Connected TV enters the mainstream

Joseph O'Halloran ©RapidTVNews | 21-05-2012

In its first survey of TV markets in the key final quarter of 2011, DisplaySearch has found that connected TV has broken out of its niche high-end and is becoming a mainstream feature across all regions.

The Quarterly TV Design and Features Report found that that Western Europe and Japan are established markets for connected TV, due to a unified approach by both broadcasters and TV set makers to create and market open service platforms.

Either though connected TV penetration was found to be outstripping the adoption of broadband internet in some regions, it also revealed that penetration has to date been low in North America, despite the success of internet-based entertainment. DisplaySearch believes that North American consumers currently want large but minimally featured sets, a pattern it says it also observed when looking at the 3D and LED backlight features.

Yet in an interesting development for the display industry, the survey also found that global and emerging markets are seeing features introduced at the same pace as developed markets and that all regions are seeing connected TV penetration above 20%.

In the survey, the valued connected functions for TVs are video related, with online video apps and subscription online video services being used by nearly 70% and 55% of users respectively. However subscription sports were accessed by just over 10% and 3DTV barely figured at all. Other most popular apps either directly accessed things to watch, or they complement viewing by providing context or more depth to TV content.

Looking at what could be the drivers for future development, DisplaySearch advises that connected TV apps need to be different than those for mobile devices and focus on viewing, not location-based services. It also suggests that TV manufacturers should design services that ensure seamless interoperability between the TV and a tablet or smartphone.