NIQ: TV market rebounds with EURO25 momentum and smarter promotions

Frankfurt am Main/Nürnberg, 18.09.2025 – After years of fluctuating development, the TV industry is looking ahead to 2025 with cautious optimism. New technologies, major sporting events and changing consumer behaviour are giving the market a boost – and the first signs of recovery are becoming apparent.

Thus, the global TV market is showing signs of renewed vitality in 2025. After a slow start to the year, March revenue gains marked a turning point, with global revenues developing above 2024. However, the first seven month saw a decrease in total of -1.6% USD revenue decline¹.

2025 Women's European Championship fuels global TV demand

One driver of that shift in Q2 has been the UEFA Women’s EURO 2025, which attracted record-breaking viewership of 400 million viewers globally and sparked increased consumer interest in upgrading home entertainment setups. Single markets like the UK saw sustained sales uplifts as national teams advanced, while other countries experienced short-term boosts aligned with tournament performance. This led to also in the global picture to stable demand, which ranks in the period January to July 2025 on the same level as in 2024 (+0.1%)¹.

Purchase criteria remain: value and quality

Consumer behaviour remains highly value driven. Nearly half of all TV purchases in 2025 were necessity-based, i.e. they replaced a faulty product, replacing faulty devices rather than driven by inspiration or desire². Larger screens and advanced display technologies such as OLED and MiniLED continue to gain traction and account for 44% of market revenue1, especially among consumers willing to stretch their budgets for better quality and immersive viewing.

Brand loyalty and ecosystems as growth drivers

As the market matures, brand ecosystems and loyalty are becoming increasingly important. 61% of consumers paid much more than initially planned on their most recent TV purchases own already at least one other product from the same brand, making ecosystem attachment a key lever for growth.2 Therefore, manufacturers must focus on communication of the expanded role of television - as the gateway to smart home experience and how it combines with other devices in the household. Not just for loyalty, but also to achieve a price premium.

Overall, 2025 is shaping up to be a year of cautious optimism for the TV industry—driven by smarter promotions, evolving consumer priorities, and the power of shared experiences like EURO25.

_{Sources:
1 NIQ Market Intelligence powered by GfK, Panelmarket, Global excluding North America, Revenue in USD
2 NIQ NewronConsumer, International Coverage, Q1 2025}