.3 By Screen Size
  • 5.3.1 Up to 32 inch
  • 5.3.2 33-45 inch
  • 5.3.3 46-55 inch
  • 5.3.4 56-65 inch
  • 5.3.5 Above 66 inch
• 5.4 By Resolution
  • 5.4.1 4K UHD
  • 5.4.2 8K
  • 5.4.3 FHD and HD
• 5.5 By Panel Technology
  • 5.5.1 LED / Mini-LED
  • 5.5.2 OLED
  • 5.5.3 QLED
• 5.6 By Distribution Channel
  • 5.6.1 Online
  • 5.6.2 Offline (Speciality, Mass-Retail)
• 5.7 By End-Use
  • 5.7.1 Residential
  • 5.7.2 Commercial (Hospitality, Education, Corp-Lobby, Digital-Signage)
• 5.8 Geography
  • 5.8.1 North America
    • 5.8.1.1 United States
    • 5.8.1.2 Canada
    • 5.8.1.3 Mexico
  • 5.8.2 Europe
    • 5.8.2.1 Germany
    • 5.8.2.2 United Kingdom
    • 5.8.2.3 France
    • 5.8.2.4 Italy
    • 5.8.2.5 Spain
    • 5.8.2.6 Rest of Europe
  • 5.8.3 Asia Pacific
    • 5.8.3.1 China
    • 5.8.3.2 Japan
    • 5.8.3.3 South Korea
    • 5.8.3.4 India
    • 5.8.3.5 South East Asia
    • 5.8.3.6 Australia
    • 5.8.3.7 Rest of Asia Pacific
  • 5.8.4 South America
    • 5.8.4.1 Brazil
    • 5.8.4.2 Rest of South America
  • 5.8.5 Middle East
    • 5.8.5.1 United Arab Emirates
    • 5.8.5.2 Saudi Arabia
    • 5.8.5.3 Rest of Middle East
  • 5.8.6 Africa
    • 5.8.6.1 South Africa
    • 5.8.6.2 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves (M&A, JV, Licensing, Content Bundling)
• 6.3 Market Share Analysis
  • 6.3.1 Global Connected TV Unit Shares
  • 6.3.2 Smart TV Vendor Share Analysis
  • 6.3.3 Streaming Media Player Vendor Share Analysis
• 6.4 Company Profiles (includes Global-Level Overview, Market-Level Overview, Core Segments, Financials as Available, Strategic Information, Market Rank / Share, Products and Services, 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 Group Co. Ltd.
  • 6.4.5 Sony Group Corporation
  • 6.4.6 Vizio Inc.
  • 6.4.7 Skyworth Group Ltd.
  • 6.4.8 Panasonic Holdings Corp.
  • 6.4.9 Sharp Corp.
  • 6.4.10 Xiaomi Corp.
  • 6.4.11 Haier Group Corp.
  • 6.4.12 Amazon.com Inc. (Fire TV)
  • 6.4.13 Apple Inc. (Apple TV)
  • 6.4.14 Roku Inc.
  • 6.4.15 Alphabet Inc. (Chromecast / Google TV)
  • 6.4.16 Philips (TPV Technology)
  • 6.4.17 Vestel Elektronik Sanayi ve Ticaret A.S.
  • 6.4.18 Funai Electric Co. Ltd.
  • 6.4.19 Konka Group Co. Ltd.
  • 6.4.20 Nvidia Corp. (Shield TV)
  • 6.4.21 Huawei Technologies Co. Ltd.
  • 6.4.22 Alibaba Group (Tmall Magic Box)
  • 6.4.23 Realme (BBK Electronics)
  • 6.4.24 OnePlus Technology (Shenzhen) Co. Ltd.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment