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市场调查报告书
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1438110

智慧型电视：市场占有率分析、产业趋势与统计、成长预测（2024-2029）

Smart TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

智慧型电视市场规模预估2024年为2,756.9亿美元，预估至2029年将达3,072.2亿美元，预测期（2024-2029年）复合年增长率为2.19%成长。

智慧电视市场

互联网普及的提高、技术的快速进步、产品价格的下降以及广播行业的数位转型是推动智慧型电视市场成长的关键因素。

主要亮点

  • 在第四代工业世代资格赛中，连网型电视製造商竞相推出其在用户介面、内容集中和应用开发方面的最新创新成果，包括配备可运行应用程式和Widgets以及串流视讯的作业系统的智慧型电视。音乐。具有整合互联网功能的智慧型电视提供大量先进的运算功能和连接性。智慧型电视的当前功能允许消费者搜寻、聊天、查看、共用、更新和下载内容。智慧型电视製造商预计未来五年将重点关注体验设计。
  • 在智慧型电视上为消费者提供即用型内容对于需求激增至关重要。印度和中国等国家拥有庞大的中低收入消费群。价格优化为中低价格分布价格分布的电视製造商创造了多种机会。 Apple TV、Amazon Fire TV 和 Google Chromecast 等串流媒体正在改变消费者的观看体验。多家製造商已与 OTT（ Over-the-Top）内容和设备供应商合作，无需机上盒即可提供各种功能。例如，TCL公司与Roku公司合作推出4K HDR Roku电视。智慧型电视现在允许用户运行以前为智慧型手机开发的应用程式。
  • 预计 4K 超高清细分市场将在预测期内显着成长。这些电视的较低价格正在吸引消费者并刺激新兴市场的需求。这一增长可能与创新功能有关，例如采用杜比数位音效的更高解析度和更高影像质量，可在更大的萤幕大小上提供影院体验。 4K 电视超高清 (UHD) 中量子点 LED (QLED) 等创新技术的采用预计将在预测期内推动该产业的需求。与其他电视相比，属于该范围的电视具有更高的普及。 4K 电视也采用了高动态范围 (HDR) 和广色域 (WCG) 等萤幕技术。
  • 近年来，中央情报局开发了一些针对智慧型电视的严重安全漏洞，导致智慧电视被窃。一些流行的智慧型电视製造商，例如 LG 和三星，会收集大量有关用户正在观看的内容的信息，从而允许广告商将广告定位到观看者以及他们接下来观看的内容，这将帮助您提出提案。 FBI 建议在未使用的智慧型电视摄影机上贴上黑胶带，透过更新的修补程式和修復程式让智慧型电视保持最新状态，并阅读隐私权政策以更好地了解智慧型电视的功能。
  • COVID-19感染疾病对所有消费者的生活方式和日常生活产生了重大影响。居家令和在家工作的要求将家庭视讯消费推向了前所未有的水平，Netflix 和 Amazon Prime Video 等视讯串流平台在全球范围内的收视率激增。对线上内容传送的关注和冠状病毒限制的逐步放鬆预计将扩大客户群，这预计将有助于市场成长。
  • 然而，在供应方面，边境关闭影响了供应链，对市场产生了负面影响。例如，TCL 的面板製造子公司华星光电 (CSOT) 在新冠肺炎 (COVID-19)感染疾病中心武汉设有工厂。因此，TCL 难以运作其面板製造工厂。然而，根据阿维云《2021 年全球电视品牌出货月度资料报告》(AVC)，中国电子企业 TCL 的销售量大幅成长，2021 年上半年出货为 1,110 万台。三星引领市场。出货预计与前一年同期比较2,080万台。
  • 此外，世界各地的旅行限制正在放鬆，业务正在恢復正常。市场动态的变化和消费者行为向数位内容的转变预计将推动市场成长。

智慧型电视市场趋势

QLED预计将大幅成长

  • QLED代表量子发光二极体。 QLED 面板的工作原理与 LED 电视相同。背光由数百或数千个 LED 组成，可照亮各个像素。 QLED 透过采用奈米粒子（量子点）来增强单一像素的亮度和颜色，从而对标准 LED 进行了改进。结果是颜色更加鲜艳。 QLED 联盟由三星、海信和 TCL 组成，致力于推进量子点的发展，以支持市场成长和新产品开发。该市场的成长主要归功于过去一年中着名供应商的发布。由于采用率不断提高，QLED 面板预计将保持最高的市场占有率，因为它们提供其他类型面板无法提供的各种功能。
  • 例如，OLED 和 QLED 都很昂贵，但一些最便宜的 OLED 售价约为 1,800 美元，而一些 QLED 起价为 1,000 美元。此外，55 吋是 OLED 的最小萤幕大小，但 QLED 可以小得多。 QLED创新、更深的黑色、更好的色彩和更宽的视角，解决了传统LED和LCD技术的三大问题，进一步拉动市场需求。三星是唯一没有 OLED 设备的製造商，但我们认为其 QLED 技术同样出色，可以提供最高品质的影像。该公司是第一家推出 QLED 面板的供应商。 LG、Panasonic和SONY等其他供应商正在为其高端设备选择 OLED 显示器。
  • 然而，OLED 面板不使用均匀的背光，因此 QLED 无法产生与更昂贵的 OLED 电视完全相同的深黑色水平。相反，每个像素都是一个 LED，可以打开或关闭以产生颜色或完全黑暗。透过完全关闭 LED，OLED 避免了背光造成的光污染，这种光污染会使 LED 电视上的东西看起来有点灰色。
  • 随着领先的智慧型电视製造商推出使用相同技术的新产品，QLED 显示器越来越受欢迎，预计这将在预测期内推动该细分市场的成长。例如，三星宣布将在国内市场（韩国）推出全新系列QLED智慧型电视－QT67系列。这些是三星製造的首款获得一流能源效率等级的 QLED。同样，2021年4月，小米在印度推出了一款全新的Android智慧型电视Mi QLED TV 75。这款智慧型电视型号配备 75 吋显示屏，支援超高清 (4K) 解析度和 120Hz 更新率，是该公司迄今为止最大的电视型号。
  • 2021 年 12 月，三星电子宣布了与串流媒体巨头 Netflix 持续合作的最新进展，以预览由 MTV Entertainment Studios Did 製作的热门节目《艾米丽在巴黎》第二季的发布。三星最新的高级产品线突破了创新的界限，展示了该品牌将时尚与旗舰创新和工艺相结合的能力。三星产品包括 The Serif TV 和 The Sero TV。

亚太地区预计将出现显着成长

  • 亚太地区是智慧型电视的主要市场。由于最终用户以及印度、中国和日本等新兴经济体对智慧型电视的需求不断增长，预计在预测期内将继续占据主导地位。消费者可支配净收入的增加是该地区持续需求的关键因素。这一增长也归功于 Amazon Prime Video、Netflix 和 HOOQ 等 OTT VOD 平台在全部区域的日益普及。这些设备的支援内容（例如高清视讯、高清机上盒和游戏）的可用性进一步成为需求生成的催化剂。
  • 中国公司的存在对于这些市场上产品的竞争性定价至关重要，其中许多公司与电子商务平台合作提供产品。第三方服务供应商透过帮助确保消费者选择这些产品来间接支持市场。在亚太地区，印度是对供应商最具吸引力的市场。 2022 年 1 月，三星电子在 CES 2022 之前发布了最新的 MICRO LED、Neo QLED 和生活风格电视。凭藉画质和音质的进步、更多的萤幕大小选择、可自订的配件和升级的介面，2022 年的萤幕将有助于实现「萤幕无处不在，萤幕为每个人」的愿景，并提供真实的沉浸式图像、沉浸式声音和超级体验。- 个人化体验。
  • 2021 年 12 月，三星电子宣布 2022 年部分 4K 和 8K 电视以及游戏显示器将支援新的 HDR10+GAMING 标准，为游戏玩家提供身临其境型、超灵敏的 HDR 游戏体验。这项新标准由 HDR10+Technologies LLC 开发，允许游戏开发者创建有吸引力、一致的 HDR 游戏，而无需针对不同的输入来源（例如主机和PC）在不同的显示技术之间进行手动调整。我们为您提供交付HDR10+Technologies LLC 所需的工具。为您的玩家提供体验。
  • 印度拥有庞大的CRT电视和可升级的非智慧电视安装基数，并吸引了领先的智慧电视製造商的注意，这些製造商专注于提供适合印度客户需求的产品。
  • 市场占有率相对较小的公司专注于电子商务平台将其产品推向市场。例如，塔塔集团旗下的量贩店连锁店 Chroma 于 2021 年与亚马逊合作，为印度客户推出了一系列内建 Fire 装置的新智慧电视。该产品将包括来自 5,000 多个应用程式的所有串流内容，包括 Amazon Prime Video、Netflix、YouTube、Disney+Hotstar、Zee5 和 SonyLiv。

智慧型电视产业概况

儘管智慧型电视市场由多家参与者组成，但目前还没有一家公司在市场占有率方面占据主导地位。最近消费者的兴趣如此浓厚，该行业被认为是利润丰厚的投资机会。公司正在投资未来技术以获得大量专业知识，从而有可能实现可持续的竞争优势。该市场的主要企业包括 LG 电子公司、三星电子和索尼公司。

  • 2021 年 4 月 - 三星推出超优质 Neo QLED 电视系列，采用近乎无边框的 Infinity One 设计和真实的画质，带来影院般的观看体验。该系列包括5 种尺寸：85 英寸（2 米16 厘米）、75 英寸（1 米89 厘米）、65 英寸（1 米63 厘米）、55 英寸（1 米38 厘米）和50 英寸（1 米25 厘米）。 Neo QLED 电视配备了三星独特的强大 Neo Quantum 处理器，具有增强的升级功能。 Neo Quantum 处理器可使用多达 16 个经过 AI 升级和深度学习技术训练的不同神经网路模型来优化 4K 和 8K 影像输出的影像质量，无论输入品质如何。
  • 2021 年 5 月 - OnePlus 在 Flipkart 上推出了 40 吋（100 公分）智慧电视 Y 系列。新款 OnePlus Y 系列 100 公分（40 吋）全高清 LED 智慧型 Android 电视 (40FA1A00) 的规格与 43 吋版本类似。 OnePlus TV 40Y1 将配备 20W 立体声扬声器，支援杜比音效、64 位元处理器，搭配 1GB RAM 和 8GB 内部储存。该装置运行 Android TV 9.0，支援 Oxygen Play，并配备伽玛引擎，可增加动态对比度以提高影像品质。

其他福利

  • Excel 格式的市场预测 (ME) 表
  • 3 个月分析师支持

目录

第一章简介

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

  • 市场概况
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 买方议价能力
    • 新进入者的威胁
    • 替代产品的威胁
    • 竞争公司之间敌对的强度
  • 产业相关人员分析
  • 评估新型冠状病毒感染疾病（COVID-19）对市场的影响
  • 技术简介

第五章市场动态

  • 市场驱动因素
    • 新兴国家的可支配所得正在增加
    • 视讯点播服务呈上升趋势
  • 市场挑战
    • 高速网路在新兴国家尚未普及

第六章市场区隔

  • 按解析度类型
    • HD/FHD
    • 4K
    • 8K
  • 按尺寸（英吋）
    • 大于32
    • 39-43
    • 48-50
    • 55-60
    • 65岁以下
  • 按面板类型
    • 液晶
    • OLED
    • QLED
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
      • 印度
      • 东南亚
    • 拉丁美洲
    • 中东和非洲

第七章供应商市场占有率分析

  • 供应商市场占有率电视市场

第八章 竞争形势

  • 公司简介
    • Samsung Electronics Co. Ltd
    • LG Electronics
    • TCL
    • Hisense
    • Xiaomi

第九章投资分析

第10章市场的未来

简介目录
Product Code: 64287

The Smart TV Market size is estimated at USD 275.69 billion in 2024, and is expected to reach USD 307.22 billion by 2029, growing at a CAGR of 2.19% during the forecast period (2024-2029).

Smart TV - Market

The growing internet penetration, rapid technological advancements, declining product prices, and the digital transformation of the broadcasting industry are among the major factors driving the growth of the smart TV market.

Key Highlights

  • With the preliminaries of the fourth industry generation, connected TV manufacturers are competing for the latest innovations in the user interface, content aggregation, and application development, such as smart TVs that come with an operating system that can run apps and widgets and stream videos and music. Set with unified internet capabilities, smart TVs offer numerous advanced computing abilities and connectivity. Smart TVs' current capabilities allow consumers to search, chat, browse, share, update, and download content. Manufacturers of smart TVs are expected to focus on experience design over the next five years.
  • The availability of content that is ready for consumers to consume on their smart TVs has been critical in the demand surge. Countries like India and China have a considerable consumer base at low- and middle-income levels. Price optimization has offered a range of opportunities for TV manufacturers in small to mid-high price ranges. Streaming media such as Apple TV, Amazon Fire TV, and Google Chromecast are changing the consumers' viewing experience. Several manufacturers are teaming up with OTT (over-the-top) content and device providers to offer various features with no requirement of a set-top box. For instance, TCL Corporation collaborated with Roku Inc. and introduced a 4K HDR Roku TV. Smart TVs have made it possible for users to run applications developed earlier for smartphones.
  • The 4K UHD segment is expected to grow significantly over the forecast period. The drop in the prices of these TVs is drawing customers and triggering demand across emerging economies. The increase can be associated with innovative features, such as high resolution and high picture quality, with Dolby Digital sound that provides a theater experience on larger screen sizes. The adoption of innovative technologies, such as quantum dot LEDs (QLEDs), across the ultra-high-definition (UHD) in 4K TVs, is expected to fuel the segment's demand during the forecast period. Televisions belonging to this range have high penetration rates when compared to others. 4K TVs also pack in screen technology, such as high dynamic range (HDR) and wide color gamut (WCG).
  • In recent years, the Central Intelligence Agency developed some of the significant security vulnerabilities targeting smart TVs, which were stolen. Some of the popular smart TV manufacturers, such as LG and Samsung, collect tons of information about what users are watching, help advertisers better target ads against their viewers, and suggest what to watch next. The FBI recommends placing black tape over an unused smart TV camera, keeping smart TV up-to-date with updated patches and fixes, and reading the privacy policy to understand better what the smart TV is capable of.
  • The COVID-19 pandemic has drastically impacted the lifestyles and routines of all consumers. Shelter-in-place orders and work-at-home mandates have driven in-home video consumption to unprecedented levels, with the video streaming platforms, such as Netflix and Amazon Prime Video, registering a spike in viewership worldwide. A strong focus on online content delivery and the gradual ease of COVID restrictions are anticipated to help widen the customer base, thereby contributing to the market's growth.
  • However, in terms of supply, the market is negatively affected due to the closing of borders, which is affecting the supply chain. For instance, TCL's panel manufacturing subsidiary, CSOT, has its facility in Wuhan, which was the epicenter of the COVID-19 outbreak. Thus, TCL struggled to run the panel manufacturing facility. However, according to Avi Cloud's Global TV Brand Shipment Monthly Data Report-2021 (AVC), TCL, a Chinese electronics business, saw a spike in sales, with 11.1 million devices shipped in the first half of 2021. Samsung led the market with an expected shipment of 20.8 million units, up by 11.9% Y-o-Y.
  • Moreover, travel restrictions are being eased out in different parts of the world, and businesses are returning to normal. The changing market dynamics and shifting consumer behavior toward digital content are expected to boost the market's growth.

Smart TV Market Trends

QLED is Expected to Witness Significant Growth

  • QLED stands for quantum light-emitting diode. QLED panels work the same way as LED TVs. There is a backlight built from hundreds or thousands of LEDs that light the individual pixels. QLED improves on standard LED by employing nanoparticles (quantum dots) to supercharge the brightness and color of these individual pixels. The result is a more vibrant color. QLED Alliance consists of Samsung, Hisense, and TCL, devoted to furthering the Quantum Dot cause, which is aiding in the market's growth and new product development. The market is mainly growing due to vendor releases noticed in the past year. QLED panel is expected to retain the highest market share due to increased adoption, as it comprises various features that other panel types are unable to offer.
  • For instance, although both OLED and QLED are costly, some of the cheapest OLEDs cost around USD 1,800, while the starting price of some QLEDs is USD 1,000. Moreover, 55 inches is the smallest screen size for OLEDs, while QLEDs can be much lower. QLED's innovations, deeper blacks, better colors, and wider viewing angles tackle three traditional LED and LCD technology problems, further driving the market demand. Samsung is the only manufacturer without an OLED set as it believes that its QLED technology is just as capable, giving the best quality picture. It was the first vendor to debut the QLED panel. Other vendors, such as LG, Panasonic, and Sony, have chosen OLED displays for their high-end sets.
  • However, QLEDs cannot produce precisely the same level of inky blacks as pricier OLED TVs because OLED panels do not use a uniform backlight. Instead, each pixel is an LED that can be switched on and off to create colors or total darkness. By switching the LEDs off completely, OLED avoids the light pollution from the backlight that makes things look a little grey on LED TVs.
  • The QLED display is gaining traction with leading smart TV manufacturers unveiling new products using the same technology, which is expected to drive the segment's growth during the forecast period. For instance, Samsung announced the launch of a new series of QLED Smart TVs, the QT67 range, in its domestic market (South Korea). These are the first QLEDs from Samsung to achieve a first-class energy efficiency rating. Similarly, in April 2021, Xiaomi launched a new Android-powered smart TV, the Mi QLED TV 75, in India. The smart TV model sports a 75-inch display that supports Ultra-HD (4K) resolution and a 120Hz refresh rate, which is the company's largest TV model to date.
  • In December 2021, Samsung Electronics Co. Ltd announced the latest development in its ongoing partnership with the streaming giant, Netflix, to herald the release of the second season of its hit show, Emily in Paris, produced by MTV Entertainment Studios. Samsung's latest line of premium products is set to push the boundaries of innovation, showcasing the brands' ability to combine style with flagship innovation and craftmanship. Some of the Samsung products include The Serif TVs and The Sero TVs.

Asia-Pacific is Expected to Witness Significant Growth

  • Asia-Pacific is the dominating market for smart TVs. It is expected to continue its dominance over the forecast period, owing to the growing demand for smart TVs by end-users and the emerging economies of India, China, and Japan. The increasing net disposable income of consumers has been a significant factor for continued demand in the region. The growth is also attributed to the rising popularity of OTT VOD platforms, such as Amazon Prime Video, Netflix, and HOOQ, across the region. The availability of supporting content for these devices, such as HD videos, HD set-top boxes, and games, has further acted as a catalyst in demand generation.
  • The presence of the Chinese players has been critical in the competitive pricing of products in these markets, many of which have entered partnerships with e-commerce platforms to offer their products. Third-party service providers have helped ensure that consumers opt for these products, indirectly helping the market. In Asia-Pacific, India is the most attractive market for vendors. In January 2022, Samsung Electronics Co. Ltd unveiled its newest MICRO LED, Neo QLED, and Lifestyle TVs ahead of CES 2022. With advancements in the picture and sound quality, more screen size options, customizable accessories, and an upgraded interface, the 2022 screens bring the vision of 'Screens Everywhere, Screens for All' closer to reality with life-like images, immersive sound, and hyper-personalized experiences.
  • In December 2021, Samsung Electronics Co. Ltd announced that select 2022 4K and 8K TVs and gaming monitors would support the new HDR10+ GAMING standard, delivering an immersive, ultra-responsive HDR gaming experience to gamers. This new standard, developed by HDR10+ Technologies LLC, gives game developers the tools they need to provide gamers with a compelling and consistent HDR gaming experience without manual calibration across various display technologies for different input sources, including consoles and PCs.
  • India has a large installed base of CRT and non-smart TVs, which can be upgraded and have attracted the attention of major smart TV manufacturers focusing on offering products that suits the requirements of the Indian customers.
  • The companies with relatively smaller market presence are focusing on the e-commerce platform to launch their products in the market. For instance, in 2021, Tata Group-owned electronics store chain Croma entered a partnership with Amazon to launch a new range of smart TVs with built-in fire devices for customers in India. The product is expected to have all streaming content from over 5,000 apps, including Amazon Prime Video, Netflix, YouTube, Disney + Hotstar, Zee5, and SonyLiv.

Smart TV Industry Overview

The smart TV market consists of several players, but none of them currently dominate the market in terms of market share. This industry is being viewed as a lucrative investment opportunity due to the enormous consumer interest witnessed recently. The companies are investing in future technologies to gain substantial expertise, which may enable them to achieve a sustainable competitive advantage. Some of the major players in the market include LG Electronics Inc., Samsung Electronics Co. Ltd, and Sony Corporation.

  • April 2021 - Samsung launched its ultra-premium Neo QLED TV range, which has a nearly bezel-less Infinity One Design and true-to-life picture quality for a cinematic viewing experience. The line-up will be available in 5 sizes: 85-inch (2m 16cm), 75-inch (1m 89cm), 65-inch (1m 63cm), 55-inch (1m 38cm), and 50-inch (1m 25cm). Neo QLED TVs come with Samsung's proprietary, powerful Neo Quantum Processor with enhanced upscaling capabilities. Using up to 16 different neural network models, each trained in AI upscaling and deep learning technology, the Neo Quantum Processor can optimize picture quality to 4K and 8K picture output regardless of the input quality.
  • May 2021 - OnePlus launched a 40-inch (100 cm) smart television under its Y-series on Flipkart. The new OnePlus Y Series 100 cm (40 inches) Full HD LED Smart Android TV (40FA1A00) has similar specifications as the 43-inch variant. The OnePlus TV 40Y1 will be equipped with 20 W stereo speakers with Dolby Audio, a 64-bit processor paired with 1GB RAM, and 8 GB internal storage. The device runs Android TV 9.0 with Oxygen Play support and features Gamma Engine, which adds dynamic contrast and improves picture quality.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Industry Stakeholder Analysis
  • 4.4 Assessment of the Impact of COVID-19 on the Market
  • 4.5 Technology Snapshot

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growing Disposable Income Across Emerging Economies
    • 5.1.2 Rising Trend of Video-on-Demand Service
  • 5.2 Market Challenges
    • 5.2.1 Lack of High-speed Internet Penetration in Emerging Economies

6 MARKET SEGMENTATION

  • 6.1 By Resolution Type
    • 6.1.1 HD/FHD
    • 6.1.2 4K
    • 6.1.3 8K
  • 6.2 By Size (in inches)
    • 6.2.1 Greater than 32
    • 6.2.2 39-43
    • 6.2.3 48-50
    • 6.2.4 55-60
    • 6.2.5 Less than 65
  • 6.3 By Panel Type
    • 6.3.1 LCD
    • 6.3.2 OLED
    • 6.3.3 QLED
  • 6.4 By Geography
    • 6.4.1 North America
    • 6.4.2 Europe
    • 6.4.3 Asia-Pacific
      • 6.4.3.1 India
      • 6.4.3.2 Southeast Asia
    • 6.4.4 Latin America
    • 6.4.5 Middle-East and Africa

7 VENDOR MARKET SHARE ANALYSIS

  • 7.1 Vendor Market Share Television Market

8 COMPETITIVE LANDSCAPE

  • 8.1 Company Profiles
    • 8.1.1 Samsung Electronics Co. Ltd
    • 8.1.2 LG Electronics
    • 8.1.3 TCL
    • 8.1.4 Hisense
    • 8.1.5 Xiaomi

9 INVESTMENT ANALYSIS

10 FUTURE OF THE MARKET