Smart TV Users Calls For Immersive Experiences Audio Emerging As Key Differentiator

Smart TV Users Calls For Immersive Experiences Audio Emerging As Key Differentiator


In today’s date, Smart TVs provide an immersive and enjoyable video and sound experience to captivate their audience. Apart from the quality of the display, which plays a major role in differentiation for Smart TVs, users are now finding the audio experience to be a key differentiator.

As per a recent data analysis conducted by Techarc, Audio and Display have emerged as the prominent attributes of a Smart TV experience in comparison to other features. 

In the May GAP analysis of expectations versus experience for Smart TVs, 53 per cent of users attributed Display experience as the key differentiator, and 32 per cent thought that audio plays a critical role in defining the overall experience. 

Users now understand the significance of audio in delivering the overall immersive experience while consuming their favourite content over Smart TVs. While analysing the data, it was found that Dolby Audio and video technology has been used by most of the OEMs to provide a delightful user experience.

As the display is already reaching a maturity level with OLED screens, etc., being introduced in Smart TVs across different price points, the audio gives OEMs a leeway to bring in innovation and create distinct and sustainable differentiation. The users are looking for a home-entertainment system to help deliver the desired sound quality.

As observed, in the top-rated Smart TV brands, Dolby Audio was primarily used. Indeed, Dolby is playing a crucial role in providing a pleasant audio experience to the customers, which automatically increases the consumer satisfaction rate. Higher-end Smart TVs usually have good audio technologies like Dolby Audio and DTS: X to provide a richer experience.

Among the popular e-commerce Smart TV brands in India, Xiaomi was the top-rated TV manufacturer with a 19.2 per cent consumer satisfaction experience because of its overall 87 per cent portfolio using audio technologies from Dolby and its subsequent partners. To provide a richer experience to its customers, it used Dolby Audio tech in 30 per cent of its premium Smart TVs and 57 per cent of it combined Dolby and DTS:X. 

The data was captured during May 2022, resulting in over 30,000 comments, reviews, and questions put across by Smart TV users on e-commerce platforms, disclosing that the smart television’s performance determines the overall experience of a user. In the analysed data, Specifications experience contributes 38 per cent. Surprisingly, features are the lowest, at just 1 per cent.

Features include the smart features and services a smart TV possesses, such as a Camera, App casting, Voice assistant, and Mirroring. One interesting insight from the data was that the video call capability is an emerging feature in a Smart TV for the users, after all the companies chose the work-from-home models.

It is suggested to the OEMs that smart features add value to a Smart TV, hence they need to focus more on adding great features and updating the existing ones which will help in delivering a good user experience.


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