智慧電視：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

Smart TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05日 | 出版商:

Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預計 2025 年智慧電視市場規模為 2,817.3 億美元，到 2030 年將達到 3,139.6 億美元，預測期內（2025-2030 年）的複合年成長率為 2.19%。

網際網路普及率的提高、技術的快速進步、產品價格的下降以及廣播行業的數位轉型是推動智慧電視市場成長的關鍵因素。

主要亮點

作為第四代電視產業的先驅，聯網電視製造商正在推出用戶介面、內容聚合和應用開發的最新創新，包括配備作業系統的智慧電視，能夠運行應用程式和Widgets以及串流影片和音樂。智慧電視與整合的網際網路功能相結合，提供了一系列先進的運算能力和連接能力。智慧電視的當前功能可讓消費者搜尋、聊天、瀏覽、共用、更新和下載內容。預計未來五年智慧電視製造商將注重體驗設計。
消費者可以在智慧電視上觀看和觀看的內容對於滿足需求的激增至關重要。印度和中國等國家擁有大量中低收入消費者群體。價格最佳化為中小型和價格分佈電視製造商提供了各種機會。 Apple TV、Amazon Fire TV 和 Google Chromecast 等串流媒體正在改變消費者的觀看體驗。一些製造商正在與Over-The-Top（OTT）內容和設備提供者合作，提供一系列無需機上盒的功能。例如，TCL 公司與 Roku Inc. 合作推出 4K HDR Roku 電視。智慧型電視現在能夠運行為智慧型手機開發的應用程式。
預計預測期內 4K UHD 領域將大幅成長。這些電視價格的下降吸引了消費者並刺激了新興經濟體的需求。這種成長主要得益於杜比數位音效等創新功能，它能夠提供具有更高解析度、更佳影像品質和更大螢幕的戲院體驗。預計在預測期內，超高清 (UHD) 4K 電視中採用量子點 LED (QLED) 等創新技術將刺激該領域的需求。這個範圍內的電視比其他更受歡迎。 4K 電視還配備了高動態範圍 (HDR) 和廣色域 (WCG) 等螢幕技術。
最近，美國中央情報局（CIA）開發並竊取了針對智慧電視的一些最嚴重的安全漏洞。一些最受歡迎的智慧電視製造商，包括 LG 和三星，收集了大量有關用戶觀看內容的資訊，讓廣告商能夠更好地向觀眾投放廣告並決定下一步該怎麼做。看的東西。 FBI 建議在不使用智慧電視攝影機時用黑色膠帶封住攝影機，及時更新智慧電視的最新補丁和修復程序，並閱讀智慧電視的隱私權政策以更好地了解其功能。
COVID-19 疫情極大地影響了所有消費者的生活方式和日常生活。居家隔離令和在家工作令推動家庭視訊消費達到前所未有的水平，Netflix 和 Amazon Prime Video 等視訊串流平台的全球觀看人數激增。人們對線上內容傳送的濃厚興趣和 COVID 法規的逐步放寬預計將有助於擴大客戶群，從而促進市場成長。
然而，在供應方面，邊境關閉對供應鏈產生了負面影響。例如，TCL 的面板製造子公司 CSOT 在 COVID-19 疫情中心武漢設有工廠。結果，TCL的面板生產設施陷入了困境。不過，根據艾維雲網《2021年全球電視品牌出貨量月數據報告》（AVC），中國電子電信商TCL在2021年上半年銷售量激增，出貨量達1,110萬台。三星領先市場，出貨量預計達到 2,080 萬台，比去年同期成長 11.9%。
此外，世界各地的旅行限制正在放寬，商業正在恢復正常。不斷變化的市場動態和消費行為向數位內容的轉變預計將推動市場成長。

智慧電視市場趨勢

QLED 預計將大幅成長

QLED 代表量子發光二極體。 QLED 面板的工作原理與 LED 電視相同。由數百或數千個 LED 組成的背光照亮每個單獨的像素。 QLED 透過採用奈米粒子（量子點）對標準 LED 進行了改進，使單一像素的亮度和色彩速度超快。結果是顏色更加鮮豔。 QLED聯盟由三星、海信和TCL組成，致力於推廣量子點，促進市場成長和新產品開發。 QLED 市場的成長主要得益於去年供應商推出的著名產品。由於 QLED 面板具有其他類型面板無法提供的各種功能，因此預計其應用範圍將持續擴大，並保持最高的市場佔有率。
例如，OLED 和 QLED 都很昂貴，但最便宜的 OLED 售價約為 1,800 美元，而 QLED 只需 1,000 美元即可買到。此外，55吋是OLED的最小螢幕大小，而QLED甚至更小。 QLED的創新，更深的黑色、更好的色彩和更寬的視角解決了傳統LED和LCD技術的三重問題，進一步刺激了市場需求。三星是唯一沒有推出 OLED 設備的製造商，因為它認為其 QLED 技術能夠提供最佳的影像品質。三星是第一家推出 QLED 面板的供應商。其他供應商，包括 LG、Panasonic和SONY，都在其高階產品中使用有機發光二極體顯示器。
然而，QLED 無法準確再現與更昂貴的 OLED 電視相同水平的深黑色。這是因為 OLED 面板不使用統一的背光。相反，每個像素都是一個 LED，可以打開或關閉以產生顏色或完全黑暗。透過完全關閉 LED，OLED 避免了背光的光污染，這使得 LED 電視看起來稍微灰一些。
隨著各大智慧電視製造商發表採用此技術的新產品，QLED 顯示器越來越受歡迎。例如，三星宣佈在其本土市場（韓國）推出全新系列QLED智慧電視QT67系列。這是三星首批實現一流能源效率的QLED產品。同樣，2021 年 4 月，小米在印度推出了一款新的 Android 智慧電視 Mi QLED TV 75。這款智慧電視配備 75 吋顯示螢幕，支援超高清 (4K) 解析度和 120Hz 更新率，是該公司迄今為止最大的電視型號。
2021 年 12 月，三星電子宣布了與串流媒體巨頭 Netflix 持續夥伴關係的最新進展，預示著由 MTV 娛樂工作室製作的熱門劇集《艾米麗在巴黎》第二季的推出。三星最新系列高級產品突破了創新的界限，展示了該品牌將風格與旗艦創新和工藝相融合的能力。三星的產品包括 Serif 電視和 Sero 電視。

亞太地區預計將實現強勁成長

亞太地區是迄今為止最大的智慧電視市場。由於終端消費者和印度、中國和日本等新興經濟體對智慧電視的需求不斷增加，預計亞太地區將在預測期內繼續佔據主導地位。消費者可支配收入的增加也是推動該地區持續需求的一個主要因素。此外，Amazon Prime Video、Netflix 和 HOOQ 等 OTT VOD 平台在全部區域日益普及也是促成因素。支援這些設備的內容（如高清視訊、高清機上盒和遊戲）的可用性正在成為創造需求的額外催化劑。
許多電子商務平台與電子商務平台合作來提供他們的產品。第三方服務提供者透過鼓勵消費者選擇這些產品間接支持了市場。在亞太地區，印度是對供應商最具吸引力的市場。 2022 年 1 月，三星電子在 CES 2022 之前推出了其最新的 MICRO LED、Neo QLED 和 Lifestyle 電視。憑藉更優質的畫質和音質、更廣泛的螢幕大小選擇、可自訂的配件和升級的介面，2022 年的螢幕有望透過沉浸式畫面、沉浸式聲音和超個性化體驗實現“螢幕無處不在” ，將我們的「螢幕」願景變為現實。
2021年12月，三星電子宣布，其2022年發布的部分4K和8K電視及遊戲顯示器將支援全新HDR10+GAMING標準，為遊戲玩家提供身臨其境、超響應的HDR遊戲體驗。這項新標準由 HDR10+ Technologies LLC 開發，使遊戲開發者能夠在各種顯示技術和不同的輸入源（包括主機和PC）上提供令人驚嘆、一致的HDR 遊戲體驗，而無需手動校準。提供您所需的工具為您的遊戲玩家帶來精彩體驗。
印度擁有大量可升級CRT電視和非智慧電視的安裝基數，吸引了專注於滿足印度客戶需求的領先智慧電視製造商的注意。
市場佔有率較小的公司正專注於利用電子商務平台將其產品推向市場。例如，2021年，塔塔集團旗下的消費性電子量販店Croma與亞馬遜合作，為印度客戶推出了內建Fire設備的全新智慧電視系列。該產品預計將包含來自 5,000 多個應用程式的所有串流內容，包括 Amazon Prime Video、Netflix、YouTube、Disney+Hotstar、Zee5 和 SonyLiv。

智慧電視產業概況

智慧電視市場由多家廠商組成，但目前還沒有哪家廠商在市場佔有率上佔據主導地位。由於消費者的興趣最近大幅增加，該行業被視為一個有利可圖的投資機會。公司正在投資未來技術並增強其專業知識以獲得永續的競爭優勢。市場的主要企業包括 LG 電子公司、三星電子和Sony Corporation。

2021 年 4 月——三星推出了其超高階 Neo QLED 電視系列，採用近乎無邊框的 Infinity One 設計和逼真的畫質，帶來影院般的觀看體驗。有五種尺寸可供選擇：85 英吋（2m16cm）、75 英吋（1m89cm）、65 英吋（1m63cm）、55 英吋（1m38cm）和 50 英吋（1m25cm）。 Neo QLED 電視配備三星獨特的強大 Neo Quantum 處理器，可提供增強的升級功能。 Neo Quantum 處理器使用 AI 升級和多達 16 種經過深度學習技術訓練的不同神經網路模型，可最佳化 4K 和 8K 影像輸出的影像質量，而不管輸入品質如何。
2021 年 5 月-OnePlus 在 Flipkart 上推出了 Y 系列 40 吋（100 公分）智慧電視。新款 OnePlus Y 系列 100 公分（40 吋）全高清 LED 智慧安卓電視（40FA1A00）的規格與 43 吋版本相似。 OnePlus TV 40Y1 配備帶有杜比音效的 20W 立體聲揚聲器、64 位元處理器、1GB RAM 和 8GB 內部儲存。它運行支援 Oxygen Play 的 Android TV 9.0，並具有可增加動態對比度以提高影像品質的 Gamma 引擎。

其他福利：

Excel 格式的市場預測 (ME) 表
3 個月的分析師支持

Key Highlights

With the preliminaries of the fourth industry generation, connected TV manufacturers are competing for the latest innovations in the user interface, content aggregation, and application development, such as smart TVs that come with an operating system that can run apps and widgets and stream videos and music. Set with unified internet capabilities, smart TVs offer numerous advanced computing abilities and connectivity. Smart TVs' current capabilities allow consumers to search, chat, browse, share, update, and download content. Manufacturers of smart TVs are expected to focus on experience design over the next five years.
The availability of content that is ready for consumers to consume on their smart TVs has been critical in the demand surge. Countries like India and China have a considerable consumer base at low- and middle-income levels. Price optimization has offered a range of opportunities for TV manufacturers in small to mid-high price ranges. Streaming media such as Apple TV, Amazon Fire TV, and Google Chromecast are changing the consumers' viewing experience. Several manufacturers are teaming up with OTT (over-the-top) content and device providers to offer various features with no requirement of a set-top box. For instance, TCL Corporation collaborated with Roku Inc. and introduced a 4K HDR Roku TV. Smart TVs have made it possible for users to run applications developed earlier for smartphones.
The 4K UHD segment is expected to grow significantly over the forecast period. The drop in the prices of these TVs is drawing customers and triggering demand across emerging economies. The increase can be associated with innovative features, such as high resolution and high picture quality, with Dolby Digital sound that provides a theater experience on larger screen sizes. The adoption of innovative technologies, such as quantum dot LEDs (QLEDs), across the ultra-high-definition (UHD) in 4K TVs, is expected to fuel the segment's demand during the forecast period. Televisions belonging to this range have high penetration rates when compared to others. 4K TVs also pack in screen technology, such as high dynamic range (HDR) and wide color gamut (WCG).
In recent years, the Central Intelligence Agency developed some of the significant security vulnerabilities targeting smart TVs, which were stolen. Some of the popular smart TV manufacturers, such as LG and Samsung, collect tons of information about what users are watching, help advertisers better target ads against their viewers, and suggest what to watch next. The FBI recommends placing black tape over an unused smart TV camera, keeping smart TV up-to-date with updated patches and fixes, and reading the privacy policy to understand better what the smart TV is capable of.
The COVID-19 pandemic has drastically impacted the lifestyles and routines of all consumers. Shelter-in-place orders and work-at-home mandates have driven in-home video consumption to unprecedented levels, with the video streaming platforms, such as Netflix and Amazon Prime Video, registering a spike in viewership worldwide. A strong focus on online content delivery and the gradual ease of COVID restrictions are anticipated to help widen the customer base, thereby contributing to the market's growth.
However, in terms of supply, the market is negatively affected due to the closing of borders, which is affecting the supply chain. For instance, TCL's panel manufacturing subsidiary, CSOT, has its facility in Wuhan, which was the epicenter of the COVID-19 outbreak. Thus, TCL struggled to run the panel manufacturing facility. However, 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.
Moreover, travel restrictions are being eased out in different parts of the world, and businesses are returning to normal. The changing market dynamics and shifting consumer behavior toward digital content are expected to boost the market's growth.

Smart TV Market Trends

QLED is Expected to Witness Significant Growth

QLED stands for quantum light-emitting diode. QLED panels work the same way as LED TVs. There is a backlight built from hundreds or thousands of LEDs that light the individual pixels. QLED improves on standard LED by employing nanoparticles (quantum dots) to supercharge the brightness and color of these individual pixels. The result is a more vibrant color. QLED Alliance consists of Samsung, Hisense, and TCL, devoted to furthering the Quantum Dot cause, which is aiding in the market's growth and new product development. The market is mainly growing due to vendor releases noticed in the past year. QLED panel is expected to retain the highest market share due to increased adoption, as it comprises various features that other panel types are unable to offer.
For instance, although both OLED and QLED are costly, some of the cheapest OLEDs cost around USD 1,800, while the starting price of some QLEDs is USD 1,000. Moreover, 55 inches is the smallest screen size for OLEDs, while QLEDs can be much lower. QLED's innovations, deeper blacks, better colors, and wider viewing angles tackle three traditional LED and LCD technology problems, further driving the market demand. Samsung is the only manufacturer without an OLED set as it believes that its QLED technology is just as capable, giving the best quality picture. It was the first vendor to debut the QLED panel. Other vendors, such as LG, Panasonic, and Sony, have chosen OLED displays for their high-end sets.
However, QLEDs cannot produce precisely the same level of inky blacks as pricier OLED TVs because OLED panels do not use a uniform backlight. Instead, each pixel is an LED that can be switched on and off to create colors or total darkness. By switching the LEDs off completely, OLED avoids the light pollution from the backlight that makes things look a little grey on LED TVs.
The QLED display is gaining traction with leading smart TV manufacturers unveiling new products using the same technology, which is expected to drive the segment's growth during the forecast period. For instance, Samsung announced the launch of a new series of QLED Smart TVs, the QT67 range, in its domestic market (South Korea). These are the first QLEDs from Samsung to achieve a first-class energy efficiency rating. Similarly, in April 2021, Xiaomi launched a new Android-powered smart TV, the Mi QLED TV 75, in India. The smart TV model sports a 75-inch display that supports Ultra-HD (4K) resolution and a 120Hz refresh rate, which is the company's largest TV model to date.
In December 2021, Samsung Electronics Co. Ltd announced the latest development in its ongoing partnership with the streaming giant, Netflix, to herald the release of the second season of its hit show, Emily in Paris, produced by MTV Entertainment Studios. Samsung's latest line of premium products is set to push the boundaries of innovation, showcasing the brands' ability to combine style with flagship innovation and craftmanship. Some of the Samsung products include The Serif TVs and The Sero TVs.

Asia-Pacific is Expected to Witness Significant Growth

Asia-Pacific is the dominating market for smart TVs. It is expected to continue its dominance over the forecast period, owing to the growing demand for smart TVs by end-users and the emerging economies of India, China, and Japan. The increasing net disposable income of consumers has been a significant factor for continued demand in the region. The growth is also attributed to the rising popularity of OTT VOD platforms, such as Amazon Prime Video, Netflix, and HOOQ, across the region. The availability of supporting content for these devices, such as HD videos, HD set-top boxes, and games, has further acted as a catalyst in demand generation.
The presence of the Chinese players has been critical in the competitive pricing of products in these markets, many of which have entered partnerships with e-commerce platforms to offer their products. Third-party service providers have helped ensure that consumers opt for these products, indirectly helping the market. In Asia-Pacific, India is the most attractive market for vendors. In January 2022, Samsung Electronics Co. Ltd unveiled its newest MICRO LED, Neo QLED, and Lifestyle TVs ahead of CES 2022. With advancements in the picture and sound quality, more screen size options, customizable accessories, and an upgraded interface, the 2022 screens bring the vision of 'Screens Everywhere, Screens for All' closer to reality with life-like images, immersive sound, and hyper-personalized experiences.
In December 2021, Samsung Electronics Co. Ltd announced that select 2022 4K and 8K TVs and gaming monitors would support the new HDR10+ GAMING standard, delivering an immersive, ultra-responsive HDR gaming experience to gamers. This new standard, developed by HDR10+ Technologies LLC, gives game developers the tools they need to provide gamers with a compelling and consistent HDR gaming experience without manual calibration across various display technologies for different input sources, including consoles and PCs.
India has a large installed base of CRT and non-smart TVs, which can be upgraded and have attracted the attention of major smart TV manufacturers focusing on offering products that suits the requirements of the Indian customers.
The companies with relatively smaller market presence are focusing on the e-commerce platform to launch their products in the market. For instance, in 2021, Tata Group-owned electronics store chain Croma entered a partnership with Amazon to launch a new range of smart TVs with built-in fire devices for customers in India. The product is expected to have all streaming content from over 5,000 apps, including Amazon Prime Video, Netflix, YouTube, Disney + Hotstar, Zee5, and SonyLiv.

Smart TV Industry Overview

The smart TV market consists of several players, but none of them currently dominate the market in terms of market share. This industry is being viewed as a lucrative investment opportunity due to the enormous consumer interest witnessed recently. The companies are investing in future technologies to gain substantial expertise, which may enable them to achieve a sustainable competitive advantage. Some of the major players in the market include LG Electronics Inc., Samsung Electronics Co. Ltd, and Sony Corporation.

April 2021 - Samsung launched its ultra-premium Neo QLED TV range, which has a nearly bezel-less Infinity One Design and true-to-life picture quality for a cinematic viewing experience. The line-up will be available in 5 sizes: 85-inch (2m 16cm), 75-inch (1m 89cm), 65-inch (1m 63cm), 55-inch (1m 38cm), and 50-inch (1m 25cm). Neo QLED TVs come with Samsung's proprietary, powerful Neo Quantum Processor with enhanced upscaling capabilities. Using up to 16 different neural network models, each trained in AI upscaling and deep learning technology, the Neo Quantum Processor can optimize picture quality to 4K and 8K picture output regardless of the input quality.
May 2021 - OnePlus launched a 40-inch (100 cm) smart television under its Y-series on Flipkart. The new OnePlus Y Series 100 cm (40 inches) Full HD LED Smart Android TV (40FA1A00) has similar specifications as the 43-inch variant. The OnePlus TV 40Y1 will be equipped with 20 W stereo speakers with Dolby Audio, a 64-bit processor paired with 1GB RAM, and 8 GB internal storage. The device runs Android TV 9.0 with Oxygen Play support and features Gamma Engine, which adds dynamic contrast and improves picture quality.

Additional Benefits:

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

1 INTRODUCTION

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Buyers
- 4.2.3 Threat of New Entrants
- 4.2.4 Threat of Substitute Products
- 4.2.5 Intensity of Competitive Rivalry
4.3 Industry Stakeholder Analysis
4.4 Assessment of the Impact of COVID-19 on the Market
4.5 Technology Snapshot

5 MARKET DYNAMICS

5.1 Market Drivers
- 5.1.1 Growing Disposable Income Across Emerging Economies
- 5.1.2 Rising Trend of Video-on-Demand Service
5.2 Market Challenges
- 5.2.1 Lack of High-speed Internet Penetration in Emerging Economies

6 MARKET SEGMENTATION

6.1 By Resolution Type
- 6.1.1 HD/FHD
- 6.1.2 4K
- 6.1.3 8K
6.2 By Size (in inches)
- 6.2.1 Greater than 32
- 6.2.2 39-43
- 6.2.3 48-50
- 6.2.4 55-60
- 6.2.5 Less than 65
6.3 By Panel Type
- 6.3.1 LCD
- 6.3.2 OLED
- 6.3.3 QLED
6.4 By Geography
- 6.4.1 North America
- 6.4.2 Europe
- 6.4.3 Asia-Pacific
  - 6.4.3.1 India
  - 6.4.3.2 Southeast Asia
- 6.4.4 Latin America
- 6.4.5 Middle-East and Africa