OTT services have completely transformed the entertainment industry by directly streaming content over the Internet, bypassing traditional satellite TV and cable. Their convenience and diverse content have made them extremely popular, especially with the rise of high-speed internet and smart devices.
This shift has led to changes in viewer behavior, with on-demand viewing and binge-watching platforms like Netflix, Amazon Prime Video, etc., leading this revolution, offering original content that caters to a wide range of audiences with different tastes and preferences.
Growth In Smart TV Demand
As viewers increasingly turn to streaming platforms for entertainment, the need for devices that can seamlessly access such services is rising. Smart TVs, having in-built internet connectivity, offer a convenient and immersive viewing experience, making them highly sought after.
Statistics reflect this trend, with global Smart TV sales consistently growing year over year. According to a report by Business Standard, Smart TVs accounted for their highest-ever share of total shipments in India, reaching 90 percent over the year. This growth is expected to continue as more households adopt Smart TVs to enhance their home entertainment setups.
Smart TVs play an important role in enhancing the OTT viewing experience by providing easy access to a wide range of content and making them an essential component of modern entertainment consumption.
Role of Telecom Operators and Internet Service Providers (ISPs)
Telecom operators and ISPs play a crucial part in driving demand for Smart TVs, which helps them expand customer engagement and broadband penetration.
Driving Broadband Penetration: Smart TVs require fast internet for streaming. Telecom operators usually target new customers and enhance ARPU by bundling internet plans with Smart TVs, especially in areas with low broadband penetration.
Bundling Strategies: Providing discounted smart TVs bundled with internet plans attracts new subscribers along with helping retain existing customers. These bundling strategies make it easier for telcos to increase the perceived value of the offer.
Partnerships with OTT Platforms and Manufacturers: Telecom operators work with OTT platforms and smart TV manufacturers to create integrated systems, providing preloaded apps, exclusive content, and co-branded products.
Affordability as a key factor
Affordability is one of the significant factors in the growing demand for smart TVs. For consumers in emerging markets, Smart TV prices can be a constant barrier. Even though there’s a desire to access OTT content directly on a TV set, high prices can deter potential buyers.
Therefore, the availability of affordable smart TVs enables a broader audience to access and enjoy OTT content without straining their finances. Smart TV financing offered via flexible payment options such as Buy Now, Pay Later (BNPL), monthly installment plans, and bundling offers play a crucial role in making these devices more accessible to consumers.
The rising consumption of OTT content drives the demand for smart TVs, In 2023, the global smart TV market was valued at US$ 236.76 billion. According to the latest Fact.MR market analysis, with a robust CAGR of 11%, global smart TV sales are projected to grow to US$ 672.26 billion by the end of 2033.
However, affordability remains a key factor determining how widely these devices are adopted. As smart TVs become more accessible price-wise, a larger segment of the population can participate in the shift toward streaming-based entertainment.
Challenges in the Market
Affordability Constraints:
High initial costs of smart TVs can be uneconomical for many consumers, particularly in price-sensitive markets. Despite of the increasing demand, the right price point for high-quality smart TVs still needs to be reached for a significant portion of the population.
Internet Connectivity Issues:
Reliable high-speed internet is crucial for an optimal OTT experience, however, still many regions are dealing with the unavailability of network and speed.
Competition from Other Devices:
The rise of affordable streaming devices like Amazon Fire Stick, Roku, etc., offer a cheaper alternative to smart TVs, enabling OTT consumption on existing TV sets. Personal devices like Mobile phones and tablets continue to be preferred platforms for OTT consumption, especially among younger demographics.
Consumer Insights and Preferences
Key Features Consumers Look for in Smart TVs:
Screen Size: Consumers usually prefer larger screens to enhance their viewing experience.
App Compatibility: Consumers prioritize Smart TVs that support popular OTT apps like Netflix, Amazon Prime Video, and Disney+, ensuring easy access to their favorite content.
Price: Affordability remains a critical factor, with buyers seeking the best value for their money, balancing cost with desired features.
Consumer Willingness to Invest:
Multiple Research across markets continue to suggest that a significant portion of consumers are willing to invest specifically in Smart TVs usually for OTT content consumption, in India, a report by The Hindu states that, In a study on TV streaming trends, 78% of respondents said they preferred streaming online content on their TVs using devices like streaming sticks, and smart TVs rather than using other options such as smartphones, tablets, or laptops.
Another report reveals that 38% of viewers reported that the first thing they see when they turn on their TV is the apps displayed on the home screen of their smart TV. It also reveals, that 50% of people open a specific app, like Netflix, to find something to watch, while the other half use their smart TV’s built-in features. 26% pick shows highlighted on the home screen, and 24% use the TV’s universal search to find content across all services.
Final Thoughts
The rising consumption of OTT content has driven demand for Smart TVs, however affordability remains a key challenge. As interest in advanced Smart TVs grows, their high price will continue to be a major barrier, especially for low-income households.
Smart TV financing is a crucial factor in boosting sales in emerging markets. By providing innovative financing options, retailers and financial institutions can make Smart TVs more affordable and accessible to a wider audience.
Datacultr’s Smart TV Financing platform enables financiers to provide, their customers, access to smart devices through manageable monthly payment plans. This not only helps individuals build their credit history but also offers them financial education and protection against predatory lending.
To thrive in the future, manufacturers should consider addressing the affordability challenge, which will help them cater to the latent demand coming in from newer customer segments and new markets.
To learn more about Odyssey’s Smart TV financing platform, visit our Smart TV : https://datacultr.com/smart-tv-financing-risk-management/
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