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Smart home Smart devices are winning the battle for the future of TV

Report by Tim Mulligan
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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

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