Just as smartphones have become a personal lifestyle device, smart TVs are primed to do the same for family entertainment. For those unfamiliar with the smart TV concept smart TVs offer a number of “internet connected services” that normal televisions can’t including apps, media streaming, web browsing, games and, perhaps most importantly, Internet Protocol Television (IPTV).

According to industry statistics over 10 percent of TVs shipped globally in 2011 are Smart TVs. By the end of 2012 this will rise to 20 percent and will reach a whopping 70 percent by 2015. As has been the case with the rise of smartphones, apps have become the tool of choice for consumers to consume content. Thus there is no doubt TV apps are set to become the new MUST HAVE tool in the marketers tool box in years to come.

Early adoption and growth in TV apps
TV app stores are steadily growing and gaining popularity with TV manufacturers including Sony, Samsung, LG, Panasonic as well as Google and even Apple taking advantage of this shift by adding a layer of web-enhanced features to the traditional viewing experience and offerings.

And it seems this new technology and connectivity is also gaining popularity with consumers as well. According to Samsung the Samsung apps store has continued to grow both in size and popularity at an impressive rate. Samsung Apps TV recently celebrated the milestone of 1,000 registered applications and soared past the 10 million mark for number of downloads globally.

In fact, the store has reached more than 11 million downloads in total, with an average of 50,000 downloads per day – double the number of downloads that occurred in May 2011 showing the TV app phenomenon is gaining momentum.

But current uptake is dwarfed by future penetration of apps. Paid apps alone are anticipated to generate $1.9 billion by 2015 up from $10 million in 2010.

Ramping up for Smart TV apps?
With local stats showing smart TV sales in Australia in 2011 may be as high as 20 per cent the question marketers will need to start contemplating is how they can create a unique Living Room experience and apps will play a key role within this. But in the face of this change and challenge, marketers need to be careful with jumping in too early as it is still very early days in the smart TV app market. But as the digital space moves quickly companies should keep a close eye on growing appetite for TV apps over the next 12 months.

References
http://biztechafrica.com/section/innovations/article/samsung-tv-apps-passes-10-million-downloads/1445/
http://www.bgr.com/2011/10/14/52-85-million-smart-tvs-to-ship-in-2012/
http://www.psfk.com/author/piers-fawkes?onswipe_redirect=no
http://www.digitimes.com/Reports/Report.asp?datepublish=2011/06/22&pages=VL&seq=200
http://www.guardian.co.uk/technology/2011/nov/27/apple-television-steve-jobs

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