As viewing habits shift and the consumer electronics market stagnates, what does the AV industry need to do to ensure that the market doesn't falter?
Author:
ContributorPublish date:
Oct 2, 2018
How we watch TV has fundamentally changed in recent years the notion of broadcast is becoming increasingly defunct as people stream shows on Netflix and Amazon, download content or watch videos on YouTube.
TVs are now just one of many screens that people use to watch their favourite shows on. And, when they are viewing, their attention might be also be focused on a smartphone or tablet as they play games or message friends across multiple screens.
TV manufacturers are no longer just competing with each other to impress viewers with screen size and functionality, but also with a host of other screens that people use for viewing. Our recent whitepaper dug into those shifting consumer needs, and analysed the current state of the industry, to assess whether the AV market - but in particular the Smart TV sector - is at a crossroads and, if so, what Smart TV manufacturers can do to ensure that they remain successful.
Shifting consumer needs
The report found that even though smartphone screen time is growing, overall TV consumption remains unaffected, with the average consumer in Europe watching about three hours of TV every day in 2012 a number that stayed consistent through to 2017. This number increases to 5.1 hours per day for Smart TVs. This is partially thanks to digital services such as Netflix, Amazon and Hulu helping to keep total TV consumption stable, despite the decline of linear TV services, particularly in Europe and North America. This shift in viewing means that digital services are quickly becoming essential to the future of TV consumption. And as people spend more time using these services, they increasingly expect to be able access their content seamlessly across all their devices, and so opt for highly integrated systems that promise both great content and device interoperability. Smart TVs are the screen of choice for watching digital video content, with almost 250 million units predicted to be sold globally in 2023. People tend to value the TV as an established device for media consumption, offering a unique value proposition that is not addressed by smartphones. The living room and the bedroom are the top locations for viewing. The report found that people prefer to consume content late into the night, with 43 per cent of viewers opting to watch online videos in the evening. This means that the status of the TV screen in the house remains relatively safe.
Uncertain marketplace
The report also found that the consumer electronics market is shrinking globally, driven by lower sales volumes. For example, the Compound Annual Growth Rate (CAGR) for tablets decreased by 10 per cent between 2012 and 2017; desktop computer CAGR declined by nine per cent and laptops by five per cent. Only selected categories, such as the smartphone, smart speakers and wearables, are still growing.The prices of consumer electronics have seen almost no growth (+2% between 2012 and 2017), and the consumer electronics market is in decline in terms of revenue and shipments, despite economic advances and growing global internet penetration. This impacts revenues for the consumer electronics marketplace, which are declining in certain regions.
Smart TVs under threat
Since 2015, Smart TVs have been the major technology trend for replacing old TV sets, and are now the device standard, edging out competition from the likes of 3D TV. However, some regional markets are now reaching saturation as the overall TV market is shrinking, with CAGR declining by six per cent between 2012 and 2017. Future market growth is also likely to be slower because the majority of TV sales are replacements, with trends in the overall TV market tending towards stagnation.Despite positive future expectations from analysts, there is no clear development path for innovative TV manufacturers. Although analysts predict the return of strong growth rates, historical trends do not suggest such a turn around, so the future remains uncertain.
Ensuring the future of Smart TVs
The key opportunity for Smart TVs to maintain their value proposition and turn around the decline that is affecting the entire TV sector is to strive for constant innovation.These were the major opportunities of growth for the industry that our report revealed:
Blockchain
AI
Smart Home Integration
Taking each in turn, applying Blockchain to content management and financial services has the potential to drive service automation and content delivery for smart TV ecosystems. Worldwide spending on Blockchain solutions is expected to grow by 67 per cent CAGR until 2022, and the Smart TV industry is one of many that could benefit from this.Artificial Intelligence (AI) is becoming increasingly popular in the home thanks to the introduction of Smart Speakers and virtual assistants, such as Alexa, Google Home and Siri. AI can be used in the context of Smart TVs to anticipate media demand for content delivery and consumer interaction. It is already used by the likes of Netflix to adapt trailers for shows to suit people's viewing habits, highlighting aspects of programs that will most appeal to individual viewers. The global market is expected to grow by 51 per cent CAGR until 2022.As more devices in the home become connected and IoT products become more common, the Smart TV is well-placed to become the central hub for people to interact with all their devices and smart home services, and ensure they are working seamlessly together. It is estimated that the global smart home revenue will increase with a CAGR of 25 per cent up to 2022, and Smart TVs stand to benefit from this.
Winning formula
It is vital for the Smart TV market to stimulate future growth by
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
01/06/2026
Designed to solve a common problem in broadcasting, the automated workflow detects, identifies, removes, and documents copyrighted music
AudioShake has introdu...
01/06/2026
The sports-analytics company combines its data with proprietary AI to help leagu...
01/06/2026
Category line-up & sponsors announced
Photo: Paul Clarke
The Production Music Awards (PMA) have announced that submissions are now officially open ahead of...
01/06/2026
New hybrid sample/synthesis instrument revealed
Excite Audio have just released the latest instalment in their Evolve series, which has been developed in co...
01/06/2026
Latest TONEX expansion captures three rare vintage amps
The newest addition to IK Multimedia's ever-growing TONEX line-up introduces a set of three incr...
01/06/2026
Musically intelligent soft synth gets upgraded
Scaler Music will be probably be best known to many for their music theory tools, but their product range al...
01/06/2026
SBS confirms its broadcast sponsors for FIFA World Cup 2026
1 June, 2026
Media releases
SBS has secured Hyundai, Hisense, Macca's, Rexona, bet365, Com...
01/06/2026
Rohde & Schwarz Satellite Industry Days 2026 guided by the motto From Earth to ...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Marshall Electronics is showcasing a comprehensive lineup of next-generation POV cameras, purpose-built to power today's connected AV environments, at InfoC...
01/06/2026
Adobe Announces Concept to Vector
Deepa Subramaniam June 1, 2026
0 Comments
One of the biggest frustrations we hear from designers is how difficult it...
01/06/2026
Vampire Feature Night Patrol Graded with DaVinci Resolve Studio
Brie Clayton June 1, 2026
0 Comments
Colorist shapes dark, gritty tone for horror thri...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Mardi 2 juin 14h00
FilmLight (ARRI), 10 rue Ren Boulanger, 75010 Paris
Rejoignez-nous pour d couvrir comment FLAPI (l'API FilmLight) peut transformer e...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
31/05/2026
Olivia P rez-Collellmir to Premiere Original Work at Gaud Centennial in Barcelona The Berklee graduate and faculty member will debut her choral symphony with...
31/05/2026
Back to All News
Netflix Wins 15 Awards at the Canadian Screen Awards - See Pho...
31/05/2026
Taiwan is home to more than 500 NVIDIA ecosystem partners. More than 1 million N...
31/05/2026
As factories move from isolated automation to plant-wide intelligence, manufacturers need AI systems that can connect live machine signals, quality systems, wor...
31/05/2026
The NVIDIA AI Cloud ecosystem is accelerating the global buildout of AI factory infrastructure. Partners are expanding capacity to meet growing demand from ente...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Zero in on one that says yes (and no)
Andy Marken May 29, 2026
0 Comments
Hero image courtesy of Deposit Photos
For content creators the most difficu...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
As viewing habits shift and the consumer electronics market stagnates, what does the AV industry need to do to ensure that the market doesn't falter?
