TV Market Recovers in 2025

After years of uneven development, the TV industry is looking ahead to 2025 with cautious optimism. New technologies, major sporting events, and changing consumer behavior are providing momentum for the market – and revealing the first signs of a recovery.

The global TV market is showing signs of renewed momentum in 2025. After a slow start to the year, revenue increases in March marked a turning point, with global revenues largely developing above 2024 levels. However, in the first seven months of 2025, revenues were down overall by -1.6% in US dollars ^[1].

One driver of this change in the second quarter was UEFA Women’s EURO 2025, which attracted a record global audience of 400 million TV viewers and sparked consumer interest in upgrading their home cinema systems. Individual markets such as the United Kingdom recorded sustained revenue increases extending beyond the tournament, while other countries saw short-term revenue gains in line with the tournament performance of their respective national teams. This also led to stable demand worldwide, which remained at the same level as in 2024 (+0.1%) in the period from January to July 2025 ^[1].

Consumer behavior continues to be strongly shaped by a pronounced focus on value. Nearly half of all TV purchases in 2025 were driven by functional needs – particularly as replacements for defective devices – rather than by emotional motivation or inspiration ^[2].. Larger screens and advanced display technologies such as OLED and MiniLED are therefore continuing to gain importance and account for 44% of market revenue ^[1]. especially among consumers who are willing to spend more for better quality and a more immersive TV experience.

Brand ecosystems and brand loyalty are also becoming increasingly important. 61% of consumers who spent significantly more than originally planned on their last TV purchase already own at least one other product from the same brand, making ecosystem loyalty an important growth lever. ^[2] Manufacturers must therefore focus on communicating the expanded role of the TV as a gateway to the smart home experience and its compatibility with other devices in the household. Not only for reasons of loyalty, but also to achieve a price premium.

Overall, 2025 is emerging as a year of cautious optimism for the TV industry – driven by smarter promotions, changing consumer priorities, and the power of shared experiences such as EURO25.

^[1] NIQ Market Intelligence powered by GfK, Panelmarket, worldwide excluding North America, revenue in USD

^[2] NIQ NewronConsumer, international coverage, Q1 2025

Based on a partnership between NIQ/GfK, gfu, and IFA Management, we provide you with regular updates on market developments and trends from the Home & Consumer Tech sectors. Interesting insights, current market figures, consumer trends, and much more are professionally prepared for you using sources from the three expert partners.