Connected TV Market

Most Important Market Trends in the Connected TV Market Central to the convergence of traditional television and internet-based streaming, Connected TVs (CTVs) have revolutionized the entertainment landscape. Key market drivers include the proliferation of broadband internet, the rise of streaming services, and the increasing adoption of smart TVs.With advanced features like voice control, app integration, and personalized recommendations, CTVs are delivering an enhanced user experience, leading to greater engagement and viewership.

CTVs present ample opportunities for exploration and capture.

Moreover, the increasing use of CTVs as home automation hubs and communication platforms is further expanding their utility and market potential. 

The Global Connected TV Market Industry is projected to experience substantial growth in the coming years. With a market value of 247.5 USD Billion in 2024, it is anticipated to reach approximately 1357.7 USD Billion by 2035. This remarkable growth trajectory indicates a compound annual growth rate (CAGR) of 16.74% from 2025 to 2035. Such projections reflect the increasing adoption of smart TVs, the expansion of streaming services, and advancements in technology. As the industry evolves, it is likely to attract significant investments, further fueling its growth and innovation.

The expansion of internet infrastructure significantly influences the Global Connected TV Market Industry. As broadband connectivity becomes more widespread, particularly in developing regions, more consumers gain access to smart TVs and streaming services. This increased accessibility is expected to drive market growth, as individuals in previously underserved areas can now enjoy high-quality content. The ongoing investments in internet infrastructure by governments and private entities are likely to enhance the viewing experience, further solidifying the role of connected TVs in households. This trend indicates a promising future for the Global Connected TV Market Industry, with a projected CAGR of 16.74% from 2025 to 2035.

Technological advancements play a pivotal role in shaping the Global Connected TV Market Industry. Innovations such as 4K and 8K resolution, enhanced audio systems, and integrated artificial intelligence capabilities are transforming the viewing experience. These advancements not only improve picture quality but also enable features like voice control and personalized content recommendations. As manufacturers continue to invest in research and development, the appeal of smart TVs increases, attracting a broader consumer base. This trend suggests that the Global Connected TV Market Industry will likely witness accelerated growth, with projections indicating a market value of 1357.7 USD Billion by 2035, reflecting the impact of ongoing technological evolution.

The integration of advertising opportunities within the Global Connected TV Market Industry presents a lucrative avenue for growth. As advertisers recognize the potential of targeted advertising on connected TVs, the revenue generated from this sector is expected to rise. The ability to deliver personalized ads based on viewer preferences enhances the effectiveness of advertising campaigns. This trend not only benefits advertisers but also provides additional revenue streams for content providers and streaming platforms. As the market evolves, the Global Connected TV Market Industry is likely to see an increase in advertising investments, further contributing to its overall growth trajectory.

The growing popularity of interactive content is reshaping the landscape of the Global Connected TV Market Industry. Consumers increasingly seek engaging experiences that go beyond traditional viewing. Interactive features, such as live polls, quizzes, and social media integration, enhance viewer engagement and retention. This shift towards interactive content aligns with the broader trend of personalized entertainment, appealing to a diverse audience. As content creators and platforms embrace this trend, the Global Connected TV Market Industry is expected to benefit from increased viewer loyalty and higher subscription rates. This evolving landscape suggests a dynamic future for the industry as it adapts to changing consumer preferences.

The Global Connected TV Market Industry experiences a notable surge in consumer demand for streaming services. As more households adopt smart TVs, the preference for on-demand content continues to grow. In 2024, the market is valued at approximately 247.5 USD Billion, driven by the increasing availability of diverse streaming platforms. This trend indicates a shift in viewing habits, with consumers favoring flexibility and personalization in their entertainment choices. The proliferation of high-speed internet access further enhances this demand, allowing seamless streaming experiences. Consequently, the Global Connected TV Market Industry is poised for substantial growth as it adapts to these evolving consumer preferences.

The Connected TV Market is segmented into North America, Europe, APAC, South America, and MEA. The North American region held the largest market share in 2023 and is projected to continue its dominance throughout the forecast period.The growth of the region can be attributed to the high adoption of Connected TVs by consumers, the presence of major market players, and the region's developed infrastructure. The European region is expected to witness significant growth during the forecast period due to the rising demand for Connected TVs and the increasing adoption of streaming services.

The APAC region is projected to grow rapidly due to the increasing disposable income, the growing middle class, and the region's large population base.The South American and MEA regions are expected to grow steadily during the forecast period due to the increasing adoption of Connected TVs and the expanding internet penetration. 

Figure3: Connected TV Market, By Regional, 2023 & 2032 (USD billion)

Source: Primary Research, Secondary Research, Market Research Future Database and Analyst Review

Major players in the Connected TV Market are constantly striving to gain a competitive edge by introducing innovative features and enhancing user experience. Leading Connected TV Market players are focusing on strategic partnerships, acquisitions, and collaborations to expand their market reach and strengthen their position.The Connected TV Market is witnessing a rise in the adoption of advanced technologies such as artificial intelligence (AI), voice control, and motion detection, which are driving product development and innovation. This competitive landscape is expected to intensify further as new entrants emerge and existing players seek to maintain their market share.

Samsung Electronics, a leading player in the Connected TV Market, is known for its wide range of smart TVs and its focus on premium features. The company has a strong presence in developed markets and is expanding its reach in emerging markets. Samsung's focus on innovation and its ability to integrate its TVs with its other smart devices give it a competitive advantage. LG Electronics, another major player, is known for its OLED TVs and its emphasis on picture quality.

The company has a strong presence in both developed and emerging markets and is investing in research and development to maintain its competitive edge.

TCL, a rising star in the Connected TV Market, has gained a significant market share in recent years. The company is known for its affordable smart TVs and its focus on emerging markets. TCL's strategy of offering feature-rich TVs at competitive prices has resonated with consumers, and the company is expected to continue its growth trajectory.Other notable players in the Connected TV Market include Sony, Hisense, and Vizio. These companies are focusing on specific market segments or geographical regions to gain a competitive advantage.