The worldwide market size for digital signage market is estimated to grow at a CAGR of 8.3% between 2018 and 2026. Digital signage is a part of the larger ecosystem of signage market and it can be called as a combination of hardware, and software which can be used to display content at different places. There has been a significant demand from different industry verticals for marketing, information sharing or content sharing in an effective manner. Digital signages help industries to showcase information in more effective way by eliminating the need for printing information thus saving huge costs which are incurred in printing and distribution. Companies can reach out to the potential customers and are able to distribute their information on multiple locations from a single source. This major advantage of digital signage is propelling its adoption, thus expanding its market. This growth is anticipated to continue, and the market is expected to grow to USD 34.9 billion by 2026.
Digital signage uses large screens for displaying information, thus enabling companies to be as creative as possible to showcase their products and services. This is helping them to target large audience with creative publicity and promotions. For example, companies are using digital facades which is a combination of LED lightings and are used on the exterior of buildings. These digital facades are controlled by software and can be used to create visuals and graphics on the front side of the buildings, thus giving a creative edge. These imaginative endeavors are driving the planners, specialists, and commercial organizations to increase their spending towards the computerized signage display. All these factors considered, are thus, anticipated to catalyze the overall business for digital signage market.
The market for digital signage is segmented by the display technology type which include LCD, LED and projectors. The market is also segmented by type of signages which include digital posters, kiosks, transparent led screens, video screens, and video walls. Hardware, software and service are also the components which are taken into consideration while estimating the market. The market is further segmented by its application type which include banking, corporate, education, healthcare, retail, transportation, hospitality, government, and others. The market share for LCD display technology was estimated to be the highest in 2017, however the LED technology is gaining traction and is anticipated to grow at the highest rate. Even though the cost of the LEDs is high, there are various advantages such as energy efficiency, optimum brightness and flexibility of use has made them the new choice for the next gen signages.
The video screen segment contributed a high market share in 2017 and it is anticipated to dominate the market during the forecast period. The growth in this segment is due to its increased adoption, both indoors and outdoors. The video walls are used in auditoriums, retails stores, clubs, corporates, transport terminals and sporting stadiums. The adoption of outdoor video walls has also been increased as they are all weather proof, have a longer life, can be seen in any lighting conditions, and can be integrated as per the outdoor building size and shape. Along with the vide walls, the market for video screens and kiosks have a significant market share. Kiosks can be used in malls, educational institutes, banks, or public places for self-help purposes. Similarly, video screens are generally used inside the buildings for promotional and information purposes. The market for transparent screens is gaining traction and it is anticipated to have a highest growth rare during the forecast period. These transparent screens can be molded or can be bend in any shape and provides features such as transparency, light weight and easy installations. Companies are adopting to these transparent screens owing to the high level of creativity which can be carried out using these displays.
The digital signage displays use hardware displays and software to control what needs to be displayed. The hardware segment is estimated to have the highest market share in 2017 and is expected to keep up its position over the coming years. The hardware comprises of display, parts required to develop a digital board. The software segment will continue to have a consistent market share followed by the service segment during the forecast period. The retail vertical is the largest adopted of this technology due to its demands for advanced advertising with a specific end goal for promotion of items and services. The race among the retailers inferable from the assortment of item offerings in the business has prompted the developing awareness with viable display systems. Accordingly, digital signage is used to a great extent by the retail segment as digitized promoting is a successful method for showcasing an item, which pulls considerable number of customers. The banking and financial sector is another noticeable adopter of this innovation. This is due to broad presence of banks, ATMs, and online banking centers. This vertical is foreseen to show development at a persistent pace and is presumed continue contributing largely to the worldwide market.
The need for outdoor digital signage displays is projected to show considerable development over the estimate time and is anticipated to contribute on a large scale to the digital signage industry. The demand for outdoor displays is anticipated to grow due to growing transportation vertical in developing regions. Similarly, the increasing interest from advertisers to showcase their advertisements alongside buildings, outside malls, open auditoriums, events such as sports or concerts are expected to push the market for outdoor digital signage during the forecast period.
North America and Europe are anticipated to have the largest market share for digital signage. This is majorly due to ongoing development, fundamentally by expanding R&D endeavors driven by manufacturers keeping in mind the end goal to upgrade content promotion. Besides, increasing government activities to introduce computerized signage in workplaces to keep up a consistent data stream is again anticipated to provide traction to the market growth. Asia Pacific region is projected to grow at a highest CAGR during the estimated period due to developing economies such as India and China which are adopting to digital signage systems.
Major industry players in this market include BrightSign LLC., Samsung Electronics., Microsoft Corporation., Intel Corporation, Cisco Systems, Inc., LG Electronics and Scala, Inc. among others.