The global connected TV’s market is poised for significant growth, expanding from 16,978.4 Million in 2025 to 60,110.2 Million by 2035. The market grows at a CAGR 13.5% from the period 2025 to 2035.
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.
Global Connected TV’s Market Assessment
| Attributes | Description |
|---|---|
| Historical Size, 2024 | USD 15,057.8 million |
| Estimated Size, 2025 | USD 16,978.4 million |
| Projected Size, 2035 | USD 60,110.2 million |
| Value-based CAGR (2025 to 2035) | 13.5% CAGR |
The Connected TV features internet connectivity that allows users to directly access various streaming platforms, social media, games, and apps from their television screens. These devices support high-definition, 4K, and HDR video, voice commands, screen mirroring, and seamless integration with smart home systems.
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The below table presents the expected CAGR for the global connected TV’s market over several semi-annual periods spanning from 2025 to 2035. This assessment outlines changes in the memory interconnect industry and identify revenue trends, offering key decision makers an understanding about market performance throughout the year.
H1 represents first half of the year from January to June, H2 spans from July to December, which is the second half. In the first half (H1) of the year from 2024 to 2034, the business is predicted to surge at a CAGR of 12.8%, followed by a higher growth rate of 13.3% in the second half (H2) of the same decade.
| Particular | Value CAGR |
|---|---|
| H1 | 12.8% (2024 to 2034) |
| H2 | 13.3% (2024 to 2034) |
| H1 | 13.1% (2025 to 2035) |
| H2 | 13.7% (2025 to 2035) |
Moving into the subsequent period, from H1 2025 to H2 2035, the CAGR is projected to increase slightly to 13.1% in the first half and remain higher at 13.7% in the second half. In the first half (H1) the market witnessed an increase of 30 BPS and in the second half (H2), the market witnessed an increase of 40 BPS.
Growing Consumer Shift Toward Streaming Platforms and On-Demand Content
The shift from traditional cable and satellite TV to streaming platforms has dramatically changed the face of the entertainment industry and is now one of the major reasons contributing to the growth of the connected TV market.
Modern consumers are into convenience and flexibility, gravitating toward the freedom to watch their favorite content whenever they choose. Streaming services like Netflix, Hulu, Disney+, and Amazon Prime Video have tapped into this demand by offering vast libraries of movies, TV series, and exclusive original programming.
At the forefront of this transformation are connected TVs and streaming service options on one device, requiring no additional devices to manage multiple platforms. The relatively inexpensive subscription fees for services in comparison to traditional cable packages have also pushed streaming services into popularity, especially among the younger, tech-savvy audiences.
Meanwhile, improvements in broadband have made high-speed internet more accessible to a wide swath of consumers, smoothing out hiccups in streaming both in and outside of urban areas. Whereas at first CTVs included just regional content, it later made headways by allowing content in many different languages.
Besides streaming and consuming on-demand entertainment on home screens, these rising demands illustrate a high extent of participation in CTV use, thus suggesting the vital future of CTVs in modern home-viewing behavior.
Advanced Advertising Capabilities Driving Revenue for Advertisers
One of the most crucial advantages of connected TVs is the effectiveness they bring to advertising. Traditional TV ads are still based on general demographic assumptions, but CTV platforms draw from data analytics to ensure that ads are personalized to users' behaviors, preferences, and location. It is this data-driven approach that helps advertisers get in touch with the required audience segments through personalized messages for better engagement and higher conversion rates.
Another major reason for CTV adoption is because of programmatic advertising, which lets automated and optimized ad placements in real time be relevant and effective. Because of how programmatic changed ad delivery, CTV turned into a must-have tool in the locker of marketers.
The ability to measure ad performance through metrics such as impressions, clicks, and view-through rates will also provide valuable insights for advertisers to refine their strategies for better ROI. As more firms adopt digital-first approaches to marketing, this increasing trend is likely to be matched in the future with further market growth driven by increased functionality within CTV platforms.
Fragmentation in Device Ecosystem and Compatibility Issues
The connected TV market has a big problem with ecosystem fragmentation. These devices like smart TVs, streaming sticks and gaming consoles run on different operating systems like Roku, Android TV, Amazon Fire TV and proprietary platforms like Samsung’s Tizen OS and LG’s webOS. This diversity means app developers, content providers and users have compatibility issues as not all platforms support the same apps or features.
For example, a service may be available on one platform but not another and the user is frustrated. Advertisers also have a hard time scaling campaigns across different CTV ecosystems as each platform requires different integration and optimisation.
The lack of standardisation not only drives up development costs for app creators but also restricts consumer choice and slows down the market. Collaboration or industry wide standards could be key to solving these compatibility issues and unlocking the full potential of the CTV market.
The industry showcased a CAGR of 12.7% during the period between 2020 and 2024. The industry reached a value of USD 15,057.8 million in 2024 from USD 9,326.9 million in 2020.
Between 2020 and 2024, the CTV market exploded as consumer behavior changed and technology advanced. COVID-19 accelerated this change when governments locked people in the house and entertainment demand went through the roof.
On the other hand, the market is estimated to grow at a CAGR of 13.5% during the forecasted period between 2025 and 2035. The market is expected to grow swiftly as it has a potential to reach a value of USD 60,110.2 million in 2035 from USD 16,978.4 million in 2025.
From 2025 to 2035, the connected TV market will grow further as AI, 5G and IoT ecosystems evolve. As the tech advances CTVs will move from being entertainment centers to being the hub of the smart home, connecting to other devices seamlessly. Other new features are trending or will trend: real time voice translation, AR integration, ultra high definition streaming etc. which will make it even more immersive and interactive.
Tier 1 is a category comprising leading vendors, well-known brands, including Samsung, LG Electronics, Sony, and Amazon with its line of Fire TVs. This leading position by these industry giants is due to the great extent of research and development potential, an extremely wide range of product offerings, and vast distribution networks.
The technologies most of their products boast are UHD displays, AI-driven content recommendations, and seamless integration into smart home systems. With high brand recognition and economies of scale, such leaders enjoy a competitive advantage in the market and are often the ones to beat on issues of innovation. These vendors capture around 35%-40% share in the market.
Tier 2 companies include Vizio, TCL, Hisense, and Roku. These companies target value-driven consumers by providing connected TVs that balance affordability with quality and functionality. Many Tier 2 players excel in specific markets by leveraging regional manufacturing strengths and forming localized content partnerships.
They are also very responsive to market trends, such as ad-supported streaming (AVOD) and gaming-focused features, which puts them in a good position to adapt to consumer demands quickly. As such, Tier 2 would constitute about 15%-20% concerning the capture of market size.
Tier 3 companies include emerging players and smaller brands serving niche markets or specialized features. This would include manufacturers that focus on differentiated offerings such as privacy-enhancing technologies, energy efficiency, or integration with particular ecosystems.
Examples include startups innovating in the areas of streaming or gaming TVs, and smaller manufacturers that serve regional markets. Several Tier 3 companies manufacture white-label TVs for retailers while others compete on price and localized features in developing regions. About 25% - 30% would be the share of Tier 3 vendors in the total market size.
The section highlights the CAGRs of countries experiencing growth in the connected TV’s market, along with the latest advancements contributing to overall market development. Based on current estimates USA, India and China are expected to see steady growth during the forecast period.
| Countries | CAGR from 2025 to 2035 |
|---|---|
| India | 15.9% |
| China | 14.8% |
| Germany | 13.4% |
| KSA | 14.3% |
| United States | 14.1% |
The CTV market in India is growing rapidly, pushed by affordable internet access brought about by Jio's data revolution and the increasing penetration of smartphones. The needs of diverse regional audiences are being met with streaming platforms like Disney+ Hotstar, Zee5, and SonyLIV gaining traction with vernacular content. Global players, too, have contributed to the growth, starting with investments such as Netflix's commitment in 2020 to invest USD 400 million for production specifically targeted at India.
Xiaomi and OnePlus are the companies that are ruling the smart TV space, offering budget CTV devices for the price sensitive consumers. Besides, increasing disposable income and a young tech savvy population is driving the growth of CTV market, making India a key player in the global streaming and smart TV universe.
The United States remains the leader of the connected TV market, with its well-developed digital advertising ecosystem and great prevalence of big streaming players like Netflix, Hulu, and Amazon Prime Video. Strong streaming of content and investments in ad-supported platforms continue unabated-in 2023 alone, Roku invested USD 1 billion in content partnerships.
The US also has the added bonus of advanced broadband and high smart TV household penetration. Programmatic with CTV drove growth and CTV ad spend in the US is expected to reach USD 27 Billion by 2025. The combination of advanced tech and changing consumer habits makes the US a key growth market for connected TVs.
China’s connected TV market is growing fast, driven by large consumer base, strong local manufacturing and seamless integration with local ecosystems. Hisense, TCL and Xiaomi are the leading brands with government support for digital transformation.
Investment in AI TV platforms and 5G integration has also been a big factor, with Baidu and Alibaba investing heavily in smart home. China’s streaming platforms iQIYI and Tencent Video are major drivers of CTV adoption, with Tencent alone spending over USD 2 Billion a year on content. The growing middle class and urbanisation is accelerating CTV adoption, making China a key player in the global CTV market.
The section provides detailed insights into key segments of the connected TV’s market. This section analyzes the growth and market share in the market among key segments.
The OLED segment is growing fast in the connected TV market due to its amazing display, vibrant colours, deep blacks and great contrast. OLED panels are thinner, lighter and more energy efficient than traditional LED screens so it’s a popular choice for premium connected TVs. Manufacturing advancements have brought down the cost of production making OLED more affordable. Rising demand for HD content and innovative features like flexible and curved screens has further boosted adoption.
Top TV brands like LG, Sony and Samsung are pouring in a lot of investment in OLED technology to strengthen its hold in the market. Its appeal to techy and premium consumers will continue to drive growth in this segment.
| Segment | CAGR (2025 to 2035) |
|---|---|
| OLED (Technology) | 16.4% |
The Smart TV segment leads in the connected TV market because of its fast integration of internet connectivity and advanced features, driven by the high demand for streaming and on-demand content. Smart TVs can provide built-in access to platforms like Netflix, YouTube, and Amazon Prime Video, besides others, without relying on peripheral devices.
Their affordability, added to features like voice control, app stores, and IoT compatibility, makes them attractive to a wide set of consumers. Further, the development relating to display technology has improved resolutions up to 4K and 8K, promoting the viewing experience. Global manufacturers focus on offering Smart TVs at different price levels, making them widely available and keeping Smart TVs as the leading product in the market.
| Segment | Value Share ( 2025 ) |
|---|---|
| Smart TVs (Device Type) | 62.5% |
The connected TV market is a competitive space with rapid technological advancements, multiple product offerings and expansion into new geographies. Companies are trying to stand out by adding features like 4K and 8K, AI driven content recommendations and smart home compatibility. The market offers a wide range of options for consumers - premium and affordable to cater to different needs and budgets.
Partnerships with content providers and new advertising models like programmatic and targeted ads are fueling the competition. Regional players are challenging global leaders by using local content and cost advantage to target specific markets. Sustainability and energy efficient designs are becoming important, influencing consumer behavior and driving innovation in the industry. This is shaping the competitive landscape of the connected TVs market.
Industry Update
The Global Connected TV’s industry is projected to witness CAGR of 13.5% between 2025 and 2035.
The Global Connected TV’s industry stood at USD 16,978.4 million in 2025.
The Global Connected TV’s industry is anticipated to reach USD 60,110.2 million by 2035 end.
South Asia & Pacific is set to record the highest CAGR of 15.3% in the assessment period.
The key players operating in the Global Connected TV’s industry includes Samsung Electronics, LG Electronics, Sony Corporation, TCL, Panasonic, Apple, Xiaomi among others.
In terms of device type, the segment is divided into Smart TV’s, Streaming Devices and Others.
In terms of technology, the segment is segregated into LED, LCD, OLED and QLED.
In terms of end use, the segment is segregated into Residential and Commercial.
A regional analysis has been carried out in key countries of North America, Latin America, East Asia, South Asia & Pacific, Western Europe, Eastern Europe and Middle East and Africa (MEA).
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Connected TV’s Market
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