According to the report, Zhong Yikang predicts that the smart TV retail volume in 2017 will reach 43.81 million units, with a penetration rate approaching 90%, reaching 89.4%. This rapid growth reflects the increasing demand for intelligent television solutions in China.
As the middle class expands and consumer spending rises, televisions have been evolving rapidly toward smarter, more connected devices. Although smart TVs have only been on the Chinese market for a few years, they are now expected to cover nearly the entire TV market. The development of smart TVs has been impressive: in 2012, the retail volume was 14.25 million units with a penetration rate of 32.8%. By 2016, this had grown to 42.09 million units, with an 80.9% penetration rate. Meanwhile, the overall color TV market remained stable between 43 million and 52 million units annually. Based on this trend, Zhong Yikang expects the 2017 smart TV sales to hit 43.81 million units, pushing the penetration rate close to 90%.
Despite rising panel prices over the past year and a market slowdown in 2016, the momentum behind smart TV adoption has not slowed down. In fact, it continues to accelerate.
Currently, smart TVs dominate the 50-inch and larger size segments, where the penetration rate is nearly 100%. Even in smaller sizes, smart TVs are nearing saturation. This shows that intelligence has taken hold in the high-end, large-screen segment, making big-screen smart TVs the future direction of the industry.
The rapid growth of smart TVs can be attributed to several key factors. First, companies are actively promoting smart TVs, and the trend is now irreversible. The main driver behind this growth is the increasing popularity of differentiated selling points and content pricing. Content resources have become a major differentiator for smart TV products. Beyond technology, content is now a critical factor in product competitiveness.
Many brands have partnered with video platforms to offer exclusive content. For example, Skyworth offered a 398-yuan Penguin Theater membership for two years with its S9-I and S9300 series. TCL provided a 497-yuan Tencent VIP package, including access to Penguin Theater, Ding Theatre, and sports content. Changhong offered free Penguin Theater access for 30 days on certain models. Similarly, Konka and KKTV offered one-year Youku memberships during special events, while Sharp gave 32-month Youku memberships for 70-inch TVs. Iqiyi also offered 499-yuan members for its VIDAA V1 series with discounted renewal fees.
These strategies have helped boost user engagement and payment habits. According to the 2016 China Internet Audiovisual Development Research Report, the percentage of paying users doubled from 17% in 2015 to 35.5% in 2016. Internet brands have also increased their investments in content and improved video payment systems. Major platforms like Tencent, Youku, and Iqiyi have heavily invested in popular IP content, including movies, TV shows, and variety programs.
In addition to content purchases, many platforms are focusing on original productions. The content strategy of leading video websites is largely based on a mix of copyright and self-produced content.
Another key factor driving smart TV growth is the declining price. According to Zhong Yikang's omnichannel data, the average price of smart TVs dropped from 5,144 yuan in 2012 to 3,312 yuan in 2016. For example, in 2012, smart TVs were 590 yuan more expensive than non-smart TVs. By January–August 2017, the price difference had narrowed to just 103 yuan. This affordability has made smart TVs more accessible to a broader audience.
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