April 20, 2022
Out of the top five brands, Sony showed clear growth among smart TVs purchased or received in the previous six months compared to 2020, pushing it past Vizio and into the top three for reported purchases in Q3 2021.
That’s according to Parks Associates’ latest update of its Consumer Insights Dashboard, an ongoing service that tracks adoption of consumer electronic devices and services through its quarterly surveys of 10,000 U.S. internet households.
“Samsung continues to lead smart TV adoption, and it currently comprises over one-fourth of all consumers’ primary smart-TVs in the U.S.,” Paul Erickson, director of research for Parks Associates, said in a statement. “While smart-TV adoption is at all-time highs, there may be short-term saturation and conservatism in effect while consumer smart-TV purchasing settles following dramatic increases in 2020. Sony still managed to grow in purchasing — despite downturns for the traditional top three brands — which may be related to its first-mover release of new Google TV Bravia models over 2021.”
Heightened entertainment consumption has driven sustained high purchase intent for connected entertainment devices, according to Parks. Smart-TVs have not only become the most-adopted streaming video device but also the most favored for video consumption. Among survey respondents, 56% own a smart-TV; 73% own a home network router; 39% own a gaming console; and 57% own a desktop computer.
Smart-TVs, along with smart speakers/displays and desktop PCs, experienced growth during the pandemic due to an increase in consumers’ perceived value of these devices, according to Parks. Smart-TVs and smart speakers/displays have shown durability in sustaining growth and are expected to maintain elevated adoption in years to come.
“This is notable given that the aggregate trend across categories has been a very gradual decline in overall usage since 2017,” Erickson said in a statement. “Smart-TVs have become the most-important media centerpiece for the home, and their prominence offers the industry numerous integration opportunities for smart home and connected health ecosystems.”