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Every home to have 5 connected media devices by 2019

Posted: 07 Sep 2015 ?? ?Print Version ?Bookmark and Share

Keywords:connected media devices? smart TV? DMA platform?

Every household in the world is expected to contain five connected media-enabled devices by 2019, according to Merrick Kingston, principal analyst at IHS Technology.

North America will remain the top dog as the world's most mature hardware market, with Americans having more than 10 devices per household. But it's hard to over-emphasise just how ubiquitous and pan-regional this wider opportunity is.

The triumph of portable, screened devices

As of year-end 2014, screened devices comprised just over 60 per cent of the connected device market. By 2019, this share will rise to almost 75 per cent.

The story of the device market's growth is really the story of the smartphone's tremendous ascent. As the smartphone base more than doubles from 2.6 billion in 2014 to 5.9 billion by 2019, we'll see the ratio of smartphones to tablets increase from 5:1 to 9:1. The smartphone is the only media-enabled device available today that is capable of contributing such volume to the market, and precipitating such change in the mix of screened to non-screened hardware.

Smart TVs consolidate

Samsung's Smart TV platform is the one to beat. As of year-end 2014, Samsung's global installed base of 63 million connected Smart TVs far outweighs its nearest rival's baseLG'sat 29 million.

Traditionally, the Smart TV space has been characterised by its total mishmash of brands and proprietary platforms. With Sony's and Philip's adoption of Android TV, Panasonic's gravitation towards Firefox OS, Samsung's adoption of Tizen and LG's adoption of WebOS, we're finally seeing the beginnings of market consolidation, and in particular, consolidation around software ecosystems that have existed for years, and that are well-supported by the wider development community.

Digital Media Adapters battle it out

In many respects, hyper-competition has shifted towards the DMA space. The Apple TV remains the single-largest DMA platform as of year-end 2014at 25 million installedbut Roku, Chromecast and Amazon's Fire TV are hot on its heels, at 13 million, 10 million and 5 million installed.

Apple's hegemony in the DMA space looks more uncertain than ever. Roku has been very successful in courting content partners and embracing an open SDK; Chromecast has been propelled by its near-impulse-buy price; and Amazon has successfully positioned the Fire TV as a value-add to its extensive Prime business. Ultimately, the future trump card in this market is likely to revolve around content exclusivity, and embrace of the pay TV ecosystem.


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