스마트 TV 시장 규모는 2024년에 2,292억 7,000만 달러, 2031년에는 3,828억 1,000만 달러에 달할 것으로 예상되며, 2024년부터 2031년까지 CAGR은 7.30%로 성장할 것으로 예측됩니다.
스마트 TV는 인터넷 연결과 인터랙티브한 웹 2.0 기능이 내장된 첨단 TV로, 사용자는 TV 화면에서 영화 스트리밍, 인터넷 서핑, 다양한 온라인 서비스에 접속할 수 있습니다. 스마트 TV는 일반 TV와 달리 스마트폰이나 태블릿에서 볼 수 있는 앱을 실행할 수 있는 운영체제를 내장하고 있습니다.
스마트 TV는 기존의 TV 시청에 국한되지 않는 다양한 애플리케이션을 제공함으로써 홈 엔터테인먼트를 변화시키고 있습니다. 스마트 TV는 인터넷에 연결할 수 있도록 설계되었으며, 사용자는 다양한 온라인 컨텐츠와 서비스를 이용할 수 있습니다. 스트리밍 미디어는 스마트 TV의 주요 애플리케이션 중 하나입니다.
향후 스마트 TV의 사용은 가정에서 미디어를 소비하는 방식과 기술과의 관계를 변화시킬 것으로 예상됩니다. 중요한 발전 중 하나는 점점 더 고도화되는 인공지능(AI)과 머신러닝(ML) 기능의 탑재입니다. 이러한 기술을 통해 스마트TV는 사용자의 시청 패턴과 취향을 분석하여 고도로 개인화된 시청 경험을 제공할 수 있게 됩니다.
세계 스마트TV 시장을 형성하는 주요 시장 역학은 다음과 같습니다:
주요 시장 촉진요인:
연동 기기에 대한 고객 수요 증가 : 스마트 TV 산업의 주요 촉진요인 중 하나는 연동 기기에 대한 고객 수요 증가입니다. 스마트홈 기술을 채택하는 가정이 늘어남에 따라 다른 기기와 원활하게 연동되는 스마트TV에 대한 요구가 증가하고 있습니다. 소비자들은 단순히 표준적인 방송 기능 이상의 것을 제공하는 TV를 원하고 있습니다. 그들은 스트리밍 서비스, 인터넷 브라우징, TV에서 스마트홈 기기를 조작할 수 있는 기능을 원하고 있습니다.
초고속 인터넷과 스트리밍 서비스의 확대 : 초고속 인터넷의 보급은 스마트 TV 비즈니스를 완전히 바꾸어 놓았습니다. 고속 인터넷 연결을 통해 사용자는 버퍼링 없이 고해상도 및 4K 컨텐츠를 시청할 수 있습니다. Netflix, Amazon Prime Video, Hulu, Disney+와 같은 스트리밍 서비스의 등장은 이러한 추세를 가속화하고 있습니다. 이러한 플랫폼은 풍부한 온디맨드 컬렉션을 제공하기 때문에 전통적인 케이블 TV는 더 이상 선호되지 않습니다.
스마트 TV 기술 발전 : 스마트 TV의 기술 발전도 업계의 중요한 원동력입니다. 최근 스마트 TV는 음성 제어, 인공지능(AI), 화질 및 음질 향상 등 다양한 기능을 갖추고 있습니다. 현재 많은 스마트 TV에는 Amazon Alexa 및 Google Assistant와 같은 음성 비서가 탑재되어 있으며, 사용자는 음성 명령을 사용하여 TV를 관리하고, 컨텐츠를 검색하고, 다른 스마트홈 장치를 조작 할 수 있습니다. 조작할 수 있습니다.
주요 과제
보안 및 프라이버시 문제 : 스마트 TV는 인터넷에 연결된 가젯이기 때문에 사이버 공격이나 데이터 유출의 영향을 받기 쉽습니다. 사용자는 스트리밍 서비스 로그인, 비밀번호, 개인 정보, 결제 정보 등 민감한 정보를 자주 주고받습니다. 해커는 소프트웨어의 약점을 이용하여 이러한 정보에 대한 원치 않는 접근을 얻을 수 있습니다.
호환성 및 상호운용성 문제 : 스마트TV 생태계에는 다양한 애플리케이션, 스트리밍 서비스, 연동 기기들이 포함되어 있습니다. 다양한 컴포넌트 간의 호환성과 원활한 상호운용성을 보장하는 것은 현재 진행형 문제입니다. 스마트 TV의 제조사나 모델마다 서로 다른 운영체제와 소프트웨어 플랫폼을 지원할 수 있으며, 이로 인해 사용자 경험이 파편화될 수 있습니다.
복잡한 사용자 인터페이스 : 스마트 TV는 방대한 기능과 서비스를 제공하지만, 이러한 옵션에 접근하는 것은 사용자, 특히 기술적 지식이 없는 사용자에게는 어려울 수 있습니다. 사용자 인터페이스(UI)가 복잡하기 때문에 학습 곡선이 높아 스마트 TV의 기능을 충분히 이해하지 못하는 사용자도 있습니다.
주요 동향:
인공지능(AI)과 음성 비서의 통합 : 스마트TV 시장에서 가장 두드러진 트렌드 중 하나는 AI와 음성 비서의 융합입니다. 최근 스마트 TV에는 사용자 경험과 편의성을 향상시키는 AI 탑재 기능이 탑재되고 있습니다. 아마존의 알렉사, 구글 어시스턴트, 애플의 시리 등 음성 비서가 스마트TV에 광범위하게 통합되어 사용자는 음성 명령으로 가젯을 조작할 수 있게 되었습니다.
디스플레이 기술 향상 : 디스플레이 기술의 발전은 스마트 TV 시장의 주요 촉진요인입니다. 제조사들은 더 높은 화질, 더 정확한 색감, 더 즐거운 시청 경험을 제공하는 새로운 디스플레이 기술을 끊임없이 조사하고 발표합니다. 최근 스마트TV는 4K, 8K 해상도, OLED(유기 발광 다이오드), QLED(양자점 LED), HDR(하이 다이나믹 레인지) 등의 기술을 탑재한 제품들이 늘어나고 있습니다.
스트리밍 서비스의 인기 상승 : 스트리밍 서비스의 부상은 스마트 TV 산업에 큰 영향을 미치고 있습니다. 넷플릭스, 아마존 프라임 비디오, 디즈니+, 훌루(Hulu)는 기존 케이블 TV와 위성방송에서 온디맨드 스트리밍으로 사람들의 미디어 소비 방식을 변화시켰습니다. 스마트 TV는 다양한 스트리밍 서비스와 원활하게 연동되도록 설계되어 시청자는 방대한 라이브러리에 쉽게 접근할 수 있습니다.
Smart TV Market size was valued at USD 229.27 Billion in 2024 and is projected to reach USD 382.81 Billion by 2031, growing at a CAGR of 7.30% from 2024 to 2031.
A Smart TV is an advanced television set that includes built-in internet connectivity and interactive Web 2.0 features allowing users to stream films, surf the internet, and access a variety of online services right from their TV screen. Smart TVs, unlike ordinary televisions, feature built-in operating systems that can run apps similar to those found on smartphones and tablets.
Smart TVs are transforming home entertainment by providing a diverse variety of applications that extend beyond traditional television viewing. Smart TVs are designed to connect to the internet, giving users access to a wide range of online content and services. Streaming media is one of Smart TV's key applications.
The future use of Smart TVs is expected to transform the way we consume media and interact with technology in our homes. One significant advancement will be the incorporation of increasingly advanced artificial intelligence (AI) and machine learning (ML) capabilities. These technologies will allow Smart TVs to provide highly personalized viewing experiences by analyzing users viewing patterns and preferences.
The key market dynamics that are shaping the global smart TV market include:
Key Market Drivers:
Rising Customer Demand for Linked Devices: One of the key drivers of the smart TV industry is rising customer demand for linked devices. As more households adopt smart home technologies, the need for smart TVs that interface smoothly with other devices grows. Consumers want televisions that provide more than simply standard broadcasting features. They want streaming services, internet browsing, and the ability to operate smart home gadgets right from their TV.
Expansion of High-Speed Internet and Streaming Services: The increasing availability of high-speed internet has transformed the smart TV business. With quicker internet connections, users can watch high-definition and 4K content without buffering. The rise of streaming services such as Netflix, Amazon Prime Video, Hulu, and Disney+ has accelerated this tendency. These platforms provide an extensive collection of on-demand material rendering traditional cable television less desirable.
Advancements in Smart TV Technology: Technological advances in smart TVs are another significant industry driver. Modern smart TVs have voice control, artificial intelligence (AI), and improved picture and sound quality. Many smart TVs now include voice assistants like Amazon Alexa and Google Assistant which allow users to use voice commands to manage their TV, search for content, and even control other smart home devices.
Key Challenges:
Security and Privacy Concerns: Because smart TVs are connected gadgets with internet access, they are vulnerable to cyber-attacks and data breaches. Users frequently communicate sensitive information such as login passwords for streaming services, personal data, and even payment information. Hackers can use software weaknesses to get unwanted access to this information.
Issues with Compatibility and Interoperability: The Smart TV ecosystem contains a wide range of applications, streaming services, and linked devices. Ensuring compatibility and seamless interoperability across various components is an ongoing problem. Different smart TV manufacturers and models may support various operating systems and software platforms resulting in fragmented user experiences.
Complex User Interfaces: Smart TVs provide a vast range of functions and services but accessing these options can be difficult for users, particularly those who are not technically aware. The complexity of the user interface (UI) might result in a high learning curve making it difficult for some users to fully appreciate the Smart TV's features.
Key Trends:
Integration of Artificial Intelligence (AI) and Voice Assistants: One of the most visible trends in the smart TV market is the combination of AI and voice assistants. Modern smart TVs increasingly include AI-powered capabilities that improve user experience and convenience. Voice assistants such as Amazon's Alexa, Google Assistant, and Apple's Siri are now widely integrated into smart TVs allowing users to control their gadgets via voice commands.
Improved Display Technologies: Display technology developments are a major driver of the smart TV market. Manufacturers are always researching and launching new display technologies that provide higher picture quality, more color accuracy, and more enjoyable viewing experiences. Modern smart TVs are increasingly featuring technologies like 4K and 8K resolution, OLED (Organic Light Emitting Diode), QLED (Quantum Dot LED), and HDR (High Dynamic Range).
Growing Popularity of Streaming Services: The rise of streaming services has a huge impact on the smart TV industry. Netflix, Amazon Prime Video, Disney+, and Hulu have altered the way people consume media moving away from traditional cable and satellite TV and toward on-demand streaming. Smart TVs are designed to work smoothly with various streaming services giving viewers simple access to a large library of material.
Here is a more detailed regional analysis of the global smart TV market:
Asia Pacific:
The Asia Pacific region's Smart TV market is expanding rapidly, owing to several factors. One of the main factors is rising disposable income and a burgeoning middle class in nations such as China and India. According to the World Bank, China's GDP per capita climbed from $1,148 in 2000 to $12,556 in 2021 whereas India's increased from $443 to $2,277 during the same period. This economic expansion has resulted in increased consumer spending on technology and home entertainment systems. Another important driver is the broad adoption of high-speed internet and the construction of 5G networks throughout the region.
Large-screen (55 inches or larger) 4K and 8K models are projected to be the fastest-growing section of the Asia Pacific Smart TV market. Consumers' desire for immersive viewing experiences combined with lowering prices for advanced technologies is driving this development. According to a report published by the China Electronics and Information Industry Development Research Institute, 8K TV exports in China are predicted to reach 2 million units by 2024 with a CAGR of more than 200% from 2020-2024. The rapid expansion of this market can be ascribed to the region's excellent manufacturing capabilities, particularly in South Korea and China which are home to major TV makers.
Europe:
The Smart TV industry in Europe is rapidly expanding, owing mostly to increased internet penetration and rising demand for on-demand programming. According to Eurostat, 92% of EU households have internet connectivity in 2021 with 90% having fixed broadband connections. This broad connectivity has created a favorable environment for Smart TV adoption. According to the European Audiovisual Observatory, subscription video-on-demand (SVOD) services will have 140 million subscribers in Europe by the end of 2020, representing a 30% growth over the previous year.
Another important factor is the growing digital transformation of European countries combined with technological advances in display technology. According to the European Commission's Digital Economy and Society Index (DESI) 2021, 4G networks cover 99.7% of EU homes, while 25 EU nations have launched 5G commercial services. This powerful digital infrastructure ensures that Smart TVs and their associated services run smoothly.
Furthermore, the move to 4K and 8K resolution screens has captivated customers with GfK estimating that 4K TV sales will account for more than half of total TV sales in major European countries by 2020. OLED technology is the fastest-growing section of the Smart TV industry with TrendForce data showing a 70% year-over-year increase in OLED TV exports to Europe by 2021.
The Global Smart TV Market is segmented based on Screen Size, Resolution, Display Technology, and Geography.
Small Screen (Below 32 inches)
Medium Screen (32 to 55 inches)
Large Screen (Above 55 inches)
Based on the Screen Size, the Global Smart TV Market is bifurcated into Small Screen (Below 32 inches), Medium Screen (32 to 55 inches), and Large Screen (Above 55 inches). The dominant segment in the Smart TV market based on screen size is the Medium Screen (32 to 55 inches). This segment holds the largest market share due to its balance of affordability, functionality, and suitability for a wide range of consumers. Medium-sized screens are ideal for average-sized living rooms and offer a comfortable viewing experience without the higher costs associated with larger screens.
Full HD (1080p)
Ultra HD/4K
Based on the Resolution, the Global Smart TV Market is bifurcated into Full HD (1080p), Ultra HD/4K, and 8K. The Ultra HD/4K resolution segment is currently dominant in the global smart TV market. This dominance is driven by a combination of consumer demand for higher picture quality and the widespread availability of 4K content. Ultra HD/4K TVs offer significantly better image clarity and detail compared to Full HD (1080p) TVs making them highly appealing for viewers who prioritize immersive viewing experiences. Additionally, the cost of 4K TVs has decreased over the years making them more accessible to a broader audience
LED/LCD
OLED (Organic Light-Emitting Diode)
QLED (Quantum Dot LED)
Based on the Display Technology, the Global Smart TV Market is bifurcated into LED/LCD, OLED (Organic Light-Emitting Diode), and QLED (Quantum Dot LED). The LED/LCD segment is currently dominant in the global Smart TV market. This dominance is due to several factors, including affordability, widespread availability, and continuous improvements in LED/LCD technology. LED/LCD TVs offer a broad range of sizes and price points making them accessible to a wider audience compared to OLED and QLED TVs which are generally more expensive.
North America
Europe
Asia Pacific
Rest of the World
Based on Geography, the Global Smart TV Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. Asia Pacific is the dominant region in the global smart TV market due to its rapidly growing consumer electronics industry and increasing disposable income among consumers. Countries like China, India, and Japan are leading the demand driven by the region's large population base and technological advancements. Additionally, the expansion of broadband infrastructure and the increasing adoption of high-definition and 4K TVs contribute to the growth.
The "Global Smart TV Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Samsung Electronics, LG Electronics, TCL Electronics, Hisense Group, Sony Corporation, Skyworth, Xiaomi Corporation, Vizio, Inc., and Haier.
Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.