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Connected Television (TV) Market Forecast Highlighting Growth From $19.96 Billion To $33.28 Billion
The connected television (tv) market has experienced rapid expansion in recent years. The market is anticipated to expand, reaching $19.96 billion in 2026 from $17.55 billion in 2025, driven by a compound annual growth rate (CAGR) of 13.7%. The historical growth in this sector is linked to the expanding penetration of broadband internet, an increase in OTT content consumption, a drop in the prices of LCD and LED panels, pioneering smart TV platform integrations, and the increasing shift away from traditional cable TV.
The connected television (tv) market is poised for significant expansion in the coming years. Projections indicate it will reach $33.28 billion by 2030, achieving a compound annual growth rate (CAGR) of 13.6%. This anticipated growth during the forecast timeframe is attributable to several factors, including the proliferation of 8k and sophisticated display technologies, the increasing appeal of ad-supported streaming paradigms, the incorporation of voice assistants and AI-powered discovery mechanisms, a greater uptake of cross-device content synchronization, and an escalating need for interactive and immersive viewing experiences. Key trends anticipated during this period encompass the burgeoning embrace of connected TV advertising, a noticeable transition towards larger screen smart TVs, the expanding integration of multi-platform streaming ecosystems, an increasing desire for personalized content consumption, and the broadening incorporation of smart home entertainment solutions.
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Connected Television (TV) Market Growth Drivers: What Factors Are Accelerating Expansion?
The increasing need for over-the-top (OTT) content is anticipated to fuel the expansion of the connected TV market in the future. Over-the-top (OTT) content encompasses audio, video, and various media forms provided straight to consumers, circumventing conventional delivery systems like cable or satellite TV services. The uptake of over-the-top (OTT) content is growing, driven by consumers’ desire for adaptability and ease, the widespread availability of smart devices and rapid internet access, and the broadening reach of streaming services. Connected TV offers a unified platform that allows access to numerous streaming services and content without requiring extra hardware or separate subscriptions. For example, as reported by Business of Apps, a leading UK business-to-business media and information platform, Netflix, a subscription-based streaming service providing an extensive collection of movies, TV shows, documentaries, and original content, saw a notable rise in its subscriber count. Its user base expanded from 220.6 million in 2022 to 238.3 million in 2023, marking an approximate 8.04% increase. Consequently, the escalating demand for a superior viewing experience of over-the-top (OTT) content is fueling the expansion of the connected television (TV) market.
#Connected Television (TV) Market Segment Landscape And Growth Potential
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 Growth Trends Influencing Competitive Dynamics
In the connected television market, major companies are dedicated to developing technological advancements, including AI-powered display and content optimization systems, with the goal of improving picture quality, personalizing content recommendations, and enhancing 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 type of content and the surrounding environment, thereby providing a more intelligent and immersive viewing experience compared to traditional TVs that rely on fixed display settings. As an example, in July 2025, LG India, an electronics manufacturer headquartered in South Korea, launched its 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, delivering a highly personalized and immersive viewing experience that exceeds that of conventional smart TVs.
Connected Television (TV) Market Competitive Landscape: Who Are The Leading Companies?
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 Geographic Analysis: Where Is Demand Growing The Fastest?
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.