电视市场－全球产业规模、份额、趋势、机会及预测（依萤幕大小、显示类型、通路、地区及竞争格局划分，2021-2031年）

全球电视市场预计将从 2025 年的 3,203.6 亿美元大幅成长至 2031 年的 5,299.2 亿美元，年复合成长率为 8.75%。

该行业涵盖影像显示设备的製造和商业性分销，这些设备旨在透过地面电波、卫星和互联网网络接收和播放视听节目。推动这一成长的关键因素包括高速互联网基础设施的日益普及以及消费者对能够无缝整合串流媒体服务的智慧家庭娱乐系统的强劲需求。在成熟的技术领域，对先进硬体的强劲需求也显而易见。例如，日本电子情报技术产业协会（JEITA）报告称，到2024年，日本国内平板电视的出货量将达到448万台。

然而，儘管存在这些有利条件，已开发国家市场的高度饱和仍然是一个重要的市场壁垒，导致平均设备更换週期延长。随着家庭普及率接近临界值，製造商发现，如果不提供能够激励消费者升级换代的重大技术进步，就很难维持出货量。这种饱和加剧了现有市场领导之间的激烈价格竞争，并迫使整个产业更加依赖新兴市场，以弥补目前北美和欧洲出货量停滞不前的局面。

市场驱动因素

随着消费者越来越重视影像保真度和色彩准确度，而非标准面板的性能，OLED 和 QLED 等先进显示技术的日益普及成为市场价值成长的关键驱动力。製造商正积极拓展其高级产品线，以提高盈利并满足现代高清内容对卓越对比度的需求。这种向高效能硬体的策略转型，即使在整体经济挑战下，也推动了高端市场的显着销售成长。例如，三星电子在 2024 年 2 月的新闻稿中强调了这些先进技术的商业性成功，宣布其 2023 年全年 QLED 电视销量达到 831 万台。

同时，OTT（Over-The-Top）串流服务的普及加速了硬体升级，对设备提出了更高的要求，使其能够运行复杂的作业系统并支援高频宽的网路连线。随着传统广播方式的衰落，消费者越来越多地用智慧电视取代老旧设备，而智慧电视是数位应用和线上媒体消费的核心。串流平台用户群的不断成长也印证了这项转变。 Roku在2024年10月的致股东信中透露，串流媒体家庭用户数已达8,550万，凸显了连网介面的重要性。为了满足这项需求，各大厂商都在维持强大的产能。 TCL电子报告称，2024年全球电视出货量将达到2,526万台。

市场挑战

已开发经济体市场高度饱和是限制全球电视产业进一步扩张的重要阻碍因素。在家庭拥有率接近饱和的成熟地区，销售量的主要驱动力已从新用户取得转向设备更换。然而，由于硬体耐用性提高，以及技术改进对一般消费者而言附加价值不断降低，更换週期显着延长。这种情况导致销售停滞，迫使製造商必须采取损害降价来提升销售量。

这种停滞现像在北美尤其明显，儘管产品不断创新，但需求仍然疲软。美国消费科技协会 (CTA) 预测，到 2024 年，美国电视出货量仅成长 1%，达到 4,090 万台。这一微弱成长凸显了老牌企业在北美这个有机成长空间有限的地区所面临的产生收入挑战，导致它们必须透过激进的价格策略而非整体销售量成长来争夺市场份额，从而承受着更大的竞争压力。

市场趋势

Mini-LED 和 Micro-LED 显示器技术的快速普及正在从根本上改变高阶电视市场，它们以卓越的亮度和耐用性成为 OLED 的高性能替代方案。製造商正利用这些先进的背光技术来弥合中阶机型和旗舰机型之间的品质差距，从而有效地促进了产品生命週期较长的市场中的设备更换。这种结构性变革使品牌能够以具有竞争力的价格提供精准的对比度控制和更丰富的色彩表现，即使在经济低迷时期也能刺激升级需求。 TCL 电子在 2025 年 2 月的新闻稿中证实了这一趋势，报告指出 2024 年全球 Mini-LED 电视出货量年增 194.5%。

同时，免费广告支援的串流电视（FAST）服务的成长标誌着市场货币化的关键转折点，它将电视从被动的显示设备转变为一个主动的、产生收入的生态系统。行业领导企业正积极透过将自有线性频道直接整合到作业系统中，在传统广播和第三方应用程式之外获取广告收入。这种做法创造了持续的收入来源，以弥补硬体销售利润率的下降，同时也满足了消费者对免费整合内容日益增长的需求。 2025年4月，三星电子宣布，其在美国提供近700个频道的「Samsung TV Plus」平台的用户参与度在第一季同比增长超过30%。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球电视市场展望

• 市场规模及预测
  • 按金额
• 市占率及预测
  • 依萤幕大小（39吋或以下、40-49吋、50-59吋、59吋或以上）
  • 依显示器类型（LED、OLED、其他（LCD、QLED 等））
  • 依分销管道（多品牌商店、超级市场/大卖场、线上、其他（代理商销售、专卖店等））
  • 按地区
  • 按公司（2025 年）
• 市场地图

第六章 北美电视市场展望

• 市场规模及预测
• 市占率及预测
• 北美洲：国家分析
  • 我们
  • 加拿大
  • 墨西哥

第七章：欧洲电视市场展望

• 市场规模及预测
• 市占率及预测
• 欧洲：国家分析
  • 德国
  • 法国
  • 英国
  • 义大利
  • 西班牙

第八章：亚太电视市场展望

• 市场规模及预测
• 市占率及预测
• 亚太地区：国家分析
  • 中国
  • 印度
  • 日本
  • 韩国
  • 澳洲

第九章：中东和非洲电视市场展望

• 市场规模及预测
• 市占率及预测
• 中东和非洲：国家分析
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 南非

第十章：南美电视市场展望

• 市场规模及预测
• 市占率及预测
• 南美洲：国家分析
  • 巴西
  • 哥伦比亚
  • 阿根廷

第十一章 市场动态

• 司机
• 任务

第十二章 市场趋势与发展

• 併购
• 产品发布
• 最新进展

第十三章 全球电视市场：SWOT分析

第十四章：波特五力分析

• 产业竞争
• 新进入者的可能性
• 供应商电力
• 顾客权力
• 替代品的威胁

第十五章 竞争格局

• Samsung Electronics Co., Ltd.
• LG Electronics Inc.
• TCL Technology Group Corp.
• Hisense Group Co., Ltd.
• Xiaomi Corporation
• Sony Group Corporation
• Vizio Holding Corp.
• Panasonic Holdings Corporation
• Sharp Corporation
• TPV Technology Limited

第十六章 策略建议

第十七章：关于研究公司及免责声明

The Global Television Market is projected to expand significantly, rising from a valuation of USD 320.36 Billion in 2025 to USD 529.92 Billion by 2031, reflecting a compound annual growth rate of 8.75%. This industry encompasses the production and commercial distribution of visual display units engineered to receive and broadcast audio-visual programming through terrestrial, satellite, and internet-based networks. Key factors propelling this growth include the broadening accessibility of high-speed internet infrastructure and a surging consumer appetite for integrated smart home entertainment systems that seamlessly aggregate streaming services. The robust demand for sophisticated hardware is clearly observable in established technology sectors; for instance, the Japan Electronics and Information Technology Industries Association reported that domestic shipments of flat-panel display televisions totaled 4.48 million units in 2024.

However, despite these favorable growth conditions, the market faces a substantial obstacle in the form of high saturation levels within developed economies, which has led to a lengthening of the average device replacement cycle. As household penetration rates approach their maximum limit, manufacturers encounter difficulties in sustaining shipment volumes without offering significant technological advancements to motivate consumers to upgrade. This saturation fuels intense price competition among established market leaders and compels the industry to depend increasingly on emerging markets to counterbalance the volume stagnation currently affecting North American and European regions.

Market Driver

The increasing uptake of sophisticated display technologies, such as OLED and QLED, acts as a major engine for market value expansion, as consumers increasingly value visual fidelity and color precision over standard panel capabilities. Manufacturers are aggressively broadening their premium product portfolios to enhance profitability and satisfy the need for the superior contrast ratios required by contemporary high-definition content. This strategic shift toward high-performance hardware is driving significant sales within the premium sector, even amidst broader economic challenges. For example, Samsung Electronics highlighted the commercial success of these advanced formats in a February 2024 press release, noting that the company achieved sales of 8.31 million QLED television units throughout 2023.

Concurrently, the widespread adoption of Over-the-Top (OTT) streaming services is accelerating hardware upgrades by necessitating devices that can support complex operating systems and high-bandwidth internet connections. As traditional broadcasting methods wane, consumers are swapping older units for smart televisions that serve as central hubs for digital apps and online media consumption. This shift is evidenced by the growing user base of streaming-centric platforms; Roku, Inc. revealed in its October 2024 Shareholder Letter that it had reached 85.5 million streaming households, illustrating the essential role of connected interfaces. To meet this demand, major players maintain vast production capabilities, with TCL Electronics reporting a global shipment volume of 25.26 million television sets in 2024.

Market Challenge

The intense market saturation prevalent in developed economies serves as a significant restriction on the broader expansion of the global television industry. In mature regions where household ownership has reached near-total capacity, the primary driver of sales volume has transitioned from new user adoption to device replacement. However, as hardware durability increases and the perceived value of marginal technological improvements lessens for the average buyer, replacement cycles have lengthened considerably. This dynamic establishes a stagnant sales landscape where manufacturers find it difficult to secure volume growth without implementing value-diminishing price cuts.

This stagnation is especially pronounced in North America, where demand remains plateaued despite continuous product innovation. The Consumer Technology Association projected in 2024 that television set shipments in the United States would grow by only 1% to reach 40.9 million units. This negligible growth rate highlights the challenges established brands encounter in generating revenue within regions devoid of organic expansion potential, thereby escalating competitive pressure to capture market share through aggressive pricing tactics rather than through increases in overall sales volume.

Market Trends

The rapid integration of Mini-LED and Micro-LED display architectures is fundamentally transforming the premium television sector by providing a high-performance alternative to OLED that offers superior brightness and durability. Manufacturers are increasingly focusing on these advanced backlight technologies to close the quality gap between mid-range and flagship offerings, effectively encouraging device replacement in a market characterized by extended product lifecycles. This architectural evolution enables brands to offer precise contrast control and improved color volume at competitive prices, stimulating upgrades despite economic stagnation. TCL Electronics underscored this trend in a February 2025 press release, reporting a 194.5% year-over-year increase in global shipments of its Mini LED television sets for 2024.

Simultaneously, the growth of Free Ad-Supported Streaming TV (FAST) services marks a pivotal shift in market monetization, converting televisions from passive displays into active, revenue-generating ecosystems. Industry leaders are aggressively embedding proprietary linear channels directly into their operating systems, allowing them to capture advertising revenue that bypasses traditional broadcast and third-party apps. This approach generates a recurring revenue stream that helps offset shrinking margins on hardware sales while catering to the rising consumer demand for free, integrated content. In April 2025, Samsung Electronics announced that user engagement on its Samsung TV Plus platform, which nears 700 channels in the US, surged by over 30% year-over-year in the first quarter.

Key Market Players

• Samsung Electronics Co., Ltd.
• LG Electronics Inc.
• TCL Technology Group Corp.
• Hisense Group Co., Ltd.
• Xiaomi Corporation
• Sony Group Corporation
• Vizio Holding Corp.
• Panasonic Holdings Corporation
• Sharp Corporation
• TPV Technology Limited

Report Scope

In this report, the Global Television Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Television Market, By Screen Size

• 39'' and Below
• 40''-49''
• 50''-59''
• Above 59''

Television Market, By Display Type

• LED
• OLED
• Others (LCD, QLED, etc.)

Television Market, By Distribution Channel

• Multi Branded Stores
• Supermarkets / Hypermarkets
• Online
• Others (Institutional Sales, Exclusive Stores, etc.)

Television Market, By Region

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Television Market.

Available Customizations:

Global Television Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Television Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Screen Size (39'' and Below, 40''-49'', 50''-59'', Above 59'')
  • 5.2.2. By Display Type (LED, OLED, Others (LCD, QLED, etc.))
  • 5.2.3. By Distribution Channel (Multi Branded Stores, Supermarkets / Hypermarkets, Online, Others (Institutional Sales, Exclusive Stores, etc.))
  • 5.2.4. By Region
  • 5.2.5. By Company (2025)
• 5.3. Market Map

6. North America Television Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Screen Size
  • 6.2.2. By Display Type
  • 6.2.3. By Distribution Channel
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Television Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Screen Size
      • 6.3.1.2.2. By Display Type
      • 6.3.1.2.3. By Distribution Channel
  • 6.3.2. Canada Television Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Screen Size
      • 6.3.2.2.2. By Display Type
      • 6.3.2.2.3. By Distribution Channel
  • 6.3.3. Mexico Television Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Screen Size
      • 6.3.3.2.2. By Display Type
      • 6.3.3.2.3. By Distribution Channel

7. Europe Television Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Screen Size
  • 7.2.2. By Display Type
  • 7.2.3. By Distribution Channel
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Television Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Screen Size
      • 7.3.1.2.2. By Display Type
      • 7.3.1.2.3. By Distribution Channel
  • 7.3.2. France Television Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Screen Size
      • 7.3.2.2.2. By Display Type
      • 7.3.2.2.3. By Distribution Channel
  • 7.3.3. United Kingdom Television Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Screen Size
      • 7.3.3.2.2. By Display Type
      • 7.3.3.2.3. By Distribution Channel
  • 7.3.4. Italy Television Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Screen Size
      • 7.3.4.2.2. By Display Type
      • 7.3.4.2.3. By Distribution Channel
  • 7.3.5. Spain Television Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Screen Size
      • 7.3.5.2.2. By Display Type
      • 7.3.5.2.3. By Distribution Channel

8. Asia Pacific Television Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Screen Size
  • 8.2.2. By Display Type
  • 8.2.3. By Distribution Channel
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Television Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Screen Size
      • 8.3.1.2.2. By Display Type
      • 8.3.1.2.3. By Distribution Channel
  • 8.3.2. India Television Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Screen Size
      • 8.3.2.2.2. By Display Type
      • 8.3.2.2.3. By Distribution Channel
  • 8.3.3. Japan Television Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Screen Size
      • 8.3.3.2.2. By Display Type
      • 8.3.3.2.3. By Distribution Channel
  • 8.3.4. South Korea Television Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Screen Size
      • 8.3.4.2.2. By Display Type
      • 8.3.4.2.3. By Distribution Channel
  • 8.3.5. Australia Television Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Screen Size
      • 8.3.5.2.2. By Display Type
      • 8.3.5.2.3. By Distribution Channel

9. Middle East & Africa Television Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Screen Size
  • 9.2.2. By Display Type
  • 9.2.3. By Distribution Channel
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Television Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Screen Size
      • 9.3.1.2.2. By Display Type
      • 9.3.1.2.3. By Distribution Channel
  • 9.3.2. UAE Television Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Screen Size
      • 9.3.2.2.2. By Display Type
      • 9.3.2.2.3. By Distribution Channel
  • 9.3.3. South Africa Television Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Screen Size
      • 9.3.3.2.2. By Display Type
      • 9.3.3.2.3. By Distribution Channel

10. South America Television Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Screen Size
  • 10.2.2. By Display Type
  • 10.2.3. By Distribution Channel
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Television Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Screen Size
      • 10.3.1.2.2. By Display Type
      • 10.3.1.2.3. By Distribution Channel
  • 10.3.2. Colombia Television Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Screen Size
      • 10.3.2.2.2. By Display Type
      • 10.3.2.2.3. By Distribution Channel
  • 10.3.3. Argentina Television Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Screen Size
      • 10.3.3.2.2. By Display Type
      • 10.3.3.2.3. By Distribution Channel

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Television Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. Samsung Electronics Co., Ltd.
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. LG Electronics Inc.
• 15.3. TCL Technology Group Corp.
• 15.4. Hisense Group Co., Ltd.
• 15.5. Xiaomi Corporation
• 15.6. Sony Group Corporation
• 15.7. Vizio Holding Corp.
• 15.8. Panasonic Holdings Corporation
• 15.9. Sharp Corporation
• 15.10. TPV Technology Limited

16. Strategic Recommendations

17. About Us & Disclaimer