Connected TV Sales

Connected TV Sales Market Outlook

The global Connected TV Sales Market is projected to reach approximately USD 300 billion by 2035, with a remarkable compound annual growth rate (CAGR) of around 18% during the forecast period of 2025 to 2035. Several key growth factors are fueling this surge, including the rapid adoption of smart televisions equipped with advanced features such as voice recognition, integrated streaming applications, and enhanced connectivity options. Moreover, the increasing demand for high-definition content and the growing trend of cord-cutting among consumers are propelling the shift towards connected television devices as the primary means of media consumption. Additionally, as more households gain access to high-speed internet, the market is witnessing a significant rise in the number of users engaging with connected TV applications, further driving sales in this dynamic sector. The rise in advertising revenue through targeted advertisements on Connected TVs is also contributing to the overall market growth.

Growth Factor of the Market

The Connected TV Sales Market is experiencing noticeable growth due to several interlinked factors that cater to evolving consumer preferences and technological advancements. One major growth factor is the surge in internet penetration, which has enabled a larger segment of the population to access streaming services and connected devices. Furthermore, the proliferation of Over-the-Top (OTT) platforms and the increasing availability of original content are driving consumers to invest in connected TV products. This demand is also supported by advancements in display technology, including OLED and QLED screens, which enhance the viewing experience and entice consumers to upgrade their existing systems. Additionally, the integration of Artificial Intelligence (AI) into connected TV systems is paving the way for personalized viewing experiences, making it more attractive to consumers. The ongoing trend toward smart homes, where various devices are interconnected, is also pushing the demand for connected TVs as essential components of these environments.

Key Highlights of the Market

• The market is expected to grow at a CAGR of 18% from 2025 to 2035.
• Smart TVs dominate the product type segment, accounting for the largest market share.
• North America holds the largest share of the Connected TV Sales Market, driven by high disposable income and advanced technology adoption.
• The entertainment application segment is projected to experience the highest growth due to increasing content availability.
• Online retail channels are gaining momentum as consumers prefer the convenience of purchasing electronics online.

By Product Type

Smart TVs

Smart TVs are at the forefront of the Connected TV Sales Market, representing a significant portion of total sales due to their multifunctional capabilities. These televisions offer built-in internet connectivity, allowing users to access various streaming platforms such as Netflix, Amazon Prime, and Hulu directly. The integration of smart features, such as voice commands and app stores, enhances user experience and convenience, making smart TVs a preferred choice among consumers. Additionally, manufacturers are focusing on incorporating advanced display technologies, such as 4K and 8K resolution, to provide superior picture quality. As consumers increasingly seek entertainment options beyond traditional cable services, the demand for smart TVs continues to soar, thereby driving overall market growth in this segment. The appeal of smart TVs is further bolstered by their ability to serve as central hubs for managing other smart home devices, adding to their value proposition.

Set-Top Boxes

Set-top boxes remain a crucial component of the Connected TV ecosystem, providing users with the ability to access a wide range of channels and streaming services without the need for a smart TV. These devices are particularly popular among consumers who may not want to invest in a new television but still wish to enjoy the benefits of connected viewing. The introduction of advanced set-top boxes that support high-definition and 4K content has reinvigorated this segment. Additionally, as cable and satellite companies look to retain subscribers in the face of increasing competition from OTT platforms, they are offering innovative set-top boxes that integrate streaming services, thus enhancing their value proposition. The growing trend of cord-cutting is also pushing traditional pay-TV operators to adapt their services, leading to increased sales of standalone set-top boxes as viewers seek more flexible viewing options.

Streaming Devices

Streaming devices have gained immense popularity in the Connected TV market, providing a cost-effective solution for consumers wishing to access streaming content on traditional TVs. These devices, such as Roku, Amazon Fire Stick, and Google Chromecast, enable users to easily stream content from various platforms. Their appeal lies in their portability, affordability, and ease of use, which attract a broad demographic of consumers. Furthermore, with the continuous expansion of streaming services and content libraries, these devices are becoming essential for modern viewers. The ability to integrate voice control and smart features further enhances their marketability. As more consumers turn to streaming as their primary mode of entertainment, the sales of streaming devices are expected to experience robust growth, contributing significantly to the overall Connected TV Sales Market.

Gaming Consoles

Gaming consoles have emerged as a substantial segment of the Connected TV Sales Market due to their dual functionality as entertainment systems. In addition to providing access to gaming content, consoles such as PlayStation, Xbox, and Nintendo Switch allow users to stream movies, television series, and music, thereby catering to a wider audience. The gaming industry itself has been experiencing significant growth, which in turn drives the sales of gaming consoles equipped with streaming capabilities. Furthermore, manufacturers are investing in enhancing the multimedia functionalities of these devices to stay competitive. The increasing popularity of eSports and online gaming has also contributed to the growth of this segment, with consumers viewing gaming consoles as integral to their home entertainment setups. As technology continues to advance, the integration of augmented and virtual reality into gaming consoles is likely to enhance their appeal even further.

Blu-ray Players

Blu-ray players represent a smaller yet notable segment within the Connected TV Sales Market, primarily catering to consumers who prioritize high-definition content. These players not only allow users to play Blu-ray discs but also often come equipped with built-in streaming capabilities, providing access to various online content platforms. The demand for Blu-ray players continues to exist, especially among film enthusiasts who appreciate the superior audio and video quality that physical media offers compared to streaming. As many consumers still enjoy collecting physical media, the market for Blu-ray players remains stable, particularly in regions where streaming services may not fully cover all content genres. Manufacturers are also innovating by integrating smart features into Blu-ray players, thereby enhancing their functionality and ensuring they remain relevant in an increasingly digital landscape.

By Application

Entertainment

The entertainment application segment dominates the Connected TV Sales Market, driven by the insatiable consumer appetite for content across various genres. With the rise of streaming services, viewers now have access to an extensive library of movies, shows, and documentaries at their fingertips. This shift from traditional television viewing to on-demand streaming has significantly influenced purchasing decisions, with consumers opting for connected TVs that enhance their entertainment experience. Additionally, the growing popularity of original content produced by streaming giants has led to increased demand for devices that can deliver this programming in high quality. As families and individuals seek more personalized viewing experiences, the entertainment application will continue to drive significant sales in the connected TV market.

Advertising

The advertising application segment is rapidly emerging as a lucrative aspect of the Connected TV Sales Market. Brands are increasingly leveraging Connected TVs to reach targeted audiences through innovative digital advertising strategies. As viewers spend more time engaging with smart TVs and streaming platforms, advertisers see the potential to deliver personalized ads based on viewer preferences and behaviors. This shift towards targeted advertising offers higher engagement rates and effectiveness compared to traditional television advertising. The introduction of programmatic advertising on OTT platforms has further bolstered this segment, allowing advertisers to optimize spending and measure campaign success in real-time. As more brands recognize the value of Connected TV advertising, this segment is poised for significant expansion, driving overall market growth.

E-learning

The e-learning application segment is gaining traction in the Connected TV Sales Market as educational institutions and content providers increasingly develop interactive content for viewing on connected devices. The integration of educational content into connected TV systems allows students to access courses, tutorials, and training sessions from the comfort of their homes. This trend has been accelerated by the global shift towards remote learning due to the COVID-19 pandemic, which has forced educational institutions to adapt their methods and reach students through digital platforms. Connected TVs offer unique advantages for e-learning, such as larger screens and engaging multimedia content that enhances the learning experience. As more educational content becomes available, the e-learning application will likely continue to expand within the connected TV ecosystem.

Gaming

The gaming application segment is a vital part of the Connected TV Sales Market, driven by the convergence of gaming and entertainment experiences. With advancements in technology, connected TVs can now support high-performance gaming through cloud gaming services and console integrations. This segment benefits from the rise of competitive gaming and streaming platforms where gamers showcase their skills, making Connected TVs an attractive option for gaming enthusiasts. Furthermore, as more consumers use their TVs to play video games, the demand for high-resolution screens and fast refresh rates becomes vital. The gaming application segment’s growth is also fueled by collaborations between gaming companies and streaming services, allowing for greater accessibility of games through connected devices.

Others

Other applications within the Connected TV Sales Market encompass a variety of uses, including social media streaming, fitness programs, and interactive applications. As consumers seek diverse experiences beyond traditional viewing, the demand for features that allow access to social media platforms and fitness content is on the rise. Connected TVs enable users to stream workouts, participate in live classes, or engage with interactive content that promotes a healthy lifestyle. This diversification of applications broadens the appeal of connected TVs and opens new avenues for market growth. As technology evolves, the inclusion of new and innovative applications will continue to enhance the user experience, further driving sales across this segment.

By Distribution Channel

Online Retail

Online retail has emerged as the leading distribution channel in the Connected TV Sales Market, significantly shaping consumer purchasing behavior. The convenience of browsing and purchasing electronics from the comfort of home has fueled the growth of online platforms, allowing consumers to compare prices, read reviews, and access a broader range of products. E-commerce giants such as Amazon, Best Buy, and Walmart have optimized their platforms for electronics sales, often providing exclusive online deals and promotions that entice consumers. Furthermore, the ease of delivery and the option for hassle-free returns enhance the online shopping experience, making it increasingly appealing to buyers. As internet penetration continues to rise and more consumers become comfortable with online shopping, the online retail channel is expected to maintain its dominance in the connected TV market.

Offline Retail

Offline retail channels, including electronics stores, supermarkets, and specialty shops, continue to play a significant role in the Connected TV Sales Market. Many consumers prefer the tactile experience of viewing and testing products in person before making a purchase decision, particularly for high-ticket items like televisions. Retailers often provide knowledgeable staff who can assist customers with technical specifications and comparisons. Additionally, physical stores can offer immediate product availability, allowing consumers to take their purchases home without waiting for shipping. This experiential aspect of offline shopping enhances customer satisfaction and fosters brand loyalty. Despite the growing trend towards online shopping, offline retail remains a vital distribution channel, especially for consumers seeking personalized service and immediate access to products.

Direct Sales

Direct sales channels, including manufacturer websites and direct-to-consumer brands, have gained traction in the Connected TV Sales Market, allowing manufacturers to engage with customers more effectively. This channel provides an opportunity for brands to communicate their unique value propositions, offer exclusive products, and enhance customer loyalty. Manufacturers such as Sony, Samsung, and LG have established strong online presences, enabling them to sell directly to consumers while reducing reliance on third-party retailers. By eliminating intermediaries, brands can offer more competitive pricing and ensure a better understanding of consumer preferences through direct feedback. As manufacturers continue to focus on streamlining the purchase process and building stronger relationships with consumers, direct sales channels are expected to grow in significance within the overall market framework.

By Region

Regionally, the Connected TV Sales Market exhibits diverse dynamics influenced by factors such as consumer behavior, technological adoption, and media consumption patterns. North America holds the largest market share, accounting for approximately 40% of global sales. This dominance can be attributed to a high rate of smart TV adoption, a mature streaming market, and an affluent consumer base willing to invest in advanced technologies. The region is projected to grow at a steady CAGR of 15% through the forecast period, driven by innovative advertising models and increasing content availability. In Europe, the market is experiencing significant growth, driven by the rising popularity of OTT services and the integration of smart technologies across households. The European market is expected to reach about USD 90 billion by 2035, reflecting a strong demand for diverse content delivery methods.

In the Asia Pacific region, rapid urbanization and a burgeoning middle class are contributing to substantial growth in the Connected TV Sales Market. This region is projected to experience the highest CAGR of around 20% during the forecast period, fueled by increasing internet penetration and growing disposable incomes. Countries like China and India are witnessing a surge in smart device adoption, which is driving the sales of connected TVs. The Latin America region is also beginning to gain traction, with an expected market size of approximately USD 20 billion by 2035, largely due to rising mobile and internet penetration. Meanwhile, the Middle East & Africa region is gradually expanding as smart technology adoption increases, albeit at a slower pace compared to other regions, reflecting a market size of around USD 15 billion by the end of the forecast period.

Opportunities

The Connected TV Sales Market is poised for a plethora of opportunities as consumer preferences continue to evolve and technology advances at an unprecedented rate. One significant opportunity lies in the increasing demand for 8K televisions, which offer unparalleled picture quality, leading consumers to upgrade their existing systems. Manufacturers are investing heavily in research and development to produce high-quality 8K content and devices to meet this demand. Additionally, the integration of artificial intelligence and machine learning into connected TV systems presents opportunities for personalized viewing experiences, content recommendations, and interactive features. As more consumers look for seamless integration across devices, manufacturers can capitalize on this trend by developing products that facilitate interoperability within smart home ecosystems. Furthermore, the ongoing shift towards sustainability and energy efficiency offers an opportunity for brands to innovate and promote eco-friendly connected TV models, appealing to environmentally conscious consumers.

Another opportunity in the Connected TV Sales Market is the growth of live streaming services and gaming platforms, which are gaining popularity among consumers seeking immersive experiences. As more eSports and live gaming tournaments are broadcasted on connected TVs, there is potential for manufacturers to forge partnerships with gaming companies to enhance their offerings. The rise of social media integration into connected TV platforms creates additional engagement opportunities, allowing viewers to interact with content, share experiences, and participate in live discussions. Furthermore, the increasing focus on content localization and regional programming presents a unique opportunity for brands to tailor their offerings to specific markets, thus expanding their reach and increasing customer loyalty. As these trends continue to evolve, the Connected TV Sales Market is well-positioned to capitalize on emerging opportunities, fostering sustained growth in the coming years.

Threats

While the Connected TV Sales Market presents numerous growth opportunities, it also faces several threats that could impact its trajectory. One significant threat is the increasing competition from alternative forms of entertainment, such as mobile devices and gaming consoles, which may divert consumer attention away from traditional and connected TVs. As consumers have access to a wide array of entertainment options, brands must continuously innovate and enhance the functionality of connected TVs to maintain relevance in a crowded market. Additionally, issues related to data privacy and cybersecurity can pose significant threats, as connected devices often collect user data for personalized experiences. Any breaches or misuse of this data could lead to consumer mistrust and impact sales negatively. Furthermore, regulatory challenges surrounding digital advertising and content distribution could affect how brands market their products and engage with consumers, potentially leading to disruptions in the market.

Another critical threat in the Connected TV Sales Market is the rapid pace of technological change, which can render existing products obsolete. As manufacturers invest in the latest technologies, they must also navigate the challenges of keeping their product lines updated and relevant to consumer expectations. The high costs associated with research and development can strain smaller companies that may lack the resources to compete with larger brands, leading to market consolidation and reduced competition. Additionally, fluctuating economic conditions could impact consumer spending on luxury items like connected TVs, particularly during economic downturns. As the market continues to evolve, companies must remain vigilant and proactive in addressing these threats to sustain their growth and maintain their competitive edge.

Competitor Outlook

• Samsung Electronics
• Sony Corporation
• LG Electronics
• Roku Inc.
• Amazon.com Inc. (Fire TV)
• Apple Inc. (Apple TV)
• Google LLC (Chromecast)
• Microsoft Corporation (Xbox)
• TCL Technology
• Hisense
• Vizio Inc.
• Panasonic Corporation
• Philips Electronics
• Sharp Corporation
• Western Digital Corporation

The competitive landscape of the Connected TV Sales Market is characterized by the presence of several well-established companies that continuously strive to innovate and capture market share. Major players like Samsung, Sony, and LG dominate the market, leveraging their extensive product portfolios and advanced technologies to meet consumer demands. These companies invest significantly in research and development to enhance their product features, ensuring they remain at the forefront of industry trends. The competition is not just limited to traditional television manufacturers; streaming device companies like Roku and Amazon are also pivotal in shaping the market by offering affordable alternatives that cater to the growing number of cord-cutters. The battle for consumer attention is fierce, with each brand vying to differentiate itself through unique value propositions, such as high-quality displays, user-friendly interfaces, and extensive content partnerships.

In addition to traditional players, new entrants in the market are introducing innovative technologies and features to disrupt the status quo. Companies like TCL and Hisense are gaining traction with budget-friendly options that appeal to cost-conscious consumers without compromising on quality. These brands often disrupt the market by offering high-quality displays, smart features, and competitive pricing. Furthermore, the rise of direct-to-consumer brands is challenging established manufacturers, as they adopt innovative sales strategies and focus on niche markets. The competitive landscape is also influenced by the growing importance of software and content partnerships, as companies must ensure their devices can access popular streaming services to attract consumers. Thus, collaboration with OTT platforms and content providers is becoming increasingly crucial for success in this rapidly evolving market.

Key companies such as Samsung and LG are recognized for their commitment to cutting-edge display technologies, including OLED and QLED, which enhance the user experience and set them apart in the crowded market. Sony, with its strong reputation for premium quality and advanced technology, continues to be a formidable player, focusing on high-end features and content availability. Roku and Amazon have established themselves as leaders in the streaming device market, providing consumers with versatile options that integrate seamlessly with various content platforms. As the market continues to evolve, these companies will need to adapt to changing consumer preferences and emerging technologies to remain competitive. Overall, the Connected TV Sales Market presents a dynamic environment where established players and new entrants alike must navigate challenges while seizing opportunities for growth.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Hisense
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Roku Inc.
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Vizio Inc.
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 LG Electronics
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 TCL Technology
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Sony Corporation
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Sharp Corporation
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Philips Electronics
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Samsung Electronics
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Apple Inc. (Apple TV)
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Panasonic Corporation
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Google LLC (Chromecast)
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Amazon.com Inc. (Fire TV)
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Western Digital Corporation
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Microsoft Corporation (Xbox)
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Connected TV Sales Market, By Application
    • 6.1.1 Entertainment
    • 6.1.2 Advertising
    • 6.1.3 E-learning
    • 6.1.4 Gaming
    • 6.1.5 Others
  • 6.2 Connected TV Sales Market, By Product Type
    • 6.2.1 Smart TVs
    • 6.2.2 Set-Top Boxes
    • 6.2.3 Streaming Devices
    • 6.2.4 Gaming Consoles
    • 6.2.5 Blu-ray Players
  • 6.3 Connected TV Sales Market, By Distribution Channel
    • 6.3.1 Online Retail
    • 6.3.2 Offline Retail
    • 6.3.3 Direct Sales

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Latin America - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 Brazil
      • 10.3.1.2 Argentina
      • 10.3.1.3 Mexico
  • 10.4 North America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 USA
      • 10.4.1.2 Canada
  • 10.5 Connected TV Sales Market by Region
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Connected TV Sales market is categorized based on

By Product Type

• Smart TVs
• Set-Top Boxes
• Streaming Devices
• Gaming Consoles
• Blu-ray Players

By Application

• Entertainment
• Advertising
• E-learning
• Gaming
• Others

By Distribution Channel

• Online Retail
• Offline Retail
• Direct Sales

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Samsung Electronics
• Sony Corporation
• LG Electronics
• Roku Inc.
• Amazon.com Inc. (Fire TV)
• Apple Inc. (Apple TV)
• Google LLC (Chromecast)
• Microsoft Corporation (Xbox)
• TCL Technology
• Hisense
• Vizio Inc.
• Panasonic Corporation
• Philips Electronics
• Sharp Corporation
• Western Digital Corporation