The Cold Winter of the Television Industry: Plummeting Turn-on Rates, Why Smart TVs Are Unpopular?
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The Cold Winter of the Television Industry: Plummeting Turn-on Rates, Why Smart TVs Are Unpopular?Recently, the "2024 China Smart TV Interaction New Trends Report" was released. The data shows that China's TV turn-on rate has dropped from 70% in 2016 to less than 30% in 2022, showing a continuous downward trend
The Cold Winter of the Television Industry: Plummeting Turn-on Rates, Why Smart TVs Are Unpopular?
Recently, the "2024 China Smart TV Interaction New Trends Report" was released. The data shows that China's TV turn-on rate has dropped from 70% in 2016 to less than 30% in 2022, showing a continuous downward trend. This means that only less than one-third of TVs in Chinese households are turned on, while the remaining 70% are idle like "dead machines." Simultaneously declining alongside the turn-on rate are TV sales, which have decreased by nearly one-third, from 50.89 million units in 2016 to 36.34 million units in 2022. These figures clearly indicate that televisions, once the king of the home appliance industry, are now experiencing a comprehensive contraction and are even on the verge of collapse.
So, why has the once-glorious television fallen into such a predicament?
The Rise of Mobile Media: Smartphones Steal Television Time
Many believe that 2016, the year when television sales began to decline, was the same year when mobile short videos started to rise. The widespread adoption of smartphones has enabled users to access information and entertainment conveniently anytime, anywhere, inevitably squeezing the leisure time that was originally occupied by television.
The Real Estate Winter: Declining Housing Demand Drags Down the Home Appliance Market
However, attributing the decline in TV sales solely to the rise of smartphones is not comprehensive. From an external environment perspective, the development of the real estate industry has a crucial impact on the home appliance market. During the rapid development phase of the real estate industry, both new home purchases and second-hand housing transactions were accompanied by a demand for home appliance upgrades, with televisions being a prime target for replacement. However, as the real estate industry enters a winter, the home appliance market has also been affected. The decline in housing demand naturally reduces the need for TV upgrades.
Shifting Lifestyles: Miniaturization and "De-Living Rooming"
Furthermore, with changing lifestyles, people's planning of living spaces has also changed. The popularity of small apartments makes it difficult to accommodate increasingly large televisions in limited space. At the same time, modern families' pursuit of "de-living rooming" has marginalized televisions and TV walls.
Slow Product Upgrade: Lack of Revolutionary Innovation, Lack of Consumer Incentive to Replace
In recent years, the pace of television product upgrades has been slow, lacking revolutionary innovations, and consumers have little desire to replace their TVs. Currently on the market, television sets generally have a long lifespan, ranging from five to six years to over a decade. In the absence of breakthroughs in disruptive technologies, consumers lack sufficient motivation to replace old televisions.
Demographic Changes: Declining Marriage and Birth Rates Weaken the "Family Fun" Attribute of Televisions
Meanwhile, the continued decline in marriage and birth rates in recent years has also affected the consumer demand for televisions, which are associated with the "family fun" attribute. For families with children, televisions are gradually being replaced by mobile entertainment devices like smartphones, tablets, and game consoles as the center of family entertainment.
The "Fatal Flaws" of Smart TVs: Complex Operation, Rampant Advertising, Confusing Fees
While the above external factors partially explain the decline in TV sales, the plummeting turn-on rate reveals the "fatal flaws" inherent in smart TVs.
Complex User Experience: Difficult for Older Adults, Youth Find It Tedious
The advent of smart TVs has brought richer content and features, but it has also made operation more complex. What used to be a simple television operated by a single remote control now often requires two or three remotes, and a slight misstep can lead to unintended actions, requiring "unlocking." This user experience has deterred many older users, even requiring them to learn operation steps specifically. Younger people are also irritated by the tedious operating procedures, making it difficult to enjoy the viewing experience as effortlessly as they used to.
Rampant Startup Advertisements: Poor User Experience, Membership System Difficult to Escape
Startup advertisements on smart TVs are another "major problem" that plagues users. Many televisions have mandatory startup advertisements, and the only way to disable them is to purchase a membership. However, the membership system isn't a "savior" because members still have their own exclusive advertisements, and memberships from different platforms are not interchangeable. Even accounts are not universal, leading to an extremely poor user experience.
"Nested" Membership Fees: Platforms Collude, Users Forced to Consume Multiple Times
What's even more infuriating is the "nested" billing model among multiple platforms. The same movie may have different copyrights on different platforms, requiring users to subscribe to multiple platform memberships to watch it in full. To make matters worse, platforms will categorize movies and TV series of different resolutions into different membership tiers, or charge separately for sports events, children's programs, songs, etc., which is extremely unpopular.
"Built-in" "Smart Options": Smartphone Scanning Log-in, Voice Assistants, Advertisements, etc.
Smart TVs, in an effort to enhance "intelligence," have incorporated various "built-in" "smart options" during operation, such as smartphone scanning to log in to accounts, voice assistants, advertisements, etc. These features have become a focus of user complaints.
Conclusion
The "fatal flaws" of smart TVs are becoming increasingly intolerable for consumers, and the future development of the television industry faces immense challenges. As the economic environment weakens, more and more users are choosing not to pay the monthly "television tax" of 10 to 20 yuan, accelerating the trend of televisions becoming an irrelevant product.
Televisions were once the core of home entertainment, but now they face marginalization. The "fatal flaws" of smart TVs remain unresolved, and external environmental changes have intensified the challenges facing the television industry. The future television industry needs to continuously innovate products, enhance user experience, and break free from the current predicament to restore its former glory.
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