커넥티드 TV 시장 규모, 점유율, 성장 분석 : 화면 사이즈별, 기술별, 스크린 유형별, 해상도별, OS별, 접속 기능별, 스마트 기능별, 지역별 - 산업 예측(2025-2032년)

Connected TV Market size was valued at USD 85.4 billion in 2023 and is poised to grow from USD 92.23 billion in 2024 to USD 170.71 billion by 2032, growing at a CAGR of 8.0% during the forecast period (2025-2032).

The connected TV market is experiencing rapid growth, driven primarily by the rise of over-the-top (OTT) streaming services like Netflix and Amazon Prime Video, as consumers increasingly favor flexible, on-demand viewing over traditional broadcasting. This shift, fueled by advancements in display technologies, high-speed internet proliferation, and the integration of smart features from AI-driven voice assistants, is enhancing user experience and driving demand for smart TVs. Strategic investments and partnerships among technology and content providers, such as AppLovin's acquisition of Wurl, are further strengthening the ecosystem for content delivery. While challenges like cybersecurity risks and uneven internet access could hinder growth, ongoing technological advancements and innovative advertising strategies, like Amazon's interactive ads, are expected to redefine the landscape over the next few years, ensuring sustained market momentum.

Top-down and bottom-up approaches were used to estimate and validate the size of the Connected TV market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Connected TV Market Segments Analysis

Global Connected TV Market is segmented by Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use and region. Based on Screen Size, the market is segmented into < 40 inches, 40-48 inches, 48-55 inches and > 55 inches. Based on Technology, the market is segmented into LCD, OLED and QLED. Based on Screen Type, the market is segmented into Flat and Curved. Based on Resolution, the market is segmented into HD, Full HD, 4K and 8K. Based on Operating System, the market is segmented into Android TV, Tizen OS, webOS, Fire TV OS and Roku OS. Based on Connectivity Features, the market is segmented into Wi-Fi, Bluetooth, Ethernet, HDMI and USB. Based on Smart Features, the market is segmented into Voice Control, Gesture Control, Content Streaming, Gaming and Smart Home Integration. Based on Distribution Channel, the market is segmented into Online and Offline. Based on End-Use, the market is segmented into Residential and Commercial. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Connected TV Market

The rapid expansion of over-the-top (OTT) streaming services, including popular platforms like Netflix, Disney+, and Amazon Prime, significantly propels the growth of the global connected TV market. As consumers increasingly shift away from traditional cable television, opting instead for ad-supported, subscription, and on-demand streaming options, there is a rising demand for smart TVs equipped with features like built-in Wi-Fi, high-resolution displays, and efficient content aggregation capabilities. This transition highlights the changing preferences of viewers and underscores the necessity for advanced technology in connected televisions to enhance user experiences and meet evolving market expectations.

Restraints in the Connected TV Market

The global connected TV market faces significant obstacles in regions lacking sufficient internet infrastructure to facilitate high-quality streaming and cloud-based services. In many developing markets, the uneven availability of broadband and the high costs associated with data hinder the adoption of advanced smart TV functionalities, including 4K/8K streaming capabilities and cloud gaming experiences. This technological disparity restricts consumers' access to the full potential of connected TVs, limiting market growth and reducing overall user engagement. Thus, without improvements in internet access and affordability, the proliferation of high-performance smart TVs is likely to remain constrained in these areas.

Market Trends of the Connected TV Market

The Connected TV market is witnessing a significant transformation driven by the surge in ad-supported streaming services, particularly through Advertising Video on Demand (AVOD) platforms. Industry giants like Roku, Amazon, and YouTube are bolstering their offerings of free, ad-supported content, which is attracting a growing audience while simultaneously enticing advertisers looking for cost-effective reach. This trend is catalyzing an increase in advertising revenues, compelling content providers to adopt innovative hybrid monetization strategies that combine Subscription Video on Demand (SVOD) with ad-supported models. As viewers increasingly favor flexible viewing options, this dual approach aids in maximizing audience engagement and revenue potential in the evolving media landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Technology Advancement
• Regulatory Landscape
• Customer & Buying Criteria Analysis

Global Connected TV Market Size by Screen Size & CAGR (2025-2032)

• Market Overview
• < 40 inches
• 40-48 inches
• 48-55 inches
• 55 inches

Global Connected TV Market Size by Technology & CAGR (2025-2032)

• Market Overview
• LCD
• OLED
• QLED

Global Connected TV Market Size by Screen Type & CAGR (2025-2032)

• Market Overview
• Flat
• Curved

Global Connected TV Market Size by Resolution & CAGR (2025-2032)

• Market Overview
• HD
• Full HD
• 4K
• 8K

Global Connected TV Market Size by Operating System & CAGR (2025-2032)

• Market Overview
• Android TV
• Tizen OS
• webOS
• Fire TV OS
• Roku OS

Global Connected TV Market Size by Connectivity Features & CAGR (2025-2032)

• Market Overview
• Wi-Fi
• Bluetooth
• Ethernet
• HDMI
• USB

Global Connected TV Market Size by Smart Features & CAGR (2025-2032)

• Market Overview
• Voice Control
• Gesture Control
• Content Streaming
• Gaming
• Smart Home Integration

Global Connected TV Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Online
• Offline

Global Connected TV Market Size by End-Use & CAGR (2025-2032)

• Market Overview
• Residential
• Commercial

Global Connected TV Market Size & CAGR (2025-2032)

• North America (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • US
  • Canada
• Europe (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Screen Size, Technology, Screen Type, Resolution, Operating System, Connectivity Features, Smart Features, Distribution Channel, End-Use)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Samsung Electronics (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Electronics (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sony Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TCL Technology (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hisense Group (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Panasonic Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sharp Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Roku, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon Fire TV (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Google Chromecast (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Apple TV (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Philips (TP Vision) (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Skyworth Digital Holdings Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Haier Group Corporation (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• JVC Kenwood Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sanyo Electric Co., Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funai Electric Co., Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vestel (Turkey)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Xiaomi Corporation (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations