Posts for 'Smart TV'

Smart TVs accounted for 14.8% of streaming viewership time globally in Q3 ’20, double their 7.7% share in Q3 ’19, according to Conviva’s new State of Streaming report. Smart TVs’ share was approximately even with Q2 ’20.

Thought smart TVs’ growth was the fastest of all devices Conviva tracked, connected TVs (e.g. Roku, Fire TV, Chromecast, etc.) still maintained 50% share of viewership in Q3 ’20, roughly flat from a year ago. Mobile and desktop each declined from 13% to 10% share with tablets and gaming consoles holding steady at 5% and 10% respectively.

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Parks Associates has released a new white paper with Applicaster, with research finding that in Q1 ’20 almost one-third of U.S. broadband users said that their smart TV was their primary streaming video device. That’s up from less than 30% in Q1 ’19. That’s almost double the percentage of users citing streaming media players and computers as their primary device. Broadband users are watching more than 20 hours of video on their smart TV per week, up 40% from 2017.

Overall, Parks found that more than half of broadband users in the US report owning at least one smart TV. Parks believes technological advancements in smart TVs have been critical to their adoption. These advancements include:

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Roku’s strategy of powering TV manufacturers’ smart TVs is meeting with success as the company announced yesterday that its Roku TVs accounted for 13% of smart TV sales in the U.S. as of December, 2016 according to IHS. So naturally Roku’s success is attracting others to the model, with Amazon announcing yesterday that it has partnered with 3 Chinese brands, Seiki, Westinghouse Electronics and Element Electronics to integrate Fire TV functionality into multiple new 4K TVs.

The Amazon integrations mean that the Fire TV experience, including all of its 7,000 apps, will be available on the new TVs without needing an external connected TV device. This is the same benefit of Roku TVs - all the functionality of a Roku, but without the box. This type of integration makes it more straightforward for users to access OTT content alongside broadcast and cable TV content from separate sources. The Amazon integrations also feature voice search powered by Alexa to search content, launch apps, play music, etc.

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I'm pleased to present the 315th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week we turn our attention to the ever-evolving Smart TV space, which saw new developments in this week. First, Colin explains the new line of TCL 4K Roku TVs, which he’s impressed with. Like other manufacturers, TCL has opted to partner with Roku to bring its software, user experience and thousands of apps to its smart TVs, rather than try to replicate all of this itself.

In contrast, Vizio has chosen a completely different path with its new P-Series launched this week, partnering with Google to embed Google Cast in the TVs, essentially moving the “smarts” to mobile devices which “cast” content to the TV (even the use of the term “TV” is loose with the P-Series considering they don’t have tuners). As I explained yesterday and then further on the podcast, the Google Cast approach has numerous benefits for both developers and consumers.

Colin and I are encouraged by what may be a consolidation of smart TV platforms, likely to include Roku, Google, Apple and Amazon, in the end. Smart TVs have been a confusing space for all for far too long, creating messy, incomplete consumer experiences and leaving these devices untethered from mainstream ecosystems.

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YuMe, Frank N. Magid Associates and Razorfish have released results of a study on how consumers interact and view content/advertising on Connected TVs (CTV). Among the key findings are that consumers are receptive to CTV advertising and that choice and control in advertising are a priority for them.  

For example, participants said that they have a low tolerance for interruption and would rather be shown ads that have relevant calls-to-action, rather than something completely unrelated to the content being viewed. Participants also said that their attention is drawn to on-screen animation but want ad interactions to be kept simple and easily accessible. Additionally, utilizing video advertising works best because CTV should be a lean-back experience.

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