Connected Television (TV) Global Market Report 2026

Connected television (TV) refers to televisions connected to the internet, enabling users to access a diverse range of digital content beyond traditional broadcast or cable channels. These TVs typically utilize internet connectivity to stream video content from various online platforms.

The primary screen types of connected television (TV) include curved and flat screens. Curved televisions (TVs) feature screens that are gently curved outward, aiming to offer a more immersive viewing experience by enveloping the viewer in the content. They operate through various platforms such as Android, Roku, among others, and are available in a variety of screen sizes, including less than 30 inches, 30 to 50 inches, 50 to 70 inches, and above 70 inches. These TVs are distributed through channels such as company-owned websites, specialty stores, online retailers, among others, catering to end uses such as residential and commercial purposes.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

Tariffs on electronic components, display panels, and semiconductor modules have increased production and import costs for connected televisions, particularly affecting screen type and platform segments sourced from Asia Pacific manufacturing hubs. These tariffs disproportionately impact regions reliant on imported flat and curved TV units, prompting price adjustments and slower market penetration. However, tariffs are also encouraging domestic assembly, fostering local component sourcing, and driving innovation in cost optimized connected TV platforms to maintain competitiveness.

The connected television (TV) market research report is one of a series of new reports from The Business Research Company that provides connected television (TV) market statistics, including connected television (TV) industry global market size, regional shares, competitors with a connected television (TV) market share, detailed connected television (TV) market segments, market trends and opportunities, and any further data you may need to thrive in the connected television (TV) industry. This connected television (TV) market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The connected television (tv) market size has grown rapidly in recent years. It will grow from $17.55 billion in 2025 to $19.96 billion in 2026 at a compound annual growth rate (CAGR) of 13.7%. The growth in the historic period can be attributed to rising penetration of broadband internet, growth in ott content consumption, decline in lcd and led panel prices, early smart tv platform integrations, increasing replacement of traditional cable tv.

The connected television (tv) market size is expected to see rapid growth in the next few years. It will grow to $33.28 billion in 2030 at a compound annual growth rate (CAGR) of 13.6%. The growth in the forecast period can be attributed to expansion of 8k and advanced display technologies, growing popularity of ad supported streaming models, integration of voice assistants and AI discovery tools, increasing adoption of cross device content synchronization, rising demand for interactive and immersive viewing experiences. Major trends in the forecast period include growing adoption of connected tv advertising, increasing shift toward large screen smart tvs, rising integration of multi platform streaming ecosystems, growing demand for personalized content viewing, expansion of smart home entertainment integration.

The increasing demand for over-the-top (OTT) content is expected to drive the growth of the connected TV market. OTT content encompasses audio, video, and other media delivered directly to users, bypassing traditional cable or satellite providers. The rise in OTT content consumption is fueled by consumers' preference for flexible, on-demand access to media, the widespread availability of smart devices, high-speed internet, and the expansion of streaming platforms. Connected TVs offer a seamless platform for accessing diverse streaming services without the need for additional devices or subscriptions. For instance, according to Business of Apps, a UK-based media and information platform, Netflix, a subscription-based streaming service, saw a significant increase in its subscriber base from 220.6 million in 2022 to 238.3 million in 2023, marking a growth of approximately 8.04%. Thus, the demand for an enhanced OTT viewing experience is driving the expansion of the connected TV market.

Major companies in the connected television market are focusing on developing technological advancements such as AI-powered display and content optimization systems to improve picture quality, personalize content recommendations, and enhance overall user experience. An AI-powered display and content optimization system uses machine learning algorithms to adjust brightness, contrast, color accuracy, and sound settings according to the content type and surrounding environment, enabling a smarter and more immersive viewing experience compared to traditional TVs with fixed display settings. For example, in July 2025, LG India, a South Korea-based electronics manufacturer, introduced the 2025 OLED evo and QNED evo TV series featuring AI Picture Pro, AI Sound Pro, and AI Brightness Control technologies. These products offer 4K/8K resolution options, improved HDR performance, Dolby Vision and Atmos support, and intelligent voice and smart-home integration, delivering a highly personalized and immersive experience that exceeds that of conventional smart TVs.

In February 2025, Mediaocean, a U.S.-based provider of omnichannel advertising infrastructure, acquired Innovid for an undisclosed amount. This acquisition strengthens the company's connected television advertising capabilities, enhances service offerings for advertisers and agencies across digital, social, and linear TV, accelerates innovation in ad creation, delivery, and measurement, and positions it to capitalize on emerging market opportunities. Innovid is a U.S.-based company that specializes in software platforms for creating, delivering, measuring, and optimizing advertising across connected television.

Major companies operating in the connected television (tv) market are Apple Inc., Samsung Electronics Co. Ltd., Sony Corporation, Hitachi Ltd., LG Electronics Inc., Panasonic Corporation, Haier Group, Xiaomi Corporation, Toshiba Corporation, Koninklijke Philips N.V., Sharp Corporation, TCL Technology Group Corporation, Westinghouse Electric Corporation, Hisense Visual Technology Co Ltd, Konka Group Co. Ltd., JVC Kenwood Corporation, Vizio Inc., OnePlus Technology (Shenzhen) Co. Ltd., Bang & Olufsen A/S, Skyworth Digital Holdings Limited, Element Electronics Corporation, Pioneer Corporation, Sansui Electric Co. Ltd., Leshi Internet Information & Technology Corp. Beijing

Asia-Pacific was the largest region in the connected television (TV) market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the connected television (tv) market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the connected television (tv) market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The connected television (TV) market consists of revenues earned by entities by providing services such as content streaming services, advertising services, content discovery and recommendation services and interactive TV services. The market value includes the value of related goods sold by the service provider or included within the service offering. The connected TV market also includes sales of processor, networking hardware, ethernet ports, Wi-Fi modules, and Bluetooth connectivity and audio hardware. Values in this market are 'factory gate' values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Connected Television (TV) Market Global Report 2026 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses connected television (tv) market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

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Where is the largest and fastest growing market for connected television (tv) ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The connected television (tv) market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
• The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
• The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
• The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
• The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
• The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.

Scope

• Markets Covered:1) By Screen Type: Curved; Flat
• 2) By Platform Type: Android; Roku; Other Platforms
• 3) By Screen Size: Less Than 30 Inches; 30 Inches To 50 Inches; 50 Inches To 70 Inches; Above 70 Inches
• 4) By Distribution Channel: Company Owned Websites; Specialty Stores; Online Retailers; Other Channels
• 5) By End Use: Residential; Commercial
• Subsegments:
• 1) By Curved: 4K Curved TVs; 8K Curved TVs; LED Curved TVs; OLED Curved TVs
• 2) By Flat: 4K Flat TVs; 8K Flat TVs; LED Flat TVs; OLED Flat TVs
• Companies Mentioned: Apple Inc.; Samsung Electronics Co. Ltd.; Sony Corporation; Hitachi Ltd.; LG Electronics Inc.; Panasonic Corporation; Haier Group; Xiaomi Corporation; Toshiba Corporation; Koninklijke Philips N.V.; Sharp Corporation; TCL Technology Group Corporation; Westinghouse Electric Corporation; Hisense Visual Technology Co Ltd; Konka Group Co. Ltd.; JVC Kenwood Corporation; Vizio Inc.; OnePlus Technology (Shenzhen) Co. Ltd.; Bang & Olufsen A/S; Skyworth Digital Holdings Limited; Element Electronics Corporation; Pioneer Corporation; Sansui Electric Co. Ltd.; Leshi Internet Information & Technology Corp. Beijing
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.
• Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
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