Vietnam Television Market By Screen Size (Below 39'', 40''-49'', 50''-59'', Above 59''), By Distribution Channel (Online, Offline), By Display Size (LED, OLED, Others), By Region, Competition, Forecast & Opportunities, 2021-2031F

Key Insights	Details
Forecast Period	2027-2031
Market Size (2025)	USD 1.55 Billion
CAGR (2026-2031)	6.09%
Fastest Growing Segment	50''-59''
Largest Market	Southern Vietnam
Market Size (2031)	USD 2.21 Billion

Market Overview

The Vietnam Television Market will grow from USD 1.55 Billion in 2025 to USD 2.21 Billion by 2031 at a 6.09% CAGR. The Vietnam Television Market encompasses the provision of television content and related services through various platforms, including traditional broadcast, pay-TV services such as cable, satellite, and Internet Protocol Television (IPTV), and Over-The-Top (OTT) streaming. Key growth drivers supporting market expansion include rising disposable incomes and ongoing urbanization, which fuel demand for enhanced entertainment options. Furthermore, expanding digital infrastructure, supported by government initiatives to extend fiber-optic network coverage to 100% of communes and 80% of homes by the end of 2025, significantly facilitates smart TV and streaming adoption. Increased content consumption patterns also contribute to market expansion, with the Ministry of Culture, Sports and Tourism reporting pay TV subscribers at an estimated 20.52 million in the first half of 2025.

A significant impediment to market expansion is widespread digital piracy, which severely impacts revenue streams for legitimate content providers and operators. According to Vietnam Today, in 2025, over 15.5 million users accessed illegal content, costing the content industry hundreds of millions of dollars annually. This practice erodes profitability and discourages further investment in content acquisition and technological advancement within the Vietnamese television landscape.

Key Market Drivers

Digital and OTT Adoption Reshapes the Vietnam TV Market
The shift toward digital and streaming platforms represents a significant driving factor for the Vietnam Television Market, transforming traditional viewing habits towards on-demand content consumption. This trend is heavily influenced by expanding internet penetration and the widespread adoption of smartphones, which enable access to various Over-The-Top (OTT) services. Consumers are increasingly valuing flexibility and diverse content libraries offered by streaming providers over conventional scheduled programming. According to VietNamNet, citing Appota's 2024-2025 Digital Entertainment Demand Report, as of June 2025, Vietnamese users spend an average of 120 minutes daily watching long-form content on OTT platforms. This substantial engagement highlights a clear migration from linear television to digital alternatives, compelling broadcasters and content creators to adapt their strategies.

Smart TVs Drive Growth and Connected-Device Demand
Concurrently, technological advancements and the increasing adoption of smart televisions are fundamentally reshaping the market landscape. Modern smart TVs offer integrated internet connectivity, allowing direct access to streaming applications, interactive features, and advanced display technologies like 4K UHD and OLED. This provides consumers with enhanced viewing experiences and greater control over their entertainment choices. According to Lao Dong Newspaper, in April 2026, data from the Metric.vn platform indicated that smart TVs were the product line leading growth in the TV and accessories industry's e-commerce sector, accounting for 7 out of the top 10 highest-revenue products in Q1 2026. This robust performance underscores consumer preference for connected and feature-rich devices. Overall, in June 2026, observations reported by Vietnam.vn at major retail chains indicated that the number of customers looking to purchase televisions had increased by 10-20%.

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Key Market Challenges

Piracy undermines revenue and market expansion in Vietnam's TV sector
Widespread digital piracy presents a significant impediment to the expansion of the Vietnam Television Market. This challenge directly hampers market growth by severely impacting the revenue streams of legitimate content providers and television operators. When content is accessed illegally, it reduces potential earnings from subscriptions, advertising, and licensed content sales, thereby eroding profitability for businesses operating within the legal framework. According to a 2025 survey by the Coalition Against Piracy (CAP) and the Asia Video Industry Association (AVIA), 56% of Vietnamese users admitted accessing pirated digital content within the preceding twelve months.

Unauthorized consumption dampens investment and slows market maturation
This widespread unauthorized content consumption directly discourages further investment in high-quality content acquisition, the development of innovative platforms, and essential technological advancements. Such financial disincentives make it less attractive for companies to enter or expand within the Vietnamese television landscape, limiting the introduction of diverse entertainment options and hindering the overall maturation and growth of the market. The inability of legitimate operators to fully monetize their offerings due to piracy directly slows down the capacity for market evolution and subscriber growth.

Key Market Trends

AI and IoT-Enabled Smart TVs as Central Smart-Home Hubs
The integration of advanced Artificial Intelligence (AI) and Internet of Things (IoT) capabilities into smart televisions represents a significant trend in the Vietnam Television Market, moving beyond basic internet connectivity to offer a more intelligent and interconnected user experience. This evolution enables smart TVs to serve as central hubs for smart homes, facilitating seamless control over various IoT devices and delivering personalized content recommendations through AI-driven analytics. Consumers are increasingly seeking devices that offer enhanced convenience and efficiency through these advanced features. According to a Microsoft report cited by Vietnam Investment Review in June 2026, Vietnam's AI adoption increased from 21.2% in the first half of 2025 to 26.5% in the first quarter of 2026, indicating a growing public readiness and interest in AI-powered technologies that extends to their entertainment devices.

Expansion of Domestic TV Manufacturing and Local Economic Benefits
Concurrently, the growth of domestic television manufacturing and assembly is reshaping the market landscape by fostering local production capabilities and reducing reliance on imports. This trend is driven by both international brands establishing local facilities and the expansion of Vietnamese manufacturers, supported by government initiatives to enhance the domestic industrial base. Increased local production capacity contributes to competitive pricing and greater availability of televisions tailored to local consumer preferences, including smart features. This strategic focus on domestic manufacturing also aims to strengthen local supply chains and create employment opportunities within the country. While specific TV manufacturing output data for the past year is not readily available from non-market research sources, the broader manufacturing sector in Vietnam demonstrates robust activity, underpinning this trend.

Segmental Insights

Fastest-growing 50''-59'' TV segment driven by rising incomes and urbanization.
The key segmental insight for the Vietnam Television Market indicates the 50''-59'' screen size category as the fastest-growing. This rapid expansion is primarily driven by Vietnamese consumers increasingly seeking enhanced home entertainment experiences, supported by rising disposable incomes and accelerating urbanization. Televisions within the 50''-59'' range offer an optimal balance of immersive viewing, often integrating advanced display technologies like 4K UHD, and improved affordability, making them a compelling upgrade for mid-sized households. This trend aligns with the growing adoption of digital content and streaming services, which necessitate larger, higher-quality displays for an enriched viewing experience.

Regional Insights

Southern Vietnam: Market Leader Driven by Ho Chi Minh City's Economy and Digital Retail Strength
Southern Vietnam stands as the leading region within the Vietnam Television Market, primarily due to the significant economic contributions and advanced consumer landscape of Ho Chi Minh City. This region benefits from a concentrated income base and a high urbanization rate, fostering an affluent and tech-savvy consumer demographic. These factors drive robust demand for modern television technologies, including premium smart televisions. Furthermore, Southern Vietnam's well-developed modern retail infrastructure, extensive logistics reach, and superior e-commerce penetration solidify its position as a crucial distribution and sales hub. This combination of strong consumer purchasing power, sophisticated retail ecosystems, and a digitally inclined population underpins its sustained market dominance.

Recent Developments

• In December 2025, FPT Play announced it had secured the exclusive broadcasting rights for the English Premier League in Vietnam, commencing from January 1, 2026. This strategic acquisition, a collaboration involving Jasmine International Public Company Limited (JAS) and Monomax, positions FPT Play as the sole provider of this highly popular football content across multiple platforms, including terrestrial, cable, satellite, IPTV, and internet television. This move significantly enriches FPT Play's content offerings within the Vietnam Television Market, aiming to deliver high-quality, 4K-enabled broadcasts to Vietnamese football enthusiasts.
• In May 2025, LG Electronics Vietnam officially introduced its 2025 generation of LG AI TVs to the Vietnam Television Market. This new product line, which includes LG OLED evo and QNED evo models, integrates empathetic artificial intelligence (AI) to enhance the user experience. The TVs feature advanced AI Super Upscaling and 4K Upscaling technologies for improved picture quality, along with AI Sound Pro for optimized audio. Additionally, features like Voice ID allow for personalized profiles and content suggestions, demonstrating a focus on innovative AI integration for home entertainment in Vietnam.
• In June 2024, Samsung announced a significant collaboration with Vietnam Television (VTV) to integrate the VTVGo application onto its Smart TVs sold within the Vietnamese market. This agreement ensured that the VTVGo app would be pre-installed on new Samsung TV models from 2020 to 2024. Furthermore, Samsung planned to include a dedicated VTVGo hard key on its TV remote controls starting in 2025, enhancing accessibility to VTV's digital content for Vietnamese viewers and supporting the national digital television platform.
• In March 2024, Samsung Electronics launched its 2024 Neo QLED 8K, Neo QLED, and OLED television lineups in Vietnam, signaling an expansion into the AI screen era. These new models are equipped with the NQ8 AI Gen3 processor, featuring a neural processing unit that significantly boosts performance and picture quality through enhanced neural networks. The OLED TVs also incorporated a new 'OLED Glare Free' technology, designed to reduce reflections while maintaining color accuracy and image sharpness, providing an immersive viewing experience for Vietnamese consumers.

Key Market Players

• Samsung TV
• LG TV
• Sony TV
• Hisense
• TCL
• Alshaya TV
• Jarir TV
• Extra TV
• Lulu TV
• HyperPanda TV

By Screen Size	By Distribution Channel	By Display Size	By Region
Below 39'' 40''-49'' 50''-59'' Above 59''	Online Offline	LED OLED Others	Northern Central Southern

Report Scope:

In this report, the Vietnam Television Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vietnam Television Market, By Screen Size:

• Below 39''
• 40''-49''
• 50''-59''
• Above 59''

• Vietnam Television Market, By Distribution Channel:

• Online
• Offline

• Vietnam Television Market, By Display Size:

• LED
• OLED
• Others

• Vietnam Television Market, By Region:

• Northern
• Central
• Southern