Digital Signage Market Overview, 2025-30

Digital signage boards offer the necessary quality information to a large number of viewers by utilizing large display screens across the location with a concentrated target audience. With digital signage display technology, information is provided in a digitized format that includes motion and pictures to attract customers with more impact as compared to the traditional modes of reaching out to customers. The global digital signage market has witnessed a transformative journey since its early inception in the late 1990s and early 2000s when it primarily consisted of static LCD panels used in airports and large retail spaces.

Industry bodies like the Digital Signage Federation (DSF), founded in 2010, and certification initiatives such as the Digital Signage Experts Group (DSEG) have contributed significantly to shaping global standards, promoting education, and ensuring responsible deployment. Omnivex Corporation provides software solutions to convert data into visual communications and experiences. The company offers advertising, communication, kiosks, menu boards, and reception applications solutions. The company’s digital signage solution, Omnivex Moxie, delivers targeted visual messaging. It provides support services like project frameworks, service packages, and training. Advertising and promotion have been key catalysts for digital signage expansion, particularly in the form of Digital-Out-of-Home (DOOH) media. Businesses leverage these systems to create immersive, data-driven campaigns that adapt in real-time based on weather, foot traffic, or user demographics. Studies show that digital signage increases brand awareness and purchase intent by up to 80%, making it an essential tool for modern marketers. With advancements in AI and content management systems, businesses can now deliver hyper-personalized messages across thousands of screens simultaneously. However, the marketing advantage comes with regulatory scrutiny.

According to the research report, "Global Digital Signage Market Overview, 2030,", the Global Digital Signage market was valued at more than USD 26.13 Billion in 2024, with the CAGR of 7.42% from 2025-2030. Smart city development initiatives have given a comprehensive platform for the deployment of digital signage solutions. The developments in ground-breaking technologies such as facial recognition capabilities offered by AI and others have boosted the developments in digital signage. For instance, facial recognition cameras allow the displays to recognize a customer’s expressions and suggest services based on the data.

Interactive digital signage has brought a technological transformation in various industry verticals, including retail, financial services, smart city, transportation, and others. Advances in media players and the adoption of new screen technologies are among the growing digital signage market trends. For instance, Ebebek's mother and baby product retailer based in Europe, and Phygital Mind, a retail specialist based in Istanbul, used large-format interactive kiosks intending to deliver a new concept for enhanced customer experience by fully integrating e-commerce with the assisted sale. The post-COVID era saw a spike in demand for contactless and self-service kiosks across retail and hospitality industries, where digital signage played a key role in ensuring safety and automation. Additionally, the growing emphasis on sustainability is pushing manufacturers to develop energy-efficient displays, aligning with eco-conscious policies in regions like the European Union. Certification programs and standards, such as those from the Digital Signage Federation (DSF) and Digital Signage Experts Group (DSEG), are improving product quality and end-user trust, further strengthening the industry’s reputation. Interesting facts such as the claim that digital signage captures 400% more views than static signs and improves brand recall by 83% make a compelling case for its rapid adoption.

Market Drivers

• Growing Demand for Dynamic and Real-Time Content: One of the primary drivers fueling the global digital signage market is the increasing need for dynamic, real-time content to enhance customer engagement. Businesses across retail, transportation, hospitality, and healthcare sectors are leveraging digital signage to display interactive content that can be easily updated, scheduled, or personalized. Unlike traditional static signage, digital displays enable organizations to respond quickly to changing market needs, promotional offers, and customer behavior. For example, a retail store can instantly update product pricing or advertise flash sales, leading to improved customer experience and potentially higher conversion rates. The ability to manage content remotely and in real-time has made digital signage a preferred communication medium in the modern digital age.
• Increased Adoption Across Education and Healthcare Sectors: Digital signage is gaining traction in education and healthcare due to its efficiency in disseminating critical information. In schools and universities, digital signage is used for campus news, wayfinding, emergency notifications, and promoting events. Similarly, hospitals and clinics utilize digital displays to share health tips, patient queue status, and facility navigation, thereby improving operational efficiency and patient satisfaction. This sectoral expansion is driven by the growing need for automated communication tools that reduce manual effort and increase message visibility. Moreover, the COVID-19 pandemic further emphasized the importance of contactless and remote communication, which accelerated adoption across public service institutions.

Market Challenges

• High Initial Investment and Maintenance Costs: Despite the long-term benefits, one of the major challenges hindering the widespread adoption of digital signage is the significant upfront investment. Costs include purchasing high-resolution displays, media players, installation, and software subscriptions for content management. Additionally, regular maintenance, updates, and potential repairs can add to the total cost of ownership. For small and medium enterprises (SMEs), especially in emerging economies, these expenses can be prohibitive. This cost barrier often forces businesses to either delay implementation or opt for less advanced signage solutions, limiting the overall market growth potential.
• Content Management Complexity and Standardization Issues: Managing digital signage content across different regions, platforms, and screen sizes poses technical challenges, especially for global enterprises. A lack of standardization in formats and hardware interoperability often results in content delivery issues and inefficient campaign execution. Moreover, managing a large-scale network of displays requires robust software and skilled personnel, which can be a bottleneck for organizations lacking technical expertise. This complexity becomes more pronounced when content must be customized for local languages, cultural nuances, or regulatory compliance. Addressing these issues is critical for vendors and users alike to ensure seamless operation and ROI.

Market Trends

• Integration with AI and IoT Technologies: A significant trend in the digital signage market is the integration of artificial intelligence (AI) and Internet of Things (IoT) technologies. AI-driven digital signage enables features such as facial recognition, audience analytics, and content personalization based on demographic or behavioral data. For example, a smart display in a shopping mall can detect a shopper’s age group and display targeted promotions accordingly. IoT, on the other hand, allows signage systems to interact with environmental sensors or connected devices, offering real-time updates like weather alerts or traffic conditions. These smart capabilities enhance user experience and provide actionable insights for businesses.
• Growth of Cloud-Based Digital Signage Solutions: The adoption of cloud-based digital signage platforms is rapidly rising due to their scalability, flexibility, and cost-effectiveness. Cloud solutions eliminate the need for on-premise servers, allowing content to be managed remotely from a centralized platform. This trend is particularly beneficial for organizations with multiple locations, as it simplifies content scheduling, monitoring, and updates across all sites. Additionally, cloud platforms often include analytics dashboards, enabling users to assess campaign performance and audience engagement. As businesses increasingly shift towards hybrid and remote operations, cloud-based signage is expected to dominate the market due to its operational agility.

The software component is the fastest growing in the global digital signage industry due to the increasing demand for dynamic, data-driven content management and real-time remote control capabilities across diverse verticals.

The software segment of the global digital signage industry is experiencing the fastest growth, primarily driven by the need for smarter, more interactive, and data-integrated content management systems that can adapt in real time to audience preferences and business needs. Unlike traditional static displays, today’s digital signage solutions rely heavily on advanced software platforms to schedule, monitor, and personalize content across networks of screens. These platforms enable businesses to remotely manage content from centralized dashboards, allowing seamless updates and consistent branding across multiple locations.

The growing adoption of cloud-based content management systems (CMS) and AI-driven analytics tools has made digital signage more versatile and measurable, giving rise to customized campaigns, real-time audience targeting, and improved return on investment. Additionally, the integration of IoT and AI into signage software is enabling context-aware advertising, predictive maintenance, and user behavior analysis, which are highly valued by retail, hospitality, healthcare, education, and transportation sectors. Cloud-based software offers scalability and ease of deployment, especially for large enterprises and franchise models, while also supporting integrations with third-party applications like CRM, social media, and live data feeds. This flexibility has led businesses to view software not just as an operational tool, but as a strategic asset for customer engagement and business intelligence. Furthermore, as digital signage hardware becomes commoditized, differentiation and value creation are increasingly shifting to the software layer.

Healthcare is the fastest-growing application in the global digital signage industry due to its critical role in enhancing patient communication, streamlining operational workflows, and improving the overall healthcare experience in both clinical and administrative settings.

The healthcare sector is rapidly emerging as the fastest-growing application area in the global digital signage industry, driven by the urgent need for more effective communication, improved patient engagement, and operational efficiency within medical environments. Hospitals, clinics, diagnostic centers, and long-term care facilities are increasingly adopting digital signage to disseminate real-time information, reduce perceived wait times, and improve navigation through wayfinding systems. These displays help patients and visitors easily locate departments, appointment areas, or emergency exits, thereby reducing stress and improving overall satisfaction.

Beyond wayfinding, digital signage is being used in waiting rooms, lobbies, and even patient rooms to deliver tailored health education, appointment schedules, wellness tips, emergency alerts, and hospital updates. This approach not only enhances the patient experience but also offloads administrative staff from repetitive queries. As patient-centered care becomes a top priority, the integration of digital signage with electronic health records (EHRs), appointment systems, and queue management software enables real-time, personalized communication that is accurate and secure. In critical care and operating environments, digital displays are now being employed for surgical planning, status monitoring, and staff coordination, where real-time data is vital for decision-making. Additionally, as healthcare facilities strive to minimize infection risks, contactless and remote communication enabled by digital signage has become an essential safety tool, especially in the wake of the COVID-19 pandemic.

OLED display type is the fastest growing in the global digital signage industry due to its superior visual quality, ultra-thin design, and energy efficiency, making it ideal for high-end, immersive, and space-sensitive commercial applications.

OLED displays offer self-emissive pixels, meaning each pixel generates its own light, eliminating the need for backlighting. This results in deeper blacks, higher contrast ratios, and more vibrant, lifelike colors, which are crucial for attention-grabbing signage in competitive environments like retail, hospitality, transportation hubs, and corporate branding. The superior image clarity and viewing angles make OLED displays especially effective in high-traffic areas where engagement and visual impact are key. Additionally, OLED panels are significantly thinner, lighter, and more flexible than traditional LCD or LED displays, enabling sleek and futuristic designs including curved, bendable, and even transparent displays.

This physical adaptability is being leveraged in luxury retail stores, automotive showrooms, airports, and museums to create immersive, space-efficient digital environments that were previously not feasible with bulkier technologies. As aesthetics become increasingly important in commercial and public spaces, OLED provides both a visual and spatial advantage. Furthermore, OLED displays consume less power when displaying darker content, enhancing energy efficiency in long-use scenarios such as 24/7 signage. This sustainability factor is drawing the attention of environmentally conscious corporations and institutions aiming to reduce their carbon footprint. The technology also offers faster refresh rates and better responsiveness, making it suitable for dynamic content like videos, animations, and interactive applications that require fluid motion without ghosting or lag. Innovations in OLED durability, burn-in protection, and lifespan are also improving, addressing earlier limitations and expanding adoption across sectors. Meanwhile, falling production costs, driven by economies of scale and advancements in manufacturing, are making OLED displays more accessible to mid-tier businesses and not just luxury brands.

AI-powered signage is the fastest growing technology type in the global digital signage industry due to its ability to deliver hyper-personalized, data-driven content in real time, enhancing engagement, operational efficiency, and marketing effectiveness across various sectors.

Unlike traditional static or pre-scheduled digital displays, AI-enabled signage leverages real-time data analysis, facial recognition, audience analytics, and machine learning algorithms to understand viewer behavior, preferences, and demographics. This allows the content to be automatically adjusted on the fly based on who is watching, the time of day, weather conditions, or current inventory levels, making the communication highly relevant and timely. For example, in a retail environment, AI-powered signage can identify customer gender and age group, and then display targeted promotions accordingly, significantly improving conversion rates and customer experience.

Similarly, in transportation hubs, it can analyze crowd density and redirect passenger flow or display customized travel information to enhance safety and convenience. The growing emphasis on data-driven decision-making across industries is further propelling the use of AI in signage systems, as these platforms provide businesses with actionable insights derived from audience interactions. AI also plays a key role in predictive maintenance, helping to monitor the health of signage systems and alerting operators before a failure occurs, thereby reducing downtime and maintenance costs. Another critical advantage is in content automation, where AI tools can curate and schedule relevant content based on live trends, local events, or user engagement patterns, removing the need for constant manual updates. As brands compete to offer personalized and immersive experiences, AI-enabled signage becomes a central tool for storytelling, customer engagement, and digital transformation.

The "Above 52 Inches" screen size category is the fastest growing in the global digital signage industry due to its superior visibility, immersive impact, and effectiveness in high-traffic, large-format environments where commanding audience attention is critical.

Digital signage displays above 52 inches are experiencing the fastest growth in the global industry as organizations across sectors increasingly prioritize impactful, large-format visual communication to capture and retain audience attention in crowded or expansive environments. These large screens offer unmatched visibility, making them ideal for public spaces such as airports, shopping malls, stadiums, transportation hubs, corporate lobbies, conference centers, and outdoor venues, where long-distance readability and visual dominance are crucial.

Their ability to deliver high-resolution, dynamic content on a grand scale creates an immersive viewing experience that smaller displays simply cannot match, enabling brands to stand out and communicate effectively with large, diverse crowds. With the rise of 4K and even 8K content, larger screen sizes offer the necessary real estate to showcase rich visuals, intricate product details, and cinematic storytelling in a way that maximizes user engagement. In the retail sector, for example, video walls and large digital displays placed at store entrances or product areas are being used to attract foot traffic, highlight promotions, and elevate the overall brand experience. Likewise, in corporate settings, large digital signage is being adopted for real-time data visualization, digital dashboards, and impactful internal communications. Additionally, the hospitality and entertainment industries are utilizing these displays for interactive directories, event promotions, and guest engagement.

Kiosks are the fastest growing product type in the global digital signage industry due to their multifunctionality, touchless interactivity, and ability to streamline services and enhance user engagement across retail, healthcare, transportation, and public sectors.

Kiosks have emerged as the fastest growing product type in the global digital signage industry because they provide a versatile and interactive platform that meets the increasing demand for contactless, self-service, and data-driven customer experiences across various industries. Unlike traditional static displays, digital signage kiosks combine powerful display technology with touchscreen or sensor-based input systems, enabling users to interact directly with the content whether it's for product information, ticket booking, check-in processes, wayfinding, feedback collection, or even digital payments.

Their widespread adoption in retail environments is driven by their ability to act as virtual sales assistants, offering detailed product catalogs, promotions, inventory status, and even personalized recommendations, thereby improving customer satisfaction while reducing dependency on staff. In the healthcare sector, kiosks are revolutionizing patient check-ins, symptom screening, and queue management, enhancing operational efficiency and reducing physical contact an especially critical benefit in the post-COVID world. Transportation hubs like airports and train stations are also leveraging kiosks for real-time updates, ticketing, and navigation assistance, providing travelers with fast and intuitive access to information. In the hospitality and quick-service restaurant sectors, self-ordering kiosks are enhancing speed, accuracy, and upselling opportunities, all while reducing wait times.

Outdoor is the fastest growing location type in the global digital signage industry due to the rising demand for high-visibility, real-time, and location-based advertising and information delivery in public spaces, transit hubs, and urban infrastructure.

The outdoor segment is rapidly becoming the fastest growing location type in the global digital signage industry, fueled by a surge in demand for dynamic, real-time communication in highly visible and high-traffic public environments. As cities become more connected and commercial competition intensifies, outdoor digital signage is transforming traditional out-of-home (OOH) advertising into a more intelligent and engaging medium. These displays ranging from large-format digital billboards to LED panels on public transportation, street furniture, and building facades are capable of delivering real-time content such as ads, weather updates, emergency alerts, navigation, and event promotions to a wide audience.

Businesses are increasingly investing in outdoor signage to boost brand visibility, reach broader demographics, and run hyper-localized, time-sensitive campaigns using data-driven insights. The scalability and impact of digital outdoor media are unmatched, especially as content can be remotely updated and tailored to location, time of day, or audience behavior. The integration of AI, IoT, and geolocation technologies into outdoor signage has further enhanced its capabilities allowing for personalized ad targeting, footfall analytics, and interactivity through mobile integration or facial detection systems. The growing popularity of Digital Out-of-Home (DOOH) advertising, particularly among retail, real estate, automotive, and entertainment sectors, has also played a major role in accelerating this segment’s growth. Additionally, governments and municipalities are increasingly deploying outdoor digital signage for public service messaging, wayfinding, transportation schedules, safety announcements, and civic engagement particularly in smart city initiatives.

Asia Pacific is experiencing rapid growth in the global digital signage industry due to its booming retail sector, expanding urban infrastructure, and increasing technological adoption across emerging economies.

The Asia Pacific region is witnessing significant growth in the global digital signage industry, driven by a combination of economic expansion, urbanization, and the widespread adoption of digital technology. The presence of tech-savvy consumers who demand personalized and interactive content has pushed businesses to adopt advanced display solutions, such as touchscreen kiosks, video walls, and AI-enabled signage that adjusts in real-time based on audience analytics.

Additionally, the rise of smart cities across the region such as Smart Tokyo, Smart Seoul, and Digital India has spurred the integration of digital signage into public services, transport hubs, airports, and government buildings to improve wayfinding, broadcast emergency updates, and deliver civic messages. Rapid urbanization is leading to high foot traffic in metropolitan areas, making digital displays an attractive medium for advertising and public communication. Furthermore, the growing penetration of internet services, mobile devices, and cloud computing has made it easier and more cost-effective to deploy, manage, and update digital signage networks across vast geographies. The Asia Pacific region also benefits from a robust manufacturing base particularly in China, South Korea, and Taiwan which produces key hardware components like LED screens and digital displays at competitive prices, lowering entry barriers for adopters. Government support in the form of digital infrastructure policies, smart city funding, and initiatives like "Digital China" or "Make in India" further encourage the deployment of digital signage solutions.

• In May 2025, Daktronics partnered with the University of Delaware to design, manufacture, and install a cutting-edge LED video display at the university's stadium. Engineered with advanced environmental protection, the display is built to perform reliably in the outdoor conditions of Newark. In addition, Daktronics provided a comprehensive Show Control system. This solution integrates display control software, high-quality video processing, data integration, and playback hardware into a powerful yet intuitive production platform.
• In February 2025, NoviSign partnered with BrightSign, LLC, to enhance the flexibility and scalability of its digital signage solutions. This collaboration allows businesses to combine NoviSign’s robust software with the trusted reliability and security of BrightSign’s media players. The partnership ensures complete compatibility across BrightSign’s entire product line, enabling smooth integration and high-performance functionality. Designed with user experience in mind, NoviSign’s platform offers interactive features, including touchscreen capabilities, real-time data feeds, and IoT integrations, all optimized for seamless operation with BrightSign hardware.
• In February 2025, Daktronics Dr. launched the next generation of digital billboard technology for the out-of-home (OOH) advertising market with the launch of the DB-7000. Building on a legacy of proven reliability, the DB-7000 incorporates state-of-the-art, energy-efficient innovations designed to enhance return on investment (ROI) and reduce operational expenses. Developed in collaboration with vendors, the DB-7000 is engineered to lower site power demands and cut operational costs by up to 20%, minimizing environmental impact while ensuring long-lasting, high-quality image performance.
• In February 2025, Samsung Electronics Co., Ltd. partnered with Cielo to revolutionize retail advertising and franchise operations. This strategic collaboration merges Samsung’s VXT display technology with Cielo’s AI-powered platform, offering innovative tools that enhance digital marketing and operational performance. As part of the alliance, Cielo is launching SmartSigns, a Digital Signage as a Service (DaaS) solution that utilizes Samsung’s VXT technology to deliver targeted messaging with precision.