Digital Signage Market Outlook, 2030

Digital signage captures more views than static displays this striking statistic highlights the transformative power of the global digital signage market, which has evolved from basic LED billboards to sophisticated, AI-powered, real-time communication platforms across industries. Emerging in the early 2000s with simple LCD panels in retail and transport sectors, digital signage has since grown into a multi-billion-dollar global industry. Its role in promotion, advertising, and marketing has revolutionized customer engagement brands using digital signage report up to 33% increase in sales conversion rates and up to 80% of customers making impulse purchases influenced by digital displays.

These signs are now central to advertising campaigns, combining high-resolution visuals, real-time data feeds, touch interactivity, and even facial recognition for demographic targeting, making campaigns more personalized and context-aware. In retail, hospitality, education, healthcare, and smart cities, digital signage provides valuable functions from digital menus and virtual receptionists to wayfinding in hospitals and infotainment at transit hubs. The rise of Digital-Out-Of-Home (DOOH) advertising further demonstrates the shift toward dynamic content delivery, especially in urban centers, where foot traffic analytics and weather-based promotions are gaining traction. However, this rapid growth is coupled with increasing attention to regulatory and policy frameworks. Certification programs and industry standards led by bodies like the Digital Signage Federation (DSF) and the Digital Signage Experts Group (DSEG) ensure quality, compliance, and professional practice in installation and content delivery. Moreover, regulatory compliance includes accessibility laws such as the Americans with Disabilities Act (ADA) and Section 508 in the U.S., mandating that digital content be accessible to users with disabilities this includes subtitles, voice-guided menus, and contrast-sensitive designs.

According to the research report “Global Digital Signage Market Outlook, 2030”, the Global Digital Signage market is projected to reach market size of USD 39.80 Billion by 2030 increasing from USD 26.13 Billion in 2024, growing with 7.42% CAGR by 2025-30. The increasing demand for contextual, real-time content that engages consumers and improves user experience across industries. Retail, for instance, heavily relies on digital signage for promoting products, displaying offers, and enhancing in-store experiences through dynamic visuals and interactive touchscreens. For instance, Samsung offers video walls, digital signage displays & screens, and other hardware.

Furthermore, the digital signage product portfolio of Samsung offers direct-view LED walls,8K QLED displays, 4K UHD displays, outdoor and window-facing signage, interactive touch displays, and others. Moreover, there is a rising demand for adopting advanced products that require digitized information management and guidance that can be accessed from remote locations. This is one of the key drivers anticipated to drive the global industry during the forecast period. In May 2021- LG Electronics collaborated with video encoding and streaming solutions provider, VITEC. The partnership aims to allow enterprise IPTV customers to securely deliver, view multicast MPEG video on LG webOS-based smart signage displays. This collaboration introduced a LGs webOPs extension to VITECs IPTV and digital signage platform, which aims to support advanced IPTV applications in technologically effective and secure manner. Events like global sporting tournaments, international expos, and entertainment festivals have increased the deployment of temporary and permanent signage for crowd management, sponsor promotion, and real-time broadcasting. The rapid growth of e-commerce has also pushed brick-and-mortar retailers to invest in digital signage to offer experiences that can’t be replicated online, such as product demos, interactive catalogs, and immersive branding. In January 2024, Samsung Electronics America announced its partnership with Buona Beef, a 40-year-old, family-owned and operated Italian Beef restaurant chain based in the Chicago area, to supply Samsung kiosks and LED digital menu boards for restaurant locations.

Market Drivers

• Rising Demand for Dynamic and Interactive Content: The primary drivers of the global digital signage market is the increasing need for dynamic and interactive content across industries such as retail, transportation, healthcare, hospitality, and education. Businesses are using digital displays to improve customer engagement, promote products, and deliver targeted advertisements in real-time. Unlike static billboards or posters, digital signage offers the ability to update content instantly and display multimedia-rich information, which boosts its appeal in high-footfall environments. Retailers, in particular, are investing heavily in digital signage solutions to enhance customer experience through wayfinding systems, promotional videos, and personalized marketing.
• Technological Advancements in Display Technologies: Rapid innovations in display technology such as OLED, UHD/4K displays, and LED walls are fueling the adoption of digital signage solutions worldwide. These advancements enable sharper visuals, lower power consumption, and longer lifespans, making digital signage more cost-effective and visually appealing. Furthermore, the integration of artificial intelligence (AI), Internet of Things (IoT), and facial recognition in digital signage systems has enabled more interactive and data-driven advertising strategies. These technological improvements are helping companies create immersive customer experiences while also gathering valuable user data for personalized content delivery.

Market Challenges

• High Initial Costs and Complex Installation: Despite falling hardware prices, the initial investment required for high-quality digital signage networks including displays, media players, software licenses, and content creation is still significant. This can be a barrier for small and medium enterprises (SMEs) with limited budgets. Additionally, installation complexities such as wiring, screen mounting, and integrating with existing IT infrastructure can be technically challenging, especially in large-scale deployments. These issues may delay adoption and require professional support, increasing total deployment costs.
• Security and Privacy Concerns: With the increasing use of connected digital signage systems, there is a growing concern over cybersecurity and data privacy. Interactive signage that collects customer data such as age, gender, or behavioral patterns raises potential privacy issues if not managed securely. Any breach in the network could lead to unauthorized access or the display of malicious content, damaging the brand's reputation. As signage systems become more integrated with enterprise networks, maintaining a robust cybersecurity framework becomes crucial but challenging, particularly for companies lacking in-house IT expertise.

Market Trends

• Growth of Cloud-Based Digital Signage Solutions: Cloud-based digital signage platforms are gaining traction due to their scalability, cost-efficiency, and ease of remote content management. These solutions allow businesses to update and control their signage content across multiple locations from a centralized dashboard, significantly reducing operational complexities. As businesses move toward more flexible and agile IT infrastructure, cloud-hosted digital signage is becoming the preferred choice for global brands seeking consistency and efficiency in branding and communications.
• Integration of AI and Data Analytics: The incorporation of AI and data analytics into digital signage is transforming it into a smarter and more effective marketing tool. AI-driven systems can analyze viewer demographics and behavior in real time, allowing signage to adapt and display personalized content. For example, AI can help in recommending products based on the time of day, customer profile, or even local weather conditions. This trend is leading to more intelligent and ROI-focused digital advertising strategies, especially in retail and transportation sectors where consumer engagement is critical.

The hardware component is leading in the global digital signage industry due to the essential role it plays in displaying dynamic content and enabling interactivity, which forms the foundation of the entire digital signage ecosystem.

Hardware includes displays (LED, LCD, OLED), media players, projectors, mounts, kiosks, and interactive touch panels, all of which are indispensable for presenting digital content in public or commercial spaces. As consumer demand for high-resolution and large-format displays rises, especially in sectors like retail, transportation, hospitality, and healthcare, hardware innovations are driving the adoption of digital signage. These advanced displays support vibrant graphics, 4K/8K resolution, seamless video streaming, and real-time updates features that software alone cannot achieve without robust hardware support.

Additionally, the increasing use of interactive hardware such as touchscreen displays, gesture-recognition systems, and facial recognition cameras is enhancing user engagement and making digital signage a more personalized and immersive medium. This hardware-centric approach is particularly significant in smart retail environments and transportation hubs, where visual impact and information dissemination are critical. Moreover, hardware upgrades such as ultra-thin bezels, energy-efficient panels, weatherproof outdoor displays, and modular video walls are addressing technical and aesthetic demands from end users, thus solidifying hardware’s lead. Many end users still prioritize visible, tangible investments-like displays and kiosks over software, which contributes to higher revenue generation from the hardware segment. The rise of smart cities and digital-out-of-home (DOOH) advertising is also fueling demand for durable and high-performance hardware solutions that can operate 24/7 in diverse environments. Manufacturers are also integrating Internet of Things (IoT) technologies directly into hardware, which enables real-time data collection and communication between devices, adding value through predictive maintenance and remote monitoring.

Retail is the leading application in the global digital signage industry due to its unmatched need for engaging, dynamic customer experiences that drive sales and brand loyalty through real-time visual communication.

The retail sector dominates the global digital signage industry because it relies heavily on visually compelling, real-time communication to attract customers, boost sales, and create immersive brand experiences. In a highly competitive market, retailers are increasingly turning to digital signage as a strategic tool to influence consumer behavior at the point of sale. Digital displays in storefronts, aisles, and checkout areas are being used to highlight promotions, launch new products, and deliver personalized content, making the shopping experience more interactive and efficient.

Unlike traditional static signage, digital signage allows retailers to update content instantly based on inventory levels, time of day, seasonality, or customer demographics, leading to more relevant and timely messaging. This dynamic approach not only captures consumer attention but also encourages impulse purchases and improves customer engagement, especially in environments where visual stimulation can directly affect buying decisions. The rise of smart retail and omnichannel strategies further accelerates the use of digital signage, as retailers integrate it with mobile apps, QR codes, loyalty programs, and real-time analytics to offer a seamless and connected experience across physical and digital channels. Moreover, with the increasing adoption of technologies such as AI, IoT, and facial recognition, retailers can now deploy interactive digital signage solutions that adapt to individual shopper profiles displaying targeted advertisements or product recommendations based on age, gender, or browsing behavior. Major global brands and department stores are also using large-scale video walls, interactive kiosks, and augmented reality mirrors to differentiate themselves in crowded marketplaces, creating memorable experiences that encourage brand recall and customer retention.

LCD/LED display types are leading in the global digital signage industry due to their superior image quality, energy efficiency, cost-effectiveness, and versatility across a wide range of indoor and outdoor applications.

LCD (Liquid Crystal Display) and LED (Light Emitting Diode) display technologies are at the forefront of the global digital signage industry because they offer the most effective combination of performance, durability, and affordability, making them the preferred choice across multiple sectors. These displays deliver high-resolution visuals, vibrant colors, and sharp contrasts that enhance viewer engagement and ensure that content is clear and eye-catching, even in high-traffic environments like retail stores, airports, hotels, and public venues.

LCDs are particularly valued for their cost-efficiency and suitability for indoor settings, while LED displays especially direct-view LEDs are ideal for larger, brighter, and often outdoor applications where visibility in daylight and from long distances is critical. The modularity and flexibility of LED technology have made it the go-to choice for large-format displays, curved screens, and video walls that are becoming increasingly common in arenas, shopping malls, and transportation hubs. These displays are also highly durable and energy-efficient, reducing operational costs over time and supporting 24/7 usage without significant degradation in performance. Another major factor driving the dominance of LCD/LED displays is the rapid pace of technological innovation, which has resulted in thinner, lighter, and more bezel-free designs, as well as improvements in brightness, resolution (such as 4K and 8K), and refresh rates. With falling production costs and mass availability, these technologies have become increasingly accessible to both large enterprises and small businesses. Moreover, LCD/LED displays are compatible with a wide range of media players and content management systems, enabling seamless integration into digital signage networks and simplifying content updates and remote monitoring.

Standard digital signage technology is leading in the global digital signage industry due to its cost-effectiveness, ease of deployment, and ability to meet the broad communication needs of various industries without requiring complex or customized solutions.

Standard digital signage technology holds the leading position in the global digital signage industry because it offers a balanced and accessible solution for businesses and institutions seeking to deliver dynamic visual content without the complexity or high cost of advanced or customized systems. This technology includes basic yet highly functional components such as LCD/LED displays, media players, and simple content management software, which are sufficient for the majority of signage applications across sectors like retail, hospitality, education, transportation, and corporate environments.

One of the main reasons for its dominance is affordability standard systems require less investment in specialized hardware or tailored software, making them ideal for small and medium enterprises (SMEs) that represent a large portion of the market. These systems provide reliable performance, are easy to install, and can be managed by non-technical staff, reducing the need for dedicated IT support or technical maintenance. Furthermore, standard digital signage is highly scalable, allowing businesses to start small and expand their network of screens as needed, which is especially beneficial in industries with fluctuating budgets or evolving content strategies. The straightforward functionality of standard signage such as displaying promotional content, announcements, menus, or wayfinding information is more than adequate for many real-world use cases, driving its widespread adoption. It supports various multimedia formats and can be controlled remotely, enabling efficient content scheduling and updates across multiple locations. Additionally, the growing availability of cloud-based content management platforms has made standard signage even more appealing, as it simplifies operations and reduces infrastructure costs.

The 35-52 inches screen type is leading in the global digital signage industry due to its optimal balance between visibility and space efficiency, making it versatile for a wide range of high-traffic indoor applications across various industries.

Screens sized between 35 and 52 inches have emerged as the dominant category in the global digital signage industry because they provide the ideal blend of size, visibility, and practicality for most commercial and institutional environments. This screen size range is large enough to deliver impactful visuals and clear messaging that can easily attract attention in busy locations like retail stores, airports, restaurants, hospitals, and corporate offices, yet compact enough to fit within limited or moderately sized spaces. Their dimensions strike a sweet spot between being visually engaging without overwhelming the surrounding environment, making them suitable for both standalone signage and wall-mounted displays.

Retailers, for example, frequently use 35-52 inch screens in window displays, end-of-aisle promotions, and point-of-sale messaging, where they need a display large enough to captivate shoppers while maintaining a manageable footprint. Similarly, the hospitality and food & beverage sectors use this size range for digital menu boards and promotional signage, offering clear readability at short to medium viewing distances. From a cost perspective, these screens are more affordable than ultra-large-format displays, making them attractive to small and medium businesses that want the benefits of digital signage without excessive investment. Technological advancements have also made high-resolution options, such as Full HD and 4K, widely available in this size bracket, allowing for professional-grade display quality at a lower cost. Additionally, their installation and maintenance are easier and more flexible compared to bulkier, oversized screens, reducing operational complexity and support needs.

Video walls and screens are leading in the global digital signage industry due to their ability to deliver high-impact, large-scale visual experiences that maximize audience engagement in commercial, public, and entertainment settings.

Video walls and screens have taken the lead in the global digital signage industry because they offer unmatched visual impact and versatility, making them the preferred choice for businesses and organizations aiming to capture attention and deliver dynamic, large-format content in high-traffic environments. Composed of multiple display panels tiled together to form a single seamless image, video walls are ideal for creating immersive brand experiences and information-rich visuals that can be seen from a distance or across wide viewing angles.

This makes them highly effective in locations such as shopping malls, airports, sports arenas, control rooms, corporate lobbies, and entertainment venues, where communicating with large audiences in a bold and memorable way is essential. The technology allows for flexible configurations whether in standard rectangular formats or creative shapes-and can support ultra-high-resolution content, including 4K and 8K, delivering crisp images even on massive surfaces. Businesses use video walls not only for advertising but also for storytelling, data visualization, real-time monitoring, and enhancing ambiance. The growing emphasis on experiential marketing has also fueled the demand for video walls, as they enable brands to create stunning, interactive displays that leave a lasting impression. Technological advancements in LED and LCD panels have made video walls thinner, bezel-less, and more energy-efficient, improving aesthetics and reducing long-term operating costs. Direct-view LED technology, in particular, has revolutionized the market by enabling seamless displays without visible borders and offering high brightness and durability for both indoor and outdoor use. In corporate and mission-critical environments, video walls are used in command centers and operations rooms to monitor multiple data streams, showcasing their utility beyond marketing.

Indoor location type is leading in the global digital signage industry due to its widespread applicability across diverse sectors, providing controlled environments that enhance display performance, longevity, and audience engagement.

Indoor digital signage dominates the global market because it aligns seamlessly with the operational needs of a wide variety of industries such as retail, corporate offices, healthcare, hospitality, education, transportation, and entertainment. Indoor environments provide a controlled setting protected from weather, temperature extremes, and direct sunlight making them ideal for maintaining optimal display brightness, color accuracy, and long-term durability. These conditions allow for the deployment of more cost-effective screens like LCDs and LEDs, which are not required to have the rugged, weatherproof features needed for outdoor installations.

Additionally, indoor signage plays a crucial role in consumer communication, branding, and experience enhancement. In retail settings, for example, indoor digital displays are used for product promotions, real-time offers, and interactive advertisements near checkout areas or within aisles to influence purchasing decisions. Similarly, in corporate and educational institutions, indoor signage facilitates internal communications, schedules, announcements, and event updates in lobbies, hallways, and meeting areas. The hospitality and healthcare sectors also rely on indoor signage for wayfinding, service directories, menus, and health information, which improves customer experience and operational efficiency. Furthermore, the footfall in indoor spaces is typically more concentrated and sustained such as in shopping malls, airports, or metro stations enabling more targeted, contextual, and uninterrupted engagement with digital content. This consistent exposure enhances the effectiveness of digital signage, justifying investment and ensuring return. Indoor signage installations also allow for easier access to power sources and network connections, making the setup, content management, and maintenance more convenient and cost-effective.

North America is leading in the global digital signage industry due to its advanced technological infrastructure, high adoption across commercial sectors, and strong investments in innovation and smart retail solutions.

North America, particularly the United States and Canada, leads the global digital signage industry because of its early adoption of advanced display technologies, robust infrastructure, and high concentration of retail and advertising-driven markets. The region benefits from a mature ecosystem of technology providers, content creators, and cloud-based digital signage platform developers, which has fostered rapid and seamless integration of digital signage across a wide array of sectors.

Retail, in particular, plays a massive role in driving demand for digital signage in North America, as brands strive to create immersive customer experiences, promote dynamic content, and leverage data-driven advertising to boost consumer engagement and conversion rates. The region’s extensive network of malls, airports, fast-food chains, entertainment venues, corporate offices, and healthcare facilities provides numerous use cases for indoor digital signage, which forms the backbone of the industry. Moreover, North American companies are known for investing in innovation and customization embracing AI, analytics, IoT, and interactive technologies that enhance digital signage capabilities far beyond basic display functions. Government support for smart city initiatives, combined with the growth of digital out-of-home (DOOH) advertising, further accelerates the deployment of large-format screens and video walls in urban infrastructure. North America is also home to major global digital signage vendors and software developers, fostering competitive advancements in hardware, software, and integrated systems. The region’s high-speed internet penetration, widespread 5G rollout, and strong IT infrastructure provide the foundation necessary for managing and scaling digital signage networks remotely and efficiently.

• 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.
• In March 2024, Shanghai Xianshi Electronic Technology Co., Ltd introduced a new display technology to its signage products. This technology offers high resolution, ultra-thin design, curved screens for diverse applications, holographic displays and energy efficiency.
• In February 2024, Barco partnered with Ingram Micro, a leading IT distributor in Asia Pacific, as its new distributor for G-series projection and image processing solutions in Singapore. This partnership will enhance access to Barco's innovative products, including G-series projectors, ImagePro-4K, and PDS-4K, in the region