Better audio hardware driving the user satisfaction across the screen sizes in the Smart TV category; Techarc Report

Since audio performance is a key differentiator in defining the overall TV viewing experience, OEMs now equip most of their products with high-end audio technologies such as Dolby Audio and DTS.

Gurugram – Better audio quality is among the top features driving user satisfaction in the smart TV market, regardless of screen size. Audio delivery is now considered as important as display performance in defining the overall Smart TV viewing experience, according to Techarc’s recent data findings from an analysis of over 40,000 user queries on the leading e-commerce platforms. 

Our data showed that Smart TVs with high-end audio technologies from both new OEMs (Acer, Realme, Redmi, etc.) and legacy TV manufacturers received higher ratings on the user satisfaction score card than variants without the same audio technology support. 

According to the data analysis, buyers now prefer purchasing Smart TVs with better audio features such as Dolby Audio and DTS even in the mid-range price category. The trend isn’t just limited to large-screen Smart TVs (55″ and bigger). Consumers investing in 32″, 40” and 43″ Smart TVs have also begun to prioritize better audio hardware for a wholesome TV viewing experience. Display, connectivity and voice control are other major attributes in the list. 

To put things into perspective, Dolby Audio is a technology that optimizes audio listening experiences on a variety of devices by enabling crystal clear sound with automatic volume control. While streaming content on the leading OTT platforms, Dolby Audio enabled devices, such as modern Smart TVs, provide surround sound and increased volume output. 

Since audio delivery is now a key differentiator in defining the overall TV viewing experience, OEMs now include Dolby Audio + DTS in the majority of their SKUs. Redmi’s sub-15K 32″ HD TV, for example, includes 20W speakers with Dolby Audio and DTS Virtual: X | DTS-HD audio technology for improved sound output. The same is true for more than half of the mid-range Smart TVs currently on the market in India’s crowded Smart TV market. 

As per our findings: 

• 52% of the 43” screen size Smart TVs in the market are Dolby Audio + DTS enabled. 
• 28% of the 40” screen Smart TVs in the market offer Dolby Audio, and 40% of the 32” screen size Smart TVs feature Dolby Audio.  
• Almost 50% of Smart TVs in the 50”, 55”, 65” and above support Dolby Audio + DTS. The percentage is much higher in Smart TVs from new OEMs such as Xiaomi, OnePlus, Realme, etc. 

Notably, the percentage rises as the screen size increases. Most large-screen Smart TVs include Dolby Vision display technology, which provides an immersive TV viewing experience while streaming content from the leading OTT platforms. 

Audio is now a key differentiator in defining the overall TV viewing experience

Key Insights 

• Xiaomi, the most popular e-commerce Smart TV brand in India currently offers audio technologies from Dolby and its subsequent partners in 87% of its portfolio. More than 30% of Xiaomi’s Smart TVs feature Dolby Audio tech, and 57% come equipped with Dolby and DTS:X. 
• Acer’s 50% Smart TV portfolio is Dolby Audio enabled, thus delivering higher user satisfaction than the other 50% lacking the expected audio hardware. 
• OnePlus’ entire Smart TV portfolio is Dolby Audio enabled and delivers 100% user satisfaction number in their respective screen sizes. 
• Motorola currently offers 16 SKUs, out of which 11 are Dolby Audio + DTS enabled. These TVs have scored a total rating of 5 out of 5 in consumer satisfaction score. 
• Consumers have rated most Realme TVs 5 out of 5 on user satisfaction chart, thanks to the Dolby Audio support. 
• As expected, Smart TVs from legacy brands- Sony and Samsung received a perfect score on the user satisfaction scale. Not surprisingly, these TVs are equipped with Dolby Audio, delivering best-in-class audio experience across screen sizes. LG’s premium TVs also scored 100%, thanks to Dolby Audio and DTS technologies. 

Gap Analysis- Data

We also analysed the gap between expectation and use-experience of the audio and video in the large and small screen size Smart TVs. The data revealed that the expectations Vs user-experience gap in the 55” and 65” Smart TV range is narrower for the audio as compared to 43” and 32” screen size Smart TVs.

Most 55” Smart TVs now offer high-end display-audio features such as Dolby Vision and Dolby Audio that enables comparatively better overall viewing experience. The expectation Vs user-experience graph widens a bit in the smaller screen size category as the smaller screen size Smart TVs are still in the phase of adopting high-end display and audio technologies such as Dolby Vision, Dolby Audio and DTS.

However, it is worth mentioning that the premium audio features such as Dolby Audio are gradually be made available even in 32”, 40” and 43” screen size Smart TVs.

Dolby Vision, Mirroring (Chromecast), Voice assistance (less in 32), Connectivity

Connectivity is also one of the most important factors in determining the overall TV viewing experience. Smart TVs with built-in Chromecast, eARC, screen mirroring, dual-band Wi-Fi, and seamless Bluetooth connectivity are popular among consumers. Voice control is another desired feature that consumers expect in their Smart TVs, regardless of screen size. However, the AI behind voice assistance support is still not mature enough to provide appropriate responses to the majority of users’ queries.

Our research also discovered an increasing trend of buyers requesting built-in camera support in Smart TVs, as users prefer to use large-screen panels for video calling.

Given current market demands, OEMs should equip even smaller screen size TVs with high-end features comparable to larger-screen counterparts. Going forward, there should be no or very few compromises in the display, audio, and connectivity parameters because the screen size should not limit the end user experience.

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About TechInsight

The TechInsight is prepared by Techarc in association with its ResTech partner, mFilterIt using machine learning algorithms to draw insights from very large data sets covering Smart TV models of leading OEMs.

The Brand analysis was done basis the reviews having received rating of 4 or 5 only on the respective e-commerce platforms like Amazon and Flipkart, shortlisted by top 10 brands only.

For more about Techarc please visit www.techarc.net For any query on the TechInsight, please write to research@techarc.net. Media can send its queries to media@techarc.net.