Skip to main content

Smart TV Growth is Driving Open Access to Content

Connected TV adoption is now accelerating across the globe, and the upside opportunities for Smart TV app development will follow this trend. According to the latest market study by NPD DisplaySearch, over one-quarter of TVs shipped during the first quarter (Q1) 2012 were equipped with broadband internet connectivity.

Approximately 27 percent of TV sets shipped worldwide had internet connectivity -- led by Japan, where 46 percent of sets had broadband networking capability built-in, and Western Europe with 36 percent.

A good example of how online video entertainment has already evolved is to observe the results in emerging markets. China has followed closely behind Western Europe -- with 32 percent of the TV sets that shipped now have internet functionality.

NPD DisplaySearch has analyzed TV sets by service type -- which further demonstrates that this trend is a global phenomenon. Basic connected TVs can access structured services from broadcasters such as Hbb.TV in Europe, BBC's iPlayer in the UK, Hulu in the U.S. and AcTVila in Japan.

According to their assessment, a smart TV can access a branded portal and service, not just publicly available platforms such as YouTube, or television broadcaster services. Within this definition of a smart TV, there are sub-categories that differ in the nature of the control of the service offering.

Consumer electronics (CE) manufacturer-controlled TV sets can have unique services from a portal. No two brands are alike, and the services may be configurable as approved TV apps. In contrast, consumer-controlled sets can escape the constraints of a portal and allow the consumer to have open access to the whole internet. These TV sets typically have an internet web browser built-in.

Smart TV Penetration, Q1’12 Shipments


"Connected TV is largely driven by content," said Paul Gray, Director of TV Electronics Research at NPD DisplaySearch. "Where there are compelling things to watch, the internet becomes a major source of entertainment. We are now seeing a second stage of evolution as internet video relocates from a PC screen onto the TV screen. In particular, Chinese consumers have found plenty to watch on the internet, so internet connectivity follows."

One of the more surprising findings from their market study is that no region is being left behind. Developed regions of the world can be expected to have high shipments, and areas with low broadband uptake such as the Middle East and Africa also show a strong interest in internet connectivity.

"It is an interesting trend," added Gray. "There are countries in emerging regions where mobile broadband far outnumbers fixed lines, so consumers are looking to share mobile content on a big screen."

By region, the largest shipments were in China with almost 3.0 million smart TVs shipped. Western Europe was second, with 2.1 million units shipped, while North America was third with almost 1.4 million units shipped.

By region, open internet access to video content is dominant in China -- as consumers have a shortage of structured services (approved apps) and want to look elsewhere for content to view. However, 2012 models from all major brands now incorporate web browsers, and this feature trend is likely to proliferate outside of China.

Popular posts from this blog

How Savvy Pioneers Lead the Future of Work

Hybrid and fully remote work are inevitable in the Global Networked Economy where high-performance talent demands flexibility from employers. To enable these progressive work models, organizations are investing in a wide range of technologies to support more agile types of employment.  According to the latest worldwide market study by International Data Corporation (IDC), leading organizations will spend nearly $1 billion on the Future of Work (FoW) in 2023 -- that's an increase of 18.8 percent over 2022. Future of Work Market Development "Work models continue to evolve, but 37 percent of decision-makers in a recent global survey note that Remote and Hybrid work models will be an embedded part of accepted work practices, supported by a continued shift to the cloud, increasingly instrumented and interconnected physical workplaces, and intelligent digital workspaces," said Holly Muscolino, group vice president at IDC . According to the IDC assessment, organizations must mak

Human Resource Transformation Enabled by IT

Many senior executives are taking a proactive approach to digital business transformation in order to achieve their strategic goals. Delivering revenue growth and profitability is now imperative for every function, including Human Resources (HR). The top 3 priority HR technologies this year are skills management, learning experience platforms, and internal talent marketplaces, according to the latest worldwide market study by Gartner. "With a tumultuous global economy, HR technology leaders face a balancing act in 2023," said Sam Grinter, director at Gartner . "Leaders must anticipate greater levels of accountability and demand for measurable outcomes to justify new technology investments." HR Transformation Market Development Forty-four percent of HR leaders report driving better business outcomes is their number one strategic priority for HR technology transformation over the next three years. Growth in headcount and skills (26 percent) and cost optimization (17 p

Virtual Reality Market Set to Reach $100 Billion

Virtual Reality (VR) market growth is now finally coming to fruition. Thanks to current actions and market momentum, VR is approaching what can be considered critical mass. And, not a moment too soon. This growth momentum comes from new hardware and content releases, accelerating enterprise value recognition, and a significant metaverse wild card that could potentially lift adoption and usage. According to the latest worldwide market study by ABI Research, over 85 million VR Head Mounted Displays (HMDs) will be shipped in 2027 across consumer and enterprise segments, creating a $100 billion VR market that includes hardware, software, and services. Virtual Reality Market Development "Expectations have been high in VR for years, and even decades, without notable growth to show. That growth is finally coming over the next five years," said Eric Abbruzzese, research director at ABI Research . The barrier to entry is lower than ever, all while content performance and user experien