By percent of all TVs will be connected to the Internet

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"Device manufacturers are facing two major developments," explains Sebastian Klöß. "On the one hand, consumers will increasingly replace their old devices with new, networkable hardware. On the other hand, the proportion of devices that are actually used smartly will increase significantly in the next few years." This is especially true for TV sets . According to the trend study, in 2022 only 10 percent will not be connected to the Internet . However, game consoles are leading the way.

Connectivity is already standard in newer models, and by 2022 only about 5 percent will not be connected. In the case of music systems, however, the development is somewhat slower; by 2022, 65 percent of the audio systems most commonly used in German households will be connected to the Internet. This is mainly due to the sustained popularity of the classic radio, which is popular primarily as a "background medium".

"For device manufacturers, the intelligent linking of hardware and content has become a real differentiating criterion," says Klaus Böhm. "Consumers expect intelligent user interfaces and convenient access to suitable content offerings from new devices." Consumers, on the other hand, want more clarity.

According to the study, a good third (35 percent) would be interested in a bundled content offering and would cancel other subscriptions for it. More convenient offerings could also open up new user groups, and there is still potential for growth, especially among older target groups.

In addition, the study shows that connected entertainment offers potential for all market participants. In the evolution process towards the "one-stop content shops" of the DPCs, device manufacturers can position themselves through targeted cooperation with content providers and, for example, offer attractive smart TV ecosystems.

The number of players with genuine end-customer relationships will therefore consolidate considerably in the medium to long term, but in the background, content producers and device manufacturers will continue to participate in the boom in connected entertainment via revenue-sharing models.



Note on methodology: The information is based on representative surveys conducted by Bitkom Research on behalf of the digital association Bitkom or implemented by Deloitte.



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