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市场调查报告书
商品编码
1679291
2030 年智慧电视市场预测:按作业系统、解析度、萤幕大小、连接性、分销管道、技术、应用和地区进行全球分析Smart TV Market Forecasts to 2030 - Global Analysis By Operating System, Resolution, Screen Size, Connectivity, Distribution Channel, Technology, Application and By Geography |
根据 Stratistics MRC 的数据,全球智慧电视市场规模预计在 2024 年达到 2,327 亿美元,到 2030 年将达到 4,642 亿美元,预测期内的复合年增长率为 12.2%。智慧电视是一种具有内建作业系统和网路连线的尖端电视,可让使用者透过电视存取各种线上服务和应用程式。与传统电视相比,智慧电视配备了社交网路、线上浏览、游戏服务以及从 Netflix、YouTube 和 Hulu 等知名网站播放内容的功能。它们还通常内建乙太网路和 Wi-Fi 连接器,以方便通讯。
根据阿维云网《全球电视品牌出货月数据报告-2021》(AVC)数据显示,中国电子公司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%。
对串流媒体服务和 OTT 平台的需求不断增长
消费者正在从传统有线电视转向可透过智慧电视轻鬆存取的随选节目。内建串流应用程式的便利性消除了对额外设备的需求,使智慧型电视成为家庭娱乐的首选。此外,在地化 OTT 平台和独家数位内容的兴起正在推动全球智慧型电视客户群的成长。随着越来越多的内容供应商进入市场,对高清、功能丰富的智慧电视的需求持续飙升。
高阶车型前期成本高
具有 OLED、QLED 和 8K 解析度的高级型号价格昂贵,超出了注重预算的消费者的承受能力。人工智慧驱动的功能、游戏的高刷新率以及改进的连接选项进一步推高了成本。此外,技术不断进步导致旧型号迅速折旧免税额,从而阻止了一些消费者立即购买。因此,注重价格的买家通常会选择缺乏最新技术创新的入门级或中阶智慧电视。
高速网路连线的普及
网路基础设施的改善使得偏远地区的消费者能够享受无缝的串流媒体和云端基础的游戏体验。光纤宽频和卫星网路服务的兴起进一步提高了内容的可近性,并推动了对网路电视的需求。 Wi-Fi 6技术的引入确保了更快、更稳定的连接,提升了整体用户体验。随着高速网路在全球的普及,智慧电视的普及预计将大幅加速。
隐私和安全问题
由于智慧型电视连接到互联网并且通常与个人帐户集成,因此很容易受到骇客攻击和未经授权的资料收集。用户开始担心第三方应用程式可能会滥用语音命令、摄影机存取和浏览历史记录。此外,不同製造商缺乏标准化的安全措施,进一步增加了对隐私保护的担忧,阻碍了市场的成长。
COVID-19 的影响
新冠疫情对智慧型电视市场产生了重大影响,由于人们在居家隔离期间待在室内的时间增加,智慧电视需求激增。人们对家庭娱乐的依赖不断增强,推动了智慧型电视的销售,尤其是萤幕更大、功能更强大的型号。此外,远距工作和线上教育增加了对支援视讯会议和萤幕共用功能的智慧型电视的需求。
预计 Android TV 市场在预测期内将占据最大份额
由于 Android 作业系统提供的灵活性和客製化选项,Android 电视预计将在预测期内占据最大的市场占有率,这使得这些电视受到消费者的欢迎。 Google Assistant 与语音控制功能的整合将改善整体使用者体验。智慧家庭整合的需求不断增长,以及透过 Android TV 控制其他连接装置的能力进一步增强了其市场主导地位。
预计预测期内蓝牙连接领域将出现最高的复合年增长率。
由于智慧型电视与扬声器、耳机、游戏控制器等各种设备之间的无缝无线连接,预计蓝牙连接领域将在预测期内实现最高成长率。无线音讯串流的便利性和同时连接多个装置的能力正在推动对支援蓝牙的智慧型电视的需求。此外,无线家庭娱乐系统的日益普及和蓝牙配件的日益普及也促进了该领域的快速成长。
由于中阶不断扩大、可支配收入不断增加以及都市化进程不断加快,预计亚太地区将在预测期内占据最大的市场占有率。在政府措施和数位基础设施投资的支持下,中国、印度和日本等国家在智慧型电视普及方面处于领先地位。人们对先进娱乐解决方案的认识不断提高以及高速网路服务的日益普及进一步推动了亚太地区的市场成长。
预计北美地区在预测期内将呈现最高的复合年增长率。这是因为该地区拥有完善的技术基础设施、较高的可支配收入以及消费者对先进娱乐解决方案的强劲需求,所有这些都有助于巩固其主导地位。北美主要智慧型电视製造商和技术供应商的存在将推动创新产品的采用。此外,串流媒体服务的日益普及和不断上升的剪线趋势进一步推动了市场的成长。
According to Stratistics MRC, the Global Smart TV Market is accounted for $232.7 billion in 2024 and is expected to reach $464.2 billion by 2030 growing at a CAGR of 12.2% during the forecast period. A Smart TV is a cutting-edge television that has an operating system and internet connectivity built right in, enabling users to access a wide range of online services and apps right from the TV. In contrast to conventional televisions, Smart TVs have the ability to stream material from well-known websites like Netflix, YouTube, and Hulu in addition to social networking, online surfing, and gaming services. They frequently have Ethernet and Wi-Fi connectors integrated in for convenient communication.
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.
Rising demand for streaming services & OTT platforms
Consumers are shifting away from traditional cable TV in favor of on-demand content, which is readily accessible through Smart TVs. The convenience of built-in streaming applications eliminates the need for additional devices, making Smart TVs the preferred choice for home entertainment. Furthermore, the rise of regional OTT platforms and exclusive digital content is expanding the customer base for Smart TVs worldwide. As more content providers enter the market, the demand for high-resolution and feature-rich Smart TVs continues to surge.
High initial costs for premium models
Advanced models with OLED, QLED, and 8K resolutions come at a steep price, making them less accessible to budget-conscious consumers. The inclusion of AI-driven features, high refresh rates for gaming, and enhanced connectivity options further contribute to the cost. Additionally, frequent technological advancements result in rapid depreciation of older models, discouraging some consumers from making immediate purchases. As a result, price-sensitive buyers often opt for entry-level or mid-range Smart TVs, which may lack some of the latest innovations.
Widespread availability of high-speed internet connectivity
Improved internet infrastructure, even consumers in remote areas can now enjoy seamless streaming and cloud-based gaming experiences. The rise of fiber-optic broadband and satellite internet services further enhances content accessibility, driving demand for internet-connected televisions. The introduction of Wi-Fi 6 technology ensures faster and more stable connectivity, improving the overall user experience. As high-speed internet becomes more accessible globally, the adoption of Smart TVs is expected to accelerate significantly.
Privacy & security concerns
Smart TVs connect to the internet and often integrate with personal accounts; they become vulnerable to hacking and unauthorized data collection. Users are increasingly concerned about the potential misuse of voice commands, camera access, and browsing history by third-party applications. Moreover, the lack of standardized security measures across different manufacturers raises further apprehensions about privacy protection hampering the market growth.
Covid-19 Impact
The Covid-19 pandemic significantly influenced the Smart TV market, with a surge in demand during lockdowns as people spent more time indoors. The increased reliance on home entertainment led to higher sales of Smart TVs, especially models with larger screens and enhanced features. Additionally, remote work and online education created a need for Smart TVs that could support video conferencing and screen-sharing functionalities.
The android TV segment is expected to be the largest during the forecast period
The android TV segment is expected to account for the largest market share during the forecast period due to the flexibility and customization options provided by the Android operating system make these TVs highly popular among consumers. The integration of Google Assistant and voice control features enhances the overall user experience. The growing demand for smart home integration and the ability to control other connected devices through Android TVs further contribute to their market dominance.
The bluetooth connectivity segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the bluetooth connectivity segment is predicted to witness the highest growth rate driven by seamless wireless connections between Smart TVs and various devices, such as speakers, headphones, and gaming controllers. The convenience of wireless audio streaming and the ability to connect multiple devices simultaneously drive the demand for Bluetooth-enabled Smart TVs. Furthermore, the growing popularity of wireless home entertainment systems and the increasing adoption of Bluetooth accessories contribute to the segment's rapid growth.
During the forecast period, the Asia Pacific region is expected to hold the largest market share owing to the expanding middle class, rising disposable income, and increasing urbanization. Countries like China, India, and Japan are leading the adoption of Smart TVs, supported by government initiatives and investments in digital infrastructure. The growing awareness about advanced entertainment solutions and the increasing penetration of high-speed internet services further drive market growth in Asia Pacific.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR attributed to the region's well-established technology infrastructure, high disposable income, and strong consumer demand for advanced entertainment solutions contribute to its dominant position. The presence of major Smart TV manufacturers and technology providers in North America drives the adoption of innovative products. Additionally, the increasing popularity of streaming services and the growing trend of cord-cutting further support market growth.
Key players in the market
Some of the key players in Smart TV market include Apple Inc, Haier Inc, Hisense International, Intex Technologies, Koninklijke Philips N.V, LG Electronics Inc, Micromax, OnePlus, Panasonic Corporation, Samsung Electronics Co. Ltd, Sansui Electric Co. Ltd, Sony Corporation, TCL Electronics Holdings Limited, Toshiba Visual Solutions, Westinghouse Electric Corporation and Xiaomi.
In February 2025, Haier Group has acquired a 10% equity stake and 19.24% voting rights in Shanghai STEP Electric Corporation. The transaction makes Haier the indirect controlling shareholder of STEP.
In February 2025, Philips, announced the signing of a Memorandum of Understanding (MoU) in India, to educate and train cardiologists and radiologists on advanced imaging techniques for structural heart diseases.
In January 2025, Apple launched the Apple Store app in India, providing customers with the most personalised way to shop for Apple's innovative lineup of products and services. Customers across the country can download the app on the App Store and shop directly from Apple while receiving personalised recommendations.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.