the connected world supplement special report Supplement sponsored by
In business, relying on assumptions is never a good thing. Despite its relative immaturity, the connected TV industry is taking off. In July 2011 a survey by US analyst Knowledge Networks found that connected TV was established already in two out of five households. Joe O’Halloran reports.
Connected TV: The young pretender?
I
n its Q2’11 Quarterly TV Design and Features Report, DisplaySearch believes that shipments of web-enabled flat panel TVs will leap from its current 25% to 47% by 2015, the
equivalent of 138 million shipments in that year. This would mean that the total connected TV market would comprise over 500 million units. Furthermore, says Informa Telecoms & Media, sales of connected TVs will likely exceed that of games consoles for the first time by the end of 2011 with Samsung, LG and Sony winning the battle for the connected home selling 52 million connected TVs, whereas between them Microsoft, Nintendo and Sony will sell 37 million games consoles of varying type, including the Xbox, PlayStation and
“In 2016, 1.8 billion in-home video devices - including tablets - will be sold, an increase of almost 800% from today,” predicted Andrew Ladbrook, analyst at Informa
Telecoms & Media. “And by this time, 70% of all in-home video devices sold will be able to connect to the Internet.”
Wii respectively. Yet despite all of these being
manifestly wonderful portents for the industry, what they clearly show is that the market for connected home devices will be huge. What they don’t show as yet is what will be the successful business models. Is there a danger that with just devices and no content to make a business from, connected TV could be all dressed up but with nowhere to go to turn a dollar? There’s no doubt that the concept
of connected TV has taken off, even if the vast majority of households don’t even recognise the term. For some years now users, typically of the younger variety, are using PCs, tablets, smartphones and laptops as their primary platform for viewing
content. In the UK this has been helped tremendously by the rip roaring success of the iPlayer. Looking at the mobile platforms in particular, it can be argued that these devices have changed, perhaps forever, the way people consume content. It would seem that there is no stopping this growth. “In 2016, 1.8 billion in-home video
devices - including tablets - will be sold, an increase of almost 800% from today,” predicted Andrew Ladbrook, analyst at Informa Telecoms & Media. “And by this time, 70% of all in-home video devices sold will be able to connect to the Internet.” But does this mean that there will
be such a buoyant connected TV industry? Some voices say that this does not necessarily follow. And even
S16 l ibe l the connected world supplement september/october 2011 l
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