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市场调查报告书
商品编码
1644467
联网电视-市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）Connected TV - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030) |
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价格
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简介目录
2025 年联网电视市场规模预估为 105 亿美元，预计到 2030 年将达到 195.3 亿美元，预测期内（2025-2030 年）的复合年增长率为 13.2%。
连网智慧电视将负责改变电视产业，因为它们透过网路服务提供标准CRT电视无法提供的广泛创新。电视配备Wi-Fi和乙太网路端口，让用户可以保持网路连线。
关键亮点
- Apple TV、Amazon Fire TV 和 Google Chromecast 等串流媒体正在改变消费者的观看习惯。一些製造商正在与Over-The-Top（OTT）内容和设备供应商合作，提供无需机上盒的内建功能。例如，TCL集团与Roku公司合作推出4K HDR电视。
- 此外，电视製造商也在竞相提供使用者介面、内容聚合和应用开发的最新进展。例如，智慧型电视具有可以运行用于串流视讯和音乐的应用程式和Widgets的作业系统。智慧电视包含多种先进的运算能力和与通用互联网的连接能力。这使得消费者能够在智慧型电视上搜寻、讨论、探索、共用、更新和下载多媒体内容，从而推动了联网电视的需求。
- 此外，全球媒体的快速数位化正在导致传统电视萤幕被智慧数位萤幕所数位化，从而进一步刺激市场发展。此外，美国等国家消费者人均收入的不断提高以及产品的易得性也推动了智慧连网电视的需求。
- 此外，环境智慧、自动用户援助等功能以及消费者可支配收入的增加，正在推动智慧型电视在物联网生态系统中的重要性日益提升。
- 与电脑或智慧型手机类似，连网电视有时会崩溃或冻结。客户越来越担心资料外洩以及透过网路连线未授权存取摄影机和麦克风，这可能会在评估期间抑製联网电视市场的成长。
- COVID-19 疫情极大地影响了所有消费者的生活方式和生活模式。由于居家隔离令和在家工作的规定，家庭视讯消费量达到了历史最高水准。随着越来越多的消费者希望继续在家中的大萤幕上消费串流内容，新兴国家的行动用户成长已成为智慧型电视发展的主要推动力。
联网电视市场趋势
智慧型电视将占据最大市场占有率
- 与传统电视相比，智慧电视升级了尖端功能和应用。此外，苹果和Roku正在开发专门针对智慧型电视的作业系统。例如，LG 电子的 WebOS 和三星电子的 Tizen 允许客户从商店下载节目并存取线上串流应用程式。
- 近年来，高速宽频存取的增加导致网路资料的浏览量急剧增加。此外，不断扩大的电子产品领域已开始融入包括语音命令和运算智慧在内的各种技术进步，从而推动了对包括智慧联网电视在内的智慧型装置的需求。
- 此外，各智慧型电视品牌均采用 Android 作为作业系统，让观众可以轻鬆存取 Netflix、Amazon Prime 和 Hotstar 等热门 OTT 服务。可以透过 Android 作业系统存取 Facebook、Twitter、YouTube 等 Android 应用程式。
- 此外，蓝牙遥控器还允许观众在这些电视上存取语音命令。例如，索尼的 One-Flick 遥控器有内建麦克风，因此您可以透过语音搜寻任何内容。 Android 内建游戏、音乐、电影和应用程式商店。
- 此外，Amazon Fire TV、Apple TV、媒体设备和 Google Chrome cast 等多种串流媒体选项的轻鬆可用预计将改变人们的体验和观看模式。因此，我们预计会看到製造商迅速转向与内容提供商和 OTT 设备製造商合作开发电视内建功能。
亚太地区占最大市场占有率
- 在亚太地区，消费者净可支配收入的增加正在推动对智慧电视的需求。此外，亚马逊 Prime Video、HOOQ 和 Netflix 等Over-The-Top的受欢迎程度也刺激了市场成长。例如，三星于2023年5月推出了其最新的Neo QLED智慧型电视系列，具有4K和8K解析度。最新的 Neo QLED智慧型电视系列有 50 吋、55 吋、65 吋、75 吋、85 吋和 98 吋等尺寸。
- 此外，互联网的广泛使用促进了智慧型电视销售的成长，进一步推动了市场成长。 IBEF 预测，到 2023 年，印度的 OTT 视讯串流市场规模将达到 50 亿美元。预计年终印度市场规模将达到 8.23 亿美元，将成为全球第十大 OTT 市场。
- 由于从传统电视到智慧电视的偏好转变，印度家庭正在经历转型。中等收入阶层生活方式的改变源自于收入的增加、意识的增强、新技术的采用和网路普及率的提高。此外，预测期内将加速印度智慧型电视市场成长的关键因素预计是政府倡议，尤其是针对二线和三线城市的倡议。
- 此外，印度宽频网路的普及率不断提高以及客户对线上内容的偏好不断改变也可能刺激市场成长。 Netflix、Amazon Prime 和 Hotstar 等影片影音公司的巨额投资推动了付费电视用户数量的成长。此外，Yamato 最近推出了一款搭载 webOS TV 的独特 4K UHD智慧型电视。这款 50 吋智慧型电视搭载 webOS TV 作业系统，并配备 ThinQAI 语音援助和 Magic Remote。
联网电视产业概况
联网电视市场有多个参与企业。凭藉显着的市场占有率，这些领先的公司正致力于扩大其国际消费群。随着近期消费者兴趣的增加，该产业被视为一个有前景的投资目的地。每家公司都在投资和开发新兴技术方面的丰富专业知识，以提供长期竞争优势。
2023年4月，小米在印度推出了三款新型4K智慧电视。新系列有三种尺寸：43 吋、50 吋和 55 吋。与现有的 X 系列相比，X Pro 型号在宽色域内提供了更好的色彩、对比度、饱和度和亮度。
2023 年 1 月，Roku 推出了 Roku Select 和 Roku Plus 系列电视。 Roku 将生产 11 款型号，尺寸从 24 吋到 75 吋不等，并将运行 Roku 作业系统。该款产品将于 2023 年春季在美国上市。
2022年7月，荣耀在中国市场推出智慧型电视「荣耀智慧萤幕X3」及「智慧萤幕X3i」系列。这些智慧型电视是去年荣耀智慧萤幕X2的后续产品。此次发表的荣耀智慧萤幕X3拥有55吋、65吋两种萤幕大小。此外，2022 年 5 月，LG 在新德里推出了基于 OLED 的全新智慧型电视系列，以及可捲曲显示面板的超高阶 R Signature 电视。 G2、C2、Z2、A2 和 Signature R OLED 系列的萤幕大小从 42 吋到 97 吋不等，并采用窄边框设计语言。
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
- 产业相关人员分析（智慧型电视製造商、中介软体供应商、串流媒体参与企业、供应商、供应商/经销商、最终用户）
- 联网电视- 技术格局（智慧型电视、串流媒体参与企业、游戏机（用于串流媒体）） - 包括游戏机的市场估计和区域格局
- 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
- COVID-19 市场影响评估
第五章 市场动态
- 市场驱动因素
- 网路普及率提高，传统电视预计将被取代
- 产业协作及良好的市场环境（网路电视转型为智慧型电视）
- 市场问题
- 成本问题和来自替代媒体的竞争
第六章 市场细分
- 按设备
- 智慧型电视
- 智慧电视市场概况及预测（百万台，2020-2027）
- 智慧电视市场按主要作业系统细分（Android、Tizen、WebOS、Roku、Firefox 等）
- 智慧型电视解析度的主要变化和趋势—4K、Ultra、8K 等。
- 串流市场概况及预测（单位：参与企业，2020-2027）
- 智慧型电视
- ***按地区
- 北美洲
- 美国
- 加拿大
- 欧洲
- 英国
- 德国
- 法国
- 亚洲
- 中国
- 印度
- 日本
- 澳洲和纽西兰
- 拉丁美洲
- 中东和非洲
- 北美洲
第七章 竞争格局
- 公司简介
- Samsung Corporation
- LG Electronics
- Hisense
- TCL
- Sony Corporation
- Skyworth
- Vizio Inc.
- Haier Group
- Sharp Electronics
- Panasonic
- Xiaomi Corporation
- Amazon（streaming media player-Fire TV）
- Apple（streaming media player-Apple TV）
- Roku（streaming media player-Roku）
- Google（Chromecast）
8. 智慧电视-供应商市场占有率分析
9. 串流媒体参与企业-供应商市场占有率分析
第十章 投资分析及市场展望
简介目录
Product Code: 72245
The Connected TV Market size is estimated at USD 10.50 billion in 2025, and is expected to reach USD 19.53 billion by 2030, at a CAGR of 13.2% during the forecast period (2025-2030).
As they offer a wide range of innovations that are unavailable with standard CRT TVs via internet services, networked smart televisions will be accountable for transforming the television industry. The TVs are equipped with Wi-Fi or Ethernet ports to allow users to remain connected to the Internet.
Key Highlights
- Streaming media such as Apple TV, Amazon Fire TV, and Google Chromecast is changing consumers' viewing habits. Several manufacturers collaborate with OTT (over-the-top) content and device suppliers to deliver built-in functionality without needing a set-top box. TCL Corporation, for instance, worked with Roku Inc. on the launch of a 4K HDR TV.
- Moreover, TV manufacturers are competing with each other for the latest advances in user interfaces, content aggregation, and application development. For example, smart TVs come equipped with an operating system that's capable of running applications or widgets for streaming videos and music. A range of advanced computing capabilities and connections with common internet capability is provided by intelligent TVs. It enables consumers to find, talk, explore, share, make updates, and download multimedia content on Smart TVs, driving demand for connected televisions.
- In addition, the rapid global digitization of media has replaced traditional TV screens with digitized and smarter alternatives that have further stimulated market development. Moreover, demand for smart connected TVs has been increasing in countries such as the United States due to rising consumer per capita incomes and easy availability of products.
- Furthermore, market growth increases are being fueled by an increase in the importance of Smart TVs to the Internet of Things ecosystem due to features like ambient intelligence, automated user assistance, and increasing consumer disposable income.
- Due to their resemblance to a computer or a smartphone, linked TVs might crash and freeze. Customers' growing worries about data breaches and unauthorized access to the camera or microphone by internet connectivity may restrain the market expansion for connected TVs during the assessment period.
- The COVID-19 pandemic drastically affected the lifestyles of all consumers and the way they lived; as a result of sheltered orders and work-at-home mandates, video consumption in households reached an all-time high. As more and more consumers looked to keep consuming streaming content on larger screens in their homes, the increasing number of mobile users in developing countries was a major driver for smart TV.
Connected TV Market Trends
Smart TV Accounts for the Largest Market Share
- Smart TVs are upgraded with cutting-edge capabilities and applications compared to traditional televisions. Furthermore, Apple and Roku are creating operating systems specifically for smart TVs. For instance, WebOS by LG Electronics and Tizen, developed by Samsung Electronics Co. Ltd., allows customers to download programs from their stores and access online streaming applications.
- Viewership of online material has grown dramatically in recent years due to high-speed broadband access has increased. Furthermore, the expanding electronics sector has started merging different technical advancements, including voice command and computational intelligence, with a growing demand for intelligent gadgets, including smart connected TVs.
- Furthermore, viewers can now easily access popular OTT services like Netflix, Amazon Prime, and Hotstar, thanks to various smart TV brands employing Android as their operating system. Android applications like Facebook, Twitter, and YouTube are accessible through the Android OS.
- Additionally, with Bluetooth remotes, viewers may access voice commands on these TVs. For instance, the One-Flick remote from Sony has an integrated microphone that enables voice searches for anything. Android includes built-in games, music, and movies and its application store.
- Besides, the easy availability of multiple streaming, such as Amazon Fire TV, Apple TV, media devices, and Google Chrome cast, is estimated to change people's experiences and view patterns. It is set to further result in the rapid shift of manufacturers towards partnerships and collaborations with content providers and OTT device producers for developing inbuilt features in their TV sets.
Asia-Pacific Accounts For the Largest Market Share
- In Asia-Pacific, the demand for smart TVs was primarily driven by an increase in consumers' net disposable income. Further, the market growth is stimulated by the rising popularity of over-the-top platforms in the region, such as Amazon Prime Video, HOOQ, Netflix, and others. For instance, in May 2023, Samsung launched its latest Neo QLED smart TVs range with 4K and 8K resolutions. The latest Neo QLED series of smart TVs come in 50-inch, 55-inch, 65-inch, 75-inch, 85-inch, and 98-inch sizes.
- Furthermore, growing internet penetration contributes to increased smart TV sales, fueling market growth. The IBEF projects that by 2023, the market size of OTT video streaming in India is expected to reach USD 5 billion. With an estimated USD 823 million at the end of this year, India is expected to become the 10th largest OTT market in the world.
- With a shift in preference from traditional TV sets to smart televisions, India's households are on the verge of transition. Changing the lifestyle of middle-income populations is due to a rise in incomes, better awareness, adoption of new technology, and an increase in internet penetration. In addition, critical factors expected to accelerate the growth of the smart TV market in India during the forecast period are government initiatives that have been particularly targeted at tier II and III cities.
- In addition, market growth will be stimulated by a shift in the customer's preference towards online content as more and more areas of India are experiencing an increased proliferation of broadband internet. Significant investment flows by video streaming media companies, like Netflix, Amazon Prime, and Hotstar, increased Pay-TV subscribers. Further, Daiwa recently launched a unique 4K UHD smart TV powered by webOS TV. The 50-inch smart TVs are powered by webOS TV, with ThinQAI voice assistance and Magic Remote.
Connected TV Industry Overview
The connected TV market includes several players. These large firms, holding a significant market share, concentrate on growing their international consumer base. Due to the recent surge in consumer interest, this industry is seen as a viable investment prospect. The businesses invest in emerging technology to develop substantial expertise to provide them with a long-term competitive advantage.
In April 2023, Xiaomi India launched three new 4K smart TVs. The new series includes three variants - 43-inch, 50-inch, and 55-inch. The X Pro models offer improved colors, contrast, saturation, and brightness across a wide color gamut compared to the existing X series.
In January 2023, Roku unveiled its Roku Select and Roku Plus Series TVs, the first to be designed and made by the company. Roku will make 11 models, ranging from 24 to 75 inches, which will feature Roku's operating system. The sets will be available in the United States starting in spring 2023.
In July 2022, Honor launched the Honor Smart Screen X3 and Smart Screen X3i series of smart TVs in the Chinese market. These Smart TVs are a successor to last year's Honor Smart Screen X2. The newly announced Honor Smart Screen X3 comes in two different screen sizes, 55-inch and 65-inch. Furthermore, in May 2022, LG launched a new line of OLED-based smart TVs and ultra-premium R Signature TVs with rollable display panels in New Delhi. The company introduced premium variants of smart OLED TVs - G2, C2, Z2, A2, and Signature R OLED series with screen sizes ranging between 42-inch- and 97-inch and slim bezel design language.
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 Stakeholder Analysis (Smart TV Manufacturers, Middleware providers, Streaming Media player vendors, Suppliers/Distributors, End-users)
- 4.3 Connected TV - Technology Landscape (Smart TVs, Streaming Players, Gaming Consoles (for streaming)) - includes a market estimates and geographical view of the gaming consoles
- 4.4 Industry Attractiveness - Porter's Five Forces Analysis
- 4.4.1 Bargaining Power of Suppliers
- 4.4.2 Bargaining Power of Buyers
- 4.4.3 Threat of New Entrants
- 4.4.4 Threat of Substitutes
- 4.4.5 Intensity of Competitive Rivalry
- 4.5 Assessment of the Impact of COVID-19 on the Market
5 MARKET DYNAMICS
- 5.1 Market Drivers
- 5.1.1 Growing internet penetration and anticipated shift from conventional TVs
- 5.1.2 Industry collaborations and favorable market conditions (shift from internet TV to smart TV)
- 5.2 Market Challenges
- 5.2.1 Cost issues and competition from alternative mediums
6 MARKET SEGMENTATION
- 6.1 By Device
- 6.1.1 Smart TV
- 6.1.1.1 Smart TV Market Overview and Estimates (in million units, 2020-2027)
- 6.1.1.2 Smart TV Market breakdown by key OS (Android, Tizen, WebOS, Roku, Firefox, etc.)
- 6.1.1.3 Key shifts and trends in Smart TV Resolution - 4K, Ultra, 8K, etc.
- 6.1.2 Streaming Media Player - Market Overview and Estimates (in million units, 2020-2027)
- 6.1.1 Smart TV
- 6.2 ***By Geography
- 6.2.1 North America
- 6.2.1.1 United States
- 6.2.1.2 Canada
- 6.2.2 Europe
- 6.2.2.1 United Kingdom
- 6.2.2.2 Germany
- 6.2.2.3 France
- 6.2.3 Asia
- 6.2.3.1 China
- 6.2.3.2 India
- 6.2.3.3 Japan
- 6.2.3.4 Australia and New Zealand
- 6.2.4 Latin America
- 6.2.5 Middle East and Africa
- 6.2.1 North America
7 COMPETITIVE LANDSCAPE
- 7.1 Company Profiles
- 7.1.1 Samsung Corporation
- 7.1.2 LG Electronics
- 7.1.3 Hisense
- 7.1.4 TCL
- 7.1.5 Sony Corporation
- 7.1.6 Skyworth
- 7.1.7 Vizio Inc.
- 7.1.8 Haier Group
- 7.1.9 Sharp Electronics
- 7.1.10 Panasonic
- 7.1.11 Xiaomi Corporation
- 7.1.12 Amazon (streaming media player - Fire TV)
- 7.1.13 Apple (streaming media player - Apple TV)
- 7.1.14 Roku (streaming media player - Roku)
- 7.1.15 Google (Chromecast)
