The digital signage market has significantly progressed from a basic electronic display to an interactive data-driven communication platform. Today, in 2025, this market is on an upward trend with businesses realizing the potential of dynamic content distribution, real-time messaging, and integration with a digital platform.
What's behind this expansion, and how is the competitive outlook shaping up as we progress further into the year 2026? Here’s a closer look.
The Competitive Battleground: Tech Giants Lead the Charge
The digital signage market is found to be quite competitive and moderately fragmented, and it is primarily driven by some key companies such as Samsung Electronics, LG Electronics, Sony Corporation, NEC Corporation, and Panasonic Holdings, which account for a considerable amount of total global revenue. The companies have shown prominence in the market, mainly due to their broad product lines and extensive distribution channels.
The display hardware companies are still facing the foregoing competition, and the media players and content management system (CMS) companies are incorporating hardware into their services for complete signage solutions. Samsung Electronics is still one of the leading players with its entire range of commercial displays and technology partnerships.
In May 2025, Samsung extended its retail advertising outreach in collaboration with Cielo in a bid to integrate VXT display technology and AI platforms in order to optimize content automation.
(Source: Samsung)
Primary Growth Catalysts Reshaping the Industry
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Technological Innovation Enhances Engagement
Advances within display technologies-from high-brightness LED displays and ultra-high-resolution video walls to interactive touchscreen panels-continue to expand the role that digital signage solutions can play. Smart displays with AI algorithms and cloud connectivity deliver targeted messages at the right time, reflecting viewer behavior, time of day, and other contextual signals. These innovations make signage all the more impactful and measurable, spurring wider adoption.
In December 2025, Philips Professional Display Solutions (PPDS) introduced Philips Stretch 3150-a wide-aspect signage solution that expands creative visuals and engagement with a 32:9 form factor and flexible deployment options. The addition of remote and cloud content scheduling enhances its usability in retail, transportation, hospitality, and education.
(Source: Philips)
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Integration with Smart Infrastructure and IoT
The integration of digital signage includes smarter infrastructure projects, such as citywide information displays or public kiosks in shopping centers and transport networks. It is also integrated with Internet of Things (IoT) devices which allows for intelligent signage that is adaptive in nature depending on weather or crowd levels and other environmental factors.
The implementation of signage is also visible in the retail industry, particularly as part of an overarching customer engagement platform that is interconnected when it comes to mobile applications, loyalty schemes, and store analytics. This level of integration makes signage a key interaction point for a seamless customer journey and thus encourages investment.
Regional Dynamics and Market Leadership
As far as the current market is concerned, the digital signage market in North America is still the most prominent one due to its highly developed retail and advertisement industry and expenditure in the region. As of 2024, the digital signage market in the region is responsible for more than 34.60% of the overall market share, and its R&D spending has enhanced its quality and infrastructure as well.
On the other hand, the fastest-growing market for digital signage solutions across the world is the Asia Pacific region. The key drivers backing the APAC digital signage market are the rapid urbanization of these countries, the development of commercial infrastructure, and the deployment of large smart city developments in China, India, and other countries of the South Asian region.
Competitive Strategies and Market Consolidation
Digital signage firms are now growing in the market by forming partnerships and acquisition strategies in order to enhance their market position. Blue and Red BV, in May 2025, announced the successful completion of a strategic merger with ScreenCom BV, which is a leading provider of enterprise digital signage solutions. It is a specialist in digital signage solutions and workspace management solutions.
On the other hand, the trend of subscription-based business models is also gaining momentum in the industry. The key vendors, including Samsung and LG Electronics, have started providing end-to-end signage solutions consisting of hardware, software, content management, and support options through recurrent pricing schemes. The reason behind this trend is the rising acceptance of AV as a Service, allowing customers to lower CAPEX and experience the benefits of managed digital signage solutions.
Future Outlook
Going forward, the digital signage industry is likely to further enter an intelligent, service-oriented era. As new breakthroughs occur in AI technology, cloud solutions, and IoT connection capabilities, smarter, data-driven, and more context-sensitive digital signage systems will be developed, allowing companies to provide highly personalized experiences in real-time. In addition, new hardware innovations are underway in the areas of energy-saving displays, immersive designs, and flexible screen sizes.
At the same time, competitive dynamics are expected to intensify. Market leaders are likely to pursue additional partnerships, mergers, and AV-as-a-Service offerings to secure long-term customer relationships and recurring revenue streams. According to insights from Coherent Market Insights’ Digital Signage Market report, this shift toward connected, cloud-managed, and analytics-driven signage platforms is becoming a defining characteristic of the industry’s next growth phase.
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