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, Share, and Growth Analysis, By Screen Size, By Technology, By Screen Type, By Resolution, By Operating System, By Connectivity Features, By Smart Features, By Region - Industry Forecast 2025-2032
커넥티드 TV 시장 규모는 2023년에 854억 달러에 달하며, 2024년 922억 3,000만 달러에서 2032년에는 1,707억 1,000만 달러로 성장하며, 예측 기간(2025-2032년)의 CAGR은 8.0%로 추이할 전망입니다.
커넥티드 TV 시장은 넷플릭스, 아마존 프라임 비디오와 같은 OTT(Over The Top) 스트리밍 서비스의 등장으로 급성장하고 있습니다. 이러한 변화는 디스플레이 기술의 발전, 초고속 인터넷의 보급, AI 기반 음성 비서를 통한 스마트 기능의 통합에 힘입어 사용자 경험을 향상시키고 스마트 TV 수요를 견인하고 있으며, AppLovin의 Wurl 인수와 같은 기술 프로바이더와 컨텐츠 프로바이더 간의 전략적 투자 및 제휴가 활발히 진행되고 있습니다. 컨텐츠 프로바이더 간의 전략적 투자 및 제휴는 컨텐츠 전송 생태계를 더욱 강화시키고 있습니다. 사이버 보안 위험과 고르지 못한 인터넷 접근성 등의 문제가 성장을 저해할 수 있지만, 지속적인 기술 발전과 아마존의 인터랙티브 광고와 같은 혁신적인 광고 전략은 향후 수년간 상황을 재정의하고 시장의 지속적인 모멘텀을 확보할 것으로 예상됩니다.
목차
서론
조사 방법
- 정보 조달
- 2차와 1차 데이터 방법
- 시장 규모 예측
- 시장의 전제조건과 제한
개요
- 세계 시장 전망
- 공급과 수요 동향 분석
- 부문별 기회 분석
시장 역학과 전망
- 시장 개요
- 시장 규모
- 시장 역학
- Porter의 산업 분석
주요 시장 인사이트
- 주요 성공 요인
- 경쟁의 정도
- 주요 투자 기회
- 시장 에코시스템
- 시장의 매력 지수(2024년)
- PESTEL 분석
- 거시경제 지표
- 밸류체인 분석
- 가격 분석
- 사례 연구
- 기술의 진보
- 규제 상황
- 고객과 구매 기준 분석
커넥티드 TV 시장 규모 : 화면 사이즈별 & CAGR(2025-2032)
- 시장 개요
- 40인치 이하
- 40-48인치
- 48-55인치
- 55인치
커넥티드 TV 시장 규모 : 기술별 & CAGR(2025-2032)
커넥티드 TV 시장 규모 : 스크린 유형별 & CAGR(2025-2032)
커넥티드 TV 시장 규모 : 해상도별 & CAGR(2025-2032)
커넥티드 TV 시장 규모 : OS별 & CAGR(2025-2032)
- 시장 개요
- Android TV
- Tizen OS
- Web OS
- Fire TV OS
- Roku OS
커넥티드 TV 시장 규모 : 접속 기능별 & CAGR(2025-2032)
- 시장 개요
- Wi-Fi
- Bluetooth
- Ethernet
- HDMI
- USB
커넥티드 TV 시장 규모 : 스마트 기능별 & CAGR(2025-2032)
- 시장 개요
- 음성 컨트롤
- 제스처 컨트롤
- 컨텐츠 스트리밍
- 게임
- 스마트홈 통합
커넥티드 TV 시장 규모 : 유통 채널별 & CAGR(2025-2032)
커넥티드 TV 시장 규모 : 최종 용도별 & CAGR(2025-2032)
커넥티드 TV 시장 규모 : 지역별 & CAGR(2025-2032)
- 북미
- 유럽
- 독일
- 스페인
- 프랑스
- 영국
- 이탈리아
- 기타 유럽 지역
- 아시아태평양
- 라틴아메리카
- 중동 및 아프리카
- GCC 국가
- 남아프리카공화국
- 기타 중동 및 아프리카
경쟁 정보
- 상위 5사의 비교
- 주요 기업의 시장 포지셔닝(2024년)
- 주요 시장 기업이 채택한 전략
- 최근 시장 동향
- 기업의 시장 점유율 분석(2024년)
- 주요 기업의 기업 개요
- 기업의 상세
- 제품 포트폴리오 분석
- 기업의 부문별 점유율 분석
- 매출의 전년대비 비교(2022-2024)
주요 기업 개요
- Samsung Electronics(South Korea)
- LG Electronics(South Korea)
- Sony Corporation(Japan)
- TCL Technology(China)
- Hisense Group(China)
- Panasonic Corporation(Japan)
- Sharp Corporation(Japan)
- Roku, Inc.(USA)
- Amazon Fire TV(USA)
- Google Chromecast(USA)
- Apple TV(USA)
- Philips(TP Vision)(Netherlands)
- Skyworth Digital Holdings Ltd.(China)
- Haier Group Corporation(China)
- JVC Kenwood Corporation(Japan)
- Sanyo Electric Co., Ltd.(Japan)
- Funai Electric Co., Ltd.(Japan)
- Vestel(Turkey)
- Xiaomi Corporation(China)
결론과 제안
KSA
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)
- 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
