Digit Research: Indian TV buyers want bigger QLED screens, most still prefer picture quality over other features

In this edition of Digit Research, we surveyed over 15,000 readers across India about their current TV upgrade intentions, ideal screen sizes, preferred display tech, and what they’re considering for their next upgrade. 

Our findings clearly indicate that Indian consumers want bigger screens, that 4K is now the bare minimum, and that QLED has emerged as the most preferred display technology. Nearly one in three TV owners plan to move to a larger display, but pricing remains the single biggest barrier holding most buyers back.

Let’s take a detailed look at what is going on in the TV market in India. 

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Everyone in India wants a bigger TV screen

When asked whether they were happy with the current screen size of their TV, nearly 69 percent of respondents said they were satisfied with their existing TV. However, here’s where things get interesting, as more people want larger displays. Around 16 percent said they want to upgrade to a bigger TV right now, while another 16 percent said they are happy with their current TV but would eventually move to a larger screen in the future.

This suggests that around one in three TV owners want to see a bigger TV as part of their future upgrade plans. 

Pricing is the biggest barrier to TV upgrade

While larger TVs are clearly the more desirable option, what’s stopping most people from getting them now remains affordability. Among respondents who are not upgrading right now, 54 percent said that pricing is the primary reason when looking for a new TV. Another 34 percent said their current television is still performing well enough, which is why they wouldn’t want to upgrade to a bigger TV set yet.

When talking about bigger TVs, space constraints are also a big factor, as traditionally Indian apartments and houses are smaller, accounting for less space. But you’d be surprised to know that only about 12 percent of respondents suggest that space is a problem. The bigger problem is still budget constraints for most households.

The need for a larger TV

Everyone wants a larger TV than their current one, and budget is still the issue, but what kind of benefit would I even get out of a bigger TV? Well, the survey suggests that Indian consumers are increasingly associating larger screens with a superior entertainment experience.

More than half of the respondents in this question said a larger screen size always improves TV viewing. Another 28 percent said the benefit depends on room size, indicating that buyers are becoming more conscious of matching screen size with their living spaces. Only a small number of people felt that picture quality mattered more than screen size. An even smaller number of people actually preferred smaller television sets.

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OTT streaming: Driving force behind bigger TV screen 

Again, this also aligns with our last point, where more than half of respondents said they would choose a larger TV primarily for a better movie and streaming experience. Surprisingly, family viewing was the second-largest reason, where nearly 25 percent of people suggested they would want a bigger screen to have better shared entertainment.

Gaming accounted for 13 percent of responses, showing that while gaming is a growing use case, OTT streaming remains the dominant driver of TV upgrades in India.

The sweet spot for TVs in India

When asked about the ideal TV size in 2026, the most popular answer was 50-55 inches, chosen by 36 percent of respondents. After that, nearly 32 percent of respondents selected either 65 inches or 75 inches and above as their ideal TV size.

This suggests that consumers are gradually moving from the traditional 43-inch models, and they’re going more towards an immersive viewing experience.

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Picture quality remains the highest priority 

When buying a new television set, what are buyers looking after? Is it the picture quality, the Smart TV features, the sound quality, or the brand rep?

Well, it shouldn’t be surprising, but more than 60 percent of respondents selected picture quality as their top purchase consideration. Smart TV features and operating systems followed at 15 percent, while screen size, sound quality, and brand reputation were significantly behind. It suggests that consumers are actively prioritising actual viewing experience over anything else.

4K is a bare minimum

When asked about the minimum acceptable resolution for a TV purchase in 2026, more than half of respondents believe every new TV should offer 4K resolution. Only a small percentage considered 8K essential. Full HD still has some relevance among budget-conscious buyers, but the survey confirms that 4K is established as the bare minimum.

QLED is the most popular display tech

Last but not least, among display technologies, OLED and Mini-LEDs trailed behind significantly, as QLED emerged as the most preferred option for a future TV purchase, with nearly 37 percent of responses. OLED followed in second place with 19 percent, while mini-LED received 11 percent.

Interestingly, around 16 percent of respondents said that display technology does not influence their purchase decision. The results indicate that premium panel types are popular and are gaining wider recognition, but the enthusiasts are the ones who actually care more about it. For the general audience, a normal QLED remains the most popular choice. 

Wrapping up

Our findings show that Indian TV buyers are increasingly interested in larger displays, and that the 50-55 inch slot is becoming the preferred size among buyers. While consumers value better viewing experiences and premium displays, pricing remains the biggest factor which is preventing them from upgrading right now. At the same time, picture quality continues to be the largest demand driver, and 4K has effectively become the baseline. 

As TV prices continue to fall and larger screen sizes become more accessible, the trend toward bigger televisions is likely to accelerate further.

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