The global connected TV market share analysis is witnessing substantial growth, fueled by the rising consumer appetite for on-demand content, advancements in digital streaming technologies, and the seamless integration of smart features into television sets. Valued for its superior user experience, the connected TV market is projected to reach USD 18.7 billion by 2035, growing at a robust compound annual growth rate (CAGR) of 16.8% from 2025 to 2035. With audiences shifting away from traditional cable and satellite platforms toward internet-based streaming services, connected TVs have emerged as a cornerstone of the digital home entertainment ecosystem. The proliferation of high-speed internet, especially in developing economies, and the rapid adoption of OTT (over-the-top) platforms are collectively accelerating market demand and penetration.
As content consumption habits continue to evolve, industry players are actively investing in research and development to enhance user experience through AI-driven recommendations, voice assistance, and interactive content features. Meanwhile, advertisers are increasingly leveraging connected TV platforms for programmatic advertising and targeted campaigns, further driving revenue streams for manufacturers and content providers alike. The rise in smart home adoption and the expanding compatibility of connected TVs with smart speakers, smartphones, and IoT devices are contributing to their widespread usage, making them a central hub for home entertainment.
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Key Takeaways
The connected TV market is poised for significant expansion through 2035, primarily driven by evolving consumer expectations and increasing penetration of high-speed internet. The Asia-Pacific region, led by China and India, is expected to offer lucrative opportunities due to its burgeoning middle class and growing digital infrastructure. North America, particularly the United States, remains a mature and innovation-driven market owing to early technological adoption and the presence of major OTT content providers. The growing interest in ad-supported content streaming, alongside the rising use of data analytics and personalization technologies, will continue to shape the competitive landscape. Industry participants are also expected to benefit from partnerships between TV manufacturers and content distributors, aimed at optimizing content delivery and monetization.
Emerging Trends in the Global Market
One of the most influential trends shaping the connected TV market is the increasing integration of artificial intelligence and machine learning for content recommendation and user profiling. These technologies are enabling more personalized viewing experiences, which in turn are enhancing user engagement and retention. Another key trend is the growth of FAST (Free Ad-Supported Streaming TV) channels, which offer a linear TV-like experience through digital platforms and are being adopted by both traditional broadcasters and digital-native players. Furthermore, smart TVs with voice control and compatibility with virtual assistants such as Amazon Alexa, Google Assistant, and Apple Siri are gaining traction, offering hands-free interaction and seamless smart home integration.
In addition, hybrid monetization models combining subscription, pay-per-view, and ad-based streaming are becoming more prevalent. With consumers seeking flexible content access without hefty monthly costs, this model is proving effective for both user acquisition and revenue generation. Brands are also exploring connected TV platforms for immersive ad experiences, such as interactive and shoppable ads, thereby turning traditional passive viewing into an active, commerce-enabled channel.
Significant Developments in Global Sector: Trends and Opportunities in the Market
Globally, content providers, advertisers, and hardware manufacturers are aligning strategies to capitalize on the connected TV boom. Telecom and cable companies are bundling high-speed internet with smart TVs and OTT subscriptions to retain customers and diversify revenue streams. Several device makers are entering the content space, launching proprietary platforms or app stores to maintain customer engagement within their ecosystem. For instance, the growing number of connected TVs with built-in streaming apps such as Netflix, Amazon Prime Video, Disney+, and YouTube significantly reduces the need for auxiliary devices, simplifying user experience and consolidating the device market.
Opportunities abound in developing regions where smart TV penetration is still emerging. Government-led digitalization programs, declining prices of internet-connected TVs, and the rise in online entertainment platforms tailored for regional audiences are expected to drive demand. There is also an increasing focus on energy efficiency and environmental sustainability, leading to innovations in eco-friendly display panels and power-saving technology within connected TVs.
Recent Developments in the Market
The connected TV ecosystem has witnessed several notable developments in recent years. Companies like Roku, Samsung, and LG have launched updated smart TV models with improved operating systems and advanced ad-tech capabilities. Amazon’s Fire TV and Google TV platforms have expanded their user bases by offering intuitive interfaces and integration with major streaming services. In 2024, Netflix began testing interactive content formats optimized for connected TVs, marking a shift toward enhanced viewer participation. Meanwhile, The Trade Desk and other ad-tech firms are expanding their partnerships with OEMs to deliver addressable TV ads through connected devices, signaling a major shift in how TV advertising is bought and delivered.
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Competition Outlook
The connected TV market is highly competitive, characterized by the presence of established tech giants, agile streaming service providers, and innovative startups. Companies are focusing on product differentiation through content partnerships, operating system customization, and smart feature integration. Mergers, acquisitions, and strategic alliances are being leveraged to gain market share and deepen platform capabilities.
Key Players
Some of the key players in the global connected TV market include Samsung Electronics, LG Electronics, Sony Corporation, TCL Technology, Hisense Group, Vizio Inc., Roku Inc., Amazon.com Inc. (Fire TV), Apple Inc. (Apple TV), and Google LLC (Google TV/Chromecast). These companies are continuously enhancing their smart TV offerings, investing in proprietary operating systems, and expanding their partnerships with OTT platforms and advertisers to maintain a competitive edge.
Key segmentations
Key segmentations of the market include by device type (smart TVs, set-top boxes, gaming consoles, streaming devices), by screen size (below 32 inches, 32–55 inches, above 55 inches), by distribution channel (offline retail, online retail), and by end-user (residential, commercial). Among these, smart TVs in the 32–55 inch category currently hold a substantial market share due to affordability and broad consumer appeal.
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