Smart TV penetration in India due to online sales channel growth, change in customer preference for better screen resolution and sound systems, rising OTT consumption & online gaming
India’s smart TV market grew 74% YoY in Q2 2022 The growth can be attributed to the increasing preference of customers for smart TVs, the launch of smaller size smart TVs in the sub-INR 20,000 ($250) range, and the increasing promotions by retailers and brands. There were considerable new product launches from brands to cater to different customers and increase offline presence.
Looking at the overall market, Senior Research Analyst Anshika Jain said, “The top five brands contributed to 45% of the smart TV market with Xiaomi being the top player followed by Samsung with 13% and 12% shares respectively. OnePlus took the third spot for the very first time with 123% YoY growth in H1 2022 driven by the continued popularity of its affordable Y1 series, better features and strong marketing efforts. Many new brands are also entering the market to provide affordable devices to customers. The country’s smart TV penetration stood at 90% in Q2 2022, which is the highest ever to date and is expected to rise further with 21% YoY shipment growth in 2022 due to the coming festive season and continuously rising demand.”
Commenting on the market trends, Research Analyst Akash Jatwala said, “The smart TV market is growing as customers’ preference for smart TVs is increasing along with affordability. Brands are offering various sizes of TVs at different price ranges, and with the increase in broadband penetration, we expect the smart TV penetration to go up further. With the rise in inflation, consumers are shifting their preferences to other things. Against this backdrop, most of the new launches in Q2 2022 were in the 32” screen size and <INR 20,000 ($250) price segment. Shipments of the 32” screen size grew 94% YoY to reach 47% of the total shipments during the quarter.”
- Xiaomi continued to lead the smart TV segment in Q2 2022 with a 13% market share. During the quarter, Xiaomi launched the Mi TV 5A series and an OLED TV. Xiaomi’s Mi 4A series, 5A series and Redmi Smart TV series were its major volume drivers.
- Samsung took the second spot with a 12% share of the smart TV market in Q2 2022. During the quarter, Samsung launched the newer Crystal series and QLED TVs. The T4000 and T5000 series models were the volume drivers.
- OnePlus captured the third position with an 8% share in the Q2 2022 smart TV shipments. The brand is getting a good response from the customer, and the Y1 series was its volume driver. During the quarter, OnePlus expanded its product line-up by launching the Y1S Pro series. Besides, OnePlus held the OnePlus Community sale, during which it offered different financing options and discounts.
- LG had a 7.5% share of the smart TV market in Q2 2022. During the quarter, LG launched newer versions of its OLED line-up and some 32” mid-segment devices.
- TCL smart TV shipments more than doubled YoY in Q2 2022. The S5200 series devices accounted for most of its volume. During the quarter, TCL launched various new smart TVs, including Mini-LED TVs. TCL had a TV Upgrade sale during the quarter, where it offered discounts on selected models.
- Online channels contributed 31% of the total shipments during the quarter. Major online platforms such as Flipkart, Amazon and Croma had various promotions during the quarter, such as discounts and no-cost EMIs, which led to an increase in their share.
Commenting on the price range, Jatwala said, “The contribution of the budget- and mid-segment smart TVs in the <INR 30,000 ($380) segment has grown from 60.2% in Q2 2021 to 68.7% in Q2 2022 as brands preferred to launch more products in this price range to cater to the consumer demand. In this price segment, new models were launched with improved features, such as 4K resolution, Dolby Audio support, and a bigger screen size of 43”.”