Market Snapshot: Smart TVs & the User Experience

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1 Market Snapshot: Smart TVs & the User Experience A Parks Associates Snapshot

Market Snapshot: Smart TVs & the User Experience Streaming media player adoption and smart TV adoption experienced sustained growth until 2016 and are now showing signs of flattening.

2 Market Snapshot: Smart TVs & the User Experience Streaming media player adoption and smart TV adoption experienced sustained growth until 2016 and are now showing signs of flattening. As a result of flattened or declining adoption in several product segments, device makers are emphasizing the user interface as a point of differentiation to win consumers. The smart TV is the most used interface in the home for video viewing, creating a new opportunity for partnerships to enhance the consumer experience. 7 Ownership of Home Entertainment Devices ( ) U.S. Broadband Households Q1/2010 Q1/2011 Q1/2012 Q2/2013 Q1/2014 Q1/2015 Q1/2016 Q2/2017 Smart TV Blu-ray Player Streaming Media Player Virtual Reality Headset Gaming Console DVR Smart Speaker with Personal Assistant Internet Connected Multiroom Music System

Smart TVs and Streaming Media Players The home entertainment device market is consolidating around the smart TV. Smart TVs are now the most commonly used platform for accessing online video content.

3 Smart TVs and Streaming Media Players The home entertainment device market is consolidating around the smart TV. Smart TVs are now the most commonly used platform for accessing online video content. As smart TVs expand their digital content sources, the need for additional connected entertainment devices such as smart Blu-ray players declines. While streaming media players (SMPs) have seen strong growth in recent years, they too are susceptible to this trend in the long run. Most Commonly Used Connected Entertainment Platform for Online Video Among U.S. Broadband Households with at Least One Home Video Entertainment Device Connected to the Internet 5 Q1/2015 Q2/2015 Q1/2016 Q1/ Smart TV Streaming Media Player Gaming Console Smart Blu-ray Player DVR Consumers prioritize ease of use and a single point of access over desired content when determining the ideal user experience.

4 Reasons Why a Connected In-Home Entertainment Device is Perceived as Easier to Use Among U.S. Broadband Households Choosing Their Connected Entertainment Device Due to its Ease-of-Use The device display is easier to navigate It is easier to find the content I want It is easier to set up The search function is easier to use More video formats are supported It can network with a PC or other devices The customer service is good Other 3 % Citing Reason In response, many SMP makers are adjusting their strategies to leverage their strength in user interface design, where they have valuable expertise in making it easy for users to find the content they want. With the user interface as a strength, makers of streaming media players are teaming up with smart TV makers to close the gap on the user experience. Better navigation to content will cement the smart TV s role as the main connected entertainment platform in the home. Ease of Finding Content by Most Used CE Device Among U.S. Broadband Households Selecting the Specified Connected Entertainment Device Due to its Ease-of-Use 8 Streaming Media Player Gaming Console DVR Smart TV Stand-alone Blu-ray Player SMP makers are preparing for the future by investing in their software platforms so that they extend across device form factors.

Smart TVs and Voice Controls Appeal of Smart Speaker with Personal Assistant to Control Other Devices U.S. Broadband Households Very Appealing (Rating 6-7) Appealing (Rating 5) Not Appealing (Rating 1-3) Over half of U.

Control Entertainment Devices Control Smart Home Devices When asked to specify home devices and services they would most like to control with a personal assistant, most consumers ranked smart home

5 Smart TVs and Voice Controls Appeal of Smart Speaker with Personal Assistant to Control Other Devices U.S. Broadband Households Very Appealing (Rating 6-7) Appealing (Rating 5) Not Appealing (Rating 1-3) Over half of U.S. broadband households find voice control appealing for entertainment and smart home devices. Control Entertainment Devices Control Smart Home Devices When asked to specify home devices and services they would most like to control with a personal assistant, most consumers ranked smart home devices at the top of the list. Still, it is notable that one-third of smart TV owners selected that product among their top five devices they would most like to control with a personal assistant. Voice control for TVs is still in early market stages and not heavily marketed by TV manufacturers. The growing use of voice assistants and voice-enabled remote controls, such as those from Comcast and Roku, is helping increase awareness for smart TV manufacturers. Preferred Smart Home Products for Personal Assistant Control Device Owners or Service Subscribers Among U.S. Broadband Households Ranked 1st Smart lighting Smart programmable thermostat Smart door lock Home security system Smart TV Streaming media players DVR/PVR Smart sprinkler system Pay-TV service Ranked 2nd/3rd 8 % Ranking Device/Service at Specified Level

Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services.

workshops, executive conferences, and annual service subscriptions.

6 Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions. The company s expertise includes the Internet of Things (IoT), digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security. For more information, visit parksassociates.com or contact us at / info@parksassociates.com. ATTRIBUTION Authored by Parks Associates. Published by Parks Associates., Addison, Texas All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. Printed in the United States of America. DISCLAIMER Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors. EXECUTIVE CONFERENCE SERIES REASONS TO ATTEND INSIGHTS from the leading analyst team covering connected devices, entertainment services, the Internet of Things, and the smart home THE ONLY INDUSTRY EVENTS THAT CONNECT the Internet of Things and the connected home with decades of consumer research and industry expertise NETWORKING with top smart home, service, security, and entertainment companies FORWARD-THINKING SESSIONS on future trends and business opportunities for all players in the connected home ecosystem CONCIERGE SERVICE for sponsors to ensure the best possible networking opportunities CONNECTIONS Summit at CES January 9, 2018 Las Vegas, NV Smart Energy Summit: Engaging the Consumer February 19-21, 2018 Austin, TX CONNECTIONS : The Premier Connected Home Conference and Showcase May 22-24, 2018 San Francisco, CA Connected Health Summit: Engaging Consumers August 28-30, 2018 San Diego, CA eli.lund@parksassociates.com

Market Snapshot: Disruptive Forces in the Home Security Market

Market Snapshot: Disruptive Forces in the Home Security Market A Parks Associates Snapshot Disruptive Forces in the Home Security Market 2015 was a good year for the residential security industry. Because