The UK Connected TV market is poised for unprecedented growth, driven by smart TVs, innovative display technologies, and the booming popularity of OTT streaming platforms. Manufacturers are presented with an exceptional opportunity to capitalize on a rapidly expanding market projected to reach USD 5,601.2 million by 2035.
Market Overview and Growth Forecast
The UK Connected TV market is expected to grow at a CAGR of 11.5% between 2025 and 2035, starting from an estimated USD 1,886 million in 2025. Key drivers include rising consumer demand for high-definition content, AI-integrated smart TVs, and the expansion of high-speed broadband connectivity. Innovations in OLED and QLED display technologies, coupled with competitive pricing strategies, are further fueling market adoption.
As households increasingly replace traditional cable TV with streaming services such as Netflix, Disney+, and Amazon Prime Video, connected TVs have become central to the UK entertainment ecosystem. For manufacturers, this represents a significant chance to innovate, differentiate products, and meet evolving consumer expectations.
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Smart TVs Lead the Way
Smart TVs have emerged as the dominant device in the UK Connected TV market, accounting for over 65% of market share in 2025. By 2035, analysts predict smart TV penetration will exceed 85% of households, thanks to AI-powered recommendations, voice control, and cloud-based gaming capabilities.
For manufacturers, integrating these advanced features into new models not only meets consumer demand but also enables long-term brand loyalty. Strategic partnerships with leading streaming platforms are also crucial, allowing brands to deliver optimized HDR content and seamless user experiences.
Streaming Devices Complement Market Expansion
While smart TVs dominate, streaming devices such as Amazon Fire TV Stick, Apple TV, and Roku are gaining traction. These cost-effective solutions allow consumers to extend the life of existing TVs while accessing the latest streaming content.
Streaming devices appeal to tech-savvy users seeking flexible and affordable alternatives, with projected growth at a CAGR of 7.1% over the forecast period. Manufacturers can leverage this trend by producing companion devices, enhancing software updates, and integrating multi-device synchronization capabilities.
OLED and QLED: Redefining Display Quality
Advanced display technologies, including OLED and QLED, are reshaping the UK Connected TV market. These innovations offer superior color accuracy, energy efficiency, and contrast, enhancing overall viewing experiences.
Samsung QLED and LG OLED models are setting new industry standards in the premium segment. With 4K and 8K resolutions becoming mainstream, consumer preference is shifting toward these high-end displays. Manufacturers who focus on next-generation panel technology and high-performance features are positioned to capture the high-value segment of the market.
Commercial Adoption Expands Opportunities
Beyond residential use, connected TVs are increasingly adopted in commercial settings such as hotels, retail stores, and corporate offices. Smart TVs enhance digital signage, customer engagement, and collaborative workspaces, providing new revenue streams for manufacturers.
The commercial segment is projected to reach USD 14,397.44 million by 2030, growing at a CAGR of 7.0%. Businesses integrating connected TVs into operational strategies demonstrate the market’s potential for scaling beyond home entertainment.
Competitive Landscape
The UK Connected TV market is dominated by Samsung, LG, and Sony, each focusing on innovation, strategic partnerships, and price differentiation. Samsung and LG maintain leadership through advanced OLED and QLED technologies, while Sony emphasizes premium smart TV offerings.
For manufacturers entering this competitive market, opportunities exist in differentiating through unique features, optimizing user interfaces, and forming alliances with content providers.
Recent Strategic Developments
Key market innovations illustrate the pace of change and the opportunities available for manufacturers:
- Jan 2025: Samsung expands OLED and QLED smart TV lineup with AI-driven display optimization.
- Oct 2024: Sony UK partners with Netflix to enhance HDR content for Bravia TVs.
- Mar 2024: Sky TV launches Sky Stream, an internet-based streaming device replacing satellite TV.
- Sep 2024: LG collaborates with Google to improve voice assistant functionality.
- Dec 2023: BBC iPlayer integrates with leading smart TVs for native streaming.
These developments highlight the importance of technological innovation and strategic collaboration in maintaining market relevance.
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Segment Analysis
- By Device Type: Smart TVs dominate with 65.2% share; other devices, including streaming sticks, account for 34.8%.
- By Technology: LED remains the majority at 50.5%, while OLED and QLED are rapidly gaining adoption due to superior performance and consumer demand for premium viewing experiences.
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