Press release
Connected TV Market: Transforming the Future of Home Entertainment
Connected TV's Market
The market for Connected TV includes internet-enabled TVs; they are devices through which content streaming can be done. Users stream content, use apps, engage in digital services through these connected devices, which include smart TVs, streaming devices, and gaming consoles across all consumer markets.
Its significance lies in how it can combine traditional TV viewing with the ease of digital connectivity to meet the growing demand for customized and on-demand entertainment. For advertisers, connected TV's are a key platform offering advanced targeting opportunities through user data.
This has been further supported by the emerging trends of cord-cutting, rising subscription-based, and ad-supported streaming that reshape the way audiences in large parts of the world consume entertainment. These TVs are playing an increasingly vital role in modern digital advertising and media ecosystems.
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The Connected TV (CTV) Market is experiencing rapid growth, driven by the increasing adoption of smart TVs, the rise of streaming services, and advancements in internet connectivity. The market is evolving with AI-driven recommendations, 4K and 8K resolutions, and seamless integration with smart home ecosystems.
Key Takeaways
• Rising adoption of smart TVs with built-in internet connectivity and streaming capabilities.
• Growth in OTT (Over-the-Top) streaming services fueling demand for CTVs.
• Increasing penetration of high-speed internet enabling seamless 4K and 8K streaming.
• Advertising shift towards CTV platforms as brands focus on targeted digital marketing.
• Integration of AI & voice assistants enhancing user experience.
Key Drivers
• Surge in Demand for Streaming Services - Growth of Netflix, Amazon Prime, Disney+, Hulu, and other OTT platforms.
• Advancements in Display Technology - Increasing adoption of OLED, QLED, 4K, and 8K TVs.
• Rise in Internet Connectivity & 5G Expansion - Faster and more stable connections driving CTV adoption.
• Smart Home Integration - Connected TVs are becoming a hub for IoT-based smart homes.
• Shift in Consumer Behavior - Decline in traditional cable TV subscriptions and rise in on-demand content consumption.
Growth Opportunities
• Expansion of AVOD (Ad-Supported Video on Demand) & SVOD (Subscription Video on Demand) Models.
• Increased Investment in AI & Machine Learning - Smart content recommendations and personalized viewing experiences.
• Innovations in Cloud Gaming & Augmented Reality (AR) - CTVs integrating game streaming services like Xbox Cloud Gaming & Google Stadia.
• Voice-Activated & Gesture-Controlled Interfaces - Enhancing accessibility and usability.
• Partnerships Between TV Manufacturers & Content Providers - Strengthening exclusive content offerings.
Key Applications
• Entertainment & Streaming - Access to OTT platforms, gaming, and digital content.
• Smart Home & IoT Integration - Controlling smart home devices via CTVs.
• Advertising & Marketing - Growth in CTV-based programmatic advertising.
• Education & E-Learning - Interactive learning experiences through connected TVs.
• Corporate & Commercial Use - Digital signage and business presentations.
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Key Players
• Samsung Electronics
• LG Electronics
• Sony Corporation
• TCL Electronics
• Vizio Inc.
• Hisense Group
• Panasonic Corporation
• Amazon Fire TV
• Google (Android TV, Chromecast)
• Apple Inc. (Apple TV)
Key Segmentations
• By Resolution - Full HD, 4K UHD, 8K UHD
• By Screen Size - Below 32", 32"-45", 46"-65", Above 65"
• By Connectivity - Wi-Fi, Ethernet, Bluetooth, HDMI
• By Operating System - Android TV, Tizen, WebOS, Roku OS, Fire OS, Others
• By Application - Residential, Commercial, Gaming, Digital Signage
• By Region - North America, Europe, Asia-Pacific, Latin America, Middle East & Africa
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Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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