In 2025 H1, the global interactive tablet market will ship 119.5 million units, an increase of 14.8%; educational products will see a slight growth, while commercial products will surge by 38%.

The US educational informatization initiative has proposed a plan for teachers and students to jointly develop digital and intelligent literacy. It focuses on innovation and fairness, providing comprehensive AI learning ability training from teachers to students, driving the realization of local educational informatization infrastructure demands. In China, educational informatization is beginning to improve the national "four horizontal and five vertical" platform resource layout, indicating that the period of replacing traditional facilities has officially begun. It is expected that 100% of equipment replacement will be completed within five years. 
Meanwhile, the global conference market has regained vitality after going through setbacks and has returned to the growth range. The pricing in the Chinese market has become more reasonable, and enterprises are actively expanding their local channels overseas to stimulate market demand globally. 
Overall market: According to the latest "Global Interactive Board Market Analysis Quarterly Report" released by RUNTO Technology, in the first half of 2025, the global shipment volume of large-sized interactive boards reached 119.5 million units, an increase of 14.8% compared to the first half of 2024.
Among them, the shipment volume in the Chinese market accounted for 39.6% of the global total, a decrease of 1 percentage point compared to the same period in 2024, at 47.3 million units, an increase of 11.9% compared to the previous year; the shipment volume in the overseas market was 72.2 million units, an increase of 16.8% compared to the previous year. 
Scene Presentation: According to data from RUNTO, in the first half of 2025, the global shipment of educational interactive tablets was 672,000 units, with a slight year-on-year increase of 1.6%; the shipment of commercial interactive tablets was 523,000 units, with a year-on-year growth of 38.0%.
The shipment of commercial tablets in the first half of the year reached the quarterly high since 2021. Part of the increase came from the contribution of Chinese brands going global, which was an effective outcome of their continuous deepening of channel development globally. On the other hand, overseas interactive tablet enterprises are spontaneously attempting to develop more scenarios, such as retail, hospitality, and healthcare industries, by spreading across multiple scenarios to secure stable growth space. 
Overall, the characteristics of the global interactive tablet product market in the first half of this year can be summarized as follows: high-quality products without price hikes; low inventory and emphasis on channels; weakening the stereotype of conference machines and strengthening the upgrade of audio-visual interaction experience. 
For the education market, the tacit agreement on the dominance of leading brands is quite evident. In the European market, SMART and Promethean are firmly in the first echelon; in the North American region, Newline and ViewSonic are also firmly in the first echelon; in Asia, China's Hikvision and Honghe are also firmly in the first echelon. The pattern of education terminal brands has become stable, which means that the first echelon brands will start new competitive battles in the key development areas of global education informatization. Chinese brands need to open up the international market, while overseas brands need to hold their ground while developing more specialized markets to stabilize the situation. 
Furthermore, Chinese brands that have a competitive edge in supply and manufacturing are more determined to pursue growth. They will leverage the Central Asian and Western Asian regions to compete in the European market and are expected to break through the existing situation.
I. Education Market 
Overseas regions: The growth rate of the European and American markets has exceeded that of the overall market; the educational informatization transformation in South Asia and Southeast Asia markets is gradually taking shape. 
According to the data from RUNTO, in the first half of 2025, the shipment volume of overseas educational interactive tablets was approximately 414,000 units, a slight decrease of 1.0% compared to the previous year. 
Among them, the decline in the typical major markets such as Europe and America was much greater than that of the overall market. Especially in the North American region, the decline was approximately 24.0% compared to the first half of 2024. The basic education informatization layout in most areas of North America has been completed. In recent years, the upgrades and renovations have mainly focused on supplementary educational office products. Moreover, the performance of the North American market is not only related to the uncertainty of policies and systems, but also closely related to the investment intensity and attitude towards educational hardware resources. 
The education market in Europe has officially entered an era of intelligent upgrading. Compared to the first half of 2024, the decline in this market was approximately 8.5%. However, the core market of the leading brands remained relatively stable. In the first half of this year, the combined market share of SMART and Promethean in the European market was 44.4%, a slight increase of 2.2 percentage points compared to the same period in 2024. 
China region: Comprehensively promote the integration of digitalization and ecologicalization; accelerate the realization of resource sharing and data integration 
In April this year, the Ministry of Education of China and nine other departments released the "Opinions on Accelerating the Digitalization of Education", clearly stating that the digitalization of education should be regarded as an important breakthrough for building an educational power. In the first half of 2025, the shipment volume of educational interactive tablets in China was 259,000 units, an increase of 6.0% compared to the same period in 2024, but the sales volume decreased by 2.4% year-on-year. 
Through strategies such as product scheme combination and optimization of panel inventory, the education brand has made overall adjustments to its business operations, temporarily halting the price escalation of individual products. However, the market demand for interactive tablets in China clearly is no longer sufficient to support more brand competition. The remaining brands have largely withdrawn or transformed into contract manufacturers. The top six brands are Huize, Honghe, Hikvision, Huawei, Andao, and iFLYTEK, with a combined market share (CR6) of approximately 90%, an increase of 7 percentage points compared to the same period in 2024. 
The increase in industry concentration does not necessarily mean that price competition will necessarily ease. In the long run, leading brands still need to actively align with the policy demand of educational digital integration, accelerate the layout of the ecosystem industry, and prepare for the development of the next generation of "interactive tablets" for smart education. 
II. Commercial Market 
Overseas region: Multiple scenarios activate multiple channels, and the market has witnessed a minor upsurge since 2018. 
According to data from RUNTO, in the first half of 2025, the shipment volume of commercial interactive tablets in overseas markets was 309,000 units, an increase of 54% year-on-year. This marks another growth peak following 2018. 
It is worth noting that traditional enterprises have begun to focus on developing diverse scenarios and widely applying interactive tablet products to non-meeting purposes such as healthcare and retail. 
In the second quarter of 2025, Korean manufacturers such as Samsung and LG, as well as Taiwanese brand BenQ, focused on developing markets in India and Vietnam. The demand for commercial interactive tablets, characterized by medical scenarios, increased by three times. This provided confidence for practitioners to further open up the markets in South Asia and Southeast Asia. Additionally, enterprises adjusted their product configurations to meet the needs of various commercial scenarios such as education, meetings, and others, and introduced local channels to fully and solidly implement the markets in foreign regions. 
China region: Enhance product competitiveness through simple configuration, multiple configurations, etc., and truly achieve high quality without high price. 
According to data from RUNTO, in the first half of 2025, the shipment volume of commercial interactive tablets in China was 214,000 units, with a year-on-year growth of 20.0%; the sales revenue was 1.68 billion yuan, with a year-on-year decrease of 4.6%. The decline in product average price has to some extent improved the situation of sluggish market demand. 
Some products began to undergo downsizing. After the overall market gradually divided into functional, efficient, high-end configuration, and luxury versions, the functional and efficient products gradually gained market favor. 
In terms of the supply chain strategy for core components, this year, most commercial interactive tablet enterprises no longer hoard display panels. Instead, they adopt a model of combining supplies from multiple panel manufacturers and using agents to optimize the cost structure of their products. 
From the perspective of the market landscape, the top five brands by shipment volume in the Chinese market are MAXHUB, Huawei, Haoli, Hikvision and Newline. The combined market share (CR5) is 67.5%, an increase of 2.8 percentage points compared to the same period in 2024. 
III. Summary and Forecast of the Overall Market 
As the "only parameter upgrade" product iteration model gradually fades away, it is replaced by the optimization of product configurations and the ultimate amplification of real performance experience. In the field of interactive tablets, the refinement of vertical functions is becoming crucial. 
RUNTO believes that starting from this year, large-sized interactive tablets have officially entered the "experience decision-making era". Among them, interactive tablets for meetings are undoubtedly the first scenario to benefit. As the product experience becomes more mature, more and more users will develop the habit of using professional "conference large screens" to carry out work. 
In the market of educational interactive tablets, it can be seen from the education reform policies that the government will further emphasize the significant value of intelligent hardware in the upgrade of educational informatization. With the continuous improvement of the educational digitalization ecosystem, educational interactive tablets may undergo a new round of transformation and reshaping. 
Based on the market performance in the first half of 2025, RUNTO has raised its forecast for global commercial interactive tablet shipments. It is optimistic that the global shipments will exceed 1 million units in 2025, achieving an unexpected growth. At the same time, it maintains its initial forecast for the global educational interactive tablet market, which is approximately 1.66 million units for the entire year of 2025.