The U.S. digital signage market size was exhibited at USD 5,987.25 million in 2023 and is projected to hit around USD 10,722.25 million by 2033, growing at a CAGR of 6.0% during the forecast period 2024 to 2033.
| Report Coverage | Details |
| Market Size in 2024 | USD 6,346.49 Million |
| Market Size by 2033 | USD 10,722.25 Million |
| Growth Rate From 2024 to 2033 | CAGR of 6.0% |
| Base Year | 2023 |
| Forecast Period | 2024-2033 |
| Segments Covered | Type, Application, Technology, Resolution, Location, Component, Screen Size, Content Category, Region |
| Market Analysis (Terms Used) | Value (US$ Million/Billion) or (Volume/Units) |
| Regional scope | Northeast U.S.; Southeast U.S.; West U.S.; Midwest U.S.; Southwest U.S. |
| Key Companies Profiled | BrightSign, LLC, Cisco Systems, Inc., Intel Corporation, KeyWest Technology, Inc., LG Electronics (LG Corporation), Microsoft, NEC Display Solutions, Omnivex Corporation, Panasonic Corporation, SAMSUNG, Scala Digital Signage, Winmate Inc.Christie Digital Systems USA, Inc, Meridian Kiosks |
Digital signage is used for displaying promotional and informative content in the form of images, graphics, design collaterals, videos, and creative advertising on digitized displays. Creative advertising content can attract customers and viewers, engage viewers through impactful content management, and influence consumers’ purchasing decisions. This is leading to increased adoption of digitized displaying technologies in various end-user verticals. Major end-user sectors include retail, hospitality, healthcare, education, transportation, corporate, and banking.
In addition, surging demand for providing concise and comprehensive information about products to consumers is boosting the implementation of digitized signs. Moreover, increasing adoption of advanced technologies such as single or multi-touch display technologies and gesture-based displays is likely to drive the market. These devices require guidance and digitized information management, which can be accessed from a remote location with signage. This is one of the significant drivers which is projected to boost the market over the coming seven years.
The advent of innovative displays, such as liquid crystal display (LCD), LED, OLED, and Super AMOLED display, is allowing advertisers to improve the clarity and quality of the content being presented. This is prompting digitized poster providers to provide content that is compatible with all types of displays. Besides, information is provided with the help of digitized display technologies, which include pictures and motion in a digitized format to gain the attention of customers. High investments are being made by marketers for the creation of new content to attract customers.
The U.S. is a prominent destination for market players as marketing and promotional techniques continue to evolve and advertisers prefer digitized promotion over conventional marketing. Other benefits associated with digitized signs, such as better audience engagement, reduced paper consumption, increased sales owing to improved influence on customers, and cost-effective advertising, are encouraging their adoption in the country. The increasing use of 3D digital signage for effective branding and promotion of the product is anticipated to provide a lucrative platform for market growth over the forecast period. In the U.S., the West American region held the largest share in 2023 owing to the presence of a well-developed and highly penetrated advertising segment that uses innovative digitized signs to attract an audience.
However, high initial investments associated with digitized signs have been poised for the adoption of digital signage. Adoption of digitized signs by small- and mid-sized enterprises is particularly limited owing to the initial investment involved in obtaining supportive software, hardware, and technology. In addition, the lack of research and awareness about the benefits of digitized signs is also another factor that is restraining the smooth growth of the market.
In terms of revenue, the hardware segment accounted for largest market share of around 60.7% in 2023. It is anticipated to maintain its position through 2030 as hardware plays a major role in displaying content and is hence of paramount importance. On the other hand, software components are estimated to exhibit CAGR of over 7.8% during the forecast period 2024 to 2033. The demand for software components owing to the technological advancement, which has led to the innovative approaches by the manufacturers such as audience analytics and audience engagement tools, is projected to grow notably over the estimated duration.
The services segment is also expected to grow, albeit at a rate lower than that of the hardware segment and the software segment, like offering services associated with digitized signs hardly generate any significant revenues. Besides, there are a number of service providers ready to offer customized services at lower prices. Nevertheless, the demand for services is expected to grow considerably over the forecast period, as the installed signs would require regular servicing and maintenance.
On the basis of display type, video walls held a share of more than 21% of the displays market in 2023. The increasing adoption of video walls owing to their ability to offer uniform brightness and high-quality pixel density for every picture is expected to drive the segment. They are poised to maintain their position until 2030. Kiosks emerged as one of the largest segments in 2023, the digital posters segment also generated notable revenue during the year. Kiosks are used to display information as well as advertisement in retail stores, malls, shopping complexes, multiplex and theaters, auditoriums, bus and metro stations, airports, and institutes.
The transparent LED screens segment is anticipated to exhibit the highest CAGR during the forecast period 2024 to 2033 owing to the attractive design and the spatial constraints associated with the installation of digital signage screens. Furthermore, the transparent LED screens are one of the most advanced technologies of digital displays which are impacting the adoption of digital signage over the estimated duration. Transparent LED screens offer a transparency level of over 80.0% along with an enhanced and high resolution. Moreover, their energy-efficient operations can reduce energy consumption and help advertisers in cutting operational costs.
The retail sector spearheaded the market in 2023 and constituted a market share of 21.6% as incumbents of the retail industry emerged as one of the leading adopters of digital signage to promote products and services amidst intensifying competition within the industry. Competition in the retail industry is on an upswing as retailers are adopting various marketing strategies to promote their products. The industry holds immense growth potential to drive the market, as retailers are getting increasingly aware of the advantages of digital signage offer while attracting the audience and promoting products and offers.
The healthcare segment is estimated to witness substantial growth over the forecast period 2024 to 2033. In the healthcare industry, digital signs are used for managing inventory and staff and notifying staff and visitors of hospitals. It is also used in displaying patient-related information and flashing indulging information for patients and visitors in order to calm down their anxiety, particularly during rush hours. Furthermore, the increasing adoption of digitized signs in the transportation industry in line with rising urbanization is expected to generate considerable revenue over the next seven years. Digital signage is being installed at bus stands, railway stations, metro stations, and airports to host digitized posters, promotional content, and informative content. It is also being installed within cabs, buses, railways, and metros to advertise various products and services.
In terms of revenue, the in-store segment dominated the market in 2023 contributing a market share of 60%. The in-store segment covers the installation of digitized signs in retail shops, shopping malls and complexes, offices, banks, hotels, educational institutes, and healthcare centers. It is estimated to remain dominant throughout the forecast period, as retail stores are increasingly installing digital signage in their premises.
The out-store segment is projected to register a higher CAGR during the forecast period 2024 to 2033. The demand for out-store locations is expected to grow over the coming years owing to rapid adoption across the transportation sector, healthcare, and BFSI and increasing development of stadiums and playgrounds in developing countries. Spiraling demand for promotional products on a large scale and new trends such as increasing number of shows and live concerts, election campaigns, offers on products and services are likely to enhance the adoption of digital posters in open spaces, eventually boosting the implementation of out-store located displays.
Based on display technology, LED segment dominated the market in 2023 and accounted for the share of more than 40%. It is widely adopted in the marketing and advertising industries. The factors responsible for the extensive adoption of the LCD technology in digitized posters are lower manufacturing costs and ease of production of LCDs. LCD is expected to be seen with much higher displays, and the transformation is likely to occur from sRGB to BT.2020, which consists of 4K and 8K resolution embedded displays.
The LED segment is projected to exhibit the highest CAGR of 7.1% during the forecast period 2024 to 2033. Brighter, flat-paneled, larger, and slimmer display technologies are attracting end-users and viewers. The adoption rate of LED displays is estimated to rise over the forecast period as the technology continues to evolve and the demand for innovative OLED displays is high. However, high production costs, complicated manufacturing processes, and shorter lifespans associated with LED displays act as restraining factors for the growth of the segment.
The resolution segment is further segmented into 8K, 4K, full high definition (FHD), high definition (HD), and lower than HD. The use of 8K displays in digital signage provides realistic and immersive graphics, making them suitable for applications such as video walls, shop displays, and digital signage. The high resolution of 8K displays enables more detail and clarity, which can be impactful for advertising and promotional content.
Full High Definition (FHD) resolution is a widely used display resolution in the digital signage market. FHD resolution has become the standard for most displays available in the market today. It provides superior image display quality compared to lower-resolution options, such as HD. FHD displays offer more than twice the detail of standard HD, resulting in a sharper and more defined picture. FHD displays are widely adopted due to their affordability, accessibility, and superior image quality.
The signage size segment is further bifurcated into below 32 inches, 32 to 52 inches, and above 52 inches. Displays below 32 inches are employed in confined spaces, where size constraints or limited available space necessitate smaller signage solutions. These environments often include retail counters and small offices, where the compact nature of these displays proves advantageous. In retail settings, below 32 inches, digital signage is commonly utilized for specific applications such as menu boards, providing a concise and easily readable format for presenting available products and pricing. Additionally, in small offices, these displays may serve as promotional tools, conveying important information or advertisements in a space-efficient manner.
Displays larger than 52 inches are strategically positioned in areas with substantial foot traffic due to their size, with the objective of attracting the attention of a wider audience. These displays are typically situated in locations such as shopping malls, airports, and large corporate offices. Their selection is based on the capacity to convey messages and content in a manner that is easily visible from a distance.
Broadcast content category is expected to emerge as the fastest-growing segment expanding at a significant CAGR from 2024 to 2033. The broadcast content category is further segregated into the news, weather, sports, and others. The sports segment dominated the market in 2023 and accounted for a market share of over 36%. The increasing adoption of digital signage for displaying sports-related content across the stadium and sports ground during the tournaments is driving segment growth.
The news category is likely to account for a considerable share as well, followed by the sports content category. These segments are anticipated to witness significant growth in the forthcoming years owing to the rapidly increasing demand from the corporate sectors where digital signage is used extensively for communication purposes. In addition, the weather forecast is displayed majorly on external premises, such as roads and transport facilities along with offices. The market for weather content is projected to maintain its share and generate stable revenue over the coming years.
From a geographical front, in 2023, the western U.S. region held prominent share of 32.7% in the overall country’s market owing to the presence of a large number of manufacturers of electronic display products, systems, hardware components, and software developers based in the West region. The growth in different states of the U.S. is attributable to increasing government investments in infrastructure development and the development of new manufacturing facilities for display products and hardware. The West region dominated the market in terms of revenue in 2023.
The Midwest region is projected to witness the highest CAGR of 8.4% during the forecast period 2024 to 2033. Digital signage sales are rising in Illinois, Ohio, Nebraska, and Minnesota. The increasing adoption of digital signage from the transportation, hospitality, healthcare, and retail industry is positively impacting market growth in the region. Therefore, the region is likely to grow in the coming years.
This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Nova one advisor, Inc. has segmented the U.S. digital signage market
Type
Component
Technology
Resolution
Application
Location
Content Category
Signage Size
Regional
Cross-segment Market Size and Analysis for Mentioned Segments
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Additional Countries (Apart
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Country/Region-specific Report
Go To Market Strategy
Region Specific Market DynamicsRegion Level Market Share Import Export AnalysisProduction AnalysisOthers