Connected TV Market Report 2025 (Global Edition)

Global Connected TV Market Report 2025 Market Size Split by Screen Size (Less than 30 inches, 30 inches to 50 inches, 50 inches to 70 inches, Above 70 inches), by Distribution Channel (Online, Offline...

Connected TV Market Report Description

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How 2025 Tariffs Are Reshaping the Consumer Goods Industry

In 2025, the global trade landscape has shifted dramatically following the U.S. introduction of sweeping tariffs under President Donald Trump’s administration. These "Liberation Day Tariffs," launched in April, aim to reduce trade deficits and boost domestic manufacturing. Tariffs range from 10% on imports from countries like the UK and Australia to 46% on Vietnamese goods, with a blanket 34% tariff on many Chinese imports and 25% on all steel, aluminum, and auto parts. This policy heavily impacts the consumer goods sector apparel, appliances, packaged foods, and personal care products due to their deep reliance on global supply chains, especially in Asia. U.S.–China trade tensions have intensified, with reciprocal tariffs reaching up to 145% on U.S. goods and 125% on Chinese exports, while China’s trade surplus with the U.S. hit USD 102.6 billion in March 2025. In response, the EU and Canada have implemented retaliatory measures, signaling a broader shift toward protectionism.

The consumer goods industry is feeling immediate effects: production costs are rising, sourcing is delayed, and inflation pressures are mounting. Apparel and footwear now face 25% tariffs, prompting brands to seek nearshoring options or raise prices. Household appliances incur 20% tariffs, complicating inventory and procurement strategies. Packaged foods and beverages are hit with 10–15% tariffs, impacting contracts and leading to supplier diversification and product reformulation. Personal care firms face higher costs for imported ingredients and packaging, leading to local sourcing efforts and delays in new product launches. Meanwhile, electronics, though temporarily exempt, are preparing for possible disruptions by diversifying suppliers and increasing inventories.

China remains the backbone of U.S. consumer goods sourcing, accounting for a large portion of imports either directly or through upstream components. This makes tariffs on Chinese goods especially disruptive. The rising input costs 15–30% in many categories combined with seasonal pressures and tight timelines, are causing delays and increased costs. Smaller brands, in particular, are struggling due to limited capital and reduced supplier leverage. Many are being forced to increase prices, cut product variety, or compromise on quality.

Market research is now critical to navigating this volatile environment. It supports supplier mapping and risk assessment, helping brands identify alternative sourcing countries with stable regulations and quality control. It also aids in cost and margin analysis, guiding decisions on pricing and sourcing changes. Optimization of product design and materials through research allows companies to reduce costs while maintaining consumer expectations. Additionally, research helps assess consumer price sensitivity, enabling strategic repositioning. Tracking regulatory changes and running scenario planning models allow firms to anticipate and adapt to future trade shifts.

To cope, companies are restructuring their global sourcing models. Major brands like Nike and IKEA are expanding operations in Vietnam, India, and Mexico, while embracing “in-market for market” strategies to reduce exposure to tariffs and logistics risks. Many are adopting AI-driven demand forecasting and automated procurement, and pushing suppliers for transparency. Product redesign and SKU rationalization are also common. The most successful firms are those using data-driven insights, operational flexibility, and strategic supplier partnerships to adapt not just survive in this new era of global trade.

Connected TV Market Insights Video

Competitive Landscape of Connected TV

A few numbers of dominant large-scale vendors hold the majority share of the global connected TV market, which is consolidated. Most companies invest a lot of money in thorough research and development projects, mainly to create cutting-edge connected TVs. Major Strategies used by important players include expanding product ranges and merging with other companies. 

• May 2023: Foxxum, a top provider of connected TV solutions, increased its app selection with the updated kicker app from Germany. The free Kicker app offers transfer news and information on football, ice hockey, motorsports, handball, and basketball, as well as other sports.

(Source:foxxum.com/news/)

• May 2023: In order to meet consumer demand, Motorola introduced its new products in India with the Motorola Envision series of 32" HD, 43" Full HD, and 43" & 55" 4K Android 11 Smart TVs with cutting-edge upgrades like bezel-less display, 20W speakers, and Dual Band Wi-Fi.

(Source:www.motorola.in/motorola-envision-uhd-android-tv/p)

Top Companies Market Share in Connected TV Industry: (In no particular order of Rank)

• Samsung Corporation
• LG Electronics
• Hisense
• TCL
• Sony Corporation
• Skyworth
• Vizio Inc.
• Haier Group
• Sharp Electronics
• Panasonic
• Xiaomi Corporation
• Amazon (streaming media player - Fire TV)
• Amazon (streaming media player - Fire TV)
• Roku (streaming media player - Roku)
• Google (Chromecast)
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*List of Second Tier Companies, List of Third Tier/ Start-up Companies (Inquire with sales executive) Request Any Company Profile for Preview Purpose OR Data Validation!

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In terms of revenue, North America Connected TV Market share was 35% of total market

North America dominated the market in 2023, accounting for a share of more than 35% of worldwide sales, according to Cognitive Market Research. The Connected TV market is dominated by the North American continent. This is because of the expansion of home renovations, high-end hotel and restaurant construction projects, and growing industrialization. The increase in North American consumers' net disposable income has had a substantial impact on the market share of linked TVs and the demand for smart TVs. Additionally, the industry is expanding as a result of the region's rising reliance on OTT services like Netflix, Amazon Prime Video, and HOOQ.

The market is expanding most quickly in Asia Pacific. A major driver of the demand for smart TVs has been the rising net disposable income of customers in Asia-Pacific. Additionally, this region's growing reliance on OTT services like Amazon Prime Video, Netflix, HOOQ, and others is fuelling industry expansion. The robust OTT platforms accessible in India are supported by the new Android TV line.

The current report Scope analyzes Connected TV Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on info@cognitivemarketresearch.com

• North America (United States, Canada, Mexico)
• Europe (United Kingdom, France, Germany, Italy, Russia, Spain, Sweden, Denmark, Switzerland, Luxembourg, Rest of Europe)
• Asia Pacific (China, Japan, South Korea, India, Australia, Singapore, Taiwan, South East Asia, Rest of APAC)
• Latin America (Brazil, Argentina, Colombia, Peru, Chile, Rest of South America)
• Middle East (Saudi Arabia, Turkey, UAE, Egypt, Qatar, Rest of Middle East)
• Africa (Nigeria, South Africa, Rest of Africa)

The above graph is for illustrative purposes only.

Connected TV Market Analysis

Screen Size Segment Analysis

As more individuals purchased larger TVs to watch films in a theatre-like environment, the 50 inches to 70 inches sector had a market worth of about USD 35 billion in 2022. Consumer value of screen size to price is what is fuelling the segment's expansion. 

Through 2032, the connected TV market for screens between 30 and 50 inches will experience significant growth. The demand for these linked TVs in homes, workplaces, and public areas can be credited with the increase due to the variety of needs and space restrictions. The demand for interactive applications is being driven by the rising use of streaming services, which has increased online content consumption.

• Less than 30 inches
• 30 inches to 50 inches
• 50 inches to 70 inches
• Above 70 inches

The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Connected TV Industry. Request a Free Sample PDF!

Distribution Channel Segment Analysis

The online industry owns the largest part of the distribution channel market. One of the main advantages of online distribution is time savings. You may easily connect your linked TV to the internet and get your bill right away.

Regarding distribution channel, the offline sector is the one that is expanding the quickest. While going to a store to buy connected TV may be a hassle for some individuals, the sector in this market is being driven by the fact that customers may speak openly with the sales person regarding his/her issues when they visit a store.

• Online
• Offline

The above Graph is for representation purposes only. This chart does not depict actual Market share.

Connected TV Platforms Type Segment Analysis

The market for Android devices in this category was the largest. Android is a touch-screen mobile operating system that is open-source and designed primarily for smart phones, tablets, and smart TVs. It is based on a modified version of the Linux kernel. Compared to many other systems, Android is also fairly affordable.

In this market, Roku is the area with the quickest growth. Digital media players with the Roku brand are made by the American firm Roku, Inc., which has its headquarters in San Jose, California. They offer accessibility to streaming media material offered by web services.

• Android
• Roku
• Others (Ubuntu etc.)

Connected TV Screen Type Segment Analysis

The most prevalent screen type in this market was curved. Curved monitors have a larger field of view. Curved monitors will therefore appear larger since your eyes can span a wider field of vision more easily than they can with flat screens. Another benefit is that a wider range of view enhances your sensation of immersion. 

In this market, flat screen technology does actually dominate. The two most popular display technologies are plasma and LCD. LED and 3-D TV are variations of those. OLED is a new technology that differs from plasma and LCD; rear-projection is another independent but less popular technology in this market.

• Curved
• Flat
• Usage
• Indoor
• Outdoor

Connected TV Resolution Type Segment Analysis

By 2032, 4K connected TV demand will increase as resolution. The demand for connected TVs with 4K resolution capability has been fuelled by the rising popularity of streaming services and gaming consoles.

Demand for 8K linked TVs is rising quickly as well due to their increased resolution. Despite being somewhat more expensive, customers choose to utilise 8K connected TVs because of the superior experience and high quality output.

• 8K
• 4K
• 1080 p
• Others (720 p et)

Connected TV Display Type Segment Analysis

In this industry, OLED has the most shares outstanding. An organic compound film serves as the emissive electroluminescent layer in organic light-emitting diodes (OLEDs), a type of light-emitting diode (LED) that emits light in response to an electric current.

The segment of this market with the fastest growth is QLED. Quantum dots (QD), semiconductor nanocrystals that can emit green, red, and blue light that is entirely monochromatic, are used in quantum dot displays. Photo-emissive quantum dot particles are used in LCD backlights and display colour filters.

• QLED
• OLED
• Others (Offline etc)

Author's Detail

Sneha Mali

Research Analyst at Cognitive Market Research

LinkedIn

Profile

I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.

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