India Television Market, By Screen Size (50''-59'', 40''-49'', 39'' and Below, Above 59''), By Display Type (LED, OLED, Others (LCD, QLED, etc.)), By Distribution Channel (Multi Branded Stores, Supermarkets/Hypermarkets, Online, and Others (Institutional Sales, Exclusive Stores, etc.) By Region, Competition, Forecast & Opportunities, 2018-2028F
The Indian television market is currently witnessing robust demand and is poised for rapid expansion in the forthcoming years. This growth is primarily attributed to the increasing popularity of large-screen televisions and smart TVs equipped with advanced features. Furthermore, the burgeoning demand for Over-The-Top (OTT) platforms in the country is significantly propelling the television market in India, driven by the preference for consuming OTT content on larger screens.
Currently, a plethora of smart TV manufacturers collaborate closely with OTT content providers and device suppliers to integrate relevant built-in functionalities into their products. These include a diverse range of OTT apps available on smart televisions. These features not only enhance the user experience of smart TVs but also transform them into comprehensive offerings that resonate with millennial consumers. The integration of smart televisions, a majority of which operate on Android or iOS platforms, is also augmented by proprietary operating systems developed by leading technology companies. This integration has facilitated the inclusion of multiple apps on modern smart TVs, rendering them exceedingly adaptable and dynamic.
Escalating Television Ownership Propelling Market Growth
According to data from the Broadcast Audience Research Council (BARC), India boasted approximately 210 million television households in 2021, marking a notable 6.9% increase from 197 million in 2018. Interestingly, rural India outpaced urban areas in terms of television ownership, with urban television households experiencing a 4% rise from 87.8 million in 2018 to 91 million in 2020. In tandem, rural areas witnessed a 9% surge, reaching 119.2 million TV households in 2020, up from 108.9 million. Moreover, as highlighted in a Mint article, a substantial opportunity awaits television manufacturers, as around 90 million households are yet to acquire a television.
Surging Demand for Smart Televisions Drives Market Expansion
Larger television screens have gained enduring favor among consumers, and the rise in disposable incomes has fueled the demand for Smart Televisions, constituting approximately 18–20% of sales within India's electronics sector. Smart TVs have transitioned from being niche products to mainstream favorites, captivating not only metropolitan areas but also smaller towns and Tier II cities due to their affordability comparable to conventional TVs. Smart TVs enable internet connectivity and provide access to a plethora of online content. India Brand Equity Foundation (IBEF) data projects that by 2025, the count of connected smart TVs will range between 40 to 50 million. These screens will host a variety of content, including gaming, social media, short videos, and content tailored for this audience by various media channels. Remarkably, the second quarter of 2021 witnessed a 65% year-on-year increase in smart TV exports from India, buoyed by substantial growth endeavors by original equipment manufacturers (OEMs) for their smart TV portfolios.
Surge in OTT Platform Popularity Driving Market Momentum
Consumers' media consumption habits have undergone a transformative shift. Traditionally, viewers adhered to scheduled cable or satellite broadcasts. However, the preference has shifted towards streaming services like Netflix, Amazon Prime, and YouTube, offering greater flexibility and content access. This trend has been bolstered by the convenience of viewing preferred content on larger screens. Data from the CII-BCG report titled 'Blockbuster Script for a New Decade' highlights that India's paid subscribers to OTT services surged from 14 million in 2018 to 70–80 million by the end of 2021. This drastic growth further cements the television market's high growth trajectory, fueled by the escalating popularity of OTT platforms in India.
Market Segmentation
The India television market is segmented on the basis of screen size, display type, distribution channel, and region. The market is further segmented into 50''-59'', 40''-49'', 39'' and below, and above 59'', based on screen size. The display type is further fragmented into LED, OLED, and others (LCD, QLED, etc.). The distribution channel is segmented into multi branded stores, supermarkets/hypermarkets, online, and others including institutional sales, exclusive stores, etc. On the basis of region, the market is divided into North, South, East, West.
Market Players
Samsung India Electronics Pvt Ltd., LG Electronics India Private Limited, Xiaomi Technology India Private Limited, Oneplus Technology India Private Limited, Sony India Private Limited, Hisense India Private Limited, TCL-India Holdings Private Limited, Intex Technologies (India) Limited, Panasonic Life Solutions India Private Limited, Haier Appliances India Private Limited are some of the major players in the India Television market.
Report Scope:
In this report, India television market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in India television market.
Available Customizations:
With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:
Company Information
Currently, a plethora of smart TV manufacturers collaborate closely with OTT content providers and device suppliers to integrate relevant built-in functionalities into their products. These include a diverse range of OTT apps available on smart televisions. These features not only enhance the user experience of smart TVs but also transform them into comprehensive offerings that resonate with millennial consumers. The integration of smart televisions, a majority of which operate on Android or iOS platforms, is also augmented by proprietary operating systems developed by leading technology companies. This integration has facilitated the inclusion of multiple apps on modern smart TVs, rendering them exceedingly adaptable and dynamic.
Escalating Television Ownership Propelling Market Growth
According to data from the Broadcast Audience Research Council (BARC), India boasted approximately 210 million television households in 2021, marking a notable 6.9% increase from 197 million in 2018. Interestingly, rural India outpaced urban areas in terms of television ownership, with urban television households experiencing a 4% rise from 87.8 million in 2018 to 91 million in 2020. In tandem, rural areas witnessed a 9% surge, reaching 119.2 million TV households in 2020, up from 108.9 million. Moreover, as highlighted in a Mint article, a substantial opportunity awaits television manufacturers, as around 90 million households are yet to acquire a television.
Surging Demand for Smart Televisions Drives Market Expansion
Larger television screens have gained enduring favor among consumers, and the rise in disposable incomes has fueled the demand for Smart Televisions, constituting approximately 18–20% of sales within India's electronics sector. Smart TVs have transitioned from being niche products to mainstream favorites, captivating not only metropolitan areas but also smaller towns and Tier II cities due to their affordability comparable to conventional TVs. Smart TVs enable internet connectivity and provide access to a plethora of online content. India Brand Equity Foundation (IBEF) data projects that by 2025, the count of connected smart TVs will range between 40 to 50 million. These screens will host a variety of content, including gaming, social media, short videos, and content tailored for this audience by various media channels. Remarkably, the second quarter of 2021 witnessed a 65% year-on-year increase in smart TV exports from India, buoyed by substantial growth endeavors by original equipment manufacturers (OEMs) for their smart TV portfolios.
Surge in OTT Platform Popularity Driving Market Momentum
Consumers' media consumption habits have undergone a transformative shift. Traditionally, viewers adhered to scheduled cable or satellite broadcasts. However, the preference has shifted towards streaming services like Netflix, Amazon Prime, and YouTube, offering greater flexibility and content access. This trend has been bolstered by the convenience of viewing preferred content on larger screens. Data from the CII-BCG report titled 'Blockbuster Script for a New Decade' highlights that India's paid subscribers to OTT services surged from 14 million in 2018 to 70–80 million by the end of 2021. This drastic growth further cements the television market's high growth trajectory, fueled by the escalating popularity of OTT platforms in India.
Market Segmentation
The India television market is segmented on the basis of screen size, display type, distribution channel, and region. The market is further segmented into 50''-59'', 40''-49'', 39'' and below, and above 59'', based on screen size. The display type is further fragmented into LED, OLED, and others (LCD, QLED, etc.). The distribution channel is segmented into multi branded stores, supermarkets/hypermarkets, online, and others including institutional sales, exclusive stores, etc. On the basis of region, the market is divided into North, South, East, West.
Market Players
Samsung India Electronics Pvt Ltd., LG Electronics India Private Limited, Xiaomi Technology India Private Limited, Oneplus Technology India Private Limited, Sony India Private Limited, Hisense India Private Limited, TCL-India Holdings Private Limited, Intex Technologies (India) Limited, Panasonic Life Solutions India Private Limited, Haier Appliances India Private Limited are some of the major players in the India Television market.
Report Scope:
In this report, India television market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
- India Television Market, By Screen Size:
- 50''-59''
- 40''-49''
- 39'' and Below
- Above 59''
- India Television Market, By Display Type:
- LED
- OLED
- Others (LED, OLED, Others (LCD, QLED, etc.))
- India Television Market, By Distribution Channel:
- Multi Branded Stores
- Supermarkets/Hypermarkets
- Online
- Others (Institutional Sales, Exclusive Stores, etc.)
- India Television Market, By Region:
- North
- South
- East
- West
Company Profiles: Detailed analysis of the major companies present in India television market.
Available Customizations:
With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:
Company Information
- Detailed analysis and profiling of additional market players (up to five).
1. INTRODUCTION
1.1. Product Overview
1.2. Key Highlights of the Report
1.3. Market Coverage
1.4. Market Segments Covered
1.5. Research Tenure Considered
2. RESEARCH METHODOLOGY
2.1. Objective of the Study
2.2. Baseline Methodology
2.3. Key Industry Partners
2.4. Major Association and Secondary Sources
2.5. Forecasting Methodology
2.6. Data Triangulation & Validation
2.7. Assumptions and Limitations
3. EXECUTIVE SUMMARY
3.1. Market Overview
3.2. Market Forecast
3.3. Key Regions
3.4. Key Segments
4. VOICE OF CUSTOMER ANALYSIS (B2C MODEL ANALYSIS)
4.1. Sample Size Determination
4.2. Respondent Demographics
4.2.1. By Gender
4.2.2. By Age
4.2.3. By Occupation
4.3. Brand Awareness
4.4. Factors Influencing Purchase Decision
4.5. Sources of Information
5. INDIA TELEVISION MARKET OUTLOOK
5.1. Market Size & Forecast
5.1.1. By Value
5.1.2. By Volume
5.2. Market Share & Forecast
5.2.1. By Screen Size Market Share Analysis (50''-59'', 40''-49'', 39'' and Below, Above 59'')
5.2.2. By Display Type Market Share Analysis (LED, OLED, Others (LCD, QLED, etc.))
5.2.3. By Distribution Channel Market Share Analysis (Multi Branded Stores, Supermarkets/Hypermarkets, Online, Others (Institutional Sales, Exclusive Stores, etc.)
5.2.4. By Regional Market Share Analysis
5.2.4.1. North India Market Share Analysis
5.2.4.2. South India Market Share Analysis
5.2.4.3. West India Market Share Analysis
5.2.4.4. East India Market Share Analysis
5.2.5. By Top 5 Companies Market Share Analysis, Others (2022)
5.3. India Television Market Mapping & Opportunity Assessment
5.4. By Screen Size Market Mapping & Opportunity Assessment
5.5. By Display Type Market Mapping & Opportunity Assessment
5.6. By Distribution Channel Market Mapping & Opportunity Assessment
5.7. By Region Market Mapping & Opportunity Assessment
6. NORTH INDIA TELEVISION MARKET OUTLOOK
6.1. Market Size & Forecast
6.1.1. By Value
6.1.2. By Volume
6.2. Market Share & Forecast
6.2.1. By Screen Size Market Share Analysis
6.2.2. By Display Type Market Share Analysis
6.2.3. By Distribution Channel Market Share Analysis
7. SOUTH INDIA TELEVISION MARKET OUTLOOK
7.1. Market Size & Forecast
7.1.1. By Value
7.1.2. By Volume
7.2. Market Share & Forecast
7.2.1. By Screen Size Market Share Analysis
7.2.2. By Display Type Market Share Analysis
7.2.3. By Distribution Channel Market Share Analysis
8. EAST INDIA TELEVISION MARKET OUTLOOK
8.1. Market Size & Forecast
8.1.1. By Value
8.1.2. By Volume
8.2. Market Share & Forecast
8.2.1. By Screen Size Market Share Analysis
8.2.2. By Display Type Market Share Analysis
8.2.3. By Distribution Channel Market Share Analysis
9. WEST INDIA TELEVISION MARKET OUTLOOK
9.1. Market Size & Forecast
9.1.1. By Value
9.1.2. By Volume
9.2. Market Share & Forecast
9.2.1. By Screen Size Market Share Analysis
9.2.2. By Display Type Market Share Analysis
9.2.3. By Distribution Channel Market Share Analysis
10. MARKET DYNAMICS
10.1. Drivers
10.1.1. Increasing demand for smart televisions
10.1.2. Rising popularity of OTT content
10.1.3. Increasing television ownership
10.2. Challenges
10.2.1. Shortage of raw materials
10.2.2. Increasing prices of television
11. IMPACT OF COVID-19 ON INDIA TELEVISION MARKET
11.1. Impact Assessment Model
11.1.1. Key Segments Impacted
11.1.2. Key Regions Impacted
11.1.3. Key Mode of Purchase Impacted
12. MARKET TRENDS & DEVELOPMENTS
12.1. Increasing popularity of 4K and 8K resolution televisions
12.2. Easy availability through e-commerce platforms
12.3. Rising demand of large size televisions
12.4. Surge in demand for live streaming
13. PORTER’S FIVE FORCES MODEL
13.1. Competitive Rivalry
13.2. Bargaining Power of Suppliers
13.3. Bargaining Power of Buyers
13.4. Threat of New Entrants
13.5. Threat of Substitutes
14. SWOT ANALYSIS
14.1. Strengths
14.2. Weaknesses
14.3. Opportunities
14.4. Threats
15. POLICY & REGULATORY LANDSCAPE
16. INDIA ECONOMIC PROFILE
17. COMPETITIVE LANDSCAPE
17.1. Company Profiles
17.1.1. Samsung India Electronics Pvt Ltd.
17.1.1.1. Company Details
17.1.1.2. Product & Services
17.1.1.3. Financials (As Reported)
17.1.1.4. Key market Focus & Geographical Presence
17.1.1.5. Recent Developments
17.1.1.6. Key Management Personnel
17.1.2. LG Electronics India Private Limited
17.1.2.1. Company Details
17.1.2.2. Product & Services
17.1.2.3. Financials (As Reported)
17.1.2.4. Key market Focus & Geographical Presence
17.1.2.5. Recent Developments
17.1.2.6. Key Management Personnel
17.1.3. Xiaomi Technology India Private Limited
17.1.3.1. Company Details
17.1.3.2. Product & Services
17.1.3.3. Financials (As Reported)
17.1.3.4. Key market Focus & Geographical Presence
17.1.3.5. Recent Developments
17.1.3.6. Key Management Personnel
17.1.4. Oneplus Technology India Private Limited
17.1.4.1. Company Details
17.1.4.2. Product & Services
17.1.4.3. Financials (As Reported)
17.1.4.4. Key market Focus & Geographical Presence
17.1.4.5. Recent Developments
17.1.4.6. Key Management Personnel
17.1.5. Sony India Private Limited
17.1.5.1. Company Details
17.1.5.2. Product & Services
17.1.5.3. Financials (As Reported)
17.1.5.4. Key market Focus & Geographical Presence
17.1.5.5. Recent Developments
17.1.5.6. Key Management Personnel
17.1.6. Hisense India Private Limited
17.1.6.1. Company Details
17.1.6.2. Product & Services
17.1.6.3. Financials (As Reported)
17.1.6.4. Key market Focus & Geographical Presence
17.1.6.5. Recent Developments
17.1.6.6. Key Management Personnel
17.1.7. TCL-India Holdings Private Limited
17.1.7.1. Company Details
17.1.7.2. Product & Services
17.1.7.3. Financials (As Reported)
17.1.7.4. Key market Focus & Geographical Presence
17.1.7.5. Recent Developments
17.1.7.6. Key Management Personnel
17.1.8. Intex Technologies (India) Limited
17.1.8.1. Company Details
17.1.8.2. Product & Services
17.1.8.3. Financials (As Reported)
17.1.8.4. Key market Focus & Geographical Presence
17.1.8.5. Recent Developments
17.1.8.6. Key Management Personnel
17.1.9. Panasonic Life Solutions India Private Limited
17.1.9.1. Company Details
17.1.9.2. Product & Services
17.1.9.3. Financials (As Reported)
17.1.9.4. Key market Focus & Geographical Presence
17.1.9.5. Recent Developments
17.1.9.6. Key Management Personnel
17.1.10. Haier Appliances India Private Limited
17.1.10.1. Company Details
17.1.10.2. Product & Services
17.1.10.3. Financials (As Reported)
17.1.10.4. Key market Focus & Geographical Presence
17.1.10.5. Recent Developments
17.1.10.6. Key Management Personnel
18. STRATEGIC RECOMMENDATIONS/ACTION PLAN
18.1. Key Focus Areas
18.2. Target Regions
18.3. Target Screen Size
19. ABOUT US & DISCLAIMERS
(Note: The companies list can be customized based on the client requirements.)
1.1. Product Overview
1.2. Key Highlights of the Report
1.3. Market Coverage
1.4. Market Segments Covered
1.5. Research Tenure Considered
2. RESEARCH METHODOLOGY
2.1. Objective of the Study
2.2. Baseline Methodology
2.3. Key Industry Partners
2.4. Major Association and Secondary Sources
2.5. Forecasting Methodology
2.6. Data Triangulation & Validation
2.7. Assumptions and Limitations
3. EXECUTIVE SUMMARY
3.1. Market Overview
3.2. Market Forecast
3.3. Key Regions
3.4. Key Segments
4. VOICE OF CUSTOMER ANALYSIS (B2C MODEL ANALYSIS)
4.1. Sample Size Determination
4.2. Respondent Demographics
4.2.1. By Gender
4.2.2. By Age
4.2.3. By Occupation
4.3. Brand Awareness
4.4. Factors Influencing Purchase Decision
4.5. Sources of Information
5. INDIA TELEVISION MARKET OUTLOOK
5.1. Market Size & Forecast
5.1.1. By Value
5.1.2. By Volume
5.2. Market Share & Forecast
5.2.1. By Screen Size Market Share Analysis (50''-59'', 40''-49'', 39'' and Below, Above 59'')
5.2.2. By Display Type Market Share Analysis (LED, OLED, Others (LCD, QLED, etc.))
5.2.3. By Distribution Channel Market Share Analysis (Multi Branded Stores, Supermarkets/Hypermarkets, Online, Others (Institutional Sales, Exclusive Stores, etc.)
5.2.4. By Regional Market Share Analysis
5.2.4.1. North India Market Share Analysis
5.2.4.2. South India Market Share Analysis
5.2.4.3. West India Market Share Analysis
5.2.4.4. East India Market Share Analysis
5.2.5. By Top 5 Companies Market Share Analysis, Others (2022)
5.3. India Television Market Mapping & Opportunity Assessment
5.4. By Screen Size Market Mapping & Opportunity Assessment
5.5. By Display Type Market Mapping & Opportunity Assessment
5.6. By Distribution Channel Market Mapping & Opportunity Assessment
5.7. By Region Market Mapping & Opportunity Assessment
6. NORTH INDIA TELEVISION MARKET OUTLOOK
6.1. Market Size & Forecast
6.1.1. By Value
6.1.2. By Volume
6.2. Market Share & Forecast
6.2.1. By Screen Size Market Share Analysis
6.2.2. By Display Type Market Share Analysis
6.2.3. By Distribution Channel Market Share Analysis
7. SOUTH INDIA TELEVISION MARKET OUTLOOK
7.1. Market Size & Forecast
7.1.1. By Value
7.1.2. By Volume
7.2. Market Share & Forecast
7.2.1. By Screen Size Market Share Analysis
7.2.2. By Display Type Market Share Analysis
7.2.3. By Distribution Channel Market Share Analysis
8. EAST INDIA TELEVISION MARKET OUTLOOK
8.1. Market Size & Forecast
8.1.1. By Value
8.1.2. By Volume
8.2. Market Share & Forecast
8.2.1. By Screen Size Market Share Analysis
8.2.2. By Display Type Market Share Analysis
8.2.3. By Distribution Channel Market Share Analysis
9. WEST INDIA TELEVISION MARKET OUTLOOK
9.1. Market Size & Forecast
9.1.1. By Value
9.1.2. By Volume
9.2. Market Share & Forecast
9.2.1. By Screen Size Market Share Analysis
9.2.2. By Display Type Market Share Analysis
9.2.3. By Distribution Channel Market Share Analysis
10. MARKET DYNAMICS
10.1. Drivers
10.1.1. Increasing demand for smart televisions
10.1.2. Rising popularity of OTT content
10.1.3. Increasing television ownership
10.2. Challenges
10.2.1. Shortage of raw materials
10.2.2. Increasing prices of television
11. IMPACT OF COVID-19 ON INDIA TELEVISION MARKET
11.1. Impact Assessment Model
11.1.1. Key Segments Impacted
11.1.2. Key Regions Impacted
11.1.3. Key Mode of Purchase Impacted
12. MARKET TRENDS & DEVELOPMENTS
12.1. Increasing popularity of 4K and 8K resolution televisions
12.2. Easy availability through e-commerce platforms
12.3. Rising demand of large size televisions
12.4. Surge in demand for live streaming
13. PORTER’S FIVE FORCES MODEL
13.1. Competitive Rivalry
13.2. Bargaining Power of Suppliers
13.3. Bargaining Power of Buyers
13.4. Threat of New Entrants
13.5. Threat of Substitutes
14. SWOT ANALYSIS
14.1. Strengths
14.2. Weaknesses
14.3. Opportunities
14.4. Threats
15. POLICY & REGULATORY LANDSCAPE
16. INDIA ECONOMIC PROFILE
17. COMPETITIVE LANDSCAPE
17.1. Company Profiles
17.1.1. Samsung India Electronics Pvt Ltd.
17.1.1.1. Company Details
17.1.1.2. Product & Services
17.1.1.3. Financials (As Reported)
17.1.1.4. Key market Focus & Geographical Presence
17.1.1.5. Recent Developments
17.1.1.6. Key Management Personnel
17.1.2. LG Electronics India Private Limited
17.1.2.1. Company Details
17.1.2.2. Product & Services
17.1.2.3. Financials (As Reported)
17.1.2.4. Key market Focus & Geographical Presence
17.1.2.5. Recent Developments
17.1.2.6. Key Management Personnel
17.1.3. Xiaomi Technology India Private Limited
17.1.3.1. Company Details
17.1.3.2. Product & Services
17.1.3.3. Financials (As Reported)
17.1.3.4. Key market Focus & Geographical Presence
17.1.3.5. Recent Developments
17.1.3.6. Key Management Personnel
17.1.4. Oneplus Technology India Private Limited
17.1.4.1. Company Details
17.1.4.2. Product & Services
17.1.4.3. Financials (As Reported)
17.1.4.4. Key market Focus & Geographical Presence
17.1.4.5. Recent Developments
17.1.4.6. Key Management Personnel
17.1.5. Sony India Private Limited
17.1.5.1. Company Details
17.1.5.2. Product & Services
17.1.5.3. Financials (As Reported)
17.1.5.4. Key market Focus & Geographical Presence
17.1.5.5. Recent Developments
17.1.5.6. Key Management Personnel
17.1.6. Hisense India Private Limited
17.1.6.1. Company Details
17.1.6.2. Product & Services
17.1.6.3. Financials (As Reported)
17.1.6.4. Key market Focus & Geographical Presence
17.1.6.5. Recent Developments
17.1.6.6. Key Management Personnel
17.1.7. TCL-India Holdings Private Limited
17.1.7.1. Company Details
17.1.7.2. Product & Services
17.1.7.3. Financials (As Reported)
17.1.7.4. Key market Focus & Geographical Presence
17.1.7.5. Recent Developments
17.1.7.6. Key Management Personnel
17.1.8. Intex Technologies (India) Limited
17.1.8.1. Company Details
17.1.8.2. Product & Services
17.1.8.3. Financials (As Reported)
17.1.8.4. Key market Focus & Geographical Presence
17.1.8.5. Recent Developments
17.1.8.6. Key Management Personnel
17.1.9. Panasonic Life Solutions India Private Limited
17.1.9.1. Company Details
17.1.9.2. Product & Services
17.1.9.3. Financials (As Reported)
17.1.9.4. Key market Focus & Geographical Presence
17.1.9.5. Recent Developments
17.1.9.6. Key Management Personnel
17.1.10. Haier Appliances India Private Limited
17.1.10.1. Company Details
17.1.10.2. Product & Services
17.1.10.3. Financials (As Reported)
17.1.10.4. Key market Focus & Geographical Presence
17.1.10.5. Recent Developments
17.1.10.6. Key Management Personnel
18. STRATEGIC RECOMMENDATIONS/ACTION PLAN
18.1. Key Focus Areas
18.2. Target Regions
18.3. Target Screen Size
19. ABOUT US & DISCLAIMERS
(Note: The companies list can be customized based on the client requirements.)
