스마트 TV 시장 예측(-2030년) : 운영체제, 해상도, 화면 사이즈, 접속성, 유통 채널, 기술, 용도, 지역별 세계 분석

According to Stratistics MRC, the Global Smart TV Market is accounted for $232.7 billion in 2024 and is expected to reach $464.2 billion by 2030 growing at a CAGR of 12.2% during the forecast period. A Smart TV is a cutting-edge television that has an operating system and internet connectivity built right in, enabling users to access a wide range of online services and apps right from the TV. In contrast to conventional televisions, Smart TVs have the ability to stream material from well-known websites like Netflix, YouTube, and Hulu in addition to social networking, online surfing, and gaming services. They frequently have Ethernet and Wi-Fi connectors integrated in for convenient communication.

According to Avi Cloud's Global TV Brand Shipment Monthly Data Report-2021 (AVC), TCL, a Chinese electronics business, saw a spike in sales, with 11.1 million devices shipped in the first half of 2021. Samsung led the market with an expected shipment of 20.8 million units, up by 11.9% Y-o-Y.

Market Dynamics:

Driver:

Rising demand for streaming services & OTT platforms

Consumers are shifting away from traditional cable TV in favor of on-demand content, which is readily accessible through Smart TVs. The convenience of built-in streaming applications eliminates the need for additional devices, making Smart TVs the preferred choice for home entertainment. Furthermore, the rise of regional OTT platforms and exclusive digital content is expanding the customer base for Smart TVs worldwide. As more content providers enter the market, the demand for high-resolution and feature-rich Smart TVs continues to surge.

Restraint:

High initial costs for premium models

Advanced models with OLED, QLED, and 8K resolutions come at a steep price, making them less accessible to budget-conscious consumers. The inclusion of AI-driven features, high refresh rates for gaming, and enhanced connectivity options further contribute to the cost. Additionally, frequent technological advancements result in rapid depreciation of older models, discouraging some consumers from making immediate purchases. As a result, price-sensitive buyers often opt for entry-level or mid-range Smart TVs, which may lack some of the latest innovations.

Opportunity:

Widespread availability of high-speed internet connectivity

Improved internet infrastructure, even consumers in remote areas can now enjoy seamless streaming and cloud-based gaming experiences. The rise of fiber-optic broadband and satellite internet services further enhances content accessibility, driving demand for internet-connected televisions. The introduction of Wi-Fi 6 technology ensures faster and more stable connectivity, improving the overall user experience. As high-speed internet becomes more accessible globally, the adoption of Smart TVs is expected to accelerate significantly.

Threat:

Privacy & security concerns

Smart TVs connect to the internet and often integrate with personal accounts; they become vulnerable to hacking and unauthorized data collection. Users are increasingly concerned about the potential misuse of voice commands, camera access, and browsing history by third-party applications. Moreover, the lack of standardized security measures across different manufacturers raises further apprehensions about privacy protection hampering the market growth.

Covid-19 Impact

The Covid-19 pandemic significantly influenced the Smart TV market, with a surge in demand during lockdowns as people spent more time indoors. The increased reliance on home entertainment led to higher sales of Smart TVs, especially models with larger screens and enhanced features. Additionally, remote work and online education created a need for Smart TVs that could support video conferencing and screen-sharing functionalities.

The android TV segment is expected to be the largest during the forecast period

The android TV segment is expected to account for the largest market share during the forecast period due to the flexibility and customization options provided by the Android operating system make these TVs highly popular among consumers. The integration of Google Assistant and voice control features enhances the overall user experience. The growing demand for smart home integration and the ability to control other connected devices through Android TVs further contribute to their market dominance.

The bluetooth connectivity segment is expected to have the highest CAGR during the forecast period

Over the forecast period, the bluetooth connectivity segment is predicted to witness the highest growth rate driven by seamless wireless connections between Smart TVs and various devices, such as speakers, headphones, and gaming controllers. The convenience of wireless audio streaming and the ability to connect multiple devices simultaneously drive the demand for Bluetooth-enabled Smart TVs. Furthermore, the growing popularity of wireless home entertainment systems and the increasing adoption of Bluetooth accessories contribute to the segment's rapid growth.

Region with largest share:

During the forecast period, the Asia Pacific region is expected to hold the largest market share owing to the expanding middle class, rising disposable income, and increasing urbanization. Countries like China, India, and Japan are leading the adoption of Smart TVs, supported by government initiatives and investments in digital infrastructure. The growing awareness about advanced entertainment solutions and the increasing penetration of high-speed internet services further drive market growth in Asia Pacific.

Region with highest CAGR:

Over the forecast period, the North America region is anticipated to exhibit the highest CAGR attributed to the region's well-established technology infrastructure, high disposable income, and strong consumer demand for advanced entertainment solutions contribute to its dominant position. The presence of major Smart TV manufacturers and technology providers in North America drives the adoption of innovative products. Additionally, the increasing popularity of streaming services and the growing trend of cord-cutting further support market growth.

Key players in the market

Some of the key players in Smart TV market include Apple Inc, Haier Inc, Hisense International, Intex Technologies, Koninklijke Philips N.V, LG Electronics Inc, Micromax, OnePlus, Panasonic Corporation, Samsung Electronics Co. Ltd, Sansui Electric Co. Ltd, Sony Corporation, TCL Electronics Holdings Limited, Toshiba Visual Solutions, Westinghouse Electric Corporation and Xiaomi.

Key Developments:

In February 2025, Haier Group has acquired a 10% equity stake and 19.24% voting rights in Shanghai STEP Electric Corporation. The transaction makes Haier the indirect controlling shareholder of STEP.

In February 2025, Philips, announced the signing of a Memorandum of Understanding (MoU) in India, to educate and train cardiologists and radiologists on advanced imaging techniques for structural heart diseases.

In January 2025, Apple launched the Apple Store app in India, providing customers with the most personalised way to shop for Apple's innovative lineup of products and services. Customers across the country can download the app on the App Store and shop directly from Apple while receiving personalised recommendations.

Operating Systems Covered:

• Android TV
• WebOS
• Tizen
• Roku TV
• Fire TV
• Apple tvOS
• Other Operating Systems

Resolutions Covered:

• HD (720p)
• Full HD (1080p)
• 4K UHD (2160p)
• 8K UHD (4320p)
• Other Resolutions

Screen Sizes Covered:

• Below 32 Inches
• 32 - 45 Inches
• 46 - 55 Inches
• 56 - 65 Inches
• Above 65 inches

Connectivities Covered:

• Wi-Fi Enabled
• Bluetooth Connectivity
• Ethernet
• HDMI & USB Ports
• Other Connectivities

Distribution Channels Covered:

• Online Stores
• Specialty Electronics Stores
• Supermarkets & Hypermarkets
• Brand-Owned Stores
• Other Distribution Channels

Technologies Covered:

• LED (Light Emitting Diode
• OLED (Organic Light Emitting Diode)
• QLED (Quantum Dot Light Emitting Diode)
• Mini-LED
• Other Technologies

Applications Covered:

• Residential
• Commercial
• Gaming
• Digital Signage & Advertising
• Education & Training
• Healthcare
• Sports & Entertainment
• Other Applications

Regions Covered:

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • Italy
  • France
  • Spain
  • Rest of Europe
• Asia Pacific
  • Japan
  • China
  • India
  • Australia
  • New Zealand
  • South Korea
  • Rest of Asia Pacific
• South America
  • Argentina
  • Brazil
  • Chile
  • Rest of South America
• Middle East & Africa
  • Saudi Arabia
  • UAE
  • Qatar
  • South Africa
  • Rest of Middle East & Africa

What our report offers:

• Market share assessments for the regional and country-level segments
• Strategic recommendations for the new entrants
• Covers Market data for the years 2022, 2023, 2024, 2026, and 2030
• Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
• Strategic recommendations in key business segments based on the market estimations
• Competitive landscaping mapping the key common trends
• Company profiling with detailed strategies, financials, and recent developments
• Supply chain trends mapping the latest technological advancements

Free Customization Offerings:

All the customers of this report will be entitled to receive one of the following free customization options:

• Company Profiling
  • Comprehensive profiling of additional market players (up to 3)
  • SWOT Analysis of key players (up to 3)
• Regional Segmentation
  • Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
  • Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances

Table of Contents

1 Executive Summary

2 Preface

• 2.1 Abstract
• 2.2 Stake Holders
• 2.3 Research Scope
• 2.4 Research Methodology
  • 2.4.1 Data Mining
  • 2.4.2 Data Analysis
  • 2.4.3 Data Validation
  • 2.4.4 Research Approach
• 2.5 Research Sources
  • 2.5.1 Primary Research Sources
  • 2.5.2 Secondary Research Sources
  • 2.5.3 Assumptions

3 Market Trend Analysis

• 3.1 Introduction
• 3.2 Drivers
• 3.3 Restraints
• 3.4 Opportunities
• 3.5 Threats
• 3.6 Technology Analysis
• 3.7 Application Analysis
• 3.8 Emerging Markets
• 3.9 Impact of Covid-19

4 Porters Five Force Analysis

• 4.1 Bargaining power of suppliers
• 4.2 Bargaining power of buyers
• 4.3 Threat of substitutes
• 4.4 Threat of new entrants
• 4.5 Competitive rivalry

5 Global Smart TV Market, By Operating System

• 5.1 Introduction
• 5.2 Android TV
• 5.3 WebOS
• 5.4 Tizen
• 5.5 Roku TV
• 5.6 Fire TV
• 5.7 Apple tvOS
• 5.8 Other Operating Systems

6 Global Smart TV Market, By Resolution

• 6.1 Introduction
• 6.2 HD (720p)
• 6.3 Full HD (1080p)
• 6.4 4K UHD (2160p)
• 6.5 8K UHD (4320p)
• 6.6 Other Resolutions

7 Global Smart TV Market, By Screen Size

• 7.1 Introduction
• 7.2 Below 32 Inches
• 7.3 32 - 45 Inches
• 7.4 46 - 55 Inches
• 7.5 56 - 65 Inches
• 7.6 Above 65 inches

8 Global Smart TV Market, By Connectivity

• 8.1 Introduction
• 8.2 Wi-Fi Enabled
• 8.3 Bluetooth Connectivity
• 8.4 Ethernet
• 8.5 HDMI & USB Ports
• 8.6 Other Connectivities

9 Global Smart TV Market, By Distribution Channel

• 9.1 Introduction
• 9.2 Online Stores
• 9.3 Specialty Electronics Stores
• 9.4 Supermarkets & Hypermarkets
• 9.5 Brand-Owned Stores
• 9.6 Other Distribution Channels

10 Global Smart TV Market, By Technology

• 10.1 Introduction
• 10.2 LED (Light Emitting Diode
• 10.3 OLED (Organic Light Emitting Diode)
• 10.4 QLED (Quantum Dot Light Emitting Diode)
• 10.5 Mini-LED
• 10.6 Other Technologies

11 Global Smart TV Market, By Application

• 11.1 Introduction
• 11.2 Residential
• 11.3 Commercial
• 11.4 Gaming
• 11.5 Digital Signage & Advertising
• 11.6 Education & Training
• 11.7 Healthcare
• 11.8 Sports & Entertainment
• 11.9 Other Applications

12 Global Smart TV Market, By Geography

• 12.1 Introduction
• 12.2 North America
  • 12.2.1 US
  • 12.2.2 Canada
  • 12.2.3 Mexico
• 12.3 Europe
  • 12.3.1 Germany
  • 12.3.2 UK
  • 12.3.3 Italy
  • 12.3.4 France
  • 12.3.5 Spain
  • 12.3.6 Rest of Europe
• 12.4 Asia Pacific
  • 12.4.1 Japan
  • 12.4.2 China
  • 12.4.3 India
  • 12.4.4 Australia
  • 12.4.5 New Zealand
  • 12.4.6 South Korea
  • 12.4.7 Rest of Asia Pacific
• 12.5 South America
  • 12.5.1 Argentina
  • 12.5.2 Brazil
  • 12.5.3 Chile
  • 12.5.4 Rest of South America
• 12.6 Middle East & Africa
  • 12.6.1 Saudi Arabia
  • 12.6.2 UAE
  • 12.6.3 Qatar
  • 12.6.4 South Africa
  • 12.6.5 Rest of Middle East & Africa

13 Key Developments

• 13.1 Agreements, Partnerships, Collaborations and Joint Ventures
• 13.2 Acquisitions & Mergers
• 13.3 New Product Launch
• 13.4 Expansions
• 13.5 Other Key Strategies

14 Company Profiling

• 14.1 Apple Inc.
• 14.2 Haier Inc.
• 14.3 Hisense International
• 14.4 Intex Technologies
• 14.5 Koninklijke Philips N.V
• 14.6 LG Electronics Inc
• 14.7 Micromax
• 14.8 OnePlus
• 14.9 Panasonic Corporation
• 14.10 Samsung Electronics Co. Ltd
• 14.11 Sansui Electric Co. Ltd
• 14.12 Sony Corporation
• 14.13 TCL Electronics Holdings Limited
• 14.14 Toshiba Visual Solutions
• 14.15 Westinghouse Electric Corporation
• 14.16 Xiaomi