While everyone was tracking smartphone sales to figure out the extent of post-pandemic recovery, another category has smartly stolen the thunder, breaking away from the rest of the electronics pack. In the process, it also says something about the dramatic change in the way Indians have been spending their free time since Covid-19 hit.
More than eight out of every 10 televisions brought by Indians last year were Smart TVs. Sales themselves grew solid last year – by 55 per cent for the whole of 2021, but a more robust 65 per cent if you take the last three (festive) months of the year.
The indications are clear. Indians are not only watching more television (yay to OTT!), but they are investing in better, bigger and internet-enabled televisions to do so.
Smart TV refers to flat panel television units that are internet-enabled and while able to receive terrestrial and cable signals like a conventional TV set, can also connect directly to the internet and play OTT apps and web browsers.
“Smart TV market is showing tremendous growth, which is attributed to increase in demand for entertainment amidst lockdown, newer launches at affordable prices, growth of new entrants, discount offers and premium features at attractive prices,”said Akash Jatwala, research analyst at Counterpoint Technology - the global consultancy which did the research.
Xiaomi, which is already the leader in the mobile smartphone segment, continues to lead in the Smart TV category, as well. It is followed by Korean majors Samsung and LG. Japanese powerhouse Sony may have been behind them in total numbers, it was the most sought-after when it came to bigger and premium units costing above Rs 40,000.
The fastest growing TV brand in India in 2021 was OnePlus, with a whopping 354 per cent growth in TV units shipped, albeit on a smaller base the previous year.
Another interesting trend has been the preference to buy TV from online e-commerce sites. “Online contribution increased to around 31 per cent in 2021,” said Counterpoint's senior research analyst Anshika Jain. “The pandemic changed the buying habits of many consumers, making them prefer online shopping from the comfort of their homes.” TV brands have also realised the trend, partnering with e-commerce players and even launching web-only models.
