IHS released data on consumer interest in smart TVs this week. Will talks us through the topline findings, including that though awareness of the products is very high (86% had heard of smart TVs) desire to purchase was very low (25% expressed interest in buying one.) Will speculated that cheap alternatives like Chromecast and Roku have eroded the value consumers see in built-in smart functionality.
I discuss some data that shows purchase intent was much higher just two years ago, lending credence to Will’s idea.
Ironically, the connectedness of TVs could be impeding pay-TV’s ability to leverage new robust discovery solutions. Digitalsmiths announced this week that it now counts 7 of 10 top pay-TV operators as customers of its seamless discovery platform. However, using a mobile device to search for content and then have it play on the TV is beyond most operators today.