South Korea Television Market Overview, 2031

The South Korean television market has undergone remarkable transformation over the past several decades, driven by rapid technological innovation, evolving consumer preferences, and the country’s vibrant cultural landscape. In its early history, television in South Korea was dominated by state-run broadcasters such as KBS and MBC, which provided programming focused on news, education, and cultural content while promoting national identity and social cohesion. The liberalization of the media industry in the 1990s introduced private broadcasters such as SBS, greatly expanding content variety and offering new formats in entertainment, dramas, reality shows, and variety programming. The adoption of cable, satellite, and digital terrestrial television further enhanced viewer choice, providing access to specialty channels in sports, movies, lifestyle, and international content. The transition to high-definition (HD) and ultra-high-definition (UHD/4K and 8K) broadcasting significantly improved picture quality, immersive viewing experiences, and interactive capabilities, while smart TV applications and electronic program guides added convenience for viewers. Today, demand in South Korea is driven by smart televisions that integrate streaming platforms, AI-assisted picture optimization, voice recognition, and connectivity with other smart home devices, transforming televisions into central entertainment hubs. New television models emphasize OLED and QLED display technology, superior sound systems, gaming-friendly features like low latency and high refresh rates, and modern, space-efficient designs suitable for compact urban homes. Marketing strategies in South Korea blend traditional broadcast advertising with digital campaigns, influencer-led promotions, and e-commerce integrations, reflecting a tech-savvy consumer base with high adoption of mobile and digital media. Urban households show a strong preference for premium smart TVs with advanced features, while regional consumers often adopt mid-range models, influenced by lifestyle, disposable income, and content consumption habits.

According to the research report "" South Korea Television Market Overview, 2031,"" published by Bonafide Research, the South Korea Television market is anticipated to grow at 12.36% CAGR from 2026 to 2031. The South Korean television market continues to evolve rapidly as consumer preferences increasingly shift toward on-demand, interactive, and multi-device content consumption. Streaming platforms such as Netflix, Disney+, Watcha, Wavve, and local services like TVING have reshaped how content is delivered and consumed, enabling binge-watching, personalized recommendations, multi-device usage, and interactive features such as live chat and social engagement. Despite the rapid expansion of OTT platforms, live television remains highly relevant in South Korea, particularly for K-dramas, reality shows, variety programs, music broadcasts, news, and major sporting events like football, baseball, and e-sports tournaments, which consistently attract large audiences and significant advertising revenue. Rising disposable incomes, increasing urbanization, and a growing desire for immersive audiovisual experiences have driven demand for larger-screen smart TVs with high-resolution display technologies, enhanced sound systems, and advanced gaming-friendly specifications such as low latency and high refresh rates. Manufacturers and content providers increasingly focus on integrating AI-driven picture optimization, energy-efficient designs, smart home connectivity, and voice-assisted controls, transforming televisions into central hubs for entertainment, communication, education, and gaming within households. Regional differences in adoption still exist, with metropolitan areas showing a higher preference for premium smart TVs and advanced features, while smaller cities and rural areas favor mid-range models reflecting lifestyle and purchasing power. Government regulations, including broadcasting licenses, content standards, and quotas for domestic content, continue to influence the market, balancing the introduction of international content with support for local programming. Overall, the South Korean television market uniquely blends strong cultural attachment to domestic content, rapid technological adoption, and lifestyle-driven consumption. This combination ensures the market remains highly competitive, dynamic, and innovative, meeting the demands of a digitally connected, entertainment-focused population that seeks convenience, interactivity, and immersive viewing experiences across multiple devices and platforms.

Tizen OS, exclusive to Samsung, holds a commanding position in the market, driven by Samsung’s status as a leading South Korean brand, its high-quality hardware, reliability, and extensive ecosystem. Tizen appeals to premium and mid-to-high-end buyers who prioritize performance, smooth operation, and integrated Samsung services such as SmartThings. WebOS, used primarily in LG televisions, dominates the premium segment as well, offering intuitive navigation, AI-based content recommendations, and advanced display technologies like OLED and HDR. South Korean consumers selecting WebOS often focus on cutting-edge visual performance and seamless user experience. Android TV, or Google TV, has a growing presence in South Korea, especially among tech-savvy and younger urban consumers who value its flexibility, broad app availability, and compatibility with smartphones, tablets, and smart home systems. Apple’s tvOS is used by a niche segment of affluent households invested in the Apple ecosystem, offering seamless integration with iPhones, iPads, and other Apple services. Other proprietary or niche operating systems are limited but cater to budget-conscious users or those seeking localized features. Across all platforms, South Korean consumers increasingly demand smart, connected TVs with AI-powered content curation, voice assistants, gaming capabilities, and high-resolution displays. Operating system selection is influenced by ecosystem integration, local content support, ease of use, and brand loyalty. The competition among OS platforms drives innovation in interconnectivity, personalization, and content discovery, maintaining South Korea as one of the most technologically advanced and dynamic television markets globally.

Screen size preferences in South Korea are influenced by household space, urban apartment layouts, and content consumption patterns. Televisions below 32 inches are typically used in secondary rooms such as kitchens, bedrooms, or small apartments. These compact models appeal to budget-conscious consumers seeking functional TVs that fit limited spaces and offer essential smart features. The 32–45 inch segment represents mainstream demand, balancing affordability with immersive viewing. These TVs are popular in medium-sized urban homes and smaller apartments, serving as primary or secondary screens for streaming, gaming, and traditional broadcast content. 46–55 inch TVs are increasingly preferred in primary living rooms, offering families and individuals an enhanced cinematic experience for movies, sports, and streaming services. The growing adoption of 4K resolution has further fueled demand in this mid-size segment, providing sharper visuals and high-quality display performance without entering the premium price range. 56–65 inch TVs cater to consumers seeking large-scale entertainment at home, including gamers, sports enthusiasts, and premium buyers who value HDR, high refresh rates, and advanced smart functionalities. Finally, 65-inch and above TVs are gaining traction among affluent households, driven by falling prices for large panels, interest in home theaters, and increasing high-definition content consumption. Across all screen sizes, South Korea’s television market demonstrates a strong shift toward connected, feature-rich smart TVs, with consumers seeking optimal combinations of screen size, display quality, and advanced functionality. High broadband penetration, widespread adoption of streaming platforms like Netflix, Wavve, TVING, and local content apps, along with urban living trends, continue to drive demand for mid-to-large screen smart TVs, making South Korea a highly competitive and innovation-driven market.

HD and Full HD TVs continue to serve entry-level and secondary-use segments, particularly in smaller apartments, bedrooms, and kitchens, where space constraints and cost considerations play a major role. These models are still relevant for basic broadcast content and casual streaming, particularly among older consumers and households prioritizing practicality over advanced features. However, demand for HD and Full HD televisions is gradually declining as South Korean consumers increasingly seek larger screens with sharper visuals and immersive experiences. The country’s excellent broadband infrastructure, high-speed internet penetration, and widespread use of streaming platforms have accelerated the transition to higher-resolution displays. 4K UHD TVs dominate the mainstream market, fueled by competitive pricing, a vast content ecosystem including dramas, sports, and movies, and the integration of smart features that appeal to tech-savvy consumers. Televisions in South Korea are central to home entertainment, often serving multiple purposes such as gaming, streaming, and smart home integration, which reinforces the preference for 4K resolution. 8K TVs are present primarily in the premium segment, targeting technology enthusiasts, affluent buyers, and early adopters. Limited native 8K content and high pricing restrict mass adoption, though awareness and interest continue to grow due to cutting-edge upscaling and future-proofing capabilities.

From a display technology perspective, LED and LCD TVs maintain the largest share of the South Korean market, valued for their affordability, energy efficiency, and versatility in both bright and compact living spaces. LED-backlit LCD TVs are particularly popular because of their reliable performance and suitability for smaller apartments and high-density urban housing. QLED TVs have carved out a strong position in mid-to-high-end segments, offering enhanced brightness, superior color reproduction, and high dynamic range performance, which aligns with the South Korean preference for crisp, vivid visuals. OLED TVs dominate the premium segment, appealing to consumers who seek exceptional contrast, deep blacks, and cinematic-quality images. Adoption of OLED is growing steadily, supported by domestic manufacturing leadership and strong brand awareness. Overall, the South Korean television market demonstrates a clear preference for 4K resolution paired with advanced display technologies, driven by urban lifestyles, tech-savvy consumers, and a culture of high-quality, immersive home entertainment.

Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Television Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Operating System
• Tizen OS
• WebOS
• Roku
• Android
• IOS
• Others

By Screen size
• BELOW 32 INCHES
• 32-45 INCHES
• 46-55 INCHES
• 56-65 INCHES
• 65+ INCHES

By Types of screen
• Full HD TV
• HD TV
• 4K UHD TV
• 8K TV

By Display Type
• LED
• OLED
• QLED
• LCD Show more