Japan's television market is expected to grow from approximately US$5.73 billion in 2025 to approximately US$7.70 billion by 2035. Higher-value features, including OLED and AI processing, will be central to growth.
Japan's television market is expected to reach approximately US$5.73 billion in 2025 and expand at a CAGR of 3.0% from 2026 to 2035. While the overall market is mature, growth is expected to center on higher-value features such as OLED, large screens, high-resolution processing, AI functionality, gaming capabilities and smart-home integration.
In 2026, Sony Group is introducing a new premium OLED television lineup in Japan, with enhanced image-processing capabilities and AI-powered scene optimization. Panasonic Holdings has also announced plans to restructure its television business and increase its focus on premium OLED and large-screen models. Japanese manufacturers are therefore seeking to distance themselves from price competition in the lower-end segment and maintain and strengthen their competitiveness in higher-value areas.
Advances in OLED-related technology are expected to support market expansion. Micro-lens technology and televisions equipped with advanced AI processors are enhancing the automatic optimization of images and sound. Image-processing engines, upscaling, noise reduction and audio integration are becoming key determinants of product value, as televisions evolve from simple display devices into smart devices.
The market includes a mix of domestic and overseas manufacturers, with both offline and online sales playing important roles. While consumers place greater emphasis on viewing high-priced large-screen OLED televisions in person, purchasing decisions in the mid-range segment are increasingly influenced by factors such as price, delivery, installation services and loyalty-point rebates. Going forward, Japanese manufacturers, led by Sony and Panasonic, are expected to coexist with overseas players including Samsung, LG, Hisense and Haier.
Future market discussions will focus on efforts to redefine televisions from broadcast-viewing devices as central platforms for home entertainment. As integration with OTT, gaming, video streaming, smart-home systems, AI, voice control and VR/3D connectivity advances, demand in the premium segment could expand further.