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

US Smart TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 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 年美國智慧型電視市場規模為 3,241 萬台，預計 2030 年將達到 3,526 萬台，市場估計和預測期（2025-2030 年）的複合年成長率為 1.7%。

美國智慧電視市場-IMG1

推動美國智慧型電視成長的兩個主要因素是 OTT 服務的日益普及使智慧型電視成為典型的串流娛樂產品，以及美國貿易爭端，這促使依賴美國製造的智慧型電視供應商增加出貨量以建立安全庫存。

主要亮點

  • 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，提供無需機上盒的內建功能。例如，TCL 公司與 Roku Inc. 合作推出 4K HDR Roku 電視。
  • 此外，隨著高速寬頻存取的增加，網路資料的受眾群體近年來急劇擴大。此外，不斷擴張的電子產業開始融合各種技術進步，包括語音命令和運算智慧，從而推動對包括智慧型電視在內的智慧設備的需求。
  • 此外，領先的市場開發公司增加產品開發預計將在研究期間促進該領域的成長。例如，2022年3月，LG Display在10日（當地時間）於加州聖荷西舉辦的為期三天的資訊顯示學會（SID）顯示週2022上，發布了首款採用MLA技術的77吋8K OLED電視面板。 LG Display 的 77 吋 8K 有機發光二極體電視是全球首款採用 EX 技術和 MLA 的電視。
  • 此外，影片串流服務領域不斷擴大，每個服務都提供獨家的電視節目和電影來吸引觀眾。據消費科技協會稱，2022 年影片串流服務支出將達到 470 億美元，比 2021 年成長 7%。
  • 例如，8K 電視製造商在 2021 年真正開始行動。除了三款常見的 8K 解析度螢幕（三星 8K 電視 QN900A、QN800A 和 QN700A）外，LG 還宣布推出幾款採用其自有 Mini LED 技術的支援 8K 的型號。 TCL 的 6 系列 8K QLED 是美國最便宜的 8K 電視。
  • 此外，超高速網際網路和高效網路基礎設施的廣泛採用預計將對智慧型電視解析度產生積極影響。例如，美國聯邦政府計劃在2021年之前在全國範圍內建成集中式5G無線網路。近日，白宮發布了美國5G安全國家戰略，主要重點升級和保護國內外5G基礎設施。
  • 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。居家避難令和在家工作規定導致家庭視訊消費達到了前所未有的水平。新興經濟體智慧型手機用戶的增加是智慧型電視的關鍵驅動力。

美國智慧型電視市場趨勢

55 吋及以上螢幕大小的需求不斷增加

  • 在美國，我們看到了從中小型電視螢幕轉向大尺寸電視螢幕的轉變。這主要是由於人均收入的增加以及向高階和奢侈品的更換。根據美國商務部統計，去年美國的人均個人收入為63,444美元，比前年有所成長。
  • 此外，線上串流媒體應用的需求使消費者的注意力轉向對音訊和視訊品質的沉浸式體驗的趨勢，這是大螢幕智慧型電視的主要驅動力。
  • 此外，電視機在疫情期間充當了人們的避難所，條形音箱、串流媒體播放器和支架的銷量均實現了兩位數的成長。在銷售大顯示器的洛杉磯影音中心門市，98吋三星8K電視的銷售量超乎預期。當該公司 6 月在聖莫尼卡門市開始銷售售價 6 萬美元的 8K 顯示器時，很快就銷售了三台。自那時起，該連鎖店已擴展到洛杉磯地區另外四家店。
  • 據三星電子美國公司稱，大於 75 吋的螢幕是市場上成長最快的細分市場之一。隨著消費者花更多的時間在家裡、在家工作甚至教育孩子，他們擴大投資住宅裝修，以使自己的家更加舒適和愉快。
  • 整個行業的公司也都在提供串流媒體服務以保持競爭力。例如，迪士尼為消費者提供將 Disney+ 與 Hulu 和 ESPN+ 捆綁在一起的選擇，每月價格為 12.99 美元（每月節省 5 美元）。 CBS 提供 Showtime 和 CBS All Access 捆綁套餐，起價為每月 14.99 美元（每月節省 2 美元）。所有上述因素都在推動該地區對智慧型電視的需求和採用。
  • 雖然之前就有對55吋以上螢幕智慧型電視的需求，但新冠疫情的爆發改變了這一現狀，人們開始需要更大螢幕的智慧型電視。今年春季，由於美國各州和地方採取限制措施鼓勵消費者待在家中，消費者購買電視機的數量達到了假期季節的正常水平。

OLED 市場成長強勁

  • 電視行業最近擴大了 OLED 顯示器的使用。由於OLED已成為顯示器市場的未來前景，並且幾乎在各個領域都得到廣泛應用，電視製造商擴大在其電視中採用OLED顯示器。電視行業不斷成長的採用預計將進一步促進 OLED 面板在區域智慧電視市場的成長。
  • 根據消費科技協會預測，美國OLED電視工廠銷售額將從2021年的29.8億美元成長11%至2022年的33億美元，進一步推動市場成長。
  • 預計超高清 (UHD) 智慧電視中量子點 LED (QLED) 等創新技術的採用將在預測期內刺激該領域的需求。這一系列電視的普及率高於其他電視。例如，2021年6月，LG電子在美國發表了全球首款83吋OLED電視。 83C1也是4K OLED電視產業最大的產品。
  • 此外，OLED 電視價格下降可能會創造盈利的擴張前景。據美國能源局稱，到2025年，美國製造有機發光二極體（OLED）面板的人事費用預計將降至每平方公尺OLED面板5美元。
  • 隨著未來一年OLED技術創新的提升和原物料成本的下降，OLED電視成本可望暫時下降並推動產業發展。此外，新的產業參與者的出現和OLED電視的量產將推動OLED電視價格下降，並刺激對OLED顯示器的需求。此外，2021 年 12 月，三星押注採用量子點/OLED 技術的混合型電視，通常稱為 QD-OLED。從 LG Display 購買面板的三星電子已透露其內部顯示部門計劃生產量子點/OLED（QD-OLED）電視面板。

美國智慧型電視產業概況

美國智慧型電視市場由多家參與者組成。由於消費者的興趣很高，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，獲得真正的專業知識並實現永續的競爭優勢。

  • 2022 年 1 月-美國Sharp Corporation家用電子公司與 Roku TV 合作，Roku TV 是一個僅限電視的串流媒體平台，提供優質的家庭娛樂體驗，包括簡單、可自訂的主螢幕、數千個串流媒體頻道和 200 多個直播電影片道。這次合作秉承了Sharp Corporation悠久的家庭娛樂創新歷史。
  • 2021 年 8 月-日立宣布推出 Q 系列，這是一款搭載大螢幕量子點 (QLED) Android TVTM OS 的裝置。這是一款無邊框4K HDR電視，螢幕大小為65吋/55吋/50吋/43吋。 Dolby Vision HDR和內建揚聲器等功能增強了視聽性能，提供了更身臨其境的家庭娛樂體驗。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭
  • 產業價值鏈分析
  • COVID-19 市場影響評估

第5章 市場動態

  • 市場促進因素
    • 新興國家可支配所得增加
    • 隨選視訊服務日益流行
  • 市場挑戰
    • 新興經濟體缺乏高速網際網路

第6章 市場細分

  • 按下螢幕尺寸（對角線）
    • 30 至 45 英寸
    • 45 至 55 英寸
    • 55 英吋或以上
  • 按解析度類型
    • 4K 超高清電視
    • 全高清電視
    • 高畫質電視
  • 按面板類型
    • LCD
    • LED
    • 有機發光二極體
    • QLED
  • 價格分佈範圍
    • 少於 1,000 美元
    • 1,000-2,000美元
    • 2,000-3,000美元
    • 3,000 美元以上
  • 按經營分部分類
    • Android
    • Tizen
    • WebOS
    • Roku
    • 其他作業系統

第7章 競爭格局

  • 公司簡介
    • LG Electronics Inc.
    • Samsung Electronics Co. Ltd
    • Sony Corporation
    • Panasonic Corporation
    • Sharp Corporation
    • VIZIO Inc.
    • Hisense Group Co. Ltd
    • Koninklijke Philips NV
    • Insignia Systems Inc.
    • Haier Group Corporation
    • Hitachi Ltd
    • Westinghouse Electric Corporation
    • TCL Technology

第 8 章供應商市場排名分析

第9章投資分析

第10章：市場的未來

簡介目錄
Product Code: 70796

The US Smart TV Market size is estimated at 32.41 million units in 2025, and is expected to reach 35.26 million units by 2030, at a CAGR of 1.7% during the forecast period (2025-2030).

US Smart TV - Market - IMG1

The increasing adoption of OTT services leading to the preference of smart TVs as a typical streaming entertainment product and the Us-China trade dispute prompting smart TV vendors dependent on Chinese manufacturing to expand shipments for building safety stocks are the two major factors driving the growth of smart TV in the United States.

Key Highlights

  • 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 provide built-in features with no further requirement of a set-top box. For instance, TCL Corporation has teamed up with Roku Inc. and introduced a 4K HDR Roku TV.
  • Furthermore, viewership of online material has expanded dramatically in recent years as high-speed broadband access has increased. Furthermore, the expanding electronics sector has started merging different technical advancements, including voice command and computational intelligence, with growing demand for intelligent gadgets, including smart TVs.
  • Additionally, the increasing product development by major market players is expected to contribute to segment growth over the study period. For instance, in March 2022 - LG Display first introduced a 77-inch 8K OLED TV panel with MLA technology at the Society for Information Display's (SID) Display Week 2022, which was held in San Jose, California, on the 10th (local time) for three days. LG Display's 77-inch 8K OLED TV was the first in the world to use EX technology and MLA.
  • Further, an ever-expanding universe of video streaming services, each with its exclusive TV shows and movies, is attracting a growing audience. According to the Consumer Technology Association, spending on video streaming services reached USD 47 billion in 2022, a 7% increase over 2021.
  • For instance, 2021 saw 8K TV makers get into gear. Alongside the usual trio of 8K resolution screens from Samsung 8K TV, such as QN900A, QN800A, and QN700A, LG also brought several 8K-capable models that feature their Mini LED technology. Other brands are also launching, such as TCL's 6-Series 8K QLED, proving the cheapest 8K TV in the United States.
  • Moreover, the increasing penetration of ultra-high-speed internet and highly efficient network infrastructure are expected to favorably impact the Smart TV Resolutions. For instance, the US federal government plans to build a centralized 5G wireless network nationwide by 2021. Recently, the White House released its National Strategy to Secure 5G in the US, mainly focusing on upgrading and securing 5G infrastructure at home and abroad.
  • 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. The growing number of smartphone users in emerging economies has acted as a significant catalyst for smart TV as users look to continue their streaming content consumption on more giant screens when at home.

US Smart TV Market Trends

Boosting Demand for 55 Inches and above Screen Size

  • The United States has seen a shift from small- and medium-sized TV screens to big screens. This is mainly driven by the increasing per capita income, followed by the growing change for premium and luxurious products. According to the US Department of Commerce, per capita, personal income in the United States was USD 63,444 last year, an increase from the previous year.
  • Moreover, the demand for online streaming apps has shifted the consumers' focus toward the trend of an immersive experience in audio and video quality, which has been a significant driver for smart TVs with larger screens.
  • Furthermore, TVs have served as a retreat for people during the pandemic, as the market witnessed a double-digit increase in soundbars, streaming players, and mounts. At Video & Audio Center stores in Los Angeles, a retail store carrying the sale of larger displays, a 98-inch Samsung 8K TV exceeded expectations. When the retailer began selling the USD 60,000 8K display at its Santa Monica store in June, it sold three quickly. Since then, the chain has expanded sales of the display to its other four LA-area stores.
  • According to Samsung Electronics America, screens larger than 75 inches have become one of the market's fastest-growing segments. As consumers started spending more time at home, working from home, and even teaching their kids, they increased their focus on investing more in home improvement projects to make their homes more comfortable and enjoyable.
  • The industry players are also offering streaming services to remain competitive. For instance, Disney gives consumers the option to bundle Disney+ with Hulu and ESPN+ for USD 12.99 per month (a USD 5 per month discount). CBS offers a bundle of Showtime and CBS All Access starting at USD 14.99 per month (a USD 2 per month discount). All the above factors are increasing the demand and adoption of Smart TVs in the region.
  • Though the demand for smart TVs with 55 inches above-sized screens was present before, the outbreak of the COVID-19 pandemic transformed the scenario into a need for smart TVs with much bigger screens. During the spring, as state and local regulations across the United States recommended people stay at home, consumers purchased televisions at levels usually seen during the holiday season.

OLED Segment to Witness Significant Growth

  • The television industry has ramped up its use of OLED displays recently. With OLED becoming the future of the display market and being used almost everywhere in the best possible ways, television manufacturers are increasingly using OLED displays for televisions. The increasing adoption in the television industry will further augment the OLED panel's growth in the regional smart tv market.
  • According to the Consumer Technology Association, US OLED TV factory revenue increased by 11% to USD 3.3 billion in 2022 from USD 2.98 billion in 2021, further driving the market growth.
  • The adoption of innovative technologies, such as Quantum dot LEDs (QLEDs) across Ultra-high-definition (UHD) Smart TVs, is expected to fuel the segment demand over the forecast period. Televisions in this range have high penetration rates compared to the others. For instance, in June 2021, LG Electronics introduced the first global 83-inch OLED television in the United States. The 83C1 is also the most giant 4K OLED TV industry.
  • Furthermore, price reductions in OLED TVs may create profitable expansion prospects. According to the US Department of Energy, labor costs for organic light-emitting diode (OLED) panel fabrication in the United States is expected to fall to USD 5 per square meter of OLED panel produced by 2025.
  • Improvements in OLED innovation in the following years, as well as lower raw material costs, are likely to lower the expense of OLED TVs, propelling the industry in the foreseeable future. Additionally, the emergence of new industry participants and the mass manufacturing of OLED TVs will help reduce OLED TV prices, driving the demand for OLED displays. In addition, in December 2021, Samsung placed its bets on hybrid TVs featuring quantum dot/OLED technology, commonly called QD-OLED. Although Samsung Electronics purchases panels from LG Display, the company revealed plans for its in-house display division to manufacture the quantum dot/OLED (QD-OLED) TV panels.

US Smart TV Industry Overview

The United States smart TV market consists of several players. This industry is viewed as a lucrative investment opportunity due to enormous consumer interest. The companies are investing in future technologies to gain substantial expertise and achieve sustainable competitive advantage.

  • January 2022 - Sharp Home Electronics Company of America collaborated with Roku TV, a TV-specific streaming platform that provides a premium home entertainment experience that includes a simple, customizable home screen, access to thousands of streaming channels, and over 200 live TV channels. This collaboration builds on Sharp's long history of home entertainment innovation.
  • August 2021 - Hitachi introduced the Q series of large-screen Quantum Dot (QLED) Android TVTM OS devices. The frameless 4K HDR TVs, available in 65"/55"/50"/43" screen sizes, bring the user closer to the on-screen action while delivering higher levels of color accuracy and detail thanks to QLED technology. They enhance the audio-visual performance with features such as Dolby Vision HDR and integrated speakers to provide a more immersive home entertainment experience.

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 INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porters 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 Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Industry Value Chain Analysis
  • 4.4 Assessment of Impact of COVID-19 on the Market

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 Developing Economies

6 MARKET SEGMENTATION

  • 6.1 By Screen Size (Diagonal)
    • 6.1.1 30-45 Inches
    • 6.1.2 45-55 Inches
    • 6.1.3 55 Inches and above
  • 6.2 By Resolution Type
    • 6.2.1 4K UHD TV
    • 6.2.2 Full HD TV
    • 6.2.3 HDTV
  • 6.3 By Panel Type
    • 6.3.1 LCD
    • 6.3.2 LED
    • 6.3.3 OLED
    • 6.3.4 QLED
  • 6.4 By Pricing Range
    • 6.4.1 Under USD 1,000
    • 6.4.2 USD 1,000 to USD 2,000
    • 6.4.3 USD 2,000 to USD 3,000
    • 6.4.4 USD 3,000 and Above
  • 6.5 By Operating Segment
    • 6.5.1 Android
    • 6.5.2 Tizen
    • 6.5.3 WebOS
    • 6.5.4 Roku
    • 6.5.5 Other Operating Systems

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 LG Electronics Inc.
    • 7.1.2 Samsung Electronics Co. Ltd
    • 7.1.3 Sony Corporation
    • 7.1.4 Panasonic Corporation
    • 7.1.5 Sharp Corporation
    • 7.1.6 VIZIO Inc.
    • 7.1.7 Hisense Group Co. Ltd
    • 7.1.8 Koninklijke Philips NV
    • 7.1.9 Insignia Systems Inc.
    • 7.1.10 Haier Group Corporation
    • 7.1.11 Hitachi Ltd
    • 7.1.12 Westinghouse Electric Corporation
    • 7.1.13 TCL Technology

8 VENDOR MARKET RANKING ANALYSIS

9 INVESTMENT ANALYSIS

10 FUTURE OF THE MARKET