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Parks: Simplified User Experience Key to Energizing Smart-TV, Streaming Media Device Sales

6 Dec, 2017 By: Erik Gruenwedel

With sales of smart-TVs and streaming media players apparently softening, consumer electronics manufacturers are simplifying the user experience to energize sales, according to new data from Parks Associates.

Indeed, 45% of U.S. broadband households have a smart-TV, which is now the most commonly used platform among domestic broadband households for accessing online video, according to Parks.

“[Our] holiday data [found] 11% of U.S. broadband households have a strong intention to purchase a 4K Ultra HD TV this holiday season, but overall, device sales of flat-panel TVs have flattened out,” Jennifer Kent, research quality and product development at Parks, said in a statement.

Kent said the research group is seeing new partnerships occur among device manufacturers focused on ways to improve or refresh the user experience (UI) of a smart-TV, to make the device easier to use and a single point of content in the living room.

For example, Samsung recently announced integration of Amazon Music into its smart-TVs, one of the first third-party non-Alexa devices. Samsung also announced an app for YouTube on its 2016 and 2017 models.

Philips partnered with Roku to launch a line of smart-TVs that use Roku's platform, which simplifies remote control needs and content navigation.

Indeed, more than 50% of U.S. broadband households find voice control appealing for entertainment and smart home devices.

Last year, consumers bought an estimated 14 million voice-controlled smart speakers with personal assistants, and companies such as Roku, TiVo, and Comcast bowed voice-enabled remote controls.

"Voice recognition and control … will be a key trend in connected CE for 2018," said analyst Dina Abdelrazik. “We expect to see more voice innovations in streaming services and connected platforms at CES this year."

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