Shift in Media Consumption Patterns Observed due to the Advent of Smart TVs
In Russia, the world of television has undergone a significant transformation, with Smart TV devices becoming increasingly popular. According to recent statistics, there are over 54 million Smart TV devices in use today, making it a growing market.
A survey of Smart TV users reveals that more than half (52%) are willing to pay for quality products and services. This willingness to invest in quality content suggests a shift towards more conscious media consumption among viewers.
The demographic of Smart TV users is diverse, with people aged 18 to 44 making up the main user base (61%). However, viewers over 45 are also actively connecting, with the indicator reaching 39% in this age group.
One of the key advantages of Smart TV is the convenience it offers. Over 88% of users appreciate the ease of selection, while more than 70% choose movies and series on online platforms. Furthermore, 81% watch these shows on the big screen, enhancing the overall viewing experience.
The engagement levels of Smart TV users are high. More than half (53%) of viewers are fully focused on the content, compared to 47% for traditional TV. This focus is likely due to the fact that users are choosing what to watch themselves, increasing their engagement with the content.
In terms of daily usage, 63% of the Russian population watches TV on average every day. The average time spent watching TV per Russian is the highest recorded figure, with each individual spending 3 hours and 22 minutes watching TV daily. For many users, a TV with internet access has become the main channel for video consumption.
Elizabeth Smirnova, head of media projects at Yandex Advertising, has noted this growth in Smart TV connections and its implications for media consumption in Russia. She stated that this trend indicates a more conscious media consumption among viewers.
In addition to watching online content, Smart TV users also leverage the device for other purposes. 58% use it for online channel viewing, 32% for internet access, 7% for smart home management, and 5% for video calls.
Despite the prevalence of Smart TVs, advertisements were not found in the provided text, suggesting that the focus remains on quality content and user experience rather than commercial interruptions. This could be another factor contributing to the increased engagement and focus of viewers on Smart TV.
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