Understanding Connected TV Market Share & Growth Trends

Connected TV Market Outlook From 2025 to 2035

The growth of the Connected TV sector is attributed to the migration of more and more consumers from traditional cable services to online internet streaming platforms. Roku, Amazon Fire TV, and Google Chromecast are the main competitors on the market, and thanks to their strong ecosystem and buddying with the top streaming services, they account for a whopping 55% of the market on a global scale.

Other big players in the picture are Apple TV, Samsung Smart TV, and LG WebOS having a cumulative 30% of the market share out of it. The emerging and niche players hold 15%. Factors such as the speed of adoption of smart TVs and OTT services are propelling the industry, with a forecasted 16.8% CAGR to reach USD 18.7 billion by 2035.

Attribute	Details
Projected Value by 2035	USD 18.7 billion
CAGR (2025 to 2035)	16.8%

Global Market Share by Key Players (2025)

Category	Industry Share (%)
Top 3 (Roku, Amazon Fire TV, Google Chromecast)	55%
Rest 3 of Top 6 (Apple TV, Samsung, LG)	30%
Emerging Players & Niche Providers	15%

Market Concentration (2025 Assessment)

Market Concentration	Assessment
High (> 60% by top 10 players)	Medium
Medium (40-60%)	High
Low (< 40%)	Low

Segment Analysis

Platform Type

The Smart TV Platform segment leads the market with a 45% share. Increasing demand for built-in streaming services and seamless device integration fuels this growth. Roku and Google Chromecast drive this segment with user-friendly interfaces, voice assistant capabilities, and app-based content delivery.

As consumers seek personalized entertainment, manufacturers innovate with AI-powered recommendations and cloud-based content synchronization.

End User

The media and entertainment sector leads the market share at 50%. The need for streaming service providers, including Netflix, Disney+, and YouTube, to form partnerships with CTV manufacturers to distribute content easily and enhance viewing experiences has increased.

By leveraging data-driven insights to optimize engagement and ROI, advertisers are also raising the stakes with programmatic CTV ads. The, Connected TV providers are redefining advertisement strategies and blending platforms in response to tough competition.

Who Shaped the Year? (2024)

• Roku expanded its ad-supported streaming channels, adding more original content and interactive ad formats. It now offers a wider selection of exclusive programming to attract a broader audience. Its new interactive ad formats better engage viewers, allowing advertisers to create personalized and immersive experiences.
• Amazon Fire TV rolled out AI-based voice controls and expanded its free ad-supported streaming (FAST) channels. Its upgraded voice assistant enables hands-free navigation, making content discovery faster and more intuitive. The expanded FAST channels give viewers access to a larger selection of free entertainment, boosting user engagement.
• Google Chromecast integrated Google TV with enhanced content recommendations and live TV options. Its AI-driven recommendation engine personalizes content discovery, making it easier for users to find relevant shows and movies. Adding more live TV options further solidifies Chromecast as an all-in-one entertainment hub.
• Apple TV improved its gaming and fitness content while enhancing Siri-based navigation. It added new gaming titles and fitness workouts to appeal to a diverse user base. Its improved Siri navigation enables smoother voice commands, making content browsing more seamless and user-friendly.
• Samsung Smart TV has enhanced its AI upscaling and partnered with more streaming platforms for seamless integration. Its AI-powered upscaling technology will improve the quality of the picture, making the visual look sharper even for low-resolution content. The integration of more streaming services on Samsung enables more entertainment for users.
• LG WebOS supported cloud gaming and used AI for content curation to give it more value. LG now offers users cloud gaming capability so that people can play good games without requiring a console. AI content recommendation helps view more personal content because they are receiving suggestions based on the preferences.

Key Highlights from the Forecast

• Growth through Ad-Supported Streaming: Users will engage in free ad-supported TV (FAST) services for higher revenue.
• AI-Powered Content Recommendations: Smart algorithms will make personalized viewing experiences smarter.
• Cross-platform viewing: Seamless transition between mobile, desktop, and CTV screens.
• Advanced Programmatic Advertising: Brands will use real-time bidding for highly targeted CTV commercials.
• 5G & Cloud Gaming Integration: High-speed connectivity will support immersive gaming on CTV devices.

Tier-Wise Company Classification (2025)

Tier	Tier 1
Vendors	Roku, Amazon Fire TV, Google Chromecast
Consolidated Market Share (%)	55%

Tier	Tier 2
Vendors	Apple TV, Samsung Smart TV, LG WebOS
Consolidated Market Share (%)	30%

Tier	Tier 3
Vendors	Hisense, Vizio, TCL, Panasonic
Consolidated Market Share (%)	15%

Key Company Initiatives

Vendor	Key Focus
Roku	Expands ad-supported content and original programming.
Amazon Fire TV	Enhances AI-powered navigation and free streaming services.
Google Chromecast	Integrates live TV and AI-driven recommendations.
Apple TV	Strengthens gaming and fitness content integration.
Samsung Smart TV	Advances AI upscaling and partnerships with streaming providers.
LG WebOS	Introduces cloud gaming and smart AI-driven content curation.
Vizio	Expands direct-to-device ad solutions and smart picture enhancements.
TCL	Focuses on high-quality 4K and 8K CTV displays.
Panasonic	Strengthens sustainability efforts in smart TV production.

Recommendations for Vendors

• Enhance AI-Powered Personalization: Advance content recommendations from what is watched.
• Expand Ad-Supported Streaming: Take advantage of the increasing demand for free ad-supported content.
• Cross-Platform Viewing: Strengthen cross-platform viewing, with seamless integration across mobile, tablet, and TV devices.
• Leverage 5G & Cloud Infrastructure: Support gaming and ultra-HD streaming with faster connectivity.
• Improve User Privacy & Security: Address data concerns to build consumer trust.

Future Roadmap

Vendors must continue innovating AI-driven content curation to enhance viewer engagement and maximize ad revenue. Expanding partnerships with streaming services will ensure content diversity and improve accessibility. The adoption of 5G will make cloud-based gaming smoother, and smart home integrations will further personalize entertainment ecosystems.

Free Ad-Supported Streaming TV (FAST) service demand will increase, pushing vendors to spend on high-quality, advertiser-friendly content. Real-time programmatic capabilities will unlock the higher revenue opportunity for connected TV advertising technology.

As competition hot up, there are opportunities for connected TV vendors to focus more on cross-device synchronization, voice-enabled interfaces, and sustainability in production. Connected TVs will also move further into developing markets with affordable price points, ensuring greater global connectivity.

Table of Content

1. Executive Summary
2. Market Overview
3. Competitive Landscape
4. Market Concentration
5. Market Share Analysis
6. Segment Analysis
7. Who Shaped the Year
8. Key Highlights from the Forecast
9. Tier-Wise Company Classification
10. Key Company Initiatives
11. Recommendations for Vendors
12. Future Roadmap