From video hardware to entertainment hardware The gamer opportunity for smart TVs
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20,000 foot view: Smart-TV-owning gamers skew older and combine increased consumption spend with an increased willingness to pay for content and entertainment more broadly. Smart-TV owners over-index for games consumption and in-game spending, offering an unparalleled platform distribution opportunity for cross-platform games distributors such as Xbox Game Pass. Smart-TV owners can accelerate this trend by increasing games peripheral device interoperability (e.g., console controllers that integrate with smart TV operating systems). Successful execution will see the smart TV consolidating its role as the home smart entertainment hub. Smart-TV manufacturers that execute a games partnership strategy early will benefit from a distinct selling point over smart-TV manufacturers without implemented games strategies.
Key insights
- Smart-TV owners on all gamer behaviours compared the consumer average
- Smart-TV-owning gamers older than the gamer average, being years old
- Smart-TV-owning gamers for in-game spending compared to gamer average, with spending or per month on in-game purchases
- Smart-TV-owning gamers against gamers for PlayStation Now PlayStation Plus, but under-index for Games Pass usage
- The smart represents an emerging opportunity for and distributors seeking to unlock valuable audiences
- Games service present an opportunity for smart-TV to distinguish offerings from competitors and from a ‘video hardware’ mindset an ‘entertainment hardware’ one
- In doing one of the most valuable segments will be incentivised to consolidate games video hardware purchases
Companies and brands mentioned in this report : Alphabet, Amazon, Apple, Apple Arcade, Android TV, Azure, Comcast, LG, Samsung, Sony PlayStation Now, Sony PlayStation Plus, The Fire TV Omni Series, XClass TV, Xbox, Xbox Games Pass