What Display Daily thinks: One of the complaints about Samsung’s phones over Apple is the UI, and how it performs sluggishly, less smoothly. The look and feel, the user experience is tantamount. So, add response time and refresh rate to the technical requirements of display performance, but that only tells a fraction of the story.
The branding part is important because you can read this research as saying, consumers buy the same brand as their other home electronics, a boon for LG and Samsung here in the US. I
But, the real issue is how to sell the experience. And that means software. In the old days of Microsoft and Intel dominance, when the PC market was in hyper growth mode in the late nineties and early aughts, both would push each other for performance and features to advance the platform. That same dynamic doesn’t apply in the TV market, and it probably should.
If anything is holding back growth or the pursuit of opportunity it is a certain amount of insularity, and a lack of organization around the total experience, within the companies that drive the TV market.
What Consumers Prioritize in CTVs
Research from Parks Associates shows that more and more households are seeing the value of sticking with one product ecosystem when it comes to connected TV (CTV) devices. In fact, 53% say it’s easier to manage their apps and preferences when everything works together within the same ecosystem. With about a third of households planning to buy a smart TV in the next six months, companies looking to attract these buyers should focus on how easy it is to navigate their products and highlight the variety of supported streaming apps.
Customers want a fast and user-friendly interface that works smoothly across different devices and apps, especially with AVOD (ad-supported video on demand) services. This shift toward simpler, more connected ecosystems shows that consumers are looking for convenience and compatibility across their devices and services, making it a key focus for companies in the CTV space.
