The Future of the Big Screen: On the Transforming of the TV Market

As consumers watch less linear TV and more content on smartphones and laptops, television screens are getting larger to deliver a cinematic experience – while smaller sets are increasingly being replaced by mobile devices.

The way we consume entertainment has undergone a seismic shift. Traditional linear TV is steadily losing ground to streaming and video-on-demand (VOD) services. In 2025, 44% of global consumers1 reported having completely replaced cable or satellite TV with streaming platforms – more than double the share of five years ago. This change is not only about content preferences; it is reshaping the entire television market 

From Necessity to Experience:
The New Role of the TV

Televisions are no longer the default screen in every room. With content now easily accessible on smartphones, tablets and laptops, smaller TVs under 42 inches are increasingly being replaced by more versatile devices. In fact, monitor sales have now surpassed TVs in this size range3, reflecting a shift in consumer priorities – particularly in space-constrained environments.

Yet the television is far from obsolete. It remains the centrepiece of immersive home entertainment – and the key differentiator is size and experience. Demand for large-screen TVs, particularly those over 70 inches, is growing rapidly, with USD revenue up 14% in the first half of 2025 alone. These models now account for more than a quarter of global TV revenue2. Even screens above 90 inches already hold a 3% share of global revenue2. The trend is further boosted by the rise of home cinema projectors, which saw 14% growth in the first half of 2025 and, when combined with TVs over 70 inches4, now command a 12% market share.

Innovation Beyond the Screen

While the hardware market has matured, innovation in display technology continues. Consumers are moving away from basic LCDs in favour of advanced options. MiniLED, OLED and Quantum Dot displays together have delivered significant revenue growth of 47% compared with 2021, and have maintained momentum with a further 25% year-on-year2 increase in the first half of 2025. MicroLED – the next frontier – is poised for broader adoption, though scaling production and achieving accessible price points will take more time.

But the real opportunity lies beyond the screen. As hardware differentiation becomes harder, content is becoming king. In fact, 35% of global consumers1 now subscribe to streaming services specifically for exclusive content. This creates an opening for TV manufacturers to bundle streaming platforms or proprietary content with their devices – building
ecosystems that foster loyalty and generate recurring revenue.

By integrating content, manufacturers can move beyond one-off hardware sales and tap into recurring revenue streams through subscriptions. This shift mirrors successful models in the smartphone industry, where ecosystem lock-in has proven highly effective. Owning or partnering on content platforms also allows manufacturers to collect valuable viewer data, enabling targeted advertising and personalised experiences.

The future of TV is not just about bigger screens – it’s about smarter strategies. As consumers continue to move away from linear viewing, the brands that will thrive are those embracing content, connectivity and customisation. The television is evolving from a passive display into a dynamic entertainment hub – and that’s a screen worth watching.

Dr. Sara Warneke
Managing Director GFU – Brand owner of IFA and shareholder of IFA Management

“The TV is still the main device for streaming”

At the end of 2024, GFU and NIQ conducted a comprehensive study on the future of television. Dr. Sara Warneke, Managing Director of GFU, briefly summarizes the most important findings.

Sara, what drives TV purchase decisions today?

Our study with NIQ shows that size and price are the top criteria across all age groups, followed by smart functions and picture quality. Older buyers focus more on energy efficiency and connectivity, while younger consumers have a greater affinity for design and brand.

Is the TV still the centrepiece at home?

Yes. Despite mobile viewing, the TV remains the focal point in 95% of German households, and 82% of owners consider it essential. Its role is supported by large screens, long-standing habits and smart TV functions. For younger audiences between 18 and 29, smartphones may dominate but the TV is still the main device for streaming.

How important is resolution – and what about 4K vs. 8K?

4K is today’s premium standard. 8K offers four times more pixels, but content availability is limited, and the visible benefit is most convincing on very large screens at close viewing distances. HDR, refresh rates and display technologies such as OLED, QLED or Micro-LED are equally important for picture quality.

And what do gamers expect from TVs?

Gamers prioritise high refresh rates, low latency and responsive gaming modes, often over screen size. In contrast, general users focus more on image quality and streaming features.

What’s next when Gen Alpha grows up?

TVs will still be used, but primarily for streaming, gaming and possibly VR or AI-driven interaction. The user interface will be crucial—making content easy to find and delivering it smoothly at the highest quality. Operating systems will play a bigger role, whether proprietary or open.