Global Smart TV and Streaming Media Devices Markets, Forecast to 2021

Competition Sharply Accelerates in the Battle for Conduit to the Big Screen as Consumers Demand Quality Experiences and Ease of Content Delivery

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This study provides an in-depth analysis of the global streaming media devices market and the smart TV market. The thin client paradigm, where broadcast, pay TV, and on-demand content is delivered directly via the Internet to consumers, continues to grow. Streaming media devices, smart TVs, and to some extent game consoles and tablets, are at the forefront of this transition. The base year used in the research is 2016, and unit shipment forecasts as well as discussion of major market drivers and restraints are provided for the years 2017 through 2021.

Research Scope:

•     Market trends
•     Technology trends (e.g., content sharing between devices, curved screens, Ultra HDTV, 4K TV, HDR content)
•     Analysis by segment (smart TV and streaming media devices)
•     Regional breakouts (North America and Latin America; Europe, Middle East, and Africa; and Asia-Pacific)

Market measurements are analyzed for the year 2016 for both Smart TVs and Streaming Media Devices.
Competitive landscape and market share discussions are also provided for the base year 2016 for leading competitors in each market:

•     Smart TV: Samsung, LG Electronics, Sony, Hisense, Panasonic, and TCL
•     Streaming Media Devices: Apple, Roku, Google, and Amazon

Key Questions This Study Will Answer:

•     Where do the smart TV and streaming media devices markets stand today? What are the primary challenges faced by vendors in these
market? What are the major drivers and restraints for growth?
•     What are the revenue breakdowns for the NALA, EMEA, and APAC regions? Which are the fastest-growing regions?
•     What are the key technology trends under consideration? How do they differ between the 2 markets?
•     What fundamental disruptions in terms of technologies, applications, and product structure will impact vendors, and the market overall, over
the forecast period?
•     Will these devices and form factors remain relevant in the long run? Will they disrupt other markets?

Table of Contents

1. Executive Summary
Key Findings
Smart TV Market—Market Engineering Measurements
Streaming Media Devices Market—Market Engineering Measurements
CEO’s Perspective
2. Market Overview
Digital Media Value Chain—Encoding and Transcoding, Global, 2016
Market Overview—Definitions
Smart Televisions (TVs)
Streaming Media Devices
Market Overview—Smart TV Market
Market Overview—Streaming Media Devices Market
Regions Covered
North America and Latin America (NALA)
Europe, Middle East, and Africa (EMEA)
Asia-Pacific (APAC)
Streaming Media Devices Market—Distribution Channels
3. Drivers and Restraints—Smart TV Market
Market Drivers
The market is increasingly flooded with smart TV models across a range of price points, driving interest and sales
Growing number of apps on smart TVs increases their attractiveness in contrast to conventional TVs
Availability of hybrid broadband-broadcast TV, in select regions, makes smart TVs attractive for cord cutters and cord shavers
As TV resolutions rise from HD towards 4K and higher, ASPs increase, growing revenues; consumer interest in UltraHD also grows unit sales
Over time, improvements such as HDR and object-based audio will encourage consumers to upgrade and replace smart TVs
Market Restraints
The relatively high cost of smart TVs, even though ASPs continue to fall, deters the sales of multiple smart TV units per household
Frequent need for disruptive updates and clunky user interfaces lead to dissatisfaction and disillusionment with present generation smart TVs
Difficulty of developing apps for all smart TVs consistently leads to limited app inventories from services other than Netflix and YouTube on lower-tier models, reducing market attractiveness and impacting sales
Lack of broadband in many parts of the world limits the value proposition of smart TVs
4. Forecast and Trends—Smart TV Market
Smart TV Market—Market Engineering Measurements
Smart TV Market—Unit Shipment Forecast
Percent Unit Shipment Forecast by Region
Market Share by Units
Samsung
LG Electronics
Sony
Hisense
Panasonic
TCL
Others
5. Drivers and Restraints—Streaming Media Devices Market
Market Drivers
OTT-first pay TV and broadcasting will drive technical innovation, aggressive marketing, and even loss-leader strategies around these devices
The appeal of browsing multiple content services, and the convenience of intelligent search across multiple services, builds loyalty for select streaming media devices
Use of streaming media devices by enterprises for “casting” applications boosts sales
Increased choice of devices at low price points boost sales, while advancements in higher-end devices attract user loyalty
Market Restraints
Lack of broadband in many parts of the world limits the value proposition of streaming media devices in the context of premium content
Multi-functional devices compete for share of wallet with streaming media devices
Saturation is setting in for major markets while emerging markets are not yet growing at a rate which can compensate for that slowdown
Fragmented content experiences across devices cause customer frustration
6. Forecast and Trends—Streaming Media Devices Market
Streaming Media Devices Market—Market Engineering Measurements
Unit Shipment Forecast
Percent Unit Shipment Forecast by Region
Market Share by Units
Google
Apple
Amazon
Roku
Others
Market Share by Installed Device Base
Apple
Roku
Google
Amazon
Others
7. The Last Word
The Last Word—3 Big Takeaways
The Last Word—3 Big Predictions
Legal Disclaimer
8. Appendix
Market Engineering Methodology
Related Studies

Infographic



List of Figures & Charts

1. Smart TV Market: Key Market Drivers, Global, 2017–2021
2. Smart TV Market: Key Market Restraints, Global, 2017–2021
3. Smart TV Market: Market Engineering Measurements, Global, 2016
4. Streaming Media Devices Market: Key Market Drivers, Global, 2017–2021
5. Streaming Media Devices Market: Key Market Restraints, Global, 2017–2021
6. Streaming Media Devices Market: Market Engineering Measurements, Global, 2016


1. Smart TV Market: Market Engineering Measurements, Global, 2016
2. Streaming Media Devices Market: Market Engineering Measurements, Global, 2016
3. Streaming Media Devices Market: Distribution Channel Analysis, Global, 2016
4. Smart TV Market: Unit Shipment Forecast, Global, 2014–2021
5. Smart TV Market: Percent Unit Shipment Forecast by Region, Global, 2014–2021
6. Smart TV Market: Market Share by Units, Global, 2016
7. Streaming Media Devices Market: Unit Shipment Forecast, Global, 2014–2021
8. Streaming Media Devices Market: Percent Unit Shipment Forecast by Region, Global, 2014–2021
9. Streaming Media Devices Market: Market Share by Annual Units Shipped, Global, 2016
10. Streaming Media Devices Market: Market Share by Deployed Units in Active Use for all Applications, Global, 2016



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