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市场调查报告书
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智慧电视棒市场 - 全球产业规模、份额、趋势、机会及预测（按影片支援类型、销售管道、地区和竞争格局划分，2021-2031年）

Smart TV Sticks Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Video Support Type, By Sales Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3个工作天内

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简介目录

全球智慧型电视棒市场预计将从 2025 年的 383.8 亿美元大幅成长至 2031 年的 570.8 亿美元，复合年增长率达到 6.84%。

这些小巧的数位媒体播放机透过直接连接电视的HDMI端口，即可提供网路存取和串流媒体播放功能。市场成长的主要驱动力是消费者对OTT（Over-The-Top，网路电视）内容的日益偏好，以及这些设备相比于购买一台功能齐全的智慧电视更具价格优势。产业关键数据也印证了这种对便利媒体硬体的需求：根据美国消费科技协会（CTA）预测，到2024年，美国消费者在视讯串流服务上的支出预计将达到480亿美元，这凸显了推动外围串流媒体设备销售的强大生态系统。

市场概览
预测期 2027-2031
市场规模：2025年 383.8亿美元
市场规模：2031年 570.8亿美元
复合年增长率：2026-2031年 6.84%
成长最快的细分市场 线上管道
最大的市场 北美洲

然而，随着智慧型作业系统日益普及，该产业面临严峻的挑战。随着显示器製造商将串流功能作为标配，对外部适配器的需求将会减少，这可能会减缓成熟市场（硬体升级频率较低）的成长。此外，在基础设施延迟较高的发展中地区，对稳定高速宽频的需求也阻碍了市场扩张，因为这些地区的网路延迟是高清媒体消费的一大障碍。

市场驱动因素

OTT（ Over-The-Top）串流服务的快速普及是全球智慧型电视棒市场的主要驱动力。随着消费者从传统电视广播转向点播平台，解码和管理这些应用所需的专用硬体变得至关重要。数位消费的激增推动了对可靠介面设备的需求，这些设备能够将复杂的串流应用传输到现有的显示环境中。主要内容平台的成长也为这一转变提供了支持。根据华特迪士尼公司2024年5月发布的第二季财报，Disney+的核心用户增加了630万，显示其用户群不断扩大，而这些用户需要相容的周边设备才能存取迪士尼的数位内容库。

同时，将传统电视经济高效地改造为智慧设备的能力显着推动了电视棒的销售外形规格。智慧型电视棒为希望升级旧电视但又不想购买整合智慧电视的用户提供了一种经济实惠的解决方案，从而满足了广大寻求经济型连接方式的用户的需求。根据 Roku 公司 2024 年 4 月致股东的信函，该公司预计将覆盖 8,160 万个串流媒体家庭用户，这表明使用便捷串流硬体的消费者群体非常庞大。此外，持续的订阅投入也凸显了该领域的活力；Netflix 报告称，其在 2024 年第三季新增了 510 万付费用户，这表明消费者对用于观看此类内容的介面装置的需求依然旺盛。

市场挑战

阻碍全球智慧型电视棒市场扩张的一大挑战是内建智慧型作业系统的电视机的日益普及。随着显示器製造商越来越多地将串流媒体功能作为现代产品的标配，消费者对外部适配器的需求显着降低。购买新电视（尤其是4K和8K电视）的消费者现在可以获得Google TV、Tizen和WebOS等高级介面，这使得HDMI电视棒的主要价值提案——升级普通萤幕——不復存在。这种技术融合正在直接影响周边设备市场，尤其是在硬体升级週期正在将家庭转变为完全整合的智慧生态系统的成熟地区。

消费者硬体偏好的这种转变得到了近期行业数据的佐证，数据显示消费者更倾向于整合解决方案而非外部周边设备。 IAB Spain 的一项研究预测，到 2024 年，75% 的连网电视用户将选择智慧电视作为存取串流内容的主要设备，而只有 34% 的用户会使用外置机上盒或串流媒体棒。这种统计差异凸显了串流媒体棒市场面临的挑战：随着智慧电视的普及，独立串流硬体的需求越来越局限于辅助萤幕和传统设备，从而限制了整体市场成长。

市场趋势

串流硬体与云端游戏服务的融合正将智慧型电视棒从被动的媒体播放机转变为虚拟游戏主机，有效消除了昂贵的专用游戏硬体的门槛。这一趋势的特点是设备製造商与云端平台之间建立策略联盟，使用户能够透过HDMI适配器直接畅玩原生游戏。例如，Fire TV Stick整合Xbox云端游戏等服务，使用户能够透过标准网路连接串流高清游戏，大幅扩大了数位娱乐订阅市场的潜在规模。这种扩张带来的财务影响十分显着。根据微软于2024年7月发布的2024财年第四季财报，Xbox内容和服务收入年增61%，显示市场对这些周边设备日益支持的游戏生态系统有着强劲的需求。

同时，智慧型电视棒正逐渐演变为智慧家庭物联网的集中管理中心，利用电视萤幕作为视觉化控制面板来管理连网家居环境。製造商正将Matter等先进的控制介面和通讯协定直接整合到电视棒的作业系统中，使用户能够远端调节灯光、监控恆温器以及查看保全摄影机影像。这种演变正在改变设备的核心用途，使其从简单的影片播放转向全面的家庭自动化管理。相容管理平台的激增也为这种整合机会提供了支援。根据三星电子2024年9月发布的报告《[资讯图表]三星SmartThings十年》，截至2024年8月，该平台的用户数将超过3.5亿，这显示这些智慧娱乐中心能够触及庞大的用户生态系统。

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 全球智慧电视棒市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 按影片支援类型（非 4K、4K、4K 或更高）
    • 依销售管道（便利商店、大卖场/超级市场、线上通路）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章 北美智慧电视棒市场展望

  • 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 欧洲智慧电视棒市场展望

  • 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 亚太智慧电视棒市场展望

  • 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

9. 中东和非洲智慧电视棒市场展望

  • 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 南美智慧电视棒市场展望

  • 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 全球智慧电视棒市场：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

  • Roku
  • Sky Group
  • ASUS
  • Shenzhen Rikomagic Tech
  • Dongguan Sonicway Electrical Appliance
  • Shenzhen Tomato Technology
  • CloudWalker Streaming Technologies
  • Amazon
  • Apple Inc.
  • Google

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 14205

The Global Smart TV Sticks Market is projected to experience substantial growth, rising from USD 38.38 Billion in 2025 to USD 57.08 Billion by 2031, achieving a CAGR of 6.84%. These compact digital media players connect directly to a television's HDMI port to provide internet access and streaming capabilities. The market is largely driven by a growing consumer preference for Over-The-Top content and the affordability of these devices compared to purchasing fully integrated smart televisions. This demand for accessible media hardware is supported by significant industry figures; according to the Consumer Technology Association, consumer spending on video streaming services in the U.S. was expected to reach $48 billion in 2024, highlighting the strong ecosystem that propels the sales of peripheral streaming devices.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 38.38 Billion
Market Size 2031USD 57.08 Billion
CAGR 2026-20316.84%
Fastest Growing SegmentOnline Channels
Largest MarketNorth America

However, the industry faces a significant challenge due to the increasing saturation of televisions featuring built-in smart operating systems. As display manufacturers standardize integrated streaming functionality, the need for external dongles declines, potentially slowing growth in mature markets where hardware upgrades occur less frequently. Additionally, the requirement for consistent high-speed broadband poses a barrier to market expansion in developing regions, where infrastructure latency remains a constraint for high-definition media consumption.

Market Driver

The accelerating adoption of Over-the-Top (OTT) streaming services serves as the primary catalyst for the Global Smart TV Sticks Market. As consumers transition from linear broadcasting to on-demand platforms, the need for dedicated hardware to decode and manage these applications becomes essential. This surge in digital consumption drives the demand for reliable interface devices capable of delivering complex streaming applications to existing display setups. The momentum of this shift is underscored by the growth of major content platforms; according to The Walt Disney Company's fiscal second-quarter earnings report in May 2024, Disney+ Core subscribers increased by 6.3 million, indicating an expanding user base that relies on compatible peripheral hardware to access proprietary digital libraries.

Concurrently, the cost-effective ability to transform traditional televisions into smart devices generates substantial sales volume for stick-based form factors. Smart TV sticks offer an economical solution for users wishing to upgrade legacy displays without the high capital expense of purchasing new integrated smart televisions, supporting a vast ecosystem of viewers seeking budget-friendly connectivity. According to Roku, Inc.'s shareholder letter from April 2024, the company reached 81.6 million Streaming Households, demonstrating the massive scale of consumers utilizing accessible streaming hardware. Furthermore, the sector's vitality is reinforced by sustained subscription investments; according to Netflix, the company added 5.1 million paid memberships in the third quarter of 2024, highlighting the continuous demand for the interface devices required to consume this content.

Market Challenge

A significant challenge impeding the expansion of the Global Smart TV Sticks Market is the rising saturation of televisions equipped with built-in smart operating systems. As display manufacturers universally standardize integrated streaming functionality in modern units, the necessity for external dongles is markedly reduced. Consumers purchasing new televisions, particularly 4K and 8K models, receive sophisticated interfaces such as Google TV, Tizen, or WebOS natively, rendering the primary value proposition of a separate HDMI stick-upgrading a standard screen-redundant. This technological convergence directly impacts the addressable market for peripheral devices, especially in mature regions where hardware upgrade cycles are shifting households toward fully integrated smart ecosystems.

This shift in consumer hardware preferences is evidenced by recent industry data indicating a strong inclination toward integrated solutions over external peripherals. According to IAB Spain, in 2024, 75% of connected television users selected smart televisions as their primary device for accessing streaming content, whereas only 34% utilized external set-top boxes or streaming sticks. This statistical disparity underscores the difficulty facing the stick market; as the installed base of smart televisions grows, the demand for standalone streaming hardware becomes increasingly limited to secondary screens or legacy devices, thereby restricting broader market growth.

Market Trends

The convergence of streaming hardware with cloud gaming services is transforming smart TV sticks from passive media players into virtual consoles, effectively eliminating the barrier of expensive dedicated gaming hardware. This trend is characterized by strategic partnerships between device manufacturers and cloud platforms to enable native gameplay directly through HDMI dongles. For instance, the integration of services like Xbox Cloud Gaming into Fire TV sticks allows users to stream high-fidelity titles via standard internet connectivity, significantly widening the addressable market for digital entertainment subscriptions. The financial impact of this expansion is substantial; according to Microsoft's earnings release for the fourth quarter of fiscal year 2024 in July, Xbox content and services revenue increased by 61% year-over-year, illustrating the robust demand for the gaming ecosystems that these peripheral devices now increasingly support.

Simultaneously, smart TV sticks are evolving into centralized smart home IoT control hubs, utilizing the television screen as a visual dashboard for managing connected household environments. Manufacturers are embedding advanced control interfaces and protocols like Matter directly into the stick's operating system, enabling users to adjust lighting, monitor thermostats, or view security feeds via their remote control. This development shifts the device's core utility from simple video playback to comprehensive home automation management. The scale of this integration opportunity is supported by the widespread adoption of compatible management platforms; according to Samsung Electronics' September 2024 report, '[Infographic] 10 Years With Samsung SmartThings,' the platform's subscriber base grew to over 350 million by August 2024, demonstrating the vast user ecosystem now accessible through these intelligent entertainment hubs.

Key Market Players

  • Roku
  • Sky Group
  • ASUS
  • Shenzhen Rikomagic Tech
  • Dongguan Sonicway Electrical Appliance
  • Shenzhen Tomato Technology
  • CloudWalker Streaming Technologies
  • Amazon
  • Apple Inc.
  • Google

Report Scope

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

Smart TV Sticks Market, By Video Support Type

  • Non-4K
  • 4K
  • Above

Smart TV Sticks Market, By Sales Channel

  • Convenience Stores
  • Hypermarket & Supermarket
  • Online Channels

Smart TV Sticks 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 Smart TV Sticks Market.

Available Customizations:

Global Smart TV Sticks 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 Smart TV Sticks Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Video Support Type (Non-4K, 4K, Above)
    • 5.2.2. By Sales Channel (Convenience Stores, Hypermarket & Supermarket, Online Channels)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Smart TV Sticks Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Video Support Type
    • 6.2.2. By Sales Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Smart TV Sticks 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 Video Support Type
        • 6.3.1.2.2. By Sales Channel
    • 6.3.2. Canada Smart TV Sticks 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 Video Support Type
        • 6.3.2.2.2. By Sales Channel
    • 6.3.3. Mexico Smart TV Sticks 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 Video Support Type
        • 6.3.3.2.2. By Sales Channel

7. Europe Smart TV Sticks Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Video Support Type
    • 7.2.2. By Sales Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Smart TV Sticks 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 Video Support Type
        • 7.3.1.2.2. By Sales Channel
    • 7.3.2. France Smart TV Sticks 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 Video Support Type
        • 7.3.2.2.2. By Sales Channel
    • 7.3.3. United Kingdom Smart TV Sticks 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 Video Support Type
        • 7.3.3.2.2. By Sales Channel
    • 7.3.4. Italy Smart TV Sticks 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 Video Support Type
        • 7.3.4.2.2. By Sales Channel
    • 7.3.5. Spain Smart TV Sticks 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 Video Support Type
        • 7.3.5.2.2. By Sales Channel

8. Asia Pacific Smart TV Sticks Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Video Support Type
    • 8.2.2. By Sales Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Smart TV Sticks 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 Video Support Type
        • 8.3.1.2.2. By Sales Channel
    • 8.3.2. India Smart TV Sticks 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 Video Support Type
        • 8.3.2.2.2. By Sales Channel
    • 8.3.3. Japan Smart TV Sticks 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 Video Support Type
        • 8.3.3.2.2. By Sales Channel
    • 8.3.4. South Korea Smart TV Sticks 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 Video Support Type
        • 8.3.4.2.2. By Sales Channel
    • 8.3.5. Australia Smart TV Sticks 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 Video Support Type
        • 8.3.5.2.2. By Sales Channel

9. Middle East & Africa Smart TV Sticks Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Video Support Type
    • 9.2.2. By Sales Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Smart TV Sticks 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 Video Support Type
        • 9.3.1.2.2. By Sales Channel
    • 9.3.2. UAE Smart TV Sticks 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 Video Support Type
        • 9.3.2.2.2. By Sales Channel
    • 9.3.3. South Africa Smart TV Sticks 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 Video Support Type
        • 9.3.3.2.2. By Sales Channel

10. South America Smart TV Sticks Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Video Support Type
    • 10.2.2. By Sales Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Smart TV Sticks 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 Video Support Type
        • 10.3.1.2.2. By Sales Channel
    • 10.3.2. Colombia Smart TV Sticks 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 Video Support Type
        • 10.3.2.2.2. By Sales Channel
    • 10.3.3. Argentina Smart TV Sticks 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 Video Support Type
        • 10.3.3.2.2. By Sales 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 Smart TV Sticks 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. Roku
    • 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. Sky Group
  • 15.3. ASUS
  • 15.4. Shenzhen Rikomagic Tech
  • 15.5. Dongguan Sonicway Electrical Appliance
  • 15.6. Shenzhen Tomato Technology
  • 15.7. CloudWalker Streaming Technologies
  • 15.8. Amazon
  • 15.9. Apple Inc.
  • 15.10. Google

16. Strategic Recommendations

17. About Us & Disclaimer