India Smart TV Streaming Device Market By Device Type (TV Sticks, TV Box), By Video Support (Non-4K, 4K, Above), By Sales Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2029

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Summary

Report Description

Forecast Period

2025-2029

Market Size (2023)

USD301.23 Million

CAGR (2023-2028)

14.12%

Fastest Growing Segment

Online

Largest Market

South India


The India Smart TV Streaming Device Market is expected to be driven in the forecast period, 2025-2029, owing to the rise in the demand for portable and compact streaming devices among consumer to enhance the market growth.

India Smart TV Streaming Device Market Scope

The Smart TV streaming device is a device that converts a standard television into a smart television. It allows customers access to their favorite TV series and films from prominent streaming services such as Netflix, Hulu, HBO Max, Disney+, and Amazon Prime all in one place. In addition, to live streaming services (such as Sling TV, Hulu + Live TV, and YouTube TV), the Smart TV streaming device supports a variety of apps that can be used to substitute cable if users do not have a traditional cable subscription. This gives viewers more flexibility over their entertainment selections by allowing them to subscribe only to the channels they want rather than being compelled to subscribe to a bundle package of channels they may or may not watch.

The market divided into TV Sticks and TV Box by device type. TV Stick is a home streaming device, It looks like a USB pen drive that plugs into TV’s HDMI port and is portable. The TV stick allows users to stream films and TV shows from numerous apps, including Netflix, YouTube, and others.

TV Box is a streaming device that is powered by the Android operating system. It operates through the Internet and provides a wide range of video content, allowing subscribers to watch on-demand videos, video content sites, and regular network shows. It has a Play Store to upload compatible apps.

India Smart TV Streaming Device Market Overview

The smart TV streaming device market has seen some significant trends that have successfully captured the attention of the target customers. Expanding home entertainment, modern living rooms with IoT-enabled devices, and broadband penetration are the key factors influencing the India smart TV streaming device market.

Customers can access a variety of media content through a smart TV streaming device, including online live sporting events, music, films, TV shows, and series. Additionally, customers are watching more TV due to technological advancements in television sets, such as large displays and powerful speakers. In India, there are more than 200 million homes with TVs, as compared to smart TVs it has over 22 million smart TVs installed base in India, which has increased demand for smart TV streaming devices that convert regular TVs to smart TVs. Along with public locations like airports, restaurants, etc., there are commercial spaces where TVs are installed, including hotels and workplaces. Apple, Chromecast, Amazon, and others are significant firms that offers smart TV streaming device in India.

The epidemic has accelerated the shift in viewing habits as more and more individuals have stayed indoors accepting the "new normal" and turning to connected TV (CTV) as a shared entertainment option for families to enjoy together. During COVID-19, most movie theatres were closed, and OTT platforms gained popularity since most movies and web series were released on OTT platforms. Because of the increasing popularity of OTT services, smart TV sticks are experiencing rapid growth. OTT services such as Netflix, Amazon Prime Video, Disney, Hulu, and others help to drive up demand for the product.

India Smart TV Streaming Device Market Drivers

As more consumers upgrade their TVs to access OTT content, the penetration of smart TV streaming device is rising in India. For instances, according to the Amazon Fire TV streaming trends 2021, Customers purchased Fire TV devices in 80% of pin codes across India. Smaller cities like Hisar, Tiruvallur, Chittoor, Alwar, Imphal, and South Andaman saw an increased growth in sales of Fire TV devices. As a result, rising adoption rates of smart TV streaming devices are driving the market expansions.

Several significant companies lately are launching streaming services, which has led to an increase in the demand for smart TV streaming devices. One of the most important factors propelling the growth of the smart TV streaming device market is the lack of commercial breaks or other disruptions while watching, which is another feature. For instance, data from 2019 shows, Amazon sold about 1 million Fire TV Sticks in India during the previous two years.

India Smart TV Streaming Device Market Trends

Due to rising technological advancements in smart TV streaming devices have improved their performance, user interface, and overall experience. Features such as 4K Ultra HD resolution, HDR (High Dynamic Range) support, voice control, and integration with virtual assistants have enhanced the appeal of these devices. The constant innovation in streaming devices has attracted consumers looking for advanced features and a seamless streaming experience.

Additionally, the video quality provided by certain smart TV sticks is fueling the smart TV streaming device industry growth, particularly those with high resolutions like 4K and 8K. For instance, Xiaomi Chinese technology offers smart TV 4K sticks in India. The TV Stick 4K use Google’s Android TV 11 operating system, and its support 4K resolution, and runs on a quad-core Cortex A35 SoC with a Mali-G31 MP2 GPU. This trend is driving the demand for smart TV streaming devices that support these advanced technologies.


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The integration of voice assistants and voice control capabilities is gaining popularity in the smart TV streaming device market. Streaming devices are incorporating virtual assistants like Amazon Alexa and Google Assistant, allowing users to control their devices, search for content, and interact with other smart home devices using voice commands. This trend aligns with the increased adoption of voice control technology and offers users a hand-free way to navigate and control their streaming experience.

India Smart TV Streaming Device Market Challenges

The increasing penetration of smart TVs in the country and high competition, with several players offering similar products pose a challenge to smart TV streaming device. Moreover, TV sticks offer a wide range of features and functionality, their price may be a challenge in the price sensitive market. These are the main factors that are anticipated to hinder the growth of the India Smart TV Streaming Device Market.

India Smart TV Streaming Device Market Recent Developments

  • In 2022, Amazon introduced Amazon Fire TV Stick Lite with Alexa Voice Remote Lite. The new remote has its own controls for using apps like Amazon Prime Video and Netflix. It includes shortcuts to access other apps on Fire TV Stick Lite.
  • In 2021, India’s well-known e-commerce marketplace “Flipkart” introduced the Motorola 4K Android TV Stick in India. This is part of Flipkart’s partnership with Motorola.
  • In 2021, Xiaomi has launched 4K edition of its TV Stick in India. The Xiaomi TV Stick 4K is a compact and portable streaming device that can transform any TV with an HDMI port into a smart TV.
  • In 2020, Xiaomi has launched the Mi Box 4K in India. The new product comes with plenty of content options as well as built-in Chromecast and Google Assistant. The new product “Mi Box 4K” can transform a non-smart TV to a smart TV.

India Smart TV Streaming Device Market Opportunities

The rising popularity of streaming platforms such as Netflix, Amazon Prime Video, Disney, and Hulu. As more people gain access to broadband connections, this will help to increase the sales of smart TV streaming devices over the forecast period. For instance, according to data from Telecom Regulatory Authority of India (TRAI), in September 2022, the total broadband subscribers in the country grew to 816.24 million when compared to 624.42 million subscribers in September 2021. The subscribers increased from 813.94 million at the end of August' 22 to 816.24 million by the end of September' 22, with a monthly growth rate of 0.28%, which enabled high implementation of smart TV sticks. Developing countries such as India are expected to witness high demand in the coming years. However, the smart TV streaming device market is growing as a result of increased internet usage among consumers in general.

Moreover, the rising entertainment industry in the countries is contributing to the demand for smart tv streaming devices as they offer all kinds if media content such as music, shows, series etc., which has further increased the market demand for India smart TV streaming device market throughout the course of the projected period.

Market Segmentation

The India smart TV streaming device market is segmented based on device type, video support, sales channel, region, and competitional landscape. Based on device type, the market is further fragmented into TV stick and TV box. Based on video support, the market is segmented into non-4K, 4K, and above. Based on sales channel, the market is segmented into online and offline.

Company Profiles

Amazon Retail India Private Limited, Apple India Private Limited, Bharti Airtel Limited, Xiaomi Technology India Private Limited, Realme Mobile Telecommunications (India) Private Limited, Tata Play Limited, Google India Private Limited, CloudWalker Streaming Technologies Pvt. Ltd., Motorola Mobility India Pvt Ltd., are among the major market players in the India smart TV streaming device market.


Attribute

Details

Base Year

2023

Historical Years

2019 – 2022

Estimated Year

2024

Forecast Period

2025 – 2029

Quantitative Units

Revenue in USD Million and CAGR for 2019-2023 and 2024E-2029F

Report Coverage

Revenue forecast, company share, competitive landscape, growth factors, and trends

Segments Covered

Device Type

Video Support

Sales Channel

Region

Regional Scope

North, South, East and West

Key Companies Profiled

Amazon Retail India Private Limited, Apple India Private Limited, Bharti Airtel Limited, Xiaomi Technology India Private Limited, Realme Mobile Telecommunications (India) Private Limited, Tata Play Limited, Google India Private Limited, CloudWalker Streaming Technologies Pvt. Ltd., Motorola Mobility India Pvt Ltd.

Customization Scope

10% free report customization with purchase. Addition or alteration to country, regional & segment scope.

Pricing and Purchase Options

Avail of customized purchase options to meet your exact research needs. Explore purchase options

Delivery Format

PDF and Excel through Email (We can also provide the editable version of the report in PPT/pdf format on special request)

 

Report Scope:

In this report, the India Smart TV Streaming Device Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • India Smart TV Streaming Device Market, By Device Type:
    • TV Stick
    • TV Box
  • India Smart TV Streaming Device Market, By Video Support:
    • Non-4K
    • 4K
    • Above
  • India Smart TV Streaming Device Market, By Sales Channel:
    • Online
    • Offline
  • India Smart TV Streaming Device Market, By Region:
    • North
    • South
    • East
    • West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the India Smart TV Streaming Device 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).

It is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

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.  Brand Awareness

4.2.  Factors Influencing Purchase Decision

4.3.  Customer Satisfaction

4.4.  Challenges Faced

5.    India Smart TV Streaming Device Market Outlook

5.1.  Market Size & Forecast

5.1.1.    By Value

5.2.  Market Share & Forecast

5.2.1.    By Device Type Market Share Analysis (TV Stick, TV Box)

5.2.2.    By Video Support Market Share Analysis (Non-4K, 4K, Above)

5.2.3.    By Sales Channel Market Share Analysis (Online, Offline)

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.        East India Market Share Analysis

5.2.4.4.        West India Market Share Analysis

5.2.5.    By Top 5 Companies Market Share Analysis, Others (2023)

5.3.  India Smart TV Streaming Device Market Mapping & Opportunity Assessment

5.3.1.    By Device Type Market Mapping & Opportunity Assessment

5.3.2.    By Video Support Market Mapping & Opportunity Assessment

5.3.3.    By Sales Channel Market Mapping & Opportunity Assessment

5.3.4.    By Regional Market Mapping & Opportunity Assessment

6.    India Smart TV Stick Market Outlook

6.1.  Market Size & Forecast        

6.1.1.    By Value

6.2.  Market Share & Forecast

6.2.1.    By Video Support Market Share Analysis

6.2.2.    By Sales Channel Market Share Analysis

7.    India Smart TV Box Market Outlook

7.1.  Market Size & Forecast        

7.1.1.    By Value

7.2.  Market Share & Forecast

7.2.1.    By Video Support Market Share Analysis

7.2.2.    By Sales Channel Market Share Analysis

8.    Market Dynamics

8.1.  Drivers

8.1.1.    Growing Broadband Penetration

8.1.2.    Rising Demand for on-demand streaming devices

8.1.3.    Convenient to Install and Use

8.2.  Challenges

8.2.1.    High competition

8.2.2.    Ease of Availing Smart Television

9.    Impact of COVID-19 on India Smart TV Streaming Device Market

9.1.  Impact Assessment Model   

9.1.1.    Key Segments Impacted

9.1.2.    Key Regions Impacted

9.1.3.    Key Distribution Channel Impacted

10.  Market Trends & Developments

10.1.             Availability of excessive Content

10.2.             Growing demand for streaming stick

10.3.             Rising awareness for converting standard television into smart television

10.4.             New Product Launches

11.  SWOT Analysis

11.1.             Strength

11.2.             Weakness

11.3.             Opportunities

11.4.             Threat

12.  India Economic Profile

13.  Policy & Regulatory Landscape

14.  Competitive Landscape

14.1.             Company Profiles

14.1.1. Amazon Retail India Private Limited

14.1.1.1.     Company Details

14.1.1.2.     Products & Services

14.1.1.3.     Financial (As per availability)

14.1.1.4.     Key Market Focus

14.1.1.5.     Recent Development

14.1.1.6.     Key Management Personnel

14.1.2. Apple India Private Limited

14.1.2.1.     Company Details

14.1.2.2.     Products & Services

14.1.2.3.     Financial (As per availability)

14.1.2.4.     Key Market Focus

14.1.2.5.     Recent Development

14.1.2.6.     Key Management Personnel

14.1.3. Bharti Airtel Limited

14.1.3.1.     Company Details

14.1.3.2.     Products & Services

14.1.3.3.     Financial (As per availability)

14.1.3.4.     Key Market Focus

14.1.3.5.     Recent Development

14.1.3.6.     Key Management Personnel

14.1.4. Xiaomi Technology India Private Limited

14.1.4.1.     Company Details

14.1.4.2.     Products & Services

14.1.4.3.     Financial (As per availability)

14.1.4.4.     Key Market Focus

14.1.4.5.     Recent Development

14.1.4.6.     Key Management Personnel

14.1.5. Realme Mobile Telecommunications (India) Private Limited

14.1.5.1.     Company Details

14.1.5.2.     Financial (As per availability)

14.1.5.3.     Key Market Focus

14.1.5.4.     Recent Development

14.1.5.5.     Key Management Personnel

14.1.6. Tata Play Limited

14.1.6.1.     Company Details

14.1.6.2.     Products & Services

14.1.6.3.     Company Details

14.1.6.4.     Products & Services

14.1.6.5.     Financial (As per availability)

14.1.6.6.     Key Market Focus

14.1.6.7.     Recent Development

14.1.6.8.     Key Management Personnel

14.1.7. Google India Private Limited

14.1.7.1.     Company Details

14.1.7.2.     Products & Services

14.1.7.3.     Financial (As per availability)

14.1.7.4.     Key Market Focus

14.1.7.5.     Recent Development

14.1.7.6.     Key Management Personnel

14.1.8. CloudWalker Streaming Technologies Pvt. Ltd.

14.1.8.1.     Company Details

14.1.8.2.     Products & Services

14.1.8.3.     Financial (As per availability)

14.1.8.4.     Key Market Focus

14.1.8.5.     Recent Development

14.1.8.6.     Key Management Personnel

14.1.9. Motorola Mobility India Pvt Ltd.

14.1.9.1.     Company Details

14.1.9.2.     Products & Services

14.1.9.3.     Financial (As per availability)

14.1.9.4.     Key Market Focus

14.1.9.5.     Recent Development

14.1.9.6.     Key Management Personnel

15.  Strategic Recommendations/Action Plan

15.1.             Key Focus Areas

15.2.             Target Device Type

15.3.             Target Sales Channel

16.  About Us & Disclaimer

 

(Note: The companies list can be customized based on the client requirements.)

Figures and Tables

Frequently asked questions

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Amazon Retail India Private Limited, Apple India Private Limited, Bharti Airtel Limited, Xiaomi Technology India Private Limited, Realme Mobile Telecommunications (India) Private Limited, Tata Play Limited, Google India Private Limited, CloudWalker Streaming Technologies Pvt. Ltd., Motorola Mobility India Pvt Ltd., are some of the major players operating in the India Smart TV Streaming Device Market.

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Various smart TV streaming device brands have different channels, and OTT platforms such as Amazon Fire TV stick provide many OTT platforms such as Netflix, Prime Video, Disney+, Brit Box, and so on.

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Owing to the increased number of OTT platforms and the rising demand for broadband connection, are the key trends that have increased demand for smart TV streaming devices in India.

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The growth of the India smart TV streaming device market is driven by the significant increase in demand for live streamed content and rising demand for portable streaming devices.

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