In the ever-evolving digital landscape, attention span has become the most valuable currency. With an overabundance of content available, it has become critical for content aggregators to churn out content that truly captures and retains viewer attention. Be it Smart TV’s or Smartphones, today’s viewer needs an array of content to flip through. Smart TV’s and Smartphones have now become and extensions of each other. Both, Smart TV’s and Smartphones create an integrated setting where content consumption is increasingly tailored, mobile, and immersive. Even when it comes to sports, the game streams in HD format on the Smart TV, while the viewer can simultaneously check social media or view stats on their Smartphone and this all takes place in real-time. While, Smartphones provide familiarity and communication, Smart TVs offer a cinematic experience. Together, they increase engagement and brand impact. For advertisers, this means a dual chance: Connected TV (CTV) ads on large screens boost recall, while mobile screens prompt the final call to action. This combination blends visibility with action.
The rise of Connected TV
The benefit of Smart TV is not only confined to its users but also to the advertisers. CTV has evolved from a household luxury to utility driven decision. With its entry into tier 2 and 3 markets, CTV is changing entertainment habits and lifestyle. In a report by EY, it has been mentioned that Connected TVs grew to 30 million in 2024 from 23 million in 2023. Smart TVs are adopting CTVs which provide precision-targeted advertising based on location and even language preferences and offer a big screen and clear visibility, which Smartphones often can’t deliver. These elements of a Smart TV help in building customer recall and engagement.
Smart TV as an entertainment hub – Bringing together OTT platforms and regional content
India’s entertainment landscape is deeply local. Today, Smart TVs are not just limited to traditional broadcasting but offer a more personalized experience to their users. With the advent of the internet and OTT platforms like Netflix, Prime Video, JioHotstar or platforms focused on regional content like Chaupal and Hoichoi, Smart TVs are revolutionizing TV into a more interactive medium as people prefer big screen mediums to consume content, be it news, films or any other show.
With in-built operating systems in a Smart TV and user-friendly interfaces, Smart TVs are bringing mobile design and even app ecosystems to their screens. The integration of artificial intelligence into Smart TVs has also changed the landscape. For example, the development of voice assistants has made the navigation process simpler, thereby creating a seamless journey for the users to lean back on.
Changing Viewing Habits
Evening TV time is still considered a suitable content consumption period for families. In contradiction, Smartphones offer more individual content habits, and Smart TVs come into the bigger picture by offering customization and personalization, voice search, regional content, and the amalgamation of mobile devices, which offers hybrid spending patterns.
Different members of the family can stream their own preferred content, whether it is a health fitness vlog or a kid’s show, all from the same screen. Smart TVs are using the diverse content inclination of their users while providing a unified platform to consume content, which Smartphones fail to perform.
Creating the TV-Like experience with FAST channels
In the midst of this transformation, FAST channels are creating revenue models both for platforms and advertisers by offering specific genre channels without any subscription and reshaping the content monetization strategies. As Smart TVs become more prevalent in smaller cities and rural areas, FAST channels offer a simple way for users to access quality content. Brands also find new opportunities for targeted advertising on the big screen.
The debate isn’t about whether Smart TVs are better than Smartphones but about how they are redefining entertainment for their users and increasing viewer engagement. While Smartphones continue to be one of the most used mediums for consuming content among users, Smart TVs offer some advantages in specific areas. In the near future, AI is going to play a crucial role in personalising content recommendation and ads in Smart TVs. With the growing digital landscape, both mediums promise to deliver integrated experiences that provide seamless content discovery for their users. As attention continues to be the crucial point, the edge will belong to those who understand the user’s attention patterns and can create experiences that resonate with relevance.
(Views are personal)
