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Russian Smart TV market in 2016-2023. Results of 2019

July 2020

Analytical Report (full version)

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Analytical Report (full version)

Russian Smart TV market in 2016-2023. Results of 2019
Russian Smart TV market in 2016-2023. Results of 2019
July 2020

Russian Smart TV market in 2016-2023. Results of 2019

July 2020

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J'son & Partners Consulting presents results of a study dedicated to the Russian Smart TV market in 2016-2023 and its 2019 results. The study contains information about:

 

1. Smart TV sales and new products in the world.

 

2. Smart TV in Russia for the period 2016-2019 and a forecast up to 2023 considering:

- Sales

- Fleet (Park)

- Penetration

 

3. Smart TV connected to the Internet.

 

4. Smart TV audience dynamics for the period 2018-2019 for:

 

- The urban population of Russia as a whole

- Moscow

- Saint-Petersburg

- Cities with 1 million inhabitants or more

- Cities with 100 000 to 1 million inhabitants

 

5. Smart-TV audience for each geographical region considering:

- Size

- Socio-demographic profile

- Analysis of differences by:

▪       Viewing frequency

▪       Device used

▪       Content genre preference

▪       Awareness of online movie theaters

▪       Use of applications

 

6. Related markets that have an impact on the development of Smart TV, such as: 

-  Pay-TV 

- Mobile devices

- Connected devices.

 

Smart TV in Russia  

 

According to J'son & Partners Consulting, in 2019 in Russia, the Smart TV park amounted to 25.5 million devices. By 2023, taking into account the dynamics of sales and disposals, the total number of Smart TV sets used in the Russian Federation will reach 41.3 million devices.

 

Fig. 1. Dynamics of the Smart TV fleet, Russia, million units, 2016-2023

 

The final estimate of the number of Smart TVs used for viewing online videos was influenced by the following factors:

     

- Smart TV connection to the Internet. This figure grows every year

 

- Increase in the number of video application users. The most active players influencing this growth are online cinemas and telecom operators.

 

Switching from analog terrestrial television to digital TV throughout the Russian Federation stimulated sales of low-price segment TVs, the so-called B- and C-brands. An additional driver of a significant increase in purchases of Smart TVs by non-flagship brands is the maturity of TV technologies. This has led to lower prices for components (in particular, large high-definition diagonal panels, as well as processors that support Smart TV functions) and made the use of such components more affordable for B- and C-brands.

 

In December 2019, another study was conducted. It considered the Smart TV audience behavior in Russian cities with 100 000 inhabitants or more. The results show an increase in the penetration of Smart TV in such cities from 29% to 39%. Accordingly, the audience that uses “traditional” TVs to watch TV programs has decreased (from 66% to 60%).

 

Another important feature that characterizes the behavior of TV audiences in Russia is the growth of smartphone use. In March 2018, 25% of viewers used small screens to watch TV content and in December 2019 this figure reached 34%. Smart TV users show even higher numbers – 29% and 37%, respectively. For some viewers, the smartphone is their main screen.

 

Fig. 2. Devices used for watching TV programs, Russia, 2018-2019

 

Smart TV viewers tend to be more loyal when viewing professional video content. So, every day it is watched by 29% of Smart TV users and 26% of the entire TV audience, and 47% and 44%, respectively, several times a week. The fundamental difference lies in the preferred use of Smart TVs for viewing the professional video. More than 70% of Smart TV viewers watch videos on these devices.

 

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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 © 2020, 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] 

 

 

Detailed information is presented in the full version of the report:

Russian Smart TV market research. 2016-2023. Results of 2019

SUMMARY OF THE STUDY

  1.     TERMS AND METHODOLOGY OF THE STUDY
  2.     GLOBAL SMART TV MARKET 

2.1.  CLASSIFICATION OF SMART TV BY TECHNOLOGY USED

2.2.  WORLD’S MAIN SMART TV MANUFACTURERS 

2.3.  QUANTITATIVE ASSESSMENT OF THE GLOBAL SMART TV MARKET

2.4.  GLOBAL SMART TV MARKET: FORECASTS AND TRENDS 2020-2023

  1.     RUSSIAN SMART TV MARKET

3.1.  QUANTITATIVE INDICATORS, 2016-2023

3.1.1.    Sales 

3.1.2.    Fleet

3.1.3.    Market structure by vendor

3.2.  SMART TV AUDIENCE IN RUSSIA

3.2.1.    Basic characteristics of the Russian Smart TV audience

3.2.2.    Smart TV audience analysis in large and medium-sized Russian cities

3.2.3.    Smart TV viewers in Moscow and Saint Petersburg

3.2.4.    Socio-demographic profile of the Smart TV audience in Russia, large and medium-sized cities, Moscow and Saint Petersburg

3.2.5.    Quantifying the size of the Smart TV audience in Russia, large and medium-sized cities, Moscow and Saint Petersburg

3.2.6.    Demand for video content genres

  1.     RELATED MARKETS IN RUSSIA

    4.1 PAY TV

    4.2 MOBILE DEVICES

    4.3 CONNECTED DEVICES

CONCLUSION

List of figures

Fig. 1 Forecast of Smart TV sales in the world, million units, 2019-2025

Fig. 2 Smart TV sales in the world in 2019: market shares of the top 5 manufacturers, % of units sold

Fig. 3 Global Smart TV market revenue in 2019: market shares of the top 5 manufacturers, % of total revenue

Fig. 4 Dynamics of Smart TV sales in Russia, 2016-2019

Fig. 5 Average cost of Smart TV sets, 2016-2019

Fig. 6 Average cost of 4K/UHD TVs, 2016-2019

Fig. 7 Screen resolution of TV sets sold in Russia, 2016-2019

Fig. 8 Dynamics of Smart TV sales in Russia, million units, 2016-2023

Fig. 9 Dynamics of the Russian Smart TV fleet, million units, 2016-2023

Fig. 10 Dynamics of the available fleet of connected Smart TVs, Russia, million units, 2016-2023

Fig. 11 Smart TV penetration, Russia, % of households, 2016-2023

Fig. 12 Market share of Smart TV vendors, Russia, 2019, % of units sold

Fig. 13 Use of TVs supporting Smart TV functions for watching TV shows

Fig. 14 Frequency of viewing TV shows on various devices, Russia, 2018-2019

Fig. 15 Devices used for watching TV programs, Russia, 2018-2019

Fig. 16 Frequency of viewing professional videos online, Russia

Fig. 17 Devices for viewing professional videos online, Russia, 2018-2019

Fig. 18 Audience preferences for viewing professional videos online by monetization model, Russia

Fig. 19 Awareness of online platforms/portals, Russia, 2019-2018

Fig. 20 Viewing professional videos on online platforms, Smart TV viewers, Russia

Fig. 21 Using Smart TVs to watch TV shows, Russian cities

Fig. 22 Frequency of viewing TV shows on various devices, Russian cities

Fig. 23 Devices used to view TV shows, Russian cities

Fig. 24 Frequency of viewing professional videos online, Russian cities

Fig. 25 Devices for viewing professional videos online, Russian cities

Fig. 26 Audience preferences for viewing professional videos online by monetization model, Russian cities

Fig. 27 Awareness of online platforms/portals, Russian cities

Fig. 28 Viewing professional videos on online platforms, Smart TV viewers, Russian cities

Fig. 29 Frequency of viewing TV shows by Smart TV viewers, Moscow/Saint-Petersburg

Fig. 30 Devices used for viewing TV shows, Moscow/Saint-Petersburg

Fig. 31 Frequency of online video viewing by Smart TV viewers, Moscow/Saint-Petersburg

Fig. 32 Devices for online video viewing by Smart TV viewers, Moscow/Saint-Petersburg

Fig. 33 Preferences of Smart TV viewers for viewing professional videos online by monetization model, Moscow/SPb

Fig. 34 Awareness of online platforms/portals, Moscow/Saint-Petersburg

Fig. 35 Viewing professional videos on online platforms, Smart TV viewers, Moscow, 2019, Moscow/Saint-Petersburg

Fig. 36 Socio-demographic profile of Smart TV viewers, Russia as a whole

Fig. 37 Socio-demographic profile of Smart TV viewers, Moscow

Fig. 38 Socio-demographic profile of Smart TV viewers, Saint-Petersburg

Fig. 39 Socio-demographic profile of Smart TV viewers, 1 million+ population cities

Fig. 40 Socio-demographic profile of Smart TV viewers, 100 000 to 1 million population cities

Fig. 41 Genre preferences of the Smart TV audience

Fig. 42 Smartphone market volume in physical terms, million units

Fig. 43 Smartphone market structure by price segment

Fig. 44 Smartphone market structure by a number of devices

Fig. 45 Expected smartphone replacement time

Fig. 46 Penetration of smartphones in households, Russia

Fig. 47 Tablet PC sales in Russia, million units

Fig. 48 Penetration of tablet PCs in households, Russia

Fig. 49 Game consoles sales, thousand units

Fig. 50 Penetration of video game consoles in households, Russia, %

Fig. 51 OTT set-top boxes sales volume, thousand units

Fig. 52 OTT set-top boxes sales structure by manufacturer, top 3 positions, 2019

List of tables

Table 1. Major manufacturers of Smart TV sets

Table 2. TV viewing time, Russia, 2018-2019

Table 3. Frequency of viewing professional video on online platforms/portals by Smart TV viewers, Russia, 2019

Table 4. TV viewing time by city type

Table 5. Frequency of viewing professional videos on online resources, 1 million+ population cities

Table 6. Frequency of viewing professional videos on online resources, 100 000 to 1 million population cities

Table 7. Frequency of viewing professional videos on online platforms/portals by Smart TV viewers, Moscow, 2019

Table 8. Frequency of viewing professional videos on online platforms/portals by Smart TV viewers, St. Petersburg, 2019

Table 9. Quantitative assessment of the Smart TV audience size, 2019, million people

Table 10. Dynamics of Pay TV subscriber base in Russia by technology, million, 2018-2019

Table 11. Top 5 smartphone models on the Russian market in 2019