28 SEP 2022

Is there a new battle among the major smart TV platforms?

A new battle to be the middleman between content providers and the viewer has erupted between the “OEMs” (original equipment manufacturers), Hub Entertainment Research noted in its latest report.

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Smart TVs continue to be an increasingly important part of the connected TV universe, driven by compounding growth: there are more of them in homes and more being used for streaming. This is setting up a battle behind the scenes among the major smart TV platforms, Hub Entertainment Research noted in its latest report.

Although the growth of smart TVs as a proportion of all homes is slowing down – as happens when any TV device reaches mainstream adoption – Hub sees that smart TVs as a proportion of all TV sets also continues to grow, indicating consumers are not just adding smart TVs but replacing older TVs.

The new area of growth for smart TVs is the proportion of owners who actually have them connected to their home internet and using them to stream video. As connections and interfaces have become easier, consumers of all ages are increasingly activating their smart TVs.

As a result, a new battle to be the middleman between content providers and the viewer has erupted between the “OEMs” (original equipment manufacturers). With two clear leaders – Samsung and Roku –, Hub indicates that the remaining OEMs may need to decide if they will keep their smaller-share, homegrown platforms or throw their lot in with one of the big licensees (Roku, Fire TV, or Android TV).

“The competition between smart TV/connected TV platforms will be fought over the ‘4 D’s of CTV’: Discovery, Decision, Delivery, and Data. Who will best address the needs of the consumer, the content provider, and marketers? It will be a real battle royale,”  commented David C. Tice, Hub Senior Consultant.