Audio Video News

Interest in buying an internet-connected smart TV goes up when consumers learn about the capabilities of the next-generation ATSC 3.0 broadcast TV standard, according to the findings of a national survey conducted by market research firm SmithGeiger.

More than half (55 percent) of the survey’s respondents said they plan to spend an average of $950 on a smart TV with a 52-inch screen in the next 12 months. But once exposed to features of ATSC 3.0, an additional 19 percent—74 percent total—indicated not only the likelihood of buying a smart TV but a willingness to spend $205 more (for an average price of $1,155) on a smart TV of the same screen size.

The survey also found that respondents who do not currently own a smart TV become more inclined to buy one when they learn about the benefits of ATSC 3.0. Most significantly, 45 percent of those who initially expressed no intent to buy a smart TV over the next 12 months said they would be likely to buy one after being exposed to ATSC 3.0.

The ATSC 3.0 standard developed by the Advanced Television Systems Committee, supports 4K resolution with high dynamic range (HDR) and immersive audio, such as Dolby Atmos and DTS:X, and is designed to provide viewers a greater level of control, convenience, and personalization. Features include:

• Being able to start programs at the beginning even after they have already started
• Personalized on-screen guide with recommendations
• Custom home screens based on viewer preferences
• On-screen search of video on demand (VOD), streaming services, and over-the-air TV programs
• Fast-forward and rewind to any scene on TV shows and sporting event
• Ability to zoom in and choose camera angles when watching sports
• Alerts when favorite shows, sporting events, or weather reports are airing
• Advanced emergency alerts based on location

The Federal Communications Commission (FCC) is reviewing the proposed standard and has said it hopes to authorize it for voluntary use by broadcasters by the end of the year.

ATSC 3.0’s personalization and interactive features are facilitated by Verance, which specializes in measuring, enhancing, and protecting broadcast content.

“The willingness of consumers to pay a higher purchase price and expedite their near-term purchase windows for internet-connected televisions in exchange for new features is among the most compelling evidence yet of the value of ATSC 3.0,” said Seth Geiger, president and co-founder of SmithGeiger.

The survey was conducted online with 1,201 broadband subscribers in early April.