How Smart TVs and OTT Platforms are Reshaping Consumption in India

The consumption of entertainment has now become more fast-paced and at the same time is available in various formats such as internet live streaming, user generated content from influencers among others. Catching up to the world, India too has risen to create OTT platforms, catering a wide set of regional languages, thereby tapping into a larger market of OTT content.

With the outbreak of Covid-19 pandemic, the entertainment industry came to a halt, which brought a significant shift towards over-the-top platforms. However, key players like Disney+Hotstar, Prime Video, SonyLIV, and JioCinema have revolutionized the content consumption for the people, changing the traditional landscape of entertainment to on-demand streaming. 

The OTT market has been growing remarkably over the years which also leads to the growth of the Smart TV market and Smart TV Operating System. The share of India's Smart TV market shipments in the INR 20,000–INR 30,000 price range increased by 40% year-over-year, reaching 29%.

According to a report, the Indian Smart TV Market size was valued at USD 11.53 Billion in 2023 and the revenue is expected to grow at a CAGR of 16.57 % from 2024 to 2030, reaching nearly USD 33.72 Billion by 2030. They enhance user navigation, making it easier for audiences to explore and access various apps.

To effectively cater to consumer needs and enhance user experience, OS brands must deeply understand consumer behaviour and tailor their TV features accordingly. Smart TV operating systems are playing a crucial role in the growth of smart TVs by providing a seamless viewing experience for consumers. Consumers now have the choice to explore entertainment by watching content from genres beyond their usual selection.

Tech-Driven Entertainment

With the advent of artificial intelligence, Smart TV operating systems have become more advanced now than they ever were. Integration of AI features to the OS has made the experience personalized and tailor-made for the audience, therefore creating resonance on the suggestions and creating a greater content recall to revisit later. 

Beyond AI features, the collaborations with content partners also plays a pivotal role in customer satisfaction. Customer-centric approaches are essential for smart TV operating systems. Creating user interfaces that are easy to navigate allows manufacturers to enhance the overall user experience and gain a competitive edge. These approaches of Smart TV operating systems are paving the way for a seamless content to its user base. 

As we witness an upward trajectory in the Smart TV market, it is expected to bring new expansions in the Smart TV OS segment. As technology accelerates further, integration of AI features will drive growth in the Smart TV OS market which will enhance the viewing experience for users. The evolution of Smart TV OS reflects shifting consumer behaviour.

To meet these changing needs, TV operating systems now offer enhanced features like personalized app recommendations based on user preferences and built-in voice assistants. In a diverse country like India, where language can be a barrier, these features simplify navigation, making the TV’s interface more intuitive and user-friendly.

Flexibility is essential to accommodate specific OEM needs and changes. Recognizing the significance of seasonal sales, particularly during festivals, OS companies should be prepared to work closely with OEMs to meet increased demand. With the rise of Smart TVs, there is a huge potential for CTV advertising that brings in numerous benefits to the brands.

This includes an opportunity of collaboration with brands to boost their visibility, getting a myriad of local brands also to explore CTV advertising and advertise in a more affordable manner.

The growth of Smart TV promises favourable for the Smart TV OS market. It promises new growth and opportunities for the people working in that industry and ensures utmost consumer satisfaction while adapting the changing dynamics of entertainment making it more engaging, convenient, and tailored to individual preferences. 

By Abhijeet Rajpurohit, COO and Co-Founder, Cloud TV