Japan Television Market

Japan Television Market Overview:

The Japan television market size reached USD 23.42 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 49.62 Billion by 2033, exhibiting a growth rate (CAGR) of 7.80% during 2025-2033. The market is driven by rising demand for 4K/8K Ultra HD TVs, fueled by advanced broadcast technology and streaming services. Smart TV adoption is growing due to integrated streaming apps, cord-cutting trends, and telecom bundling. Additionally, innovations such as AI recommendations and voice control enhance user experience, while declining prices for high-resolution displays are further expanding the Japan television market share.

Japan Television Market Trends:

Shift Towards 4K and 8K Ultra HD Television Adoption

The market is experiencing a significant shift towards higher-resolution displays, particularly 4K and 8K Ultra HD TVs. With Japan being a pioneer in broadcast technology, the government and major broadcasters have actively promoted 8K content, including the 2020 Tokyo Olympics. This push has accelerated consumer demand for premium displays, with manufacturers expanding their 4K and 8K offerings. In 2024, Chinese brands Hisense and TCL reached a historic milestone by capturing more than 50% of the Japanese flat-panel TV market share. This has seen them overtake established local brands such as Sony and Panasonic, which now command less than 10% of the market. REGZA brand, with Hisense as the leader, ranked first with 25.4% share, followed by Hisense with 15.7% and TCL at 9.7% as per latest industry reports. Competitive price approaches and increasing customer demand for big screens, which facilitate streaming, contribute to this growth. High cost-consciousness, along with the shift towards internet consumption of videos, also has a significant impact on Japan's TV market dynamics. Additionally, streaming platforms such as Netflix and Amazon Prime are enhancing their libraries with 4K HDR content, further driving upgrades. Despite higher prices, consumers are increasingly valuing superior picture quality, leading to a steady decline in Full HD TV sales.

Growth of Smart TVs and Integrated Streaming Services

Smart TVs are becoming the standard in Japan, with internet-connected features and built-in streaming apps reshaping viewing habits. Therefore, this is further propelling the Japan television market growth. In 2025, Japan's television market revenue is estimated to reach USD 5.9 billion, with a per capita revenue of USD 47.37 and projected annual growth of 2.61% through 2029. By 2029, market volume is expected to reach 8.5 million units, with a 1.3% volume growth forecasted for 2026. As a consequence, major brands are integrating platforms and local services directly into their devices, reducing reliance on external streaming sticks. This trend aligns with Japan’s increasing cord-cutting movement, as younger consumers prefer on-demand content over traditional broadcast TV. Furthermore, telecom companies are bundling smart TVs with broadband subscriptions, enhancing adoption. As competition intensifies, manufacturers are focusing on faster processors, improved user interfaces, and exclusive content partnerships to attract buyers. With Japan’s high internet penetration rate, the smart TV market is projected to grow steadily, making it a key driver of the industry.

Japan Television Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for 2025-2033. Our report has categorized the market based on technology, screen size, features, and end user.

Technology Insights:

• LED/LCD TV
• OLED TV
• QLED TV
• Smart TV

The report has provided a detailed breakup and analysis of the market based on the technology. This includes LED/LCD TV, OLED TV, QLED TV, and smart TV.

Screen Size Insights:

• Small Screen (Below 32 inches)
• Medium Screen (32 to 50 inches)
• Large Screen (Above 50 inches)

A detailed breakup and analysis of the market based on the screen size have also been provided in the report. This includes small screen (below 32 inches), medium screen (32 to 50 inches), and large screen (above 50 inches).

Features Insights:

• High-Resolution Displays
  • 4K
  • 8K
• HDR (High Dynamic Range)
• Audio Enhancement
  • Dolby Atmos
  • DTS X
• Connectivity Options
  • Bluetooth
  • Wi-Fi
  • HDMI
• Voice Control and AI Integration

The report has provided a detailed breakup and analysis of the market based on the features. This includes high-resolution displays (4K and 8K), HDR (high dynamic range), audio enhancement (Dolby Atmos and DTS X), connectivity options (Bluetooth, Wi-Fi, and HDMI), and voice control and AI integration.

End User Insights:

• Entertainment Enthusiasts
• Budget-Conscious Consumers
• Tech Enthusiasts
• Gamers

A detailed breakup and analysis of the market based on the end user have also been provided in the report. This includes entertainment enthusiasts, budget-conscious consumers, tech enthusiasts, and gamers.

Regional Insights:

• Kanto Region
• Kansai/Kinki Region
• Central/ Chubu Region
• Kyushu-Okinawa Region
• Tohoku Region
• Chugoku Region
• Hokkaido Region
• Shikoku Region

The report has also provided a comprehensive analysis of all the major regional markets, which include Kanto Region, Kansai/Kinki Region, Central/ Chubu Region, Kyushu-Okinawa Region, Tohoku Region, Chugoku Region, Hokkaido Region, and Shikoku Region.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Japan Television Market News:

• March 14, 2025: Sony, a Japanese giant, has unveiled a new display system featuring independently controlled high-density RGB LED backlights, enabling higher color purity, a wider color gamut, and finer brightness gradation across large screens. Set for mass production in 2025, the system is designed to elevate both film production and home viewing by reproducing cinematic visuals with precise color and light control.

Japan Television Market Report Coverage:

Key Questions Answered in This Report:

• How has the Japan television market performed so far and how will it perform in the coming years?
• What is the breakup of the Japan television market on the basis of technology?
• What is the breakup of the Japan television market on the basis of screen size?
• What is the breakup of the Japan television market on the basis of features?
• What is the breakup of the Japan television market on the basis of end user?
• What is the breakup of the Japan television market on the basis of region?
• What are the various stages in the value chain of the Japan television market? 
• What are the key driving factors and challenges in the Japan television?
• What is the structure of the Japan television market and who are the key players?
• What is the degree of competition in the Japan television market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Japan television market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Japan television market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Japan television industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.