艾媒咨询 | 2026-2027年中国智能电视行业消费趋势报告

近年来，智能电视行业持续受益于显示技术、人工智能、物联网及内容服务生态的全方位赋能，其效能已从单一的视听终端延伸至智慧家庭控制、云游戏、远程教育与健康管理等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国智能电视行业消费趋势报告》数据显示，2016-2030年中国智能家居市场规模保持持续增长态势，2027年将突破1.2万亿元，2030年市场规模有望达到18439亿元。智能电视作为智能家居核心入口之一，有望持续受益于整体生态扩容。
当前中国智能电视行业硬件配置迭代过快（36.35%）、内置广告过多（31.49%）、系统流畅度不足（31.27%）及内容资源分散且价格高（30.83%）等问题反映突出，痛点集中于软体验与生态割裂层面，消费者对电视的期待正从显示终端向智慧家庭核心入口升级。消费者期望未来智能电视能实现全屋智能联动深度融合（37.79%）、AI智能交互升级（35.58%）、低功耗节能技术升级与护眼技术升级（均为34.03%）。
艾媒咨询分析师认为，物联网、AI技术迭代与消费升级是行业增长的核心驱动力。年轻消费群体崛起带动全屋智能需求释放，智能单品互联互通体验持续优化，不断拓宽智能电视应用场景。未来，随着下沉市场渗透加深与产品生态完善，智能电视市场仍具备强劲的增长潜力。
In recent years, the smart TV industry has continuously benefited from the comprehensive empowerment provided by display technology, artificial intelligence, the Internet of Things, and the content service ecosystem; its applications have expanded beyond standalone audio-visual terminals to encompass integrated scenarios such as smart home control, cloud gaming, remote education, and health management. According to the latest "2026–2027 China Smart TV Industry Consumer Trends Report" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in the new economy sector, China's smart home market size is expected to maintain steady growth from 2016 to 2030, surpassing RMB 1.2 trillion by 2027 and reaching RMB 1,843.9 billion by 2030. As one of the core entry points for the smart home ecosystem, smart TVs are poised to continue benefiting from the overall expansion of this ecosystem.
Currently, prominent issues in China's smart TV industry—including overly rapid hardware configuration iterations (36.35%), excessive built-in advertisements (31.49%), insufficient system responsiveness (31.27%), and fragmented content resources coupled with high pricing (30.83%)—are evident. These pain points primarily lie in the realm of software experience and ecosystem fragmentation; consumers' expectations for televisions are evolving from viewing devices to core entry points for the smart home ecosystem. Consumers anticipate that future smart TVs will support deep, integrated whole-home smart connectivity (37.79%), enhanced AI-powered interactive capabilities (35.58%), as well as upgrades in low-power energy-saving technologies and eye-care technologies (both at 34.03%).
According to analysts at iiMedia Research, the iterative advancement of IoT and AI technologies, alongside consumer demand upgrading, serve as the core drivers of industry growth. The rise of younger consumer segments has fueled the growing demand for whole-home smart solutions; the interoperability experience across smart devices continues to be optimized, further expanding the application scenarios for smart TVs. Moving forward, as market penetration in lower-tier markets deepens and product ecosystems mature, the smart TV market still possesses strong growth potential.