Smart TV sales in mature TV markets to spike; emerging markets challenged by poor infrastructure

By Jim O'Neill on Feb 02 2016 at 8:00 AM
Smart TV sales in mature TV markets to spike; emerging markets challenged by poor infrastructure

Adoption of smart TVs is accelerating in developed markets around the globe as the demand for streaming content and better picture quality drives sales. More than 50% of TV households in Japan, the United States, the United Kingdom, France and Germany will have smart TVs by 2019, according to a new report.

Smart TV household penetration in Japan has already reached 50%, IHS reported in its most recent TV Sets Intelligence Service report, and it’s expected to increase to 63% in 2019.

Other countries expected to reach 50% penetration by 2019 include the U.S. (57%), Germany (53%), the U.K. (53%) and France 50%.

“Increasing demand for 4K resolution, the debut of high dynamic range (HDR) for both hardware and content, and access to streaming content that supports these features will accelerate smart TV demand globally,” said Hisakazu Torii, senior director of consumer device research for IHS Technology. “Growing availability of 4K content from online video providers will also support this trend, as will the introduction of ultra-high-definition Blu-ray in 2016.”

China, the largest market in the world, is expected to reach 46% penetration, more than other emerging regions.

Smart TV is an essential feature on TVs sold in China, because many Chinese consumers seek out online content services.

“With content providers and smart-device manufacturers, such as Alibaba, LeTV, Xiaomi, now entering the TV set market, Chinese consumers have more smart TV choices than ever before,” Torii said. “Increased sales of 4K TVs will accelerate these trends in the Chinese market.”

Lack of fixed broadband-delivered content and insufficient infrastructure will slow adoption of smart TVs in most other emerging regions, IHS said.

Brazil and Russia are expected to reach just 36% smart TV penetration and India will see minimal deployment, with just 3% of households expected to have a smart TV by 2019.

Stay tuned.

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