According to J’son & Partners Consulting, smart TVs accounted for 83% of all flat panel TVs shipped globally in 2021. 4.56 million new Smart TVs were sold in Russia, down from the previous year .
The key reasons for sales growth in 2020 were the impact of the pandemic, as well as the growing popularity of legal video services, primarily online cinemas. In 2022, smart TV sales are projected to decline by 28%, which has been particularly affected by recent geopolitical events. The situation will start to change by 2024, after which the market will gradually start to recover. Thus, according to preliminary forecasts, the restructuring of the Russian economy will take about two years.
According to J’son & Partners Consulting, in 2021, the fleet of Smart TVs available in Russia amounted to more than 33 million devices. According to a survey conducted by J’son & Partners as of December 2021, the average number of TVs with the Smart TV function in Russian households in general is 0.96 units, in the households of Smart TV owners – 1.49 units.
According to the study, more than a third (37%) of TVs are Samsung TVs. LG comes in second at 25%, which is a quarter of all smart TVs.
It is important to note the growth in the share of domestic brands, while the share of Chinese brands is lower compared to Russian ones. In 2021, a third of the television audience (35%) overall watched television programs using a television with a Smart TV function.
Viewing of online video content is preferably “free, interrupted by ads”: almost 70% of video viewers in general watch video services that operate with an advertising monetization model. Among Smart TV viewers, the same figure is lower and amounts to around 60%. Over the course of three years of measurement, viewing of free content with ads is seen to be declining along with an increasing share of subscriptions.
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Source: IXBT
