米国のテレビ市場：ディスプレイタイプ別、画面サイズ別、技術別、エンドユーザー別、価格帯別、流通チャネル別、地域別、機会、予測、2018年～2032年

米国のテレビの市場規模は、2025年～2032年の予測期間中に3.91％のCAGRで拡大し、技術の進歩、消費者行動の変化、ストリーミング・サービスの需要増加により、2024年の672億7,000万米ドルから2032年には914億3,000万米ドルに成長すると予測されています。米国のテレビ市場は、コンテンツの制作、配信、消費の方法を変えつつあるいくつかの主要な促進要因によって、大きな変化を経験しています。最も明白な要因のひとつは、従来の衛星放送やケーブルテレビから、ストリーミングやデジタルメディアへの急速な移行であろう。消費者がNetflix、Disney+、Maxなどのオンデマンドサービスを好むようになり、TubiやPluto TVなどの無料広告付きストリーミングテレビ（FAST）サービスが台頭しているため、コードカットが増加しています。

スマートテレビ、5G、AIを活用したパーソナライゼーションなどの技術革新は、ストリーミング体験を改善し続け、消費者のアクセスや視聴を容易にします。例えば、2023年11月、TiVo Platform Technologies LLCは米国でOS（Operating System）を搭載したスマートTVを発売しました。収益化モデルと広告も変化し、予算は従来のテレビからターゲットを絞ったデジタル広告やコネクテッドTV（CTV）広告に移行します。市場力学は、ネット中立性やFCCの決定などの規制要因の影響を受け、インフレ、制作費、労働争議などの経済的圧力は、コンテンツ・パイプラインや価格設定モデルに影響を与えます。若い視聴者はストリーミングやビンジウォッチングを好み、年配の視聴者はニュースや天気予報のために放送テレビを利用します。ストリーミングが主流になる一方で、伝統的なテレビはライブイベントや精度の高い革新的な技術を通じて存在感を示し続けると思われます。

当レポートでは、米国のテレビ市場について調査し、市場の概要とともに、ディスプレイタイプ別、画面サイズ別、技術別、エンドユーザー別、価格帯別、流通チャネル別、地域別動向、および市場に参入する企業のプロファイルなどを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 米国の関税の影響

第4章 エグゼクティブサマリー

第5章 お客様の声

第6章 米国テレビ市場の見通し、2018年～2032年

• 市場規模分析と予測
• 市場シェア分析と予測
  • ディスプレイタイプ別
    • LED
    • QLED
    • 有機EL
    • その他
  • 画面サイズ別
    • 32インチ未満
    • 32インチ～45インチ
    • 46インチ～55インチ
    • 55～65インチ
    • 65インチ以上
  • 技術別
    • スマート
    • 非スマート
  • エンドユーザー別
    • 住宅
    • 商業
  • 価格帯別
    • 低価格帯
    • 中価格帯
    • 高価格帯
  • 流通チャネル別
    • マルチブランドアウトレット
    • スーパーマーケット/ハイパーマーケット
    • 専門店
    • オンライン
    • その他
  • 地域別
    • 西部
    • 中西部
    • 南部
    • 北東部
  • 企業別市場シェア分析（上位5社およびその他- 金額別、2024年）
• 2024年の市場マップ分析

第7章 需要供給分析

第8章 輸出入の分析

第9章 バリューチェーン分析

第10章 ポーターのファイブフォース分析

第11章 PESTLE分析

第12章 価格分析

第13章 市場力学

• 市場の促進要因
• 市場の課題

第14章 市場動向と発展

第15章 政策と規制状況

第16章 ケーススタディ

第17章 競合情勢

• 市場リーダートップ5の競合マトリックス
• 参入企業トップ5のSWOT分析
• 市場の主要企業トップ10の情勢
  • Samsung Electronics America, Inc.
  • LG Electronics U.S.A. Inc.
  • VIZIO, Inc.
  • Sony Group Corporation
  • Hisense USA Corporation
  • TTE Technologies, Inc. (TCL)
  • TVS REGZA Corporation (Toshiba)
  • Best Buy Co., Inc. (Insignia)
  • Sharp Electronics Corporation
  • Philips International B.V.

第18章 戦略的提言

第19章 調査会社について・免責事項

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. United States Television Market, By Value, In USD Billion, 2018-2032F
• Figure 2. United States Television Market, By Volume, In Thousand Units, 2018-2032F
• Figure 3. United States Television Market Share (%), By Display Type, 2018-2032F
• Figure 4. United States Television Market Share (%), By Screen Size, 2018-2032F
• Figure 5. United States Television Market Share (%), By Technology, 2018-2032F
• Figure 6. United States Television Market Share (%), By End-user, 2018-2032F
• Figure 7. United States Television Market Share (%), By Price Range, 2018-2032F
• Figure 8. United States Television Market Share (%), By Distribution Channel, 2018-2032F
• Figure 9. United States Television Market Share (%), By Region, 2018-2032F
• Figure 10. By Display Type Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 11. By Screen Size Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 12. By Technology Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 13. By End-user Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 14. By Price Range Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 15. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 16. By Region Map-Market Size (USD Billion) & Growth Rate (%), 2024

United States television market is projected to witness a CAGR of 3.91% during the forecast period 2025-2032, growing from USD 67.27 billion in 2024 to USD 91.43 billion in 2032F owing to technological advancements, changing consumer behaviors, and increasing demand for streaming services. The United States television market is experiencing a major shift, prompted by some key drivers that are transforming the way content is created, distributed, and consumed. Perhaps one of the most apparent drivers is the rapid move away from traditional satellite and cable TV towards streaming and digital media. Cord-cutting is on the rise as consumers prefer on-demand offerings such as Netflix, Disney+, and Max, and free ad-supported streaming television (FAST) services such as Tubi and Pluto TV are picking up.

Technological innovations such as smart TVs, 5G, and AI-powered personalization continue to improve the streaming experience, facilitating ease of access and viewing by consumers. For instance, in November 2023, TiVo Platform Technologies LLC launched OS (Operating System)-powered smart TVs in the United States. Monetization models and advertising also change, with budgets moving from traditional TV to targeted digital and connected TV (CTV) advertising. Market dynamics are affected by regulatory factors like net neutrality and FCC decisions, whereas economic pressures like inflation, cost of production, and labor strikes affect content pipelines and pricing models. Consumer behavior is another key driver, with younger audiences preferring streaming and binge-watching and older viewers staying with broadcast TV for news and weather. As the market unfolds, the dynamic of these drivers will shape the future of television, with streaming set to dominate, but traditional TV continues to be relevant through live events and precision-driven innovations.

Increasing Demand for Streaming Services Driving the United States Television Market

The United States television audience is undergoing a profound shift, driven by the robust growth in demand for streaming services. With consumers increasingly valuing convenience, affordability, and on-demand watching, pay-TV subscriptions keep declining, whereas streaming services are in command of audience viewership. Netflix, Disney+, and Amazon Prime Video are among the services that have changed the way one consumes entertainment, with their large content libraries of original content, movies, and exclusive shows. The transition has been hastened by the rise of smart TVs, broadband internet, and mobile screen viewing, rendering streaming more convenient than ever before. The driving force for this movement is content exclusivity, with players spending billions on original series, movies, and live sports to pull in and hold onto subscribers. Industry giants such as Disney (with Marvel and Star Wars brands) and Warner Bros. Discovery (with HBO's high-end content) are using their intellectual property to stay competitive. Moreover, growth in ad-supported streaming levels has made streaming less expensive, and its popularity has increased among price-conscious consumers. Industry consolidation is changing the competitive dynamic further through mergers. For instance, in December 2023, Warner Bros. Discovery, Inc. and Paramount planned a potential merger of the two media companies. These moves aim to strengthen content libraries and improve profitability in an increasingly saturated market. Overall, streaming is the future of television due to consumers' desire for flexibility, customization, and good content. With the market remaining in flux, providers need to innovate through hybrid models, targeted advertising, and effortless user experiences to remain at the top of this fast-paced business.

Technological Advancements Driving the United States Television Market

The United States television market is experiencing a fundamental shift spurred by a revolution of technological breakthroughs that are redefining content production, delivery, and consumption. At the vanguard of this change is the lightning-fast evolution of streaming technology, with services capitalizing on the latest compression algorithms and adaptive bitrate streaming to bring glitch-free 4K and even 8K content to consumers on all devices. This technological advancement has facilitated the widespread adoption of streaming services, with most American households subscribing to one or more streaming platforms. Large technology companies have created advanced platforms that consolidate content from various streaming services while integrating advanced features such as universal search and voice-controlled navigation using digital assistants like Alexa and Google Assistant. These platforms increasingly leverage artificial intelligence to fuel personalized recommendation engines that scour viewing habits to identify content with uncanny accuracy. Cloud computing has been another game-changer, allowing streaming services to scale while driving down infrastructure expenses. Media firms are now using cloud-based production tools for editing, rendering, and even live broadcasting, democratizing content creation by bringing costs down dramatically. As these technological innovations continue to evolve, they are poised to upset old models of television further while creating new possibilities for creators, distributors, and advertisers in a growing dynamic and competitive environment.

For instance, in September 2024, Panasonic Corporation announced a comeback in the US market with its top-of-the-line TVs after being away for ten years. The fresh lineup features OLED models (Z95A and Z85A) and Mini-LED (W95A) TVs, available in sizes from 55 to 85 inches. Each one is crafted in Japan, highlighting Panasonic's commitment to delivering exceptional picture quality.

QLED Display Holds the Larger Market Share

The United States television market has solidly adopted QLED (Quantum Dot LED) technology as its display panel champion; this is a substantial change in consumer and producer direction in recent times from conventional television. Its aggressive push into QLED technology has been the main driver of Samsung's market dominance, using its quantum dot expertise to deliver higher brightness, color volume, and energy efficiency than conventional LED/LCDs. The technology's benefits in sunny room viewing situations have especially struck a chord among American consumers, as QLED panels remain highly visible even when living rooms are flooded with sunlight. In addition, the absence of a burn-in threat over OLED has led QLED to become the go-to choice for homes with high gaming or news channel-watching schedules. Industry trends indicate that QLED will continue to hold the market leader position for the next few years. Manufacturers already work on the next-generation QD-OLED hybrids, fusing quantum dots and self-emissive pixels to provide a blend of both technology's strengths.

For instance, in March 2025, Samsung Electronics America, Inc., the South Korean tech company, unveiled its 2025 Neo QLED 8K and 4K TVs in the United States during CES 2025.

Future Market Scenario (2025-2032F)

The shift to 5G networks will improve streaming performance, enabling ultra-HD and 8K video content, which is expected to further boost market growth.

Manufacturers are focusing on developing high-resolution TVs with 4K and 8K technology to meet consumer demands for superior picture quality.

The increasing demand for high-quality content is driving market expansion.

Key Players Landscape and Outlook

The United States television market is characterized by a diverse landscape of key players across different segments, including manufacturers, streaming services, and media conglomerates. Major TV manufacturers are leading the charge with innovative products. Samsung is renowned for its high-end QLED and SUHD TVs, while LG focuses on premium OLED and NanoCell TVs. Sony emphasizes superior display technology with its Bravia series, particularly integrating well with PlayStation consoles for gaming enthusiasts. Panasonic is re-entering the United States market with advanced Mini LED TVs, highlighting superior display and audio quality. The connected TV market is projected to grow robustly, as consumers increasingly favor on-demand content over traditional cable. Technological advancements in display technology (e.g., OLED, QLED, Mini LED) and smart features (AI-driven recommendations, voice assistants) will continue to drive market growth. However, the industry may see increased mergers and partnerships as companies focus on profitability and adapting to the changing media landscape. Overall, the United States television market is evolving rapidly, with key players focusing on innovation, partnerships, and adapting to consumer preferences for streaming and smart technologies.

For instance, in March 2025, TiVo Platform Technologies LLC announced the latest release of Sharp Electronics Corporation product, the Sharp 55-inch QLED Smart TV powered by TiVo in the United States.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of the U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Challenges Faced Post Purchase
• 5.5. Preferred Distribution Channel
• 5.6. Frequency of Purchase

6. United States Television Market Outlook, 2018-2032F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
  • 6.1.2. By Volume
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Display Type
    • 6.2.1.1. LED
    • 6.2.1.2. QLED
    • 6.2.1.3. OLED
    • 6.2.1.4. Others
  • 6.2.2. By Screen Size
    • 6.2.2.1. Less Than 32"
    • 6.2.2.2. 32"-45"
    • 6.2.2.3. 46"-55"
    • 6.2.2.4. 55"-65"
    • 6.2.2.5. Above 65"
  • 6.2.3. By Technology
    • 6.2.3.1. Smart
    • 6.2.3.2. Non-Smart
  • 6.2.4. By End-user
    • 6.2.4.1. Residential
    • 6.2.4.2. Commercial
  • 6.2.5. By Price Range
    • 6.2.5.1. Economy
    • 6.2.5.2. Mid-Range
    • 6.2.5.3. Premium
  • 6.2.6. By Distribution Channel
    • 6.2.6.1. Multi-Branded Outlets
    • 6.2.6.2. Supermarkets/Hypermarkets
    • 6.2.6.3. Specialty Stores
    • 6.2.6.4. Online
    • 6.2.6.5. Others
  • 6.2.7. By Region
    • 6.2.7.1. West
    • 6.2.7.2. Midwest
    • 6.2.7.3. South
    • 6.2.7.4. Northeast
  • 6.2.8. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2024)
• 6.3. Market Map Analysis, 2024
  • 6.3.1. By Display Type
  • 6.3.2. By Screen Size
  • 6.3.3. By Technology
  • 6.3.4. By End-user
  • 6.3.5. By Price Range
  • 6.3.6. By Distribution Channel
  • 6.3.7. By Region

7. Demand Supply Analysis

8. Import and Export Analysis

9. Value Chain Analysis

10. Porter's Five Forces Analysis

11. PESTLE Analysis

12. Pricing Analysis

13. Market Dynamics

• 13.1. Market Drivers
• 13.2. Market Challenges

14. Market Trends and Developments

15. Policy & Regulatory Landscape

16. Case Studies

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. Samsung Electronics America, Inc.
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisitions
  • 17.3.2. LG Electronics U.S.A. Inc.
  • 17.3.3. VIZIO, Inc.
  • 17.3.4. Sony Group Corporation
  • 17.3.5. Hisense USA Corporation
  • 17.3.6. TTE Technologies, Inc. (TCL)
  • 17.3.7. TVS REGZA Corporation (Toshiba)
  • 17.3.8. Best Buy Co., Inc. (Insignia)
  • 17.3.9. Sharp Electronics Corporation
  • 17.3.10. Philips International B.V.

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer