Smart TV Is Just Around the Living Room Corner
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With over 400 million people predicted to have Smart TVs by 2016, there is an impending “appification” of the TV that presents an enormous opportunity for brands, content creators and media companies. But chances are, few reading this blog have considered rethinking their content strategies for Smart TV consumption, not to mention the accompanying monetization models.
In part, that’s because much of the skepticism about the value of the technology is justified. It’s true, for instance, that many Smart TV components remain underutilized by consumers. The most successful apps have been video apps, such as Netflix. Software development for anything more complicated than basic streaming — especially gaming — has been a challenge because of Smart TV’s notoriously slow (and quickly out-of-date) hardware. But manufacturers remain committed to the technology, and are taking significant steps to correct its flaws.
The latest report from IHS Screen Digest predicts that Smart TVs will account for 55% of the market by 2015 and by 2016 will account for two-thirds of the total units shipped globally. In addition, relatively inexpensive auxiliary devices like the Google TV box and the Xbox can turn any TV into a Smart TV in less than 15 minutes. An expected updated Apple TV that would run the iTunes ecosystem would accelerate Smart TV adoption. Inevitably, Smart TVs will become a key component of many households’ connected-device ecosystem.
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