South Korea's television market is one of the most advanced and innovation-driven markets globally. With tech-savvy consumers, early adoption of new technologies, and the presence of major electronics manufacturers, the country has long been at the forefront of television design, resolution, and smart capabilities. The transition from traditional TV viewing to smart, connected experiences is shaping the market's evolution, with demand steadily shifting toward larger, ultra-high-definition, and OLED/mini-LED TVs.

Manufacturers like Samsung and LG are not just market leaders but also innovation pacesetters, pushing advancements in AI-enhanced viewing, 8K resolution, and thin, bezel-less designs. The high penetration of internet and OTT platforms is further accelerating the shift to smart TVs across both urban and semi-urban households.

South Korea Television Market Size

In 2024, the South Korea television market reached approximately USD 1.57 billion. This reflects a mature yet growing landscape where product innovation, replacement cycles, and rising entertainment consumption continue to fuel demand. Households are upgrading from older LCD models to modern OLED and QLED TVs, contributing to the overall market value.

As of 2024:

• Smart TVs account for the majority of units sold.

• UHD and 4K models dominate the mid-to-premium segments.

• Online retail channels are growing in popularity, offering wider selections and competitive pricing.

South Korea Television Market Trends

• Rise of Smart TVs : Integration with streaming apps like Netflix, Wavve, and Disney+ is now a basic requirement for new models. Voice assistants and IoT compatibility are becoming standard.

• OLED and QLED Domination : OLED screens, particularly from LG and Sony, are gaining ground for their contrast and color accuracy. Samsung's QLED lineup also continues to attract premium buyers.

• Large Screen Preference : Consumers are increasingly opting for screens above 55 inches, with 65-inch and even 75-inch models gaining traction among affluent households.

• Gaming-Optimized TVs : With the rise in console gaming, TVs with HDMI 2.1, low latency, and 120Hz refresh rates are in demand.

• Sustainability Focus : Brands are marketing energy-efficient models and eco-friendly packaging to cater to environmentally conscious consumers.

South Korea Television Market Growth Drivers

Several factors are contributing to steady market growth through 2034:

• High Internet Penetration : South Korea's world-class internet infrastructure fuels smart TV usage and OTT consumption.

• Replacement Demand : Consumers replacing older models with newer, larger, and smarter alternatives is a consistent growth factor.

• Technological Innovation : The development of AI-powered processors, 8K resolution, and immersive audio tech enhances user experience and justifies premium pricing.

• Government and Private Sector Push for Digitalization : Smart home adoption is increasing, boosting demand for connected devices like smart TVs.

• E-commerce Expansion : Online platforms like Coupang, Gmarket, and 11th offer seasonal promotions, reviews, and wide delivery networks, helping brands reach more consumers.

South Korea Television Market Forecast (2025–2034)

The South Korea television market is projected to expand steadily over the coming decade, growing at a CAGR of 3.40% between 2025 and 2034. By the end of the forecast period, the market is expected to reach approximately USD 2.19 billion. This growth will be driven by a combination of factors, including rapid product innovation, growing demand for high-quality digital content, and a consistent consumer trend toward upgrading home entertainment setups with smarter, larger, and more immersive TV models.

As the market evolves, premium televisions—especially those priced above USD 1,500—are likely to account for a greater share of total sales. Consumers in South Korea are showing a clear inclination toward advanced technologies, leading to wider adoption of 8K resolution TVs and AI-enhanced models, particularly among affluent households. These televisions not only offer superior viewing experiences but also integrate seamlessly with smart home ecosystems.

Sustainability is also expected to influence consumer choices, with energy-efficient models and environmentally friendly manufacturing practices becoming more significant. Brands aligning with South Korea’s broader green goals will be better positioned to capture long-term consumer interest. At the same time, digital retail will play a crucial role in shaping the market landscape, with e-commerce platforms and in-store experiences combining to provide both convenience and product education.

South Korea Television Market Segmentation

Breakup by Type

• Smart TV

• LCD, Plasma, and LED TVs

• Cathode-Ray Tube (CRT) and Rear-Projection TVs

Breakup by Distribution Channel

• Offline

• Online

Competitive Landscape

Samsung Electronics Co. Ltd.: Samsung remains the dominant force in the South Korea television market. Its flagship Neo QLED and The Frame series blend innovation with aesthetics. With aggressive R&D, Samsung leads in 8K TV development, smart interfaces, and connectivity features.

LG Corp.: LG is a key player with its OLED TV technology widely considered among the best in picture quality. The company’s focus on minimalist design, energy efficiency, and AI-enhanced viewing keeps it highly competitive in the premium segment.

Panasonic Holdings Corp.: Though less prominent than Samsung or LG, Panasonic retains a niche market, especially for users valuing color accuracy and cinematic display settings. Its OLED offerings are appreciated by audiophiles and movie buffs.

Sony Group Corp.: Sony maintains a strong presence in the high-end segment with its Bravia XR series. Known for image processing and sound quality, Sony TVs are preferred by gamers and cinephiles alike.

Toshiba Corporation: Toshiba's market share in South Korea is modest, but the brand is gaining ground among value-conscious consumers looking for reliable mid-range smart TVs with decent specs and build quality.

Others: Brands like Xiaomi, Hisense, and local mid-tier brands also cater to price-sensitive segments. These players are leveraging online marketplaces to compete on features and affordability.