Report

UAE television market is projected to witness a CAGR of 2.01% during the forecast period 2025-2032, growing from USD 301.12 million in 2024 to USD 353.09 million in 2032F. Several key factors drive the growth of the UAE television market, primarily the affluent and tech-savvy population, demand for larger and high-resolution TVs, the rise of smart TVs and streaming services, expanding residential and hospitality sectors, increasing demand for cultural and sports events and rising disposable income.
The UAV television market has been booming lately due to a growing population that is looking for top-notch entertainment. The sales of bigger TVs (55 inches and up) equipped with 4K, 8K, OLED, and QLED technologies are high as they deliver truly immersive viewing experience at home. The rise in smart TV usage, driven by fast internet and popular streaming services like Netflix and local OTT platforms, shows a clear trend towards on-demand content. With disposable incomes on the rise, especially among the working class, high-end TVs are in high demand in the country. Growth in luxury homes and hospitality sectors, including hotels, has further boosted demand for big-screen models for gaming and sports. Events like the FIFA World Cup also spiked sales.
Looking ahead, the market's future growth will likely be propelled by advancements in AI-driven TVs, offering personalized content and voice controls, aligning with the UAE's smart city initiatives. Rising demand for eco-friendly, energy-efficient models could gain traction as sustainability awareness grows. Additionally, the expansion of 5G networks will enhance streaming quality, encouraging upgrades to smarter, larger TVs.
Technological Advancements Driving Innovation in UAE's Television Market
The market is transforming through advanced technologies, making UAE a hub for premium home appliances including high-end television. Advancements like the integration of 4K and 8K resolution along with QLED, OLED, and mini-LED displays are evolving through consumer intent and preferences.
The adoption of OLED screens, known for superior contrast and energy efficiency, has surged, particularly in luxury residential projects. Additionally, manufacturers are incorporating sustainability into innovation, such as energy-saving modes and recyclable materials. These advancements cater to both high-end buyers and environmentally conscious consumers, ensuring sustained market growth.
For instance, TCL's 2023 launch of the C755 QLED TV in the UAE featured a 144Hz refresh rate and Dolby Atmos, targeting gamers and movie enthusiasts. Such advancements align with the tech-savvy population's demand for immersive experiences, driving replacements of older models.
For instance, in November 2023, Samsung UAE unveiled its 2024 Neo QLED 8K TV lineup with AI-based image optimization, emphasizing the UAE's demand for hyper-realistic visuals. The launch also explained the partnership between local developers and companies for easy installation of smart TVs in homes.
E-commerce Boom: Transforming Television Purchasing Habits
E-commerce has completely transformed the way consumers in the UAE buy televisions, with online platforms now making up more than 30% of total sales. During festive times like Ramadan and Eid, a huge surge in demand is noticed due to special discounts and bundled deals. For instance, in Ramadan 2023, Amazon.ae slashed prices by up to 40% on top brands like LG and Sony and even threw in free installation services. The ease of having products delivered right to customer's doors and flexible payment options, like "Buy Now, Pay Later," have fuelled the market growth.
Specialized online campaigns, such as Noon.com's "White Friday," emphasize televisions as central to home entertainment setups. TVs with soundbars or streaming subscriptions enhance perceived value, especially for consumers interested in buying mid-range TVs. This trend reflects the UAE's digital transformation, where e-commerce bridges urban and rural consumers, ensuring broader market reach.
Cultural and Social Dynamics Fuelling Television Demand
The UAE's television market thrives on deep cultural and social dynamics that elevate TVs beyond mere appliances to focal points of communal and aspirational experiences. In the UAE, Cultural practices play a huge role in shaping television demand, especially when it comes to shared experiences. In Emirati and expatriate communities, family gatherings are essential, with occasions like Ramadan, Eid, and major sporting events becoming prime times for watching together. During Ramadan, serialized dramas really grab viewers' attention, leading families to splurge on large-screen TVs to enhance their collective viewing experience.
The UAE's rapid urbanization, especially in cosmopolitan hubs like Dubai and Abu Dhabi, has reshaped entertainment consumption. With over 80% of the population being expatriates, the demographic diversity fuels the demand for TVs that cater to varied content preferences. Expatriates from South Asia, Europe, and the Arab world seek access to global and regional programming, pushing the adoption of smart TVs equipped with multiple OTT platforms. Services like Netflix, Amazon Prime, Shahid, and Starzplay Arabia cater to this multicultural audience. Smart TVs, with their ability to seamlessly integrate these platforms, have become essential in urban households, where high-speed internet ensures uninterrupted streaming.

Leading brands like Sony, Samsung, and LG have astutely tapped into these dynamics by tailoring their offerings to the UAE market. For instance, Sony has introduced Arabic-language interfaces and pre-installed apps like Starzplay Arabia, making TVs more accessible and appealing to local and regional audiences. Such localization strategies not only enhance user experience but also reinforce TVs as cultural connectors, bridging global technology with regional sensibilities.
For instance, the 2022 FIFA World Cup, hosted in nearby Qatar, triggered a remarkable doubling of TV sales in the UAE, particularly for screens over 65 inches, as reported by the Khaleej Times. This surge underscores the cultural emphasis on hospitality, with UAE households upgrading to high-definition, large-screen TVs to create immersive, stadium-like experiences for family and friends. This aligns with the tradition of communal viewing, where hosting gatherings for major events is a source of pride, cementing TVs as essential for delivering cinematic quality.
Future Market Scenario (2025-2032F)
- The UAE television market will continue to grow due to the rise of smart TVs and streaming services, expanding residential and hospitality sectors.
- The market will grow strongly based on advancements in AI-driven TVs, offering personalized content and voice controls.
- The demand for televisions will continue to expand further with the growth of e-commerce and festive sales.
- The demand for television will continue to increase due to a growing urban population, increasing demand for cultural and sports events and rising disposable income.
Key Players Landscape and Outlook
The UAE's television market is highly competitive, with global giants like Samsung and LG vying for dominance alongside regional players like TCL. Aggressive pricing, new launches, and meaningful partnerships add value to the market landscape. For instance, in 2023, LG collaborated with Noon.com to deliver TVs, especially designed for regions with Arabic voice commands, capturing 22% of the smart TV segment. Meanwhile, TCL's sponsorship of Dubai's Smart Home Expo 2023 strengthened its reputation as an innovation leader.
Chinese brands like Hisense are gaining ground through aggressive pricing and localized marketing, targeting mid-range buyers. The market also sees niche players like Vizio entering via online-only models, intensifying competition.
The future of the UAE television market is likely to grow, driven by sustainability initiatives and technological innovation. Manufacturers are increasingly focusing on developing energy-efficient models that align with the UAE's environmental goals. Features such as automatic brightness adjustment, low power consumption, and recyclable materials are expected to become standard in new television models.
Innovation in display technology, including the development of flexible and transparent screens, is expected to redefine the viewing experience. The integration of augmented reality (AR) and virtual reality (VR) capabilities may also open new avenues for interactive content and immersive entertainment.
Furthermore, the expansion of 5G networks in the UAE is likely to enhance streaming quality and reduce latency, supporting the seamless operation of smart TVs and connected devices. The future television market will likely be defined by its role within larger smart home ecosystems, contributing to a more connected, sustainable, and convenient lifestyle.