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Connected Television (TV) Market Report Evaluates Growth Drivers, Challenges And Market Dynamics
Connected Television (TV) Market
Projected Growth and Market Size of the Connected Television Market
The connected television market is anticipated to expand considerably, reaching a value of $33.28 billion by 2030. This growth is expected to occur at a compound annual growth rate (CAGR) of 13.6%. Several factors contribute to this upward trajectory, including the rollout of 8K and other advanced display technologies, the rising popularity of ad-supported streaming models, and the integration of voice assistants and AI-driven content discovery tools. In addition, cross-device content synchronization is becoming more widespread, and consumers are increasingly seeking interactive and immersive viewing experiences. Key trends during this period are set to include greater adoption of connected TV advertising, a shift towards larger smart TV screens, deeper integration of multi-platform streaming ecosystems, personalized content delivery, and expanded smart home entertainment connectivity.
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Leading Companies Driving the Connected Television Market
Several influential companies currently dominate the connected television market landscape. These include Apple Inc., Samsung Electronics Co. Ltd., Sony Corporation, Hitachi Ltd., LG Electronics Inc., Panasonic Corporation, Haier Group, Xiaomi Corporation, Toshiba Corporation, Koninklijke Philips N.V., Sharp Corporation, TCL Technology Group Corporation, Westinghouse Electric Corporation, Hisense Visual Technology Co Ltd, Konka Group Co. Ltd., JVC Kenwood Corporation, Vizio Inc., OnePlus Technology (Shenzhen) Co. Ltd., Bang & Olufsen A/S, Skyworth Digital Holdings Limited, Element Electronics Corporation, Pioneer Corporation, Sansui Electric Co. Ltd., and Leshi Internet Information & Technology Corp. Beijing.
Significant Acquisition Enhancing Connected TV Advertising Capabilities
In February 2025, Mediaocean, a US-based provider specializing in omnichannel advertising infrastructure, acquired Innovid for an undisclosed amount. This strategic move enhances Mediaocean's connected TV advertising capabilities by broadening its service portfolio for advertisers and agencies across digital, social, and linear TV platforms. The acquisition also accelerates innovation in ad creation, delivery, and measurement technologies, positioning the company to capitalize on emerging market opportunities. Innovid is recognized for its software platforms that enable the creation, delivery, measurement, and optimization of advertising across connected television.
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Future Trends Shaping the Connected Television Market
Companies in the connected TV sector are increasingly focusing on advanced technological developments, such as AI-powered display and content optimization systems. These systems leverage machine learning algorithms to dynamically adjust brightness, contrast, color accuracy, and sound settings based on the content type and surrounding environment. This results in a more intelligent and immersive viewing experience than traditional TVs with fixed display configurations.
For example, in July 2025, LG India introduced the 2025 OLED evo and QNED evo TV series. These models come equipped with AI Picture Pro, AI Sound Pro, and AI Brightness Control technologies. Offering options in 4K and 8K resolution, enhanced HDR performance, Dolby Vision and Atmos support, plus smart voice and home integration, these TVs deliver a highly personalized and immersive user experience that surpasses conventional smart TVs.
Analysis of Key Connected Television Market Segments
The connected television market is segmented to provide a clear view of consumer preferences and technology adoption. Key classifications include:
1) Screen Type: Curved and Flat
2) Platform Type: Android, Roku, and other platforms
3) Screen Size: Less than 30 inches, 30 to 50 inches, 50 to 70 inches, and above 70 inches
4) Distribution Channel: Company-owned websites, specialty stores, online retailers, and other sales channels
5) End Use: Residential and commercial applications
Further subcategories detail specific products:
1) Curved Screen TVs: 4K Curved, 8K Curved, LED Curved, OLED Curved TVs
2) Flat Screen TVs: 4K Flat, 8K Flat, LED Flat, OLED Flat TVs
This segmentation helps illustrate the diversity within the connected TV market and guides stakeholders in understanding consumer demand and technology trends across different product types and usage scenarios.
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