Authors:
Avinash Singh, Amit Patil
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Africa Connected TV Market Size & Share 2026-2035
Report ID: GMI15308
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Published Date: October 2026
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Africa Connected TV Market Size
Africa Connected TV Market was valued at USD 1.48 billion in 2025, is projected to reach USD 1.65 billion in 2026, and is expected to grow at a 8.1% CAGR (2026-2035) to attain USD 3.21 billion by 2035.
Africa Connected TV Market Key Takeaways
Market Leader: Samsung led with over 18.5% market share in 2025.
Leading Players: Top 5 players in this market include Samsung, Hisense, TCL, LG Electronics, Skyworth, which collectively held a market share of 65.5% in 2025.
The market's expansion rests on a shift from broadcast-led viewing hardware toward devices that combine display, streaming access, and software-led content discovery. Demand is being pulled forward by urban household upgrades, broader availability of mainstream Smart TVs, and a growing installed base of consumers able to use connected video services.
The Africa Connected TV Market covers hardware revenue from Smart TVs, Set-Top Boxes, HbbTV equipment, gaming consoles with connected viewing capability, and Streaming Dongles. It includes residential and commercial hardware sales through offline and online channels, while excluding content subscriptions, advertising, broadband services, and software or middleware revenue.
GMI Analyst View
Based on GMI's historical market tracking, the Africa Connected TV Market generated USD 1,050 Million in revenue in 2022. We view that starting point as evidence that the category's subsequent expansion has been built on a widening urban hardware base, rather than on a single premium-product cycle.
Africa Connected TV Market Trends, Growth Drivers & GMI Forecast Outlook
Africa's connected TV hardware demand is advancing through a two-speed transition: urban consumers are upgrading into app-enabled, larger-format displays, while affordability, connectivity, and electricity constraints preserve demand for lower-cost connected devices. The outlook therefore depends as much on infrastructure execution as on product innovation.
Key Drivers
*Evidence note: Historic and current signals inform GMI’s proprietary forecast assumptions.*
Mobile connectivity matters because it changes the practical usefulness of connected hardware even where household fixed broadband remains limited. As coverage becomes denser in major cities and their surrounding consumer corridors, Smart TVs and dongles become more viable purchases for households that previously viewed connected functionality as inaccessible or costly to use.
Chinese manufacturers are broadening the market by pairing mainstream specifications with deeper retail reach. Their relevance is not confined to lower sticker prices: local distributors, informal trade networks, and wider product availability reduce the distance between a consumer's upgrade intent and a completed hardware purchase.
Software platforms add a second layer of value to television hardware. Content recommendation, application access, voice controls, and connected-home functions make the screen a household interface rather than a passive display, strengthening the rationale for replacement among consumers already able to support streaming use.
Key Restraints
*Evidence note: Historic and current signals inform GMI’s proprietary forecast assumptions.*
The fixed-broadband constraint affects more than video quality. It raises the effective ownership cost of a connected device, particularly for households that depend on mobile data for high-bandwidth viewing. That dynamic preserves a role for satellite, terrestrial, and lower-cost hardware even as connected viewing becomes more aspirational.
Affordability barriers are reinforced where power reliability is uneven. Consumers weighing a premium screen purchase consider both the device and the conditions under which it can be used consistently; this favors durable, energy-conscious products and delays premium upgrades outside more reliable urban grids.
GMI Analyst View
We see the forecast as a contest between improving device accessibility and uneven enabling infrastructure. The market should continue to migrate toward Smart TVs, but the pace of that migration will differ sharply by income band, power reliability, and the cost of sustaining connected viewing after the initial hardware purchase.
Africa Connected TV Market Segment Analysis
By Device/Platform
The Africa Connected TV Market is anchored by Smart TV adoption, while legacy broadcast hardware remains relevant where household connectivity and purchasing power are less developed.
Smart TV revenue was USD 959 Million in 2025 and is projected to reach USD 2,241 Million by 2035. Smart TVs are the central upgrade route for urban households because they consolidate display, operating system, and streaming access into one device. Mainstream Android TV offerings are especially important where consumers seek familiar app ecosystems without moving immediately into premium display tiers.
Set-Top Box revenue was USD 310 Million in 2025, and the segment is projected to grow at a 3.6% CAGR (2026-2035). Set-Top Boxes retain utility where satellite and terrestrial viewing remain more dependable than broadband streaming. Their installed base gives pay-TV operators a durable channel into price-sensitive and lower-connectivity households, even as the category gradually loses share to integrated Smart TVs.
HbbTV accounted for a 4% market share in 2025 and is projected to account for a 3.7% market share in 2035. HbbTV remains concentrated in operator and broadcaster-led deployments. Its position reflects a transitional model in which hybrid broadcast connectivity can add features to traditional viewing, but consumer-owned Smart TVs increasingly set the pace for connected-screen adoption.
Gaming consoles generated USD 88 Million in revenue in 2025 and are projected to grow at a 9.7% CAGR (2026-2035). Connected gaming consoles address a narrower but valuable entertainment audience that values gaming, streaming applications, and premium audiovisual performance in one platform. Demand is strongest where formal retail, household credit access, and premium entertainment spending are more established.
Streaming Dongles are projected to reach USD 181 Million by 2035 and are expected to grow at an 11.9% CAGR (2026-2035). Streaming Dongles offer a lower-cost way to extend connected viewing to households that already own functional non-smart screens. Their appeal rises where consumers want streaming access without replacing a television, creating an accessible bridge between legacy displays and fully integrated Smart TVs.
By Screen Size
Less than 30 Inches generated USD 177 Million in revenue in 2025 and is projected to grow at a 3.8% CAGR (2026-2035). Smaller displays continue to serve budget-sensitive, secondary-room, and space-constrained use cases. The category faces gradual substitution as mainstream Smart TV models in larger sizes become more attainable and better aligned with streaming-led viewing preferences.
The 30-50 Inches category generated USD 811 Million in revenue in 2025 and is projected to hold a 48% market share in 2035. This range remains the practical center of the market because it balances affordability, household space, and perceived viewing improvement. It is the primary arena for competition among global brands, Chinese manufacturers, and local assemblers seeking volume in urban and peri-urban households.
The 50-70 Inches category accounted for a 28% market share in 2025 and is projected to reach USD 1,186 Million by 2035. Larger-screen demand reflects a clear urban trading-up cycle. Consumers upgrading their living-room viewing environment are increasingly pairing larger displays with higher-resolution panels and app-enabled platforms, supporting a higher-value replacement market.
More than 70 Inches accounted for a 5% market share in 2025 and is projected to grow at an 11.8% CAGR (2026-2035). The largest screens are supported by premium residential buyers and commercial settings such as hospitality, corporate venues, and upscale retail. Their growth is meaningful for value creation, although the category remains tied to higher-income purchasing power and reliable electricity conditions.
By Display Technology
LED generated USD 1,106 Million in revenue in 2025 and is projected to account for a 60% market share in 2035. LED retains structural importance because it fits the market's requirements for cost efficiency, durability, broad availability, and energy-conscious use. It will remain the volume technology even as premium alternatives capture a larger share of spending in major cities.
OLED generated USD 118 Million in revenue in 2025 and is projected to grow at a 12.5% CAGR (2026-2035). OLED demand is concentrated among affluent urban consumers and premium retail environments where picture performance justifies a substantial price premium. The category benefits from aspirational upgrades but remains constrained by affordability and the need for dependable operating conditions.
QLED accounted for a 12% market share in 2025 and is projected to reach USD 641 Million by 2035. QLED occupies the strategic space between mass-market LED and high-end OLED. Its brightness, premium positioning, and expanding availability make it a key technology for consumers moving beyond entry-tier displays without entering the highest-priced category.
MicroLED generated USD 15 Million in revenue in 2025 and is projected to grow at a 20.4% CAGR (2026-2035). MicroLED is an emerging, high-value niche centered on showcase installations, luxury residences, and commercial environments. Its current contribution is limited, but the technology signals the premium ceiling of the market and the potential for specialized display demand.
Other display technologies accounted for a 4% market share in 2025 and are projected to hold a 5% market share in 2035. Conventional LCD and standard-definition configurations persist where the immediate purchase price outweighs feature depth. These products remain relevant to local assemblers and informal channels serving first-time or replacement buyers with narrow budgets.
By Resolution
HD 720p generated USD 443 Million in revenue in 2025 and is projected to account for a 10% market share in 2035. HD 720p remains relevant in lower-cost devices and entry-level demand pools, but its role is shifting as consumers increasingly associate connected viewing with larger screens and improved picture quality. It is likely to remain an affordability-led option rather than a preferred upgrade destination.
FHD 1080p accounted for a 45% market share in 2025 and is projected to reach USD 962 Million by 2035. FHD continues to serve the mainstream television market, particularly where content delivery conditions and household budgets do not yet support broad movement into premium-resolution formats. It provides a durable middle ground for manufacturers competing on value and usable performance.
4K UHD generated USD 325 Million in revenue in 2025 and is projected to reach USD 1,667 Million by 2035. 4K UHD is becoming the focal point of premiumization because it aligns with the move toward larger screens and streaming-led content consumption. Its advance will depend on product cost convergence and the quality of the connected viewing experience available to consumers.
8K accounted for a 1% market share in 2025 and is projected to reach USD 160 Million by 2035. 8K remains an aspirational technology with relevance primarily in luxury residential and specialized commercial installations. Its near-term value lies in reinforcing premium brand positioning rather than in broad-based household adoption.
Other resolutions generated USD 28 Million in revenue in 2025 and are projected to account for a 3% market share in 2035. Standard-definition and other legacy formats continue to serve the lowest-cost end of the market. Their persistence reflects the size of the price-sensitive buyer base and the continued role of informal distribution in extending basic display hardware beyond formal retail centers.
By End User
Residential-Urban generated USD 900 Million in revenue in 2025 and is projected to account for a 58.2% market share in 2035. Urban households remain the market's commercial core because they combine stronger retail access, greater purchasing power, and more practical access to connected services. This group is also the first to adopt larger screens, higher resolutions, and premium operating-system features.
Residential-Peri-Urban/Rural accounted for a 26% market share in 2025 and is projected to grow at an 8.6% CAGR (2026-2035). Peri-urban and rural demand is widening as lower-cost devices reach a broader set of households. The segment's progress depends on distribution depth, mobile connectivity, payment accessibility, and products that offer a compelling upgrade without imposing a high ongoing data burden.
Commercial generated USD 191 Million in revenue in 2025 and is projected to reach USD 464 Million by 2035. Commercial demand is supported by hospitality, offices, retail venues, and institutions seeking better guest, customer, or employee-facing display environments. The segment creates opportunities for larger screens, premium technologies, and managed or repeat procurement relationships.
By Distribution Channel
Offline generated USD 1,077 Million in revenue in 2025 and is projected to account for a 63.9% market share in 2035. Offline retail remains essential because it enables physical inspection, price negotiation, immediate collection, and local after-sales confidence. Brand stores, authorized dealers, open markets, and operator shops each serve different income tiers and product categories.
Online accounted for a 27% market share in 2025 and is projected to grow at an 11.2% CAGR (2026-2035). Online channels gain relevance as consumers compare specifications, seek wider assortments, and use delivery and digital-payment options. Their expansion is strongest in cities where logistics and consumer trust are improving, but they complement rather than displace the continent's physical retail ecosystem.
GMI Analyst View
We interpret the segment mix as evidence of simultaneous market deepening and market widening. Premiumization will lift value in established urban centers, while accessible Smart TVs, dongles, and mainstream LED devices will determine how far connected viewing reaches beyond the formal retail and high-income consumer base.
Africa Connected TV Market Regional Analysis
North Africa Connected TV Market Analysis
The North Africa in Africa Connected TV Market generated USD 413 Million in revenue in 2025 and is projected to account for a 26.5% market share in 2035. North Africa benefits from comparatively mature urban consumer markets, established television retail, and stronger connected-viewing conditions than many other African geographies. The region remains important for premium Smart TV demand, even as faster-growing markets elsewhere reduce its continental revenue weight.
Morocco
Morocco supports demand through urban retail sophistication, established satellite-viewing familiarity, and a consumer base that is receptive to connected-display upgrades. Premium and mid-range brands compete through formal channels, while broader Smart TV adoption is supported by consumer interest in streaming access.
Tunisia
Tunisia remains a commercially active, smaller North African market where connected device demand is shaped by urban households, broadcast familiarity, and the availability of mid-range hardware. Its growth profile favors practical Smart TV upgrades over ultra-premium volume.
Egypt
Egypt generated USD 186 Million in revenue in 2025 and is projected to reach USD 400 Million by 2035. Egypt combines a large urban consumer base with established electronics retail and relatively developed connected-viewing conditions. Its market supports both mainstream Smart TV penetration and premium upgrades, making it a central North African destination for global television brands and volume-oriented manufacturers.
Algeria
Algeria accounted for a 24.9% share of the North Africa connected TV market in 2025 and is projected to grow at a 6.6% CAGR (2026-2035). Algeria's growth is more measured because satellite viewing and existing Set-Top Box use remain influential. Demand centers on mid-range Smart TVs in major cities, while price-sensitive distribution in secondary markets reinforces the relevance of budget-oriented hardware.
West Africa Connected TV Market Analysis
The West Africa Connected TV Market accounted for a 26% market share in 2025 and is projected to reach USD 899 Million by 2035. West Africa's opportunity is driven by demographic scale, dense urban markets, and the expansion of mainstream connected hardware into secondary cities. Its channel environment is diverse: formal brand retail and e-commerce coexist with powerful open-market networks that determine access for many consumers.
Ghana
Ghana's market is supported by consumer-electronics activity in Accra and Kumasi, with authorized dealers and digital channels expanding access to Smart TVs and connected accessories. The country offers a comparatively organized route to market for manufacturers balancing brand control with broad affordability.
Cote d'Ivoire
Cote d'Ivoire is an important French-speaking West African opportunity centered on Abidjan's commercial and premium consumer base. Demand is supported by formal retail, content consumption, and a growing appetite for app-enabled home entertainment.
Senegal
Senegal offers a smaller but strategically relevant connected TV market, particularly as urban connectivity conditions and retail access improve around Dakar. Streaming Dongles and mainstream Smart TVs can benefit as more consumers seek flexible access to connected content.
Nigeria
Nigeria generated USD 192 Million in revenue in 2025 and is projected to reach USD 467 Million by 2035. Nigeria is West Africa's pivotal connected TV market due to its population scale, dense urban demand centers, and extensive formal and informal electronics trade. Its consumer base supports both premium brand launches in Lagos and broad volume demand for competitively priced Android TV devices across multiple city tiers.
East Africa Connected TV Market Analysis
The East Africa Connected TV Market generated USD 310 Million in revenue in 2025 and is projected to grow at a 9.2% CAGR (2026-2035). East Africa's growth profile reflects urbanization, mobile-first consumer behavior, and expanding digital commerce. The region combines an active premium market in Kenya with large first-purchase opportunities in Ethiopia and other rapidly urbanizing countries, making it strategically important for both volume and product-mix development.
Tanzania
Tanzania's connected TV demand is concentrated in major urban centers and supported by open-market electronics distribution. Its potential is closely linked to broader mobile connectivity, affordable device availability, and the reach of informal channels beyond the largest cities.
Uganda
Uganda's market is expanding from Kampala into secondary urban areas as connected content access improves. Mainstream devices that balance affordability with familiar streaming platforms are likely to remain the core proposition.
Rwanda
Rwanda presents a compact but increasingly sophisticated market shaped by Kigali's digital-economy ambitions, hospitality activity, and formal consumer-electronics demand. It offers a useful setting for premium and commercial connected-display deployment.
Kenya
Kenya accounted for a 35.2% share of the East Africa connected TV market in 2025 and is projected to grow at an 8.2% CAGR (2026-2035). Kenya is East Africa's most commercially developed connected-device market, supported by formal retail, mobile money-enabled commerce, and a sizable urban professional consumer base. The country is a leading destination for premium Smart TV launches while retaining strong demand for mid-range products.
Ethiopia
Ethiopia generated USD 68 Million in revenue in 2025 and is projected to reach USD 201 Million by 2035. Ethiopia offers a substantial growth opportunity as urbanization and telecommunications competition improve the conditions for connected viewing. The market remains price sensitive, but the expansion of city-based demand and broader device distribution supports growing Smart TV and dongle adoption.
Southern Africa Connected TV Market Analysis
The Southern Africa Connected TV Market accounted for a 22% market share in 2025 and is projected to reach USD 622 Million by 2035. Southern Africa is led by a mature South African market, while neighboring countries add demand through urban consumer spending, commercial activity, and tourism-related procurement. The region's challenge is uneven purchasing power and infrastructure quality outside its largest cities.
Zimbabwe
Zimbabwe's connected TV demand is influenced by constrained household budgets and the importance of informal hardware channels. Affordable Smart TVs and Set-Top Boxes remain central to maintaining access across a fragmented consumer market.
Zambia
Zambia benefits from commercial and hospitality demand alongside household upgrades in major cities. The market is suited to mainstream connected products that can serve both residential users and business environments.
Mozambique
Mozambique's demand is shaped by urban development, tourism, and uneven electricity access. Device suppliers must balance the opportunity for connected viewing with practical requirements around affordability, power reliability, and channel coverage.
South Africa
South Africa generated USD 228 Million in revenue in 2025 and is projected to account for a 65% share of Southern Africa's connected TV market in 2035. South Africa is the continent's most mature connected TV market, with advanced retail, comparatively strong household connectivity, and developed streaming consumption. It is the leading African market for premium display technologies, larger screens, and ecosystem-led Smart TV upgrades.
Central Africa Connected TV Market Analysis
The Central Africa Connected TV Market generated USD 44 Million in revenue in 2025 and is projected to account for a 2.7% market share in 2035. Central Africa remains the continent's smallest connected TV market because weak power reliability, limited fixed connectivity, and restricted formal retail constrain both product use and consumer confidence. The addressable opportunity is concentrated in major cities and depends heavily on lower-cost, resilient hardware.
DRC
DRC demand is centered on Kinshasa and is served substantially through informal import and retail channels. Lower-cost Smart TVs and Set-Top Boxes are more relevant than premium formats because connectivity and electricity conditions remain uneven.
Cameroon
Cameroon has a more structured urban retail nucleus in Yaounde and Douala, where professional households and operator-led digital activity support formal Smart TV distribution. The opportunity remains selective rather than broadly national.
GMI Analyst View
We believe regional performance will increasingly diverge by the quality of the consumer-enablement environment. Mature markets will continue to generate higher-value upgrades, while East and West Africa will determine the next phase of volume creation as connectivity, distribution, and mainstream device availability reach more households.
Africa Connected TV Market Share & Competitive Landscape
The Africa Connected TV Market share structure is moderately concentrated, with the top five companies collectively holding an approximately 65.5% market share in 2025. Competition differs by price tier: premium brands emphasize display technology, operating systems, and branded retail, while Chinese manufacturers and regional players compete through accessible pricing, practical specifications, and broad channel coverage.
Samsung held an 18.5% market share in 2025. Samsung's market position is supported by its broad premium portfolio, Tizen operating system, SmartThings ecosystem, and established dealer presence in major African cities. Its strategy centers on protecting high-value demand through AI-enabled product differentiation, large-format displays, and connected-home functionality.
Hisense held a 17.5% market share in 2025. Hisense competes through a value-for-performance proposition that bridges mainstream and premium tiers. Its ability to serve formal retail, informal distribution, and a broad range of screen sizes makes it a particularly effective competitor where consumers seek a recognized brand without the highest premium price point.
TCL held a 14% market share in 2025. TCL has expanded its relevance by targeting the mainstream Smart TV tier with Android TV-based products, deeper distribution, and increasingly visible premium technology offerings. Its positioning makes it a principal challenger in markets where accessible connected hardware is gaining share from legacy television formats.
LG Electronics remains influential in premium Smart TV, OLED, and advanced large-screen demand, particularly in markets with established retail infrastructure. Sony occupies a narrower premium niche built around audiovisual quality and brand equity, while Skyworth competes in mid-range Android TV categories.
MultiChoice, StarTimes, and Canal+ Africa remain important to the Set-Top Box ecosystem because their decoder hardware serves consumers whose television access is still organized around satellite and terrestrial services. Regional players including Polystar Electronics, Nasco, Bruhm, Von Hometech, Syinix, Itel Smart TV, Tecno, MTN Nigeria Smart TV Box, Acer Africa, Vitron, and Scanfrost compete by serving local price points, channels, and consumer preferences that large international brands may not address consistently.
Recent Industry Developments
Samsung Electronics East Africa launched its 100-inch NEO QLED AI TV in Nairobi in September 2025, extending Samsung's flagship display and Vision AI positioning into the East African premium market [4]Business This Day. “Samsung Electronics East Africa Launches Flagship 100-Inch NEO QLED AI TV in Nairobi.” businessthisday.com.
Samsung Electronics West Africa introduced its Vision AI TV lineup in Lagos in August 2025, underscoring the company's effort to position AI-enabled television products across Nigeria's premium consumer segment [5]BusinessDay NG. “AI-Driven Vision TV Poised to Disrupt West Africa’s Entertainment Market.” businessday.ng.
YouTube and Vumatel initiated a Google TV dongle pilot for fibre-connected households in Alexandra, Johannesburg, in November 2025, linking device access with an underserved urban connected-viewing environment [6]Hypertext. “YouTube and Vumatel Give 2k Households in Alex Google TV Dongles.” htxt.co.za.
Canal+/MultiChoice announced DStv decoder price reductions in November 2025, reinforcing the competitive response of pay-TV hardware to Smart TV and Streaming Dongle substitution [7]Nyongesasande. “MultiChoice Slashes DStv Decoder Prices by 40% as Canal+ Fights to Win Back Viewers.” nyongesasande.com.
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