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2024: Sber overtook Yandex in the smart TV market
On July 8, 2024, it became known that Sber had significantly strengthened its position in the Russian smart TV market, bypassing its main competitor, Yandex. According to the results of the first six months of 2024, the share of TVs under the Sber brand reached 5.2% in unit terms and 3% in monetary terms, which allowed the company to enter the top five market leaders.
According to the IT holding Fplus, presented in Forbes, Yandex TVs in the six months of 2024 occupied only a little more than 1% of the market in unit terms and about 2% in monetary terms. Experts note that such a rapid growth in the share of Sberbank in the smart TV market is associated with several factors.
Firstly, Sber made a bet on an affordable price segment. The average cost of a TV under the Sber brand is 16,000 rubles, while Yandex has a similar figure of 35,000 rubles. This allowed Sberbank to reach a wider consumer audience.
Secondly, Sber actively uses its developed ecosystem to promote TVs. The company offers customers not only the gadget itself, but also access to various services, including an online cinema, smart home management and financial services.
Larisa Senina, director of the department of large household appliances at Marvel Distribution, predicts that while maintaining current trends, Sberbank's share in the smart TV market could reach 10% by the end of 2024. This will make the company a serious competitor for numerous Chinese manufacturers, whose combined market share is approaching 50% by mid-2024.
Another driver of Sberbank's growth on the TV market was its own operating system "Salute TV" and built-in artificial intelligence GigaChat Salyut assistant[1]
2021
Russian Smart TV market showed a decline
In 2021, 4.56 million new Smart TVs were sold in Russia against 5.1 million a year earlier. Such data analysts J'son & Partners Consulting (Jason and Partners Consulting) published in July 2022.
As reasons for the fall of the market, researchers named:
- accelerated inflation growth across the global economy;
- shortage of semiconductor products
- constraints and changes to supply chains
- key players leaving
- reduced consumer activity.
The factors positively influencing the market situation are as follows:
- entry into the market of domestic brands: Polar, Erisson, Rubin, Horizont, SkyLine and Vityaz, as well as Sber in the low price category;
- maintaining interest in streaming services;
- growing demand for high image quality;
- Gradually building new supply chains.
According to J'son & Partners Consulting, by the end of 2021, more than 33 million Smart TVs were in operation in Russia. More than a third (37%) of TVs are Samsung TVs. LG ranks second with 25%, which is the fourth part of all smart TVs.
According to the study, in 2021, a third of the TV audience (35%) generally watched TV programs using a TV with Smart TV function. Viewing video content online is preferably "free, interrupted by advertising" - almost 70% of video viewers in general watch video services operating according to the advertising monetization model. Among Smart TV viewers, the same indicator is less and is about 60%. Over the three years of measurement, it has been observed that viewing content for free with advertising is declining along with the growing share of subscriptions.
Most Russians prefer to watch entertainment programs and films. The difference in viewed content on television channels is not distinguishable between the audience as a whole and Smart TV owners.[2].
Smart TV share in unit TV sales is more than 70%
On January 12, 2022, M of Video El Dorado the Russian the company in the field e-commerce and retail trade electronics , announced household appliances that it had analyzed the preferences of buyers electronic engineers in 2021 and highlighted key consumer trends in the Russian market. Models continue to penetrate in the TV segment Smart TV (they already occupy more than 70% in unit sales) and a resolution from 4K (a share of more than 40%) for high-quality consumption. content More. here
2020
In Russia, there are 30 million TVs with Smart TV function
By the end of 2020, about 30 million Smart TVs were in operation in Russia against 25.5 million a year earlier. This was reported by analysts at J'son & Partners Consulting. A record number of such devices were sold in 2020, they said. The researchers did not name the exact value, they only noted that sales exceeded the maximum in 2014, when Smart TV devices sold 4.5 million copies.
According to J'son & Partners Consulting, TVs with Smart TVs account for about 45% of TV shows in Russia against 39% at the end of 2019, and in 2018 the share was measured at 30%. 95% of Russians who make up the Smart TV audience watch professional videos on the Internet. Over the year, the share of viewers of professional video who watch it every day increased by a third.
Unexpected for analysts, the growth in sales of TVs with the Smart TV function in the Russian market in 2020, they associated with the COVID-19 coronavirus pandemic and the self-isolation regime introduced due to it. Also in J'son & Partners Consulting indicated several other positive factors:
- The growing popularity of legal video services. The self-isolation regime was an additional factor in the growth of their popularity, when many Russian services opened free or at a special price access to their libraries;
- Expanding the range of smart TVs and their functions. A device from a simple TV turns into a leisure center for the whole family;
- The decrease in the average price of the device (according to M.Video-Eldorado, the average check for Smart TV in 2020 amounted to 32.8 thousand rubles, which is 6% less than a year earlier, and 21% lower than 4 years ago);
- Rapid adaptation of retail chains to force majeure conditions.[3]
10 Russian services approved for mandatory pre-installation on Smart TV
In December 2020, the Presidium of the Government Commission for the Development of the Production and Distribution of Domestic Audiovisual Content approved 10 services for mandatory pre-installation on TVs with Smart TV support from April 1, 2021. According to the Ministry of Digital Development, a total of 28 applications were submitted, of which the most popular services were selected, while having their own content created in the Russian Federation.
The following applications were included in the final list:
- Wink;
- Ivi;
- Okko;
- Restrim Media (Wink and more.tv);
- Premier (Premier);
- Start;
- "Kinopoisk";
- "We Look";
- NTV application;
- application of the First channel.
The press service of the Ministry of Digital Development told TASS Information Agency of Russia that the services were evaluated according to three main criteria:
- popularity (by daily audience);
- state participation in the ownership structure of the service owner;
- availability of domestic audiovisual content of own production and/or produced to order.
2019: Data from J'son & Partners Consulting
According to J'son & Partners Consulting, in 2019 in Russia, the Smart TV cash fleet amounted to 25.5 million devices. By 2023, taking into account the dynamics of sales and disposal, the total number of smart TVs used in the Russian Federation will reach 41.3 million devices.
The disconnection of analog terrestrial television and the transition to digital TV throughout the Russian Federation stimulated the sale of low-price TVs, the so-called B and C brands. An additional driver for a significant increase in Smart TV purchases of non-Laghman brands is the maturity of television technologies. This led to a decrease in prices for components (in particular, panels of large high-definition diagonals, as well as processors that support Smart TV functions) and made the use of such components B and C brands more affordable.
In December 2019, another study of the behavior of the Smart TV audience in Russian cities with a population of 100,000 or more was conducted. The results show an increase in Smart TV penetration in such cities of the country from 29% to 39%. Accordingly, the audience has decreased, which uses "regular" TVs to watch television programs (from 66% to 60%).
Another important feature that characterizes the behavior of television audiences in Russia is the increase in the use of smartphones. In March 2018, 25% of viewers watched television content on a small screen, and in December 2019 - already 34%. The indicators among Smart TV users are even higher - 29% and 37%, respectively. For some viewers, the smartphone was not the second, but the first screen.
Smart TV viewers are characterized by higher loyalty when watching professional video content. So, every day it is watched by 29% of Smart TV users and 26% of the entire television audience, several times a week 47% and 44%, respectively. The root difference is the preferred use of Smart TV for watching professional videos. More than 70% of smart TV viewers watch videos on this particular device.
2018: Growth in sales of smart set-top boxes by 82% in unit terms and by 88% in monetary terms
On March 29, 2019, the combined company Svyaznoy - Euroset announced an analysis of sales of smart set-top boxes in the Russian market in 2018. From January to December 2018, sales of this category in comparison with 2017 increased by 82% in unit terms and by 88% in monetary terms.
In total, at the end of 2018, 133 thousand smart consoles were sold for a total of about 830 million. rubles The average cost of such a device was 6.2 thousand rubles. The leader in pieces was, the Chinese Xiaomi which accounted for 29% of all devices sold, in second place was the Singapore Rombica with 21%, in third - Apple 19%.
 | The growing popularity of smart set-top boxes is due to the fact that these set-top boxes make it possible to turn any TV into a modern multimedia device with all the functions and services of Smart TV. In 2018, the largest growth was shown by consoles from Xiaomi, in pieces they grew 5 times, in money - 4.3 times compared to 2017. In 2019, we expect an increase in demand for smart set-top boxes from Apple in connection with the launch of the Apple TV Plu streaming service, "comments David Georgievich, vice president of sales for the combined Svyaznoy-Euroset company. |  |
The most popular smart set-top boxes in Russia with wireless charging are Apple TV 4K and Mi Box 3.
See also
- TVs (Russian market)
- Online video (Russian market) Online cinemas
- Digital television in Russia
- Live TV channel platform on OTT services
- Satellite (pay) TV (Russian market)
Notes
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