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Connected Television (TV) Market Size Overview: From Historical Performance To The 2030 Forecast
The connected television (tv) market has witnessed substantial growth in recent years. Its size is expected to expand from $17.55 billion in 2025 to $19.96 billion in 2026, achieving a compound annual growth rate (CAGR) of 13.7%. The expansion observed historically can be attributed to factors such as increasing broadband internet penetration, a rise in OTT content consumption, falling prices of LCD and LED panels, the early integration of smart TV platforms, and the growing trend of replacing traditional cable TV.
The connected television (tv) market size is projected to undergo substantial expansion in the coming years. It is anticipated to grow to $33.28 billion in 2030, achieving a compound annual growth rate (CAGR) of 13.6%. This expected growth during the forecast period is driven by the advancement of 8K and sophisticated display technologies, the increasing appeal of ad-supported streaming models, the incorporation of voice assistants and AI-powered discovery tools, the rising adoption of cross-device content synchronization, and a greater demand for interactive and immersive viewing experiences. Significant trends for this period include the wider acceptance of connected TV advertising, a notable shift towards large-screen smart TVs, the expanding integration of multi-platform streaming ecosystems, a growing consumer desire for personalized content viewing, and the broader integration of smart home entertainment.
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What Factor Is Increasing Demand In The Connected Television (TV) Market?
The escalating requirement for over-the-top (OTT) content is projected to drive the future growth of the connected TV market. Over-the-top (OTT) content refers to audio, video, and other forms of media delivered directly to users, bypassing traditional distribution channels such as cable or satellite television providers. This heightened demand for OTT content is a result of consumers seeking flexibility and convenience, the widespread adoption of smart devices and high-speed internet, and the proliferation of streaming platforms. Connected TV provides an integrated solution for accessing a broad spectrum of streaming services and content without the need for additional devices or subscriptions. For instance, according to Business of Apps, a prominent UK-based business-to-business media and information platform, Netflix (a subscription-based streaming service that offers a vast library of movies, TV shows, documentaries, and original programming) saw a significant surge in its subscriber base, increasing from 220.6 million in 2022 to 238.3 million in 2023, representing an approximate rise of 8.04%. Therefore, the increasing desire for an enhanced viewing experience through over-the-top (OTT) content is a key factor boosting the connected television (TV) market’s growth.
Which Segments Make Up The Connected Television (TV) Market?
The connected television (tv) market covered in this report is segmented –
1) By Screen Type: Curved, Flat
2) By Platform Type: Android, Roku, Other Platforms
3) By Screen Size: Less Than 30 Inches, 30 Inches To 50 Inches, 50 Inches To 70 Inches, Above 70 Inches
4) By Distribution Channel: Company Owned Websites, Specialty Stores, Online Retailers, Other Channels
5) By End Use: Residential, Commercial
Subsegments:
1) By Curved: 4K Curved TVs, 8K Curved TVs, LED Curved TVs, OLED Curved TVs
2) By Flat: 4K Flat TVs, 8K Flat TVs, LED Flat TVs, OLED Flat TVs
Connected Television (TV) Market Emerging Trends: What Are Industry Leaders Focusing On?
Leading companies in the connected television market are concentrating on developing technological advancements, such as AI-powered display and content optimization systems, to enhance picture quality, personalize content recommendations, and improve the overall user experience. An AI-powered display and content optimization system utilizes machine learning algorithms to adjust brightness, contrast, color accuracy, and sound settings based on the content type and ambient environment, enabling smarter, more immersive viewing compared to traditional TVs that rely on fixed display settings. For instance, in July 2025, LG India, a South Korea–based electronics manufacturer, launched the 2025 OLED evo and QNED evo TV series featuring AI Picture Pro, AI Sound Pro, and AI Brightness Control technologies. This product offers 4K/8K resolution options, enhanced HDR performance, Dolby Vision and Atmos support, and intelligent voice and smart-home integration, providing a highly personalized and immersive viewing experience that surpasses conventional smart TVs.
Major Companies To Know In The Connected Television (TV) Market
Major companies operating in the connected television (tv) market are Apple Inc., Samsung Electronics Co. Ltd., Sony Corporation, Hitachi Ltd., LG Electronics Inc., Panasonic Corporation, Haier Group, Xiaomi Corporation, Toshiba Corporation, Koninklijke Philips N.V., Sharp Corporation, TCL Technology Group Corporation, Westinghouse Electric Corporation, Hisense Visual Technology Co Ltd, Konka Group Co. Ltd., JVC Kenwood Corporation, Vizio Inc., OnePlus Technology (Shenzhen) Co. Ltd., Bang & Olufsen A/S, Skyworth Digital Holdings Limited, Element Electronics Corporation, Pioneer Corporation, Sansui Electric Co. Ltd., Leshi Internet Information & Technology Corp. Beijing
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Connected Television (TV) Market Regional Landscape: Largest Region In 2025
Asia-Pacific was the largest region in the connected television (TV) market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the connected television (tv) market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
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Wasay has over a decade of experience in market research, data modelling, and analytics, with prior experience at GlobalData and Decision Tree Consulting Services. At The Business Research Company , he leads research operations across syndicated studies, customized consulting engagements, and the Global Market Model platform. His professional experience includes supporting organizations such as Boston Consulting Group, KPMG, and Ernst & Young. Wasay holds a degree in Electronics and Communications Engineering, postgraduate management qualifications from International Management Institute Belgium and Indian School of Business and Entrepreneurship, and completed the Integrated Program in Business Analytics from Indian Institute of Management Indore.
