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Smart TV market in Russia. 2015-2021

December 2018

Analytical Report (full version)

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Analytical Report (full version)

Smart TV market in Russia. 2015-2021
Smart TV market in Russia. 2015-2021
December 2018

Smart TV market in Russia. 2015-2021

December 2018

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J’son & Partners Consulting presents results of the study of the Smart TV market in Russia, 2015-2021.

 

Main results:

 

- Analysis of Smart TV sales in Russia for the period between 2014 -2017 and forecast to 2021.

 

- Estimation of the available fleet size and connectivity of Smart TV.

 

- Analysis of the dynamics of Smart TV audience for the period between 2015-2018 in Russia as a whole and Moscow and St. Petersburg in particular:

o   Size.

o   Socio-demographic profile.

o   Analysis of differences: 

▪          by viewing frequency,

▪          by devices used,

▪          by genre preferences of the content,

▪          by skill and use of applications.

 

- Analysis of adjacent markets:

o   Pay TV.

o   Mobile devices.

o   Connected devices.

 

Some results:

 

Available fleet of Smart TV in Russia

 

According to J'son & Partners Consulting, in 2018 the available fleet of Smart TV in Russia will be 21.5 million devices. By 2021, taking into account the dynamics of sales and disposal, the total number of Smart TVs used in Russia will reach 33.6 million devices.

 

 

It is important to understand that the following factors influence the final estimate of the number of Smart TVs used for watching online videos:

 

- Smart TV Internet connection.

 

- Use of Internet-connected Smart TVs for watching videos through available apps or built-in browsers.

 

A study conducted in March 2018 helped to identify behavior of the Smart TV audience in Russian cities with a population of 100,000 people and more. The analysis of the device selection for viewing professional videos by different users is shown in Pic. 2. Most often, the audience as a whole, i.e. residents of cities with a population of 100,000 people and more, prefer computers (69.2%), and then go smartphones (34.1%) and Smart TV (24.8%).

 

Smart TV users in Russian cities behave quite differently. 69.9% of such people choose smart TV to watch professional video. And only 53.9 % choose the computer or laptop.

 

 

The behavior of Smart TV users who watch professional video is not significantly different from the entire population. The viewing frequency in these groups is comparable (Pic. 3). 25—29% watch videos every day, another 43—45% — several times a week, 19—21% watch videos several times a month, 4—6% of the respondents watch videos less often than once a month, and the remaining 3—5% — less than once every three months.

 

 

______________________

 

This information note was prepared by the J'son & Partners Consulting. We work hard to provide factual and prognostic data that fully reflect the situation and available at the time of release. J'son & Partners Consulting reserves the right to revise the data after publication of new official information by individual players. 

 

Copyright © 2018, J'son & Partners Consulting. The media can use the text, graphics and data contained in this market review only using a link to the source of information - J'son & Partners Consulting or with an active link to the JSON.TV portal

 

™ J'son & Partners [registered trademark] 

 

 

Full results are presented in the report

 

«Smart TV market in Russia. 2015-2021»

 

Content     

 

SUMMARY OF THE STUDY

1. TERMS AND METHODOLOGY

2. THE RUSSIAN MARKET OF SMART TV

2.1.    Quantitative indicators, 2015-2021

2.1.1.  Sales

2.1.2.  Available fleet

2.1.3.  Market structure by vendors

2.2.    Smart TV audience

2.2.1.  Socio-demographic profile

2.2.2.  Demand for video content genres

3. ADJACENT MARKETS IN RUSSIA

3.1.    Pay TV

3.1.1.  Market structure. Current situation and forecast

3.2.    Mobile devices

3.2.1.  Sales

3.2.2.  Available fleet

3.3.    Connected devices

3.3.1.  Sales

3.3.2.  Available fleet

CONCLUSION

 

List of pictures

Pic. 1 Russia, sales of TV sets 2017-2018.

Pic. 2 Russia, TV sales dynamics, million units, 2014-2021

Pic. 3 Dynamics of the available fleet of Smart TVs, Russia, mln. units, 2014-2021

Pic. 4 Dynamics of the available fleet of connected Smart TVs, Russia, mln. units, 2014-2021

Pic. 5 Smart TV penetration, Russia, % of households, 2014-2021

Pic. 6 Market share of Smart TV vendors, Russia, 2018, % of units sold, forecast

Pic. 7 Dynamics of Megogo audience on different devices during the day, 2017

Pic. 8 Frequency of watching TV programs on various devices, Russia, 2018

Pic. 9 Devices used for watching TV programs, Russia, 2018

Pic. 10 Frequency of professional video viewing online, Russia, 2018

Pic. 11 Devices for watching professional video online, Russia, 2018

Pic. 12 Viewers' preferences on monetization models of viewed professional video online, Russia, 2018

Pic. 13 Skills in online platforms / portals, % of the total professional video audience, Russia, 2018

Pic. 14 Viewing of online platforms/ portals by Smart TV viewers, Russia, 2018

Pic. 15 Frequency of watching TV programs on various devices by Smart TV viewers, Moscow, 2018

Pic. 16 On which devices Smart TV viewers watch TV programs, Moscow, 2018

Pic. 17 Frequency of online video viewing by Smart TV viewers, Moscow, 2018

Pic. 18 Devices for online video viewing by Smart TV viewers, Moscow, 2018

Pic. 19 Preferences of the Smart TV audience in models of monetization for viewing professional video online, Moscow, 2018

Pic. 20 Skills in online platforms / portals of Smart TV viewers, Moscow, 2018, % of respondents

Pic. 21 Viewing of online platforms / portals by Smart TV viewers, Moscow, 2018, % of respondents

Pic. 22 Frequency of viewing of TV programs on various devices by Smart TV viewers, St. Petersburg, 2018

Pic. 23 On what devices Smart TV viewers watch TV programs, St. Petersburg, 2018

Pic. 24 Frequency of online video viewing by Smart TV viewers, St. Petersburg, 2018

Pic. 25 Devices for viewing videos online, Smart TV viewers, St. Petersburg, 2018

Pic. 26 Preferences of Smart TV viewers in models of monetization for viewing professional video online, St. Petersburg, 2018

Pic. 27 Skills in online platforms / portals of Smart TV viewers, St. Petersburg, 2018, % of all respondents,

Pic. 28 Viewing of online platforms / portals by Smart TV viewers, St. Petersburg, 2018

Pic. 29 Structure of the Federal and Smart TV audience, Russia, 2017

Pic. 30 Socio-demographic profile of Smart TV viewers, 2018

Pic. 31 Socio-demographic profile of Smart TV viewers, 2018 (continued)

Pic. 32. User preferences for Smart TV, VOD, 2015

Pic. 33 Demand for genres of video in Smart TV, Russia, 2017

Pic. 34 Genre preferences of Smart TV audience, 2018

Pic. 35 Structure of the Russian technology market, 2016-2017

Pic. 36 Market share by subscribers of the largest operators, 2017

Pic. 37 Market share by money of the largest operators, 2017

Pic. 38 ARPU of basic services by Pay TV segments, 2017-2022, rubles per month

Pic. 39 Structure of the market of additional services of Pay TV in Russia, in money terms, %, 2017

Pic. 40 Volume of the smartphone market in natural terms, million units

Pic. 41 Smartphone market structure, by segments, 2017

Pic. 42 Smartphone sales structure by diagonal screen size, %

Pic. 43 Sales of tablet PCs and phablets in Russia, million units

Pic. 44 Smartphone penetration in households, Russia, %

Pic. 45 Tablet penetration in households, Russia, %

Pic. 46 Smartphone users, world and Russia, %, 2013-2018

Pic. 47 Sales of game consoles, thousand units

Pic. 48 Structure of the market of game consoles by manufacturers, 2016

Pic. 49 Sales of game consoles, thousand units

Pic. 50 Market structure by manufacturers, 2017

Pic. 51 Penetration of OTT set-top boxes in households, Russia, %

 

List of tables

Table. 1. Frequency of non-linear viewing on Smart TV

Table. 2. Apps on Smart TV used for watching videos, 2015

Table. 3. TV show viewing time, Russia, 2018

Table. 4. Frequency of professional video viewing on online platforms/ portals, Russia, 2018

Table. 5. TV show viewing time by Smart TV viewers, Moscow, 2018

Table. 6. Frequency of viewing online professional video platforms / portals by the Smart TV audience, Moscow, 2018

Table. 7. TV show viewing time by Smart TV viewers, St. Petersburg, 2018

Table. 8. Frequency of viewing online professional video platforms / portals by the Smart TV audience, Saint Petersburg, 2018

Table. 9. Structure of Smart TV owners by income level, Russia, 2016

Table. 10. Socio-demographic structure of Smart TV owners, Russia, 2016

Table. 11. Segmentation of LifeStage among Smart TV owners, Russia, 2016

Table. 12. Quantitative assessment of the Smart TV audience size, 2018, million people

Table. 13. Structure of viewing long content by genre on Smart TV, Russia, cities, 2015-2016

Table. 14. Dynamics of Pay TVs in Russia by technology, million, 2016-2017

Table. 15. Basic forecast of subscriber base of traditional Pay TV and the total number of TV users, mln.

Table. 16. Scenario of advanced growth of new technologies, million subscribers and users