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市场调查报告书
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1641984

智慧电视：市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Smart TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
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

预计 2025 年智慧电视市场规模为 2,817.3 亿美元，到 2030 年将达到 3,139.6 亿美元，预测期内（2025-2030 年）的复合年增长率为 2.19%。

智慧电视-市场-IMG1

互联网普及率的提高、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电视市场成长的关键因素。

主要亮点

  • 作为第四代电视产业的先驱，联网电视製造商正在推出用户介面、内容聚合和应用开发的最新创新，包括配备作业系统的智慧电视，能够运行应用程式和Widgets以及串流影片和音乐。智慧电视与整合的互联网功能相结合，提供了一系列先进的运算能力和连接能力。智慧电视的当前功能可让消费者搜寻、聊天、浏览、共用、更新和下载内容。预计未来五年智慧电视製造商将注重体验设计。
  • 消费者可以在智慧电视上观看和观看的内容对于满足需求的激增至关重要。印度和中国等国家拥有大量中低收入消费者群体。价格优化为中小型和价格分布电视製造商提供了各种机会。 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。一些製造商正在与Over-The-Top（OTT）内容和设备提供者合作，提供一系列无需机上盒的功能。例如，TCL 公司与 Roku Inc. 合作推出 4K HDR Roku 电视。智慧型电视现在能够运行为智慧型手机开发的应用程式。
  • 预计预测期内 4K UHD 领域将大幅成长。这些电视价格的下降吸引了消费者并刺激了新兴经济体的需求。这种成长主要得益于杜比数位音效等创新功能，它能够提供具有更高解析度、更佳影像品质和更大萤幕的戏院体验。预计在预测期内，超高清 (UHD) 4K 电视中采用量子点 LED (QLED) 等创新技术将刺激该领域的需求。这个范围内的电视比其他的更受欢迎。 4K 电视还配备了高动态范围 (HDR) 和广色域 (WCG) 等萤幕技术。
  • 最近，美国中央情报局（CIA）开发并窃取了针对智慧电视的一些最严重的安全漏洞。一些最受欢迎的智慧电视製造商，包括 LG 和三星，收集了大量有关用户观看内容的信息，让广告商能够更好地向观众投放广告并决定下一步该怎么做。看的东西。 FBI 建议在不使用智慧电视摄影机时用黑色胶带封住摄影机，及时更新智慧电视的最新补丁和修復程序，并阅读智慧电视的隐私权政策以更好地了解其功能。
  • COVID-19 疫情极大地影响了所有消费者的生活方式和日常生活。居家隔离令和在家工作令推动家庭视讯消费达到前所未有的水平，Netflix 和 Amazon Prime Video 等视讯串流平台的全球观看人数激增。人们对线上内容传送的浓厚兴趣和 COVID 法规的逐步放宽预计将有助于扩大客户群，从而促进市场成长。
  • 然而，在供应方面，边境关闭对供应链产生了负面影响。例如，TCL 的面板製造子公司 CSOT 在 COVID-19 疫情中心武汉设有工厂。结果，TCL的面板生产设施陷入了困境。不过，根据艾维云网《2021年全球电视品牌出货量月数据报告》（AVC），中国电子电信商TCL在2021年上半年销售量激增，出货量达1,110万台。三星领先市场，出货量预计达到 2,080 万台，比去年同期成长 11.9%。
  • 此外，世界各地的旅行限制正在放宽，商业正在恢復正常。不断变化的市场动态和消费行为向数位内容的转变预计将推动市场成长。

智慧电视市场趋势

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。由数百或数千个 LED 组成的背光照亮每个单独的像素。 QLED 透过采用奈米粒子（量子点）对标准 LED 进行了改进，使单一像素的亮度和色彩速度超快。结果是颜色更加鲜艳。 QLED联盟由三星、海信和TCL组成，致力于推广量子点，促进市场成长和新产品开发。 QLED 市场的成长主要得益于去年供应商推出的着名产品。由于 QLED 面板具有其他类型面板无法提供的各种功能，因此预计其应用范围将持续扩大，并保持最高的市场占有率。
  • 例如，OLED 和 QLED 都很昂贵，但最便宜的 OLED 售价约为 1,800 美元，而 QLED 只需 1,000 美元即可买到。此外，55吋是OLED的最小萤幕大小，而QLED甚至更小。 QLED的创新，更深的黑色、更好的色彩和更宽的视角解决了传统LED和LCD技术的三重问题，进一步刺激了市场需求。三星是唯一没有推出 OLED 设备的製造商，因为它认为其 QLED 技术能够提供最佳的影像品质。三星是第一家推出 QLED 面板的供应商。其他供应商，包括 LG、Panasonic和SONY，都在其高端产品中使用有机发光二极体显示器。
  • 然而，QLED 无法准确再现与更昂贵的 OLED 电视相同水平的深黑色。这是因为 OLED 面板不使用统一的背光。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 避免了背光的光污染，这使得 LED 电视看起来稍微灰一些。
  • 随着各大智慧电视製造商发表采用此技术的新产品，QLED 显示器越来越受欢迎。例如，三星宣布在其本土市场（韩国）推出全新系列QLED智慧电视QT67系列。这是三星首批实现一流能源效率的QLED产品。同样，2021 年 4 月，小米在印度推出了一款新的 Android 智慧电视 Mi QLED TV 75。这款智慧电视配备 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 持续伙伴关係的最新进展，预示着由 MTV 娱乐工作室製作的热门剧集《艾米丽在巴黎》第二季的推出。三星最新系列高级产品突破了创新的界限，展示了该品牌将风格与旗舰创新和工艺相融合的能力。三星的产品包括 Serif 电视和 Sero 电视。

亚太地区预计将实现强劲成长

  • 亚太地区是迄今为止最大的智慧电视市场。由于终端消费者和印度、中国和日本等新兴经济体对智慧电视的需求不断增加，预计亚太地区将在预测期内继续占据主导地位。消费者可支配收入的增加也是推动该地区持续需求的一个主要因素。此外，Amazon Prime Video、Netflix 和 HOOQ 等 OTT VOD 平台在全部区域日益普及也是促成因素。支援这些设备的内容（如高清视讯、高清机上盒和游戏）的可用性正在成为创造需求的额外催化剂。
  • 许多电子商务平台与电子商务平台合作来提供他们的产品。第三方服务提供者透过鼓励消费者选择这些产品间接支持了市场。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 之前推出了其最新的 MICRO LED、Neo QLED 和 Lifestyle 电视。凭藉更优质的画质和音质、更广泛的萤幕大小选择、可自订的配件和升级的介面，2022 年的萤幕有望透过沉浸式画面、沉浸式声音和超个性化体验实现“萤幕无处不在” ，将我们的「萤幕」愿景变为现实。
  • 2021年12月，三星电子宣布，其2022年发布的部分4K和8K电视及游戏显示器将支援全新HDR10+GAMING标准，为游戏玩家提供身临其境、超响应的HDR游戏体验。这项新标准由 HDR10+ Technologies LLC 开发，使游戏开发者能够在各种显示技术和不同的输入源（包括主机和PC）上提供令人惊嘆、一致的HDR 游戏体验，而无需手动校准。提供您所需的工具为您的游戏玩家带来精彩体验。
  • 印度拥有大量可升级CRT电视和非智慧电视的安装基数，吸引了专注于满足印度客户需求的领先智慧电视製造商的注意。
  • 市场占有率较小的公司正专注于利用电子商务平台将其产品推向市场。例如，2021年，塔塔集团旗下的消费性电子量贩店Croma与亚马逊合作，为印度客户推出了内建Fire设备的全新智慧电视系列。该产品预计将包含来自 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。

智慧电视产业概况

智慧电视市场由多家厂商组成，但目前还没有哪家厂商在市场占有率上占据主导地位。由于消费者的兴趣最近大幅增加，该行业被视为一个有利可图的投资机会。公司正在投资未来技术并增强其专业知识以获得永续的竞争优势。市场的主要企业包括 LG 电子公司、三星电子和Sony Corporation。

  • 2021 年 4 月——三星推出了其超高阶 Neo QLED 电视系列，采用近乎无边框的 Infinity One 设计和逼真的画质，带来影院般的观看体验。有五种尺寸可供选择：85 英吋（2m16cm）、75 英吋（1m89cm）、65 英吋（1m63cm）、55 英吋（1m38cm）和 50 英吋（1m25cm）。 Neo QLED 电视配备三星独特的强大 Neo Quantum 处理器，可提供增强的升级功能。 Neo Quantum 处理器使用 AI 升级和多达 16 种经过深度学习技术训练的不同神经网路模型，可优化 4K 和 8K 影像输出的影像质量，而不管输入品质如何。
  • 2021 年 5 月-OnePlus 在 Flipkart 上推出了 Y 系列 40 吋（100 公分）智慧电视。新款 OnePlus Y 系列 100 公分（40 吋）全高清 LED 智慧安卓电视（40FA1A00）的规格与 43 吋版本相似。 OnePlus TV 40Y1 配备带有杜比音效的 20W 立体声扬声器、64 位元处理器、1GB RAM 和 8GB 内部储存。它运行支援 Oxygen Play 的 Android TV 9.0，并具有可增加动态对比度以提高影像品质的 Gamma 引擎。

其他福利：

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

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

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
    • 买家的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争对手之间的竞争强度
  • 产业相关人员分析
  • COVID-19 市场影响评估
  • 技术简介

第五章 市场动态

  • 市场驱动因素
    • 新兴经济体的可支配所得不断增加
    • 视讯点播服务的成长趋势
  • 市场挑战
    • 新兴国家缺乏高速网路存取

第六章 市场细分

  • 按解析度类型
    • HD/FHD
    • 4K
    • 8K
  • 尺寸
    • 32 英吋或以上
    • 39-43英寸
    • 48-50英寸
    • 55-60英寸
    • 65 吋以下
  • 按面板类型
    • LCD
    • 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

7.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 竞争格局

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

第九章投资分析

第十章：市场的未来

简介目录
Product Code: 64287

The Smart TV Market size is estimated at USD 281.73 billion in 2025, and is expected to reach USD 313.96 billion by 2030, at a CAGR of 2.19% during the forecast period (2025-2030).

Smart TV - Market - IMG1

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