With the rise in popularity of streaming services over the past few years, many consumers are no longer satisfied with a normal cable TV, they have higher expectations. In 2010, smart TVs only had a market share of around five percent when it came to
, but by 2023, this figure had increased to 96 percent. Smart TVs, also known as connected TVs, still provide access to TV channels but include additional features such as browsing the internet, the ability to download various apps, stream music, films, and TV shows at the viewer’s will.
The appeal of smart TVs
TV consumption among the German population has changed in recent decades. As technology progresses even further, especially with the widespread impact of increasing
digitalization across media and devices, viewers have embraced ways to access video content more independently. Technological advances, including the development of smartphones and mobile data, mean that people can watch almost anything they want, regardless of where they are, whilst 15 years ago most people would have to wait until they were home to watch TV shows or films on their TV. Consequently, this means that the
revenue from TV sets has decreased over the past 10 years because there is no longer as great a need. Having said that, many people still enjoy the viewing experience that a larger screen offers, especially when it comes to watching series with impressive special effects. The additional features of the smart TV, being able to watch a favorite TV show or film with the right subscription and the click of a button, means that it still ranks highly among the
most popular devices for consuming digital video content.
Smart TVs and streaming
The most popular apps used on smart TVs, by far, were entertainment apps, e.g., Netflix and Amazon Prime Video. This is reflective of the growth of streaming services. Even though streaming services have been well established for several years,
time spent viewing content on these platforms increased by 20 percent in Europe in 2022 compared to 2021. In Germany, the
most frequent subscriptions were Amazon Prime Video, Netflix and Disney+. These services, for the most part, all offer different content, so people often have multiple subscriptions thus having the choice to watch whatever show they want. Similarly, most streaming platforms have also started to create their own content that cannot be purchased elsewhere, for example, on DVD, so consumers have no choice but to subscribe.
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