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The curved television market size is forecast to increase by USD 12.72 billion at a CAGR of 29.08% between 2023 and 2028. The market is witnessing significant growth due to the increasing demand for a great viewing experience. Consumers are shifting their preference towards curved televisions, offering better picture quality and larger screen sizes. Ultra-high definition resolution is becoming a standard feature in new models, enhancing the overall visual experience. Additionally, the emergence of cloud gaming platforms is driving demand for curved televisions, as they provide a great gaming experience. LG's OLED Flex is a notable innovation in the market, offering flexible displays that can be curved to fit specific viewing angles. Despite these advancements, the market faces challenges such as high production costs and the continued popularity of flat televisions among budget-conscious consumers. However, the market is expected to grow steadily, driven by technological innovations and evolving consumer preferences.
Curved TVs, featuring ultra-high definition and innovative curved designs, have gained significant traction in both the residential and commercial segments. The 55-inch curved TVs, in particular, have been popular choices due to their great viewing experience. Organic LED (OLED) technology has been a key driver in the market, offering superior picture quality and energy efficiency. E-commerce channels and online sales have emerged as major distribution platforms, enabling easy access to consumers. Curved TVs find applications in various sectors such as smart cities, Peloton gyms, and the gaming industry. Infinity screen TVs, with their sleek designs, have become a must-have for tech-savvy consumers.
Furthermore, mini LED technology is the latest addition to the market, promising enhanced brightness and contrast. The entertainment industry and content providers have embraced curved TVs for their unique viewing experience. The International Trade Administration has played a crucial role in facilitating the global trade of curved TVs. Aggressive marketing strategies by manufacturers and retail stores have fueled demand, especially in the high-end and mid-end segments. Flat televisions continue to dominate the low end of the market, but curved TVs are expected to gain ground with their advanced features and great viewing experience. The curved TV market is poised for growth, with applications in various industries, including esports and the gaming industry.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
The HD segment is estimated to witness significant growth during the forecast period. The market is experiencing significant growth due to the affordability and high resolution of HD curved TVs. Technological advancements in HD televisions and the availability of technologically superior products at reasonable prices are boosting the demand for this segment. companies, in collaboration with content service providers, are offering additional accessories, such as smart television sticks, to enhance the functionality and appeal of HD televisions. These sticks enable users to access and view Internet content in high definition on their televisions. However, various factors, including online sales trends, geopolitical influences, economic sanctions, political instability, and recession, may impact the market's growth. Despite these challenges, consumer spending on HD televisions and related accessories continues to be a significant contributor to the market's expansion.
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The HD segment was valued at USD 1.44 billion in 2018 and showed a gradual increase during the forecast period.
APAC is estimated to contribute 36% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The market in the Asia Pacific (APAC) region is witnessing significant growth due to various factors. Online sales have emerged as a key driver, with consumers increasingly preferring the convenience of purchasing electronics, including curved TVs, through e-commerce platforms. Additionally, the region's status as a manufacturing hub for various electronic devices, including curved TVs, contributes to its market growth. Geopolitical factors, such as economic sanctions and political instability, have minimal impact on the market in APAC. However, economic recessions in certain countries may affect consumer spending, which could impact market growth. The presence of prominent companies in the region, particularly in China, has resulted in a lower average selling price (ASP) of curved TVs in APAC compared to other regions.
Furthermore, Chinese manufacturers provide curved TVs at lower prices than global brands, making them an attractive option for consumers. Smart city initiatives in the region are also expected to fuel the demand for curved TVs, as they offer a great viewing experience and can be integrated with other smart home devices. Overall, the market in APAC is expected to continue its growth trajectory, driven by factors such as online sales, lower ASP, and smart city initiatives.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The increasing demand for augmented experience is the key driver of the market. The market for Curved TVs is witnessing significant growth due to the increasing demand for advanced technology in residential and commercial segments. These TVs offer an enhanced viewing experience with their ultra-high definition displays and curved screens designed to provide a great experience. Organic LED (OLED) technology is a key trend in this market, offering improved contrast ratios, deeper blacks, and wider viewing angles. The residential segment dominates the curved TV market, driven by the growing preference for larger screen sizes and advanced features. E-commerce channels are also playing a crucial role in driving sales, providing consumers with easy access to a wide range of options and competitive pricing.
In the commercial segment, curved TVs are being used in various applications such as digital signage, retail stores, and hospitality industries. The potential for augmented reality (AR) technology in curved TVs is a significant growth area, with companies such as Apple and Google investing in AR development. To experience AR, the 3D visualization of pictures shown on curved TVs is essential. While curved TVs are not yet fully efficient for holographic video, companies like Microsoft are developing holographic production to address this limitation. Overall, the curved TV market is expected to continue growing, driven by technological advancements and consumer demand for enhanced viewing experiences.
The shifting of customer preference toward better image quality, size, and features of TVs is the upcoming trend in the market. The market with enhancing Image Quality with Advanced Features and Curved Designs Curved TVs have gained significant attention in the market due to their advanced features and improved image quality. These televisions offer benefits such as 3D compatibility, auto depth enhancement, and reduction in reflection. Furthermore, they provide Ultra-high definition resolution and high contrast, ensuring a great viewing experience. The curved design of these TVs offers a more balanced and uniform view as compared to flat screens. In contrast, flat TVs have corners that are farther from the viewer, resulting in a trapezoidal view. Curved TVs, with their slight curvature, reduce distortion by nearly 50% at a standard 8-foot viewing distance.
Additionally, the curved design helps minimize reflections on the screen, enabling perfect blacks and dark image contents, thereby preventing light reflection. The market for Curved TVs can be segmented into the Residential and Commercial segments. Organic LED (OLED) technology is widely used in the production of Curved TVs due to its ability to offer deep blacks and high contrast. E-commerce channels have played a crucial role in the growth of the Curved TV market, providing consumers with easy access to these advanced televisions. According to recent market research, the Curved TV market is expected to continue its growth trajectory in the coming years.
The emergence of low-cost companies is a key challenge affecting the market growth. The global market for curved televisions, characterized by ultra-high definition displays, exhibits a fragmented landscape due to the presence of numerous companies catering to both residential and commercial segments.
Furthermore, prices for high-performing curved TVs, such as those utilizing Organic LED technology, remain relatively high. In response, new market entrants from Asia Pacific countries have emerged, offering competitive pricing to capture market share based on economies of scale. While global players provide extended features and superior quality, newcomers offer similar specifications at lower costs, albeit with suboptimal performance. This pricing strategy has resulted in significant demand, particularly in price-sensitive markets within the APAC region.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
LG Electronics Inc: The company offers curved televisions such as Curved OLED 4K Ultra HD TV and LG 55EC930T FHD Curved OLED Cinema 3D Smart TV.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Curved televisions, featuring ultra-high definition resolution and enhanced picture quality, have gained significant attention in the consumer electronic products market. The residential segment and commercial segment are the primary consumers of curved televisions, with 55-inch curved TVs being the most popular size. Organic LED (OLED) and Mini LED technologies are driving the innovation in curved televisions, with manufacturers like LG introducing Infinity Screen TVs. E-commerce channels and online sales have emerged as major distribution channels for curved televisions. Smart cities and the entertainment industry are also adopting curved televisions for their unique design and enhanced viewing experience.
However, geopolitical factors such as economic sanctions, political instability, recession, and consumer spending patterns can impact market growth. TV manufacturers are adopting aggressive marketing strategies to differentiate their curved televisions from flat televisions. The gaming industry and esports are also driving the demand for curved televisions, with Peloton and Rockies being popular models. Content providers and streaming platforms are also offering optimized content for curved televisions, further boosting the market growth. The International Trade Administration is closely monitoring trade policies and regulations to ensure fair trade practices in the market.
Market Scope |
|
Report Coverage |
Details |
Page number |
176 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 29.08% |
Market growth 2024-2028 |
USD 12.72 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
22.6 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 36% |
Key countries |
China, US, South Korea, India, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Changhong, CloudWalker Streaming Technologies Pvt. Ltd., Haier Smart Home Co. Ltd., Hisense International Co. Ltd., JVCKENWOOD Corp., Koninklijke Philips N.V., LG Electronics Inc., Loewe Technology GmbH, Nimble Holdings Co. Ltd., Panasonic Holdings Corp., PLR IP Holdings LLC, Samsung Electronics Co. Ltd., Sceptre Inc., Sharp Corp., Skyworth Group Ltd., Sony Group Corp., Stanlee India Enterprises Pvt. Ltd., TCL Electronics Holdings Ltd., Vu Television, and Xiaomi Communications Co. Ltd. |
Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Technology
7 Market Segmentation by Display Size
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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