Smart TVs And AI: Redefining Entertainment In India

The entertainment consumption landscape in India has undergone a rapid transformation, with on-demand streaming services leading the way. Driven by advancements in Smart TV operating systems and AI integration, entertainment is now faster and available in more diverse formats.

Alongside traditional television, internet live streaming, and user-generated content from influencers are growing in popularity. India has embraced this shift, particularly with the development of OTT platforms catering to various regional languages, significantly expanding the market.

OTT Platforms Thrive Amid Pandemic Impact

The COVID-19 pandemic caused a major disruption in the entertainment industry, but it also spurred the rise of over-the-top (OTT) platforms. As physical entertainment venues shuttered, consumers turned to digital platforms for content.

This demand led to a major overhaul in how entertainment was delivered, with key players investing in OTT platforms that offer on-demand streaming, dramatically shifting away from traditional models.

Growth of Smart TV Market and OS Advancements

The rising popularity of OTT platforms has paralleled a boom in the Smart TV market. In India, Smart TV shipments have surged, particularly in the INR 20,000–INR 30,000 price segment, which saw a 40% increase in 2023.

Smart TVs offer seamless access to various apps, providing a smoother user experience. This trend is expected to continue, with the Indian Smart TV market projected to grow to nearly USD 33.72 billion by 2030.

AI and Personalized Viewing Experience

Artificial intelligence is now a cornerstone of Smart TV operating systems, providing users with personalized and curated content suggestions. These AI-driven features resonate with viewers, improving content discovery and recall.

As Smart TV OS integrates more AI, it enables users to enjoy a viewing experience tailored to their preferences, creating a more engaging environment.

Collaborations and CTV Advertising on the Rise

Partnerships with content providers and enhanced user interfaces are pivotal to Smart TV's growth. With easier navigation and personalized recommendations, Smart TV systems are becoming increasingly user-friendly.

Moreover, the rise of connected TV (CTV) advertising offers brands—both local and global—a new avenue to engage consumers. As Smart TV usage grows, this form of advertising is set to become a significant revenue driver, benefiting both brands and the TV OS market.

The Future of Smart TV Operating Systems

The future of Smart TV OS in India is promising, with AI and user-centric features expected to dominate the market. With a focus on personalization, ease of use, and regional language accessibility, Smart TV systems are poised to continue reshaping the entertainment industry, making it more convenient and appealing for a diverse audience.