Global Connected TVs Market Sees Rapid Expansion

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The global connected TVs market is projected to grow from $17 billion in 2026 to $60.1 billion by 2036, expanding at a robust CAGR of 13.5%. This growth is fueled by the rapid expansion of OTT streaming platforms, the shift from linear to programmatic CTV advertising, and the integration of AI-powered content recommendations.

Why it matters

The connected TV has evolved from a luxury screen into a performance-critical digital platform, serving as the central hub of the smart home ecosystem. Organizations that prioritize proprietary OS ecosystems and ad-tech integration are securing a position in a global market where 'engagement' is the ultimate competitive moat.

The details

Smart TVs currently dominate the market with a 67.5% share, while OLED technology is expected to capture 50% of the high-end segment by 2026 due to superior contrast and color performance. The most significant shift is the redirection of advertising budgets, as connected TVs offer data-driven, targeted advertising capabilities that traditional broadcast cannot match. The surge in ad-supported streaming (AVOD) is transforming the TV into a performance marketing tool, allowing brands to reach specific demographics with precision.

• The connected TVs market is forecast to grow from $17.0 Billion in 2026 to $60.1 Billion by 2036.
• The industry is expanding at a compound annual growth rate (CAGR) of 13.5% over the ten-year forecast period.

What’s next

As the connected TVs market continues to expand, manufacturers and software developers will need to focus on integrating advanced AI-powered features, enhancing the user experience, and optimizing programmatic advertising capabilities to stay competitive.