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市場調查報告書
商品編碼
1644467
聯網電視-市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）Connected TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030) |
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價格
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簡介目錄
2025 年聯網電視市場規模預估為 105 億美元，預計到 2030 年將達到 195.3 億美元，預測期內（2025-2030 年）的複合年成長率為 13.2%。
連網智慧電視將負責改變電視產業，因為它們透過網路服務提供標準CRT電視無法提供的廣泛創新。電視配備Wi-Fi和乙太網路端口，讓用戶可以保持網路連線。
關鍵亮點
- Apple TV、Amazon Fire TV 和 Google Chromecast 等串流媒體正在改變消費者的觀看習慣。一些製造商正在與Over-The-Top（OTT）內容和設備供應商合作，提供無需機上盒的內建功能。例如，TCL集團與Roku公司合作推出4K HDR電視。
- 此外，電視製造商也在競相提供使用者介面、內容聚合和應用開發的最新進展。例如，智慧型電視具有可以運行用於串流視訊和音樂的應用程式和Widgets的作業系統。智慧電視包含多種先進的運算能力和與通用網際網路的連接能力。這使得消費者能夠在智慧型電視上搜尋、討論、探索、共用、更新和下載多媒體內容，從而推動了聯網電視的需求。
- 此外，全球媒體的快速數位化正在導致傳統電視螢幕被智慧數位螢幕所數位化，從而進一步刺激市場發展。此外，美國等國家消費者人均收入的不斷提高以及產品的易得性也推動了智慧連網電視的需求。
- 此外，環境智慧、自動用戶援助等功能以及消費者可支配收入的增加，正在推動智慧型電視在物聯網生態系統中的重要性日益提升。
- 與電腦或智慧型手機類似，連網電視有時會崩潰或凍結。客戶越來越擔心資料外洩以及透過網路連線未授權存取攝影機和麥克風，這可能會在評估期間抑製聯網電視市場的成長。
- COVID-19 疫情極大地影響了所有消費者的生活方式和生活模式。由於居家隔離令和在家工作的規定，家庭視訊消費量達到了歷史最高水準。隨著越來越多的消費者希望繼續在家中的大螢幕上消費串流內容，新興國家的行動用戶成長已成為智慧型電視發展的主要推動力。
聯網電視市場趨勢
智慧型電視將佔據最大市場佔有率
- 與傳統電視相比，智慧電視升級了尖端功能和應用。此外，蘋果和Roku正在開發專門針對智慧型電視的作業系統。例如，LG 電子的 WebOS 和三星電子的 Tizen 允許客戶從商店下載節目並存取線上串流應用程式。
- 近年來，高速寬頻存取的增加導致網路資料的瀏覽量急劇增加。此外，不斷擴大的電子產品領域已開始融入包括語音命令和運算智慧在內的各種技術進步，從而推動了對包括智慧聯網電視在內的智慧型裝置的需求。
- 此外，各智慧型電視品牌均採用 Android 作為作業系統，讓觀眾可以輕鬆存取 Netflix、Amazon Prime 和 Hotstar 等熱門 OTT 服務。可以透過 Android 作業系統存取 Facebook、Twitter、YouTube 等 Android 應用程式。
- 此外，藍牙遙控器還允許觀眾在這些電視上存取語音命令。例如，索尼的 One-Flick 遙控器有內建麥克風，因此您可以透過語音搜尋任何內容。 Android 內建遊戲、音樂、電影和應用程式商店。
- 此外，Amazon Fire TV、Apple TV、媒體設備和 Google Chrome cast 等多種串流媒體選項的輕鬆可用預計將改變人們的體驗和觀看模式。因此，我們預計會看到製造商迅速轉向與內容提供商和 OTT 設備製造商合作開發電視內建功能。
亞太地區佔最大市場佔有率
- 在亞太地區，消費者淨可支配收入的增加正在推動對智慧電視的需求。此外，亞馬遜 Prime Video、HOOQ 和 Netflix 等Over-The-Top的受歡迎程度也刺激了市場成長。例如，三星於2023年5月推出了其最新的Neo QLED智慧型電視系列，具有4K和8K解析度。最新的 Neo QLED智慧型電視系列有 50 吋、55 吋、65 吋、75 吋、85 吋和 98 吋等尺寸。
- 此外，網際網路的廣泛使用促進了智慧型電視銷售的成長，進一步推動了市場成長。 IBEF 預測，到 2023 年，印度的 OTT 視訊串流市場規模將達到 50 億美元。預計年終印度市場規模將達到 8.23 億美元，將成為全球第十大 OTT 市場。
- 由於從傳統電視到智慧電視的偏好轉變，印度家庭正在經歷轉型。中等收入階層生活方式的改變源自於收入的增加、意識的增強、新技術的採用和網路普及率的提高。此外，預測期內將加速印度智慧型電視市場成長的關鍵因素預計是政府舉措，尤其是針對二線和三線城市的舉措。
- 此外，印度寬頻網路的普及率不斷提高以及客戶對線上內容的偏好不斷改變也可能刺激市場成長。 Netflix、Amazon Prime 和 Hotstar 等影片影音公司的巨額投資推動了付費電視用戶數量的成長。此外，Yamato 最近推出了一款搭載 webOS TV 的獨特 4K UHD智慧型電視。這款 50 吋智慧型電視搭載 webOS TV 作業系統，並配備 ThinQAI 語音援助和 Magic Remote。
聯網電視產業概況
聯網電視市場有多個參與企業。憑藉顯著的市場佔有率，這些領先的公司正致力於擴大其國際消費群。隨著近期消費者興趣的增加，該產業被視為一個有前景的投資目的地。每家公司都在投資和開發新興技術方面的豐富專業知識，以提供長期競爭優勢。
2023年4月，小米在印度推出了三款新型4K智慧電視。新系列有三種尺寸：43 吋、50 吋和 55 吋。與現有的 X 系列相比，X Pro 型號在寬色域內提供了更好的色彩、對比度、飽和度和亮度。
2023 年 1 月，Roku 推出了 Roku Select 和 Roku Plus 系列電視。 Roku 將生產 11 款型號，尺寸從 24 吋到 75 吋不等，並將運行 Roku 作業系統。該款產品將於 2023 年春季在美國上市。
2022年7月，榮耀在中國市場推出智慧型電視「榮耀智慧螢幕X3」及「智慧螢幕X3i」系列。這些智慧型電視是去年榮耀智慧螢幕X2的後續產品。此次發表的榮耀智慧螢幕X3擁有55吋、65吋兩種螢幕大小。此外，2022 年 5 月，LG 在新德里推出了基於 OLED 的全新智慧型電視系列，以及可捲曲顯示面板的超高階 R Signature 電視。 G2、C2、Z2、A2 和 Signature R OLED 系列的螢幕大小從 42 吋到 97 吋不等，並採用窄邊框設計語言。
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
- 產業相關人員分析（智慧型電視製造商、中介軟體供應商、串流媒體參與企業、供應商、供應商/經銷商、最終用戶）
- 聯網電視- 技術格局（智慧型電視、串流媒體參與企業、遊戲機（用於串流媒體）） - 包括遊戲機的市場估計和區域格局
- 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強度
- COVID-19 市場影響評估
第5章 市場動態
- 市場促進因素
- 網路普及率提高，傳統電視預計將被取代
- 產業協作及良好的市場環境（網路電視轉型為智慧型電視）
- 市場問題
- 成本問題和來自替代媒體的競爭
第6章 市場細分
- 按設備
- 智慧型電視
- 智慧電視市場概況及預測（百萬台，2020-2027）
- 智慧電視市場按主要作業系統細分（Android、Tizen、WebOS、Roku、Firefox 等）
- 智慧型電視解析度的主要變化和趨勢—4K、Ultra、8K 等。
- 串流市場概況及預測（單位：參與企業，2020-2027）
- 智慧型電視
- ***按地區
- 北美洲
- 美國
- 加拿大
- 歐洲
- 英國
- 德國
- 法國
- 亞洲
- 中國
- 印度
- 日本
- 澳洲和紐西蘭
- 拉丁美洲
- 中東和非洲
- 北美洲
第7章 競爭格局
- 公司簡介
- Samsung Corporation
- LG Electronics
- Hisense
- TCL
- Sony Corporation
- Skyworth
- Vizio Inc.
- Haier Group
- Sharp Electronics
- Panasonic
- Xiaomi Corporation
- Amazon（streaming media player-Fire TV）
- Apple（streaming media player-Apple TV）
- Roku（streaming media player-Roku）
- Google（Chromecast）
8. 智慧電視-供應商市場佔有率分析
9. 串流媒體參與企業-供應商市場佔有率分析
第10章 投資分析及市場展望
簡介目錄
Product Code: 72245
The Connected TV Market size is estimated at USD 10.50 billion in 2025, and is expected to reach USD 19.53 billion by 2030, at a CAGR of 13.2% during the forecast period (2025-2030).
As they offer a wide range of innovations that are unavailable with standard CRT TVs via internet services, networked smart televisions will be accountable for transforming the television industry. The TVs are equipped with Wi-Fi or Ethernet ports to allow users to remain connected to the Internet.
Key Highlights
- Streaming media such as Apple TV, Amazon Fire TV, and Google Chromecast is changing consumers' viewing habits. Several manufacturers collaborate with OTT (over-the-top) content and device suppliers to deliver built-in functionality without needing a set-top box. TCL Corporation, for instance, worked with Roku Inc. on the launch of a 4K HDR TV.
- Moreover, TV manufacturers are competing with each other for the latest advances in user interfaces, content aggregation, and application development. For example, smart TVs come equipped with an operating system that's capable of running applications or widgets for streaming videos and music. A range of advanced computing capabilities and connections with common internet capability is provided by intelligent TVs. It enables consumers to find, talk, explore, share, make updates, and download multimedia content on Smart TVs, driving demand for connected televisions.
- In addition, the rapid global digitization of media has replaced traditional TV screens with digitized and smarter alternatives that have further stimulated market development. Moreover, demand for smart connected TVs has been increasing in countries such as the United States due to rising consumer per capita incomes and easy availability of products.
- Furthermore, market growth increases are being fueled by an increase in the importance of Smart TVs to the Internet of Things ecosystem due to features like ambient intelligence, automated user assistance, and increasing consumer disposable income.
- Due to their resemblance to a computer or a smartphone, linked TVs might crash and freeze. Customers' growing worries about data breaches and unauthorized access to the camera or microphone by internet connectivity may restrain the market expansion for connected TVs during the assessment period.
- The COVID-19 pandemic drastically affected the lifestyles of all consumers and the way they lived; as a result of sheltered orders and work-at-home mandates, video consumption in households reached an all-time high. As more and more consumers looked to keep consuming streaming content on larger screens in their homes, the increasing number of mobile users in developing countries was a major driver for smart TV.
Connected TV Market Trends
Smart TV Accounts for the Largest Market Share
- Smart TVs are upgraded with cutting-edge capabilities and applications compared to traditional televisions. Furthermore, Apple and Roku are creating operating systems specifically for smart TVs. For instance, WebOS by LG Electronics and Tizen, developed by Samsung Electronics Co. Ltd., allows customers to download programs from their stores and access online streaming applications.
- Viewership of online material has grown dramatically in recent years due to high-speed broadband access has increased. Furthermore, the expanding electronics sector has started merging different technical advancements, including voice command and computational intelligence, with a growing demand for intelligent gadgets, including smart connected TVs.
- Furthermore, viewers can now easily access popular OTT services like Netflix, Amazon Prime, and Hotstar, thanks to various smart TV brands employing Android as their operating system. Android applications like Facebook, Twitter, and YouTube are accessible through the Android OS.
- Additionally, with Bluetooth remotes, viewers may access voice commands on these TVs. For instance, the One-Flick remote from Sony has an integrated microphone that enables voice searches for anything. Android includes built-in games, music, and movies and its application store.
- Besides, the easy availability of multiple streaming, such as Amazon Fire TV, Apple TV, media devices, and Google Chrome cast, is estimated to change people's experiences and view patterns. It is set to further result in the rapid shift of manufacturers towards partnerships and collaborations with content providers and OTT device producers for developing inbuilt features in their TV sets.
Asia-Pacific Accounts For the Largest Market Share
- In Asia-Pacific, the demand for smart TVs was primarily driven by an increase in consumers' net disposable income. Further, the market growth is stimulated by the rising popularity of over-the-top platforms in the region, such as Amazon Prime Video, HOOQ, Netflix, and others. For instance, in May 2023, Samsung launched its latest Neo QLED smart TVs range with 4K and 8K resolutions. The latest Neo QLED series of smart TVs come in 50-inch, 55-inch, 65-inch, 75-inch, 85-inch, and 98-inch sizes.
- Furthermore, growing internet penetration contributes to increased smart TV sales, fueling market growth. The IBEF projects that by 2023, the market size of OTT video streaming in India is expected to reach USD 5 billion. With an estimated USD 823 million at the end of this year, India is expected to become the 10th largest OTT market in the world.
- With a shift in preference from traditional TV sets to smart televisions, India's households are on the verge of transition. Changing the lifestyle of middle-income populations is due to a rise in incomes, better awareness, adoption of new technology, and an increase in internet penetration. In addition, critical factors expected to accelerate the growth of the smart TV market in India during the forecast period are government initiatives that have been particularly targeted at tier II and III cities.
- In addition, market growth will be stimulated by a shift in the customer's preference towards online content as more and more areas of India are experiencing an increased proliferation of broadband internet. Significant investment flows by video streaming media companies, like Netflix, Amazon Prime, and Hotstar, increased Pay-TV subscribers. Further, Daiwa recently launched a unique 4K UHD smart TV powered by webOS TV. The 50-inch smart TVs are powered by webOS TV, with ThinQAI voice assistance and Magic Remote.
Connected TV Industry Overview
The connected TV market includes several players. These large firms, holding a significant market share, concentrate on growing their international consumer base. Due to the recent surge in consumer interest, this industry is seen as a viable investment prospect. The businesses invest in emerging technology to develop substantial expertise to provide them with a long-term competitive advantage.
In April 2023, Xiaomi India launched three new 4K smart TVs. The new series includes three variants - 43-inch, 50-inch, and 55-inch. The X Pro models offer improved colors, contrast, saturation, and brightness across a wide color gamut compared to the existing X series.
In January 2023, Roku unveiled its Roku Select and Roku Plus Series TVs, the first to be designed and made by the company. Roku will make 11 models, ranging from 24 to 75 inches, which will feature Roku's operating system. The sets will be available in the United States starting in spring 2023.
In July 2022, Honor launched the Honor Smart Screen X3 and Smart Screen X3i series of smart TVs in the Chinese market. These Smart TVs are a successor to last year's Honor Smart Screen X2. The newly announced Honor Smart Screen X3 comes in two different screen sizes, 55-inch and 65-inch. Furthermore, in May 2022, LG launched a new line of OLED-based smart TVs and ultra-premium R Signature TVs with rollable display panels in New Delhi. The company introduced premium variants of smart OLED TVs - G2, C2, Z2, A2, and Signature R OLED series with screen sizes ranging between 42-inch- and 97-inch and slim bezel design language.
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 Stakeholder Analysis (Smart TV Manufacturers, Middleware providers, Streaming Media player vendors, Suppliers/Distributors, End-users)
- 4.3 Connected TV - Technology Landscape (Smart TVs, Streaming Players, Gaming Consoles (for streaming)) - includes a market estimates and geographical view of the gaming consoles
- 4.4 Industry Attractiveness - Porter's Five Forces Analysis
- 4.4.1 Bargaining Power of Suppliers
- 4.4.2 Bargaining Power of Buyers
- 4.4.3 Threat of New Entrants
- 4.4.4 Threat of Substitutes
- 4.4.5 Intensity of Competitive Rivalry
- 4.5 Assessment of the Impact of COVID-19 on the Market
5 MARKET DYNAMICS
- 5.1 Market Drivers
- 5.1.1 Growing internet penetration and anticipated shift from conventional TVs
- 5.1.2 Industry collaborations and favorable market conditions (shift from internet TV to smart TV)
- 5.2 Market Challenges
- 5.2.1 Cost issues and competition from alternative mediums
6 MARKET SEGMENTATION
- 6.1 By Device
- 6.1.1 Smart TV
- 6.1.1.1 Smart TV Market Overview and Estimates (in million units, 2020-2027)
- 6.1.1.2 Smart TV Market breakdown by key OS (Android, Tizen, WebOS, Roku, Firefox, etc.)
- 6.1.1.3 Key shifts and trends in Smart TV Resolution - 4K, Ultra, 8K, etc.
- 6.1.2 Streaming Media Player - Market Overview and Estimates (in million units, 2020-2027)
- 6.1.1 Smart TV
- 6.2 ***By Geography
- 6.2.1 North America
- 6.2.1.1 United States
- 6.2.1.2 Canada
- 6.2.2 Europe
- 6.2.2.1 United Kingdom
- 6.2.2.2 Germany
- 6.2.2.3 France
- 6.2.3 Asia
- 6.2.3.1 China
- 6.2.3.2 India
- 6.2.3.3 Japan
- 6.2.3.4 Australia and New Zealand
- 6.2.4 Latin America
- 6.2.5 Middle East and Africa
- 6.2.1 North America
7 COMPETITIVE LANDSCAPE
- 7.1 Company Profiles
- 7.1.1 Samsung Corporation
- 7.1.2 LG Electronics
- 7.1.3 Hisense
- 7.1.4 TCL
- 7.1.5 Sony Corporation
- 7.1.6 Skyworth
- 7.1.7 Vizio Inc.
- 7.1.8 Haier Group
- 7.1.9 Sharp Electronics
- 7.1.10 Panasonic
- 7.1.11 Xiaomi Corporation
- 7.1.12 Amazon (streaming media player - Fire TV)
- 7.1.13 Apple (streaming media player - Apple TV)
- 7.1.14 Roku (streaming media player - Roku)
- 7.1.15 Google (Chromecast)
