Smart home Smart devices are winning the battle for the future of TV
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The 20,000 Foot View: The unbundling of TV consumption is catalysing the smart home, with media streamers and smart TVs driving adoption and engagement. The smart home entertainment ecosystem will expand due to smart devices (smart TVs and smart speakers), as they are building on traditional consumption habits and engagement of key segments to act as smart home ecosystem ambassadors. Smart TVs will become key to owning the future customer relationship. Success on this front will define who owns the TV viewer relationship in the streaming era.
Key insights
- TV technology driving smart home device adoption, media streamer penetration at and TVs at of smart TV users are daily active users (DAUs), making it the most frequently connected device, though not all that behaviour involves smart functionality
- Video streaming more deeply embedded in the than audio: media streamers have daily usage, while smart speakers towards weekly usage
- Roku has most active user base of streamers are DAUs), while Amazon has the most active user for smart speakers are DAUs)
- Media streamers TV legacy locations (living rooms bedrooms), while smart speakers are evenly spread across the home
- Console gamers de-centralising smart home monetisation models normalisation of in-app purchase consumption
- Games console are the most entertainment-curious consumer in the smart home, with seeking new entertainment
- Smart TV active use (WAU) activity is moving into a post-linear dynamic it is no longer about but about cord-disintegration
- Ownership of smart TV consumer experience bypasses neutrality and threats for the majors
- Owning the TV consumer experience will define winners of future TV content and can become the successor for the EPG
Companies and brands mentioned in this report : Apple TV, Apple HomePod/HomePod, Amazon Echo Mini, Amazon Echo, Amazon Fire TV Box/Stick, Android Smartphone, AT&T, Comcast, Google, Google Chromecast, Google Home Speaker, iPhone, iPad, Netflix, Nintendo Games Console, Pioneer, Roku, Sonos, Sony PlayStation, Surface, TIVo, T-Mobile, Toshiba, Verizon, ViacomCBS, Xfinity Flex, Xbox