Report

China television market is projected to witness a CAGR of 3.13% during the forecast period 2025-2032, growing from USD 72.10 billion in 2024 to USD 92.26 billion in 2032F owing to technological innovation, shifting consumer preferences, government policies, and intense competition. The swift evolution in display technology, with the global penetration of 4K and the advent of 8K Ultra-HD TVs, is driven by government plans. Premium display technologies such as OLED, Mini-LED, and QLED are also competing, with domestic players pitted against international companies. Smart TV features, coupled with AI voice assistants and IoT connectivity, are also becoming mainstream, driven by collaborations with local streaming platforms.
Growing disposable incomes, especially of China's urban middle class, are driving demand for premium TVs with bigger screens and more advanced features, such as gaming-ready models with high refresh rates and HDMI 2.1 compatibility. Government policies also drive growth, including subsidies for energy-efficient TVs in rural markets and the "Made in China 2025" plan, reinforcing domestic panel manufacturing through companies. Online shopping platforms are also important, with TV sales contributing to almost half of the total, while offline experience stores and livestream shopping improve consumer interaction. In the future, the market is likely to change with innovations such as foldable and transparent displays, expansion of laser TVs, and integration into smart home systems, with continued growth in this competitive market.
For instance, in July 2024, Shenzhen TCL New Technology Co., Ltd. rolled out a third-generation art TV, the A300 series, featuring the A300 Pro and A300W models. These new models showcase a sleek flat back panel design, creating a seamless look with the entire TV integrated into one piece. Plus, there are no external peripherals cluttering up the space, and the body measures a slim 27.9mm in thickness.
Domestic Demand and Premiumization Drives China Television Market
The television market in China is growing strongly, driven by firm domestic demand and premiumization trends. With the growth of middle-class disposable incomes in China, consumers are switching from standard HD TVs to higher-end, feature-packed sets with 4K/8K resolution, OLED and Mini-LED screens, and smart functionality. Screen sizes of 65 inches and above are also popular, especially among urban consumers, where consumers seek an immersive viewing experience. Incorporating sophisticated technologies like AI voice assistants, IoT connectivity, and gaming-focused features such as high refresh rates and HDMI 2.1 also spurs premiumization. Local brands are leveraging this trend with high-performance TVs at affordable prices, while overseas players dominate the ultra-premium category. As smart home systems become more common, TVs become central entertainment and control points, further fueling demand for advanced, networked devices.
For instance, in January 2024, Chinese display and television manufacturers Shenzhen TCL New Technology Co., Ltd. and Hisense Home Appliances Group Co., Ltd. unveiled their latest TV sets at CES 2024. The TV is a 75-inch mini-LED-backlit TV that boasts a thickness of under 14 millimeters, along with an ultra-thin laser TV showcased on the side.
Technological Advancements Propel the Television Market in China
The Chinese TV market is going through a swift change propelled by the latest technological advancements that are altering consumer demand and industry norms. The popularity of ultra-high-definition screens leads to this change, as 4K resolution sets a new norm and 8K technology dominates the premium markets. This movement has been propelled by state-backed programs such as the Ultra-HD Promotion Plan and fueled by China's increasing leadership in display panel production via firms. Smart TV features have moved well beyond simple streaming, with cutting-edge AI voice assistants, IoT connectivity, and effortless integration with China's digital ecosystem through collaborations with leading content platforms. Maturing technologies are offering new market opportunities, especially in the gaming space where support for high refresh rates (120Hz+), HDMI 2.1, and variable refresh rate (VRR) have emerged as major selling factors. Looking to the future, the sector is investigating cutting-edge innovations such as foldable and transparent displays, laser TV technology, and greater smart home integration, bringing China's TV market to the pinnacle of technological development in the global consumer electronics space.
For instance, in March 2024, Samsung Electronics Co., Ltd. rolled out its 2024 microLED TV lineup in China. Samsung claims to have made significant improvements to its microLED technology, boasting better contrast thanks to a new, yet-to-be-explained innovation called 'micro-contrast technology,' along with enhanced color accuracy. Plus, these microLED TVs come equipped with built-in 6.2.2 Dolby Atmos sound and are powered by Samsung's latest NQ8 AI Gen 3 AI chipset.
QLED Display is Dominating the China Television Market Share
QLED screens have solidified their supremacy in Chinese TV markets with a high share as buyers continually prefer their excellent brightness, color capabilities, and affordability. Dominant local brands have pioneered this wave with vigorous promotions for QLED TVs with added Mini-LED backlighting technology that offers nearly OLED picture quality but at lower costs. For instance, in March 2025, Shenzhen TCL New Technology Co., Ltd. rolled out its third-generation art TV, the A300 series, featuring the A300 Pro and A300W models. These new models showcase a sleek flat back panel design, creating a seamless look with the entire TV. Samsung Electronics will directly compare its own QLED TV with that of China's Shenzhen TCL New Technology Co., Ltd. These advances in technology, coupled with QLED's natural strengths such as longer lifespan and no burn-in risk, have made it extremely attractive for mainstream and premium markets, particularly for larger screen sizes over 55 inches. Support from the Chinese government for domestic display production by companies has also consolidated QLED's market standing by providing stable panel supply and competitive pricing. While OLED maintains the luxury space by brands, the value proposition of QLED and ongoing advancements in quantum dot technology indicate that it will continue to lead the market, even as next-generation technologies such as QD-OLED and MicroLED start to become future challengers in the premium space.
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 boost market growth further.
- 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 market outlook is positive, with the Chinese television market expected to grow, driven primarily by the smart TV segment. The premium TV market is experiencing rapid growth, with Chinese brands gaining significant traction. Technological advancements in display technologies such as MiniLED, QD-LCD, and OLED are driving consumer interest in high-quality TVs. However, traditional TV providers face challenges from OTT platforms, necessitating innovation in content delivery and smart home integrations to remain competitive. Looking ahead, smart TVs are expected to continue dominating the market due to their internet connectivity and access to streaming services. Premium TVs will also see high growth as consumers increasingly opt for advanced display technologies such as MiniLED and OLED. Chinese brands are poised to further expand their global presence, potentially challenging Korean brands' dominance in the TV market. Overall, the China television market is set for continued growth driven by technological advancements and global expansion strategies, with both domestic and international brands playing significant roles.
For instance, in February 2025, JD.com, Inc., Skyworth Group Co., Ltd., and BOE Technology Group Co., Ltd. have teamed up to introduce a mini light-emitting diode television boasting a massive 100-inch screen. With national subsidies factored in, the price for each unit comes down to around USD 1,240 (CNY 9,000).