스마트TV 시장 세계 시장 규모는 2024년 2,907억 달러에 달했습니다. 향후 IMARC Group은 2033년에는 4,750억 달러에 이르고, 2025-2033년 동안 5.56%의 성장률(CAGR)을 나타낼 것으로 예측했습니다. 연결되고 상호 작용적인 엔터테인먼트 경험에 대한 수요가 증가하고, 별도의 기기를 필요로 하지 않는 디바이스의 컨버전스 증가, 인터넷 침투 증가는 시장을 촉진하는 주요 요인 중 일부입니다.
커넥티드 TV로도 알려진 스마트 TV는 인터넷 연결과 양방향 기능을 통합한 TV입니다. 다양한 기능과 앱에 액세스하고 탐색하기 위한 인터페이스 역할을 하는 운영 체제와 스마트 플랫폼으로 구성되어 있습니다. 기존 TV의 기능과 컴퓨터나 스마트폰의 기능을 겸비하고 있습니다. Wi-Fi 또는 이더넷 연결이 내장되어 있으며 무선 또는 유선 연결로 인터넷에 연결할 수 있습니다. 이를 통해 사용자는 TV 화면에서 직접 다양한 온라인 컨텐츠, 스트리밍 서비스 및 용도에 액세스할 수 있습니다.
현재 연결되고 상호 작용적인 엔터테인먼트 체험에 대한 수요 증가가 시장의 성장을 지원하고 있습니다. 또한 스마트 TV는 인터넷 연결, 앱, 컨텐츠 맞춤설정 등 기존 TV를 뛰어넘는 다양한 기능과 성능을 제공하여 시장 성장을 강화하고 있습니다. 게다가 온디맨드 컨텐츠의 방대한 라이브러리에 대한 액세스를 제공하는 스트리밍 서비스의 인기가 높아지고 있는 것도 시장에 긍정적인 영향을 미치고 있습니다. 이 외에도 음성 어시스턴트, 스마트 스피커, 서모스탯, 보안 시스템 등 다양한 스마트 홈 디바이스를 제어 및 연결하는 허브로서 기능하는 스마트 TV 수요가 세계에서 높아지고 있습니다. 이 외에도 게임 기능을 제공하고 인기있는 게임 플랫폼과 게임 스트리밍 서비스를 지원하는 스마트 TV에 대한 수요가 높아지고 있는 것도 시장 성장을 가속하고 있습니다.
인터넷 보급 확대가 시장에 좋은 영향
고속 인터넷 접속의 보급은 스마트 TV 수요를 불러일으키는데 중요한 역할을 합니다. 신뢰할 수 있는 인터넷 연결을 통해 사용자는 다양한 온라인 플랫폼에서 컨텐츠를 스트리밍하고, 주문형 서비스에 액세스하고, 스마트 TV에서 제공하는 대화형 기능을 즐길 수 있습니다. 또한 인터넷의 보급이 진행됨에 따라 영화, TV 프로그램, 다큐멘터리, 스포츠 이벤트 등 수많은 컨텐츠를 제공하는 OTT(오버 더 톱) 플랫폼이 대두되고 있습니다. 스마트 TV는 이러한 OTT 서비스에 대한 액세스를 용이하게 하고 사용자에게 대형 화면에서 원활한 엔터테인먼트 경험을 제공합니다. 또한 다양한 애플리케이션을 설치하고 사용할 수 있는 운영 체제도 내장되어 있습니다.
시장 성장을 가속하는 장치의 융합
스마트 TV는 가정에서 멀티미디어 엔터테인먼트의 중심 허브입니다. 여러 기능을 통합하여 전통적인 TV 방송과 인터넷 연결, 게임 기능, 앱 에코시스템을 결합합니다. 이 융합은 셋톱 박스와 미디어 플레이어와 같은 별도의 장비를 필요로 하지 않으며 스마트 TV는 편리한 올인원 솔루션이 됩니다. 또한 스마트 TV에는 음성 인식 기능이 탑재되어 사용자가 음성 명령으로 TV를 조작할 수 있습니다. 이 음성 어시스턴트의 통합은 스마트 TV의 편의성과 접근성을 향상시킵니다. 그 결과 사용자는 컨텐츠 검색, 채널 변경, 설정 조정, 음성 명령을 사용하여 다른 연결 장치를 조작할 수 있습니다.
스마트 TV의 기술 진보가 시장 성장을 자극
스마트 TV는 화면 해상도 향상(4K, 8K), 하이 다이내믹 레인지(HDR) 기능, 오디오 시스템 개선, 인공지능(AI) 탑재 기능 등의 진보로 진화하고 있습니다. 이러한 기술적 업그레이드는 보다 뛰어난 화질, 몰입감 있는 오디오 체험, 스마트 기능의 강화에 공헌하고 있어 최첨단의 엔터테인먼트 옵션을 요구하는 소비자를 끌어들이고 있습니다. 또한 스마트 TV는 스마트폰, 태블릿, PC(PC)와 같은 다른 기기와의 원활한 통합을 제공합니다. 사용자는 각 장치의 컨텐츠를 TV로 전송하거나 미러링하여 연결 및 동기화된 생태계를 구축할 수 있습니다. 이 기능을 사용하면 사진, 비디오 및 기타 미디어를 쉽게 공유할 수 있어 전반적인 사용자 경험이 더욱 풍부해집니다.
The global smart TV market size reached USD 290.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 475.0 Billion by 2033, exhibiting a growth rate (CAGR) of 5.56% during 2025-2033. The growing demand for connected and interactive entertainment experiences, rising convergence of devices to eliminate the need for separate devices, and increasing penetration of the internet represent some of the key factors propelling the market.
A smart TV, also known as a connected TV, is a television set that is integrated with internet connectivity and interactive features. It comprises an operating system or a smart platform that serves as the interface for accessing and navigating various features and apps. It combines the functions of traditional television with the capabilities of a computer or smartphone. It is equipped with built-in Wi-Fi or Ethernet connectivity, enabling them to connect to the internet either wirelessly or via a wired connection. It allows users to access a wide range of online content, streaming services, and applications directly on their television screens.
At present, the increasing demand for connected and interactive entertainment experiences is supporting the growth of the market. In addition, smart TVs offer a range of features and capabilities beyond traditional television, including internet connectivity, apps, and content customization, which is strengthening the growth of the market. Moreover, the growing popularity of streaming services, which provide access to a vast library of on-demand content, is positively influencing the market. Apart from this, there is a rise in the demand for smart TVs, as they can serve as a hub for controlling and connecting various smart home devices, such as voice assistants, smart speakers, thermostats, and security systems, around the world. This, along with the escalating demand for smart TVs that offer gaming features and support popular gaming platforms or game streaming services, is propelling the growth of the market.
Growing internet penetration positively influencing the market
The widespread availability of high-speed internet connections is playing a significant role in catalyzing the demand for smart TVs. With a reliable internet connection, users can stream content from various online platforms, access on-demand services, and enjoy interactive features offered by smart TVs. In addition, as internet penetration is increasing, more over the top (OTT) platforms are emerging, offering numerous content options, such as movies, TV shows, documentaries, sports events, and more. Smart TVs facilitate easy access to these OTT services, providing users with a seamless entertainment experience on a larger screen. They also come with built-in operating systems that enable users to install and use various applications.
Convergence of devices propelling market growth
Smart TVs are a central hub for multimedia entertainment in households. They integrate multiple functionalities, combining traditional TV broadcasting with internet connectivity, gaming capabilities, and app ecosystems. This convergence eliminates the need for separate devices, such as set-top boxes or media players, making smart TVs a convenient all-in-one solution. Moreover, smart TVs are equipped with voice recognition capabilities, enabling users to control their TVs through voice commands. This integration of voice assistants enhances the convenience and accessibility of smart TVs. As a result, users can search for content, change channels, adjust settings, and even control other connected devices using voice commands.
Technological advancements in smart TVs stimulating market growth
Smart TVs are evolving with advancements, such as higher screen resolutions (4K, 8K), high dynamic range (HDR) capabilities, improved audio systems, and artificial intelligence (AI)-powered features. These technological upgrades are contributing to better picture quality, an immersive audio experience, and enhanced smart functionalities, attracting consumers seeking cutting-edge entertainment options. Additionally, smart TVs provide seamless integration with other devices, such as smartphones, tablets, and personal computers (PCs). Users can cast or mirror content from their devices to the TV, creating a connected and synchronized ecosystem. This feature enables easy sharing of photos, videos, and other media, further enriching the overall user experience.
4K UHD TV dominates the market
Along with higher resolution, 4K UHD TVs often incorporate advanced display technologies like high dynamic range (HDR) and wide color gamut (WCG). HDR enables a broader range of colors and increased contrast, resulting in more vibrant and lifelike images, whereas WCG expands the color palette, providing more accurate and vivid colors. These enhancements contribute to a more immersive and visually appealing viewing experience.
Moreover, TVs in this size range are considered suitable for average-sized living rooms or bedrooms. They provide a balanced viewing experience, neither too small nor too large, making them popular among consumers. Besides this, TVs in this size range are more likely to fit comfortably within smaller rooms or apartments, making them a practical choice.
Flat accounts for the majority of the market share
They also offer improved picture quality with high-resolution displays (HD), such as 4K and even 8K. These TVs provide sharper and more detailed images, vibrant colors, and better contrast, enhancing the overall viewing experience. Moreover, flat-screen TVs have better viewing angles compared to older TVs. This means that viewers can enjoy a clear picture quality even when watching from different positions or angles in the room.
LED (light emitting diode) represents the largest segment
LEDs are thinner and lighter as compared to older TV models, making them easier to mount on walls or move around. Their slim profiles also add a modern and sleek aesthetic to any room. Moreover, they consume less power, reducing electricity bills and environmental impact. In addition, they come with multiple connectivity options, including HDMI, USB, Wi-Fi, and Bluetooth. This allows users to connect various devices such as gaming consoles, sound systems, media players, and smartphones, enhancing the overall entertainment experience.
Android holds the largest market share
Moreover, android smart TVs typically receive regular software updates, ensuring access to the latest features, security patches, and improvements. This helps to enhance the overall user experience and keep the TV up to date with the latest technological advancements. In addition, they come with built-in Google Assistant support. This enables voice control functionality, allowing users to search for content, adjust settings, launch apps, and control smart home devices using voice commands.
Offline dominates the market
Moreover, buying from offline channels allows customers to see and interact with the TVs before making a purchase. They can compare different models and assess picture quality, screen size, and other features. Besides this, some customers prefer to purchase expensive electronics like smart TVs from physical stores due to concerns about the authenticity of online sellers or the reliability of delivery services. Offline retailers often have established reputations and offer customer service and return policies that instill a sense of trust in buyers.
Residential accounts for the largest market share
Smart TVs are equipped with built-in Wi-Fi or Ethernet ports, allowing users in residential spaces to connect to the internet directly from their television sets. This connectivity opens up a world of possibilities, including streaming online content, accessing social media platforms, browsing the web, and even downloading and using various applications. They also offer an extensive app ecosystem, similar to smartphones and tablets. Users can download and use a variety of applications directly on their television, such as music apps, gaming apps, weather apps, news apps, and more. This versatility enhances the entertainment and information options available to users.
Asia Pacific exhibits a clear dominance, accounting for the largest smart TV market share
The report has also provided a comprehensive analysis of all the major regional markets, which include Asia Pacific, Europe, North America, Middle East and Africa, and Latin America.
Asia Pacific held the biggest market share due to the inflating disposable incomes and increasing willingness of individuals to spend on modern technology, including smart TVs. Moreover, with the widespread availability of high-speed internet and the increasing traction of streaming services, there is a growing demand for smart TVs that can seamlessly connect to the internet and provide access to online content. In addition, the region has a strong culture of entertainment consumption, including a preference for watching movies, TV shows, and sports.
Key players in the industry are integrating voice assistants into their smart TVs, allowing users to control the TV and access content using voice commands. They are also incorporating advanced operating systems, providing a seamless user interface and access to a wide range of apps. Moreover, top manufacturers are introducing the webOS platform, which offers a user-friendly interface and quick access to streaming services. They are also pioneering OLED technology in their TVs, providing superior picture quality with deeper blacks and vibrant colors. Besides this, key market players are developing proprietary technologies like Triluminos Display and X1 Ultimate processor, which deliver high contrast and improved upscaling of content.