CURVED TELEVISIONS MARKET ANALYSIS
Global curved televisions market is estimated to be valued at US$ 5.93 Bn in 2024 and is expected to reach US$ 40.54 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 31.6% from 2024 to 2031.
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The rising demand for large screen televisions with immersive viewing experience along with consumers' preference for differentiated and unique home appliance designs are supporting the growth of curved televisions globally. The market for curved televisions has been witnessing strong growth over the past few years. Many leading television brands such as Samsung, TCL, Hisense, and Vizio have introduced new models of curved TVs with advanced technologies such as 4K and 8K resolution, OLED (Organic Light Emitting Diode) panels, slim profiles, and narrow bezels to attract more customers. However, high prices of curved televisions compared to flat-panel TVs may restrict their mass adoption in the coming years.
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Insights By Type: Cable track cables contribute the highest share of the market owing to their flexibility and strength
In the terms of type, the cable track cables segment is estimated to hold the highest share of the market of 72.2% in 2024. Cable track cables have seen increased demand from curved television manufacturers due to their flexibility and tensile strength. These cables are specially designed to withstand frequent twisting and bending without losing signal quality or breaking. Their cores are made of strong yet flexible materials like aircraft-grade aluminum alloy or stainless steel wrapped in protective PVC (Polyvinyl chloride) jackets.
Insights By End User: Commercial contributes the highest share of the market driven by increased installations in malls, airports and other public places
In the terms of end user, the commercial segment is estimated to hold the highest share of the market of 61.4% in 2024. The commercial sector has seen the strongest growth in adoption of curved televisions. Various properties like malls, airports, restaurants and corporate lobbies have been installing large curved screens for advertising, notifications and entertainment. The immersive viewing experience provided by curved screens particularly suits such applications where audiences may only get fleeting glimpses of content as they walk by.
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Dominating Region: North America
North America is expected to account for the greatest revenue share, accounting for 33.2% in 2024. In North America, the dominance in the curved televisions market can be attributed to strong ecosystem support and favorable government policies that promote technology adoption.
Fastest-Growing Region: Asia Pacific
The Asia Pacific region exhibits the fastest growth in the curved televisions market, driven by rising disposable incomes, growing middle class, and increasing digitization across countries like China, India, and Southeast Asia. Local manufacturers are expanding their portfolios to gain ground.
Curved Televisions Market Outlook for Key Regions
US: The U.S. market is spearheaded by innovative offerings and aggressive marketing by American brands.
China: China's market is dominated by domestic brands as they ramp up smart TV capabilities to meet the demands of tech-savvy consumers.
Japan: Japanese manufacturers continue to lead through premium products and emphasis on superior picture quality.
India: India's market is witnessing a boom with low-cost smart TVs, as streaming services proliferate on this platform.
Germany: Growing interest in large-screen home entertainment is boosting adoption in Germany, where quality and design take priority.
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Top Strategies Followed by Global Curved Televisions Market Players
Established Players: R&D Investment
Leading brands like Samsung, LG, and Sony focus extensively on research and development to develop innovative products. They invest heavily in technologies like OLED (Organic Light Emitting Diode) screens, quantum dot displays, and artificial intelligence integration. This helps them launch high-performance TVs with advanced picture quality and smart features.
Strategic Partnerships
Major players also form strategic alliances to strengthen their market presence globally. For example, Samsung partners with top platform providers to pre-install smart TV platforms on its devices. LG collaborates with content providers to offer exclusive streaming deals. These partnerships allow companies to integrate ecosystem partnerships and sell an enhanced entertainment experience.
Global Expansion
Established brands continue expanding their global manufacturing and distribution networks. Samsung has production facilities worldwide to address both local and international demand. Similarly, Sony is increasing its manufacturing capabilities in emerging economies like India. This enables brands to scale production, reduce costs, and better serve global consumers.
Mid-Level Players: Cost-Effective Solutions
Mid-sized TV makers focus on affordable, value-driven offerings. Brands like TCL, Hisense, and Vizio provide quality curved TVs at competitive prices. They leverage economies of scale, source components efficiently, and emphasis cost control measures. This allows them to target price-conscious buyers without comprising on features.
Collaborations
Mid-tier players also partner with component suppliers and local distributors for support. For instance, TCL collaborates with TV module manufacturers to speed up the development of new technologies. Hisense allies with regional retailers to bolster retail sales. Such collaborations help mid-level brands enhance their supply chain management and distribution strengths.
Emerging Startups in the Global Curved Televisions Market
Innovative Technologies
Several startups are developing advanced display technologies to disrupt the TV market. For example, ULike focuses on transparent OLED displays for smart home applications. Anthropic works on AI-based image and voice processing solutions for more immersive entertainment experiences. Such innovative technologies could reshape the industry if commercialized successfully.
Sustainable Solutions
Some startups are promoting sustainability in TV manufacturing. For instance, Quanta designs curved TVs using recycled plastic materials. Meanwhile, Geosans develops curved TVs with enhanced repairability to increase product lifespan. Their efforts can help reduce e-waste and drive more environment-friendly innovations.
Market Contribution
Startups also address niche customer needs overlooked by bigger players. LG Display's subsidiary, Silicon Valley-based startup Iridescent specializes in dynamic tinting film to build TVs tailored for specific environments like automotive and healthcare.
In December 2023, Thales a global technology leader specializing in aerospace, defense, security, and digital identity solutions collaborated with a major Korean mobile operator, SK Telecom, to install Post Quantum Cryptography (PQC) on 5G networks, improving the security of subscribers' identity and privacy
In August 2022, LG Electronics a global innovator in consumer electronics, home appliances, and mobile communications unveiled its most recent innovation in television technology-a unique 42-inch OLED model that bends from a flat-screen to curved and vice versa at the touch of a button. Dubbed the LG OLED Flex (model LX3), users can easily change the curvature, up to 900R in increments of 5% across 20 different levels. The OLED Flex, which claims to be the most customizable TV by LG, caters to multiple requirements-in one go. The ideal requirement here will be for immersive games through console gaming, PC gaming, and even cloud gaming, apart from usual viewing on the TV.
Key Takeaways from Analyst
The global curved televisions market presents an opportunity for vendors to target customers looking for a unique and immersive home viewing experience. With improved screen technologies that enable curved displays, demand is expected to rise steadily over the coming years. Curved designs create a more panoramic feel and allow viewers to sit at an angle without compromising the displayed picture quality. Manufacturers should emphasize the visual appeal and enhanced perception of depth that curved panels provide compared to conventional flat-screen TVs. However, vendors also face production challenges to make curved TVs affordable for mainstream audiences. Pricing pressure could mount as flat panels remain the pricing standard. Retail channels may need education on curved TV benefits to boost sales. Software support for optimized curved screen content is still limited too.
Curved Televisions Market Report Coverage
| Report Coverage | Details | ||
|---|---|---|---|
| Base Year: | 2023 | Market Size in 2024: | US$ 5.93 Bn |
| Historical Data for: | 2019 To 2023 | Forecast Period: | 2024 To 2031 |
| Forecast Period 2024 to 2031 CAGR: | 31.6% | 2031 Value Projection: | US$ 40.54 Bn |
| Geographies covered: |
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| Segments covered: |
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| Companies covered: |
Samsung Electronics Co., Ltd., LG Electronics, Sony Corporation, TCL Corporation, Philips, Hisense, Panasonic, Vizio, and Haier |
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| Growth Drivers: |
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| Restraints & Challenges: |
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Market Driver - Increasing consumer preference for large screen televisions
The television viewing experience has come a long way over the last few decades. What started as a basic innovation to bring moving pictures into homes has evolved into an immersive cinematic experience. Consumers today want the big-screen experience regardless of whether they are watching movies, live sports matches, or episodic TV shows. They want to feel transported to the very scene, with an overwhelming sense of visual grandeur. Curved screens fit this need perfectly by masking the edges and offering a panoramic display which feels like a window into the content world.
Market Challenge - High initial costs associated with curved televisions
One of the key challenges faced by the global curved televisions market is the high initial costs associated with curved televisions. Curved televisions are generally more expensive than their flat-screen counterparts due to factors such as increased manufacturing complexity and advanced display technologies that are incorporated. The substantial price premium for curved TVs compared to regular flat-screen TVs has hampered their mass adoption among price-conscious consumers. For instance, when curved TVs were first introduced, the average price was nearly 30-40% higher than a flat-panel TV of similar screen size. While prices have dropped over the years with technological advancements and scaling of production, they are still 15-20% higher on average than flat screens.
Market Opportunity - Growing popularity of OLED technology
One key opportunity for the global curved televisions market is the growing popularity of OLED technology. OLED or organic light-emitting diode technology offers superior picture quality as compared to traditional LCD and LED TVs due to advantages such as infinite contrast, pixel-level local dimming, higher color accuracy, and wider viewing angles. This has resulted in curved OLED TVs gaining traction among discerning customers who are willing to pay a premium for outstanding home viewing experiences.
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About Author
Pooja Tayade -is an experienced management consultant with a strong background in the Semiconductors and Consumer Electronics industries. Over the past 9 years, she has helped leading global companies in these sectors optimize their operations, drive growth, and navigate complex challenges. She He has led successful projects that delivered significant business impact, such as:
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