Across the region, big screen TVs are increasing in popularity as purchases of screens larger than 60-inches grow more than 20%. 

AUCKLAND, New Zealand – April, 2024 – Samsung Electronics Co., Ltd. recently released findings from its annual TV Awareness Study, which reveals that TVs are now the entertainment hub of the home, driven by the increasing popularity of big screen TVs fast becoming the new normal, with quality and product specifications topping the list as the most important factors influencing TV purchases.

The study was conducted as part of Samsung’s efforts to better understand consumers in the region and their needs pertaining to TV Screen technologies. Over 1,920 consumers aged 25 to 64 across eight markets in the Southeast Asia and Oceania (SEAO) region were surveyed in the third quarter of 2023¹.

Yohan Zondak, Head of Visual Display for Samsung Southeast Asia & Oceania, said, “As we look towards the future of entertainment in the home, the findings from our latest annual TV Awareness Study reaffirms our views that consumers are passionate about the content that they want to view, and importantly, ensuring that they have a high-quality and premium viewing experience. As a pioneer and industry leader in the TV industry, we remain committed to pushing the boundaries of innovation and to transform the way people consume content, as well as to provide our customers with the best TV experiences in the years to come.”

Big Screen TVs are the New Normal

Across the region, while consumers were generally satisfied with their TVs, large screens were more popular than ever with consumers, with 30% of consumers owning TVs of 53” sizes and above. In particular, big screen sizes such as 98” are becoming the new norm, as survey results show purchases of even larger TVs of 60” and above has grown more than 10% as compared to the previous year. At the same time, a whopping 55% of consumers surveyed indicated their intent to purchase bigger TVs² in the future as compared to their current ones.

Product specifications such as sound quality and smart features played key roles in driving big screen TV purchases such as those from the Neo QLED 8K range. This shows that while consumers are not shying away from purchasing larger TVs as the centre piece of their living rooms, screen sizes alone are not the sole driving factor in purchase decisions.

TVs are the Entertainment Hub of the Home

Across the SEAO region, 87% of consumers are proud owners of a Smart TV³, with growth in smart TV ownership observed from the year before.

It is no surprise that TVs are primarily being used as the main tool for consumers to enjoy a cinematic experience of their favourite content, powered by the latest features. The study found that consumers across SEAO find most value in new TVs that allow them to enjoy high quality content (72%), support all of the latest technology and features (71%), and provide them with the most cinematic and immersive experiences possible (69%).

The 2024 Neo QLED 8K is positioned to reinforce this trend, thanks to the introduction of a next-generation AI processor, the NQ8 AI Gen3,⁴ which enables unprecedented performance upgrades in a TV designed to be the ideal centre piece of the discerning consumer.

A majority of SEAO consumers also use their TVs for activities other than watching entertainment (58%) such as gaming, playing exercise videos, and even displaying paintings, images, and videos when the TV is on standby. In fact, 1 in 4 (24%) consumers use their TV for gaming, with 50% of them preferring to play their favourite games on a console. This has been a key focus for Samsung TVs in recent years, with numerous gaming features added such as a more immersive gaming bar, new mini-map auto detection that allows easier control of the mini map during gameplay, AI auto-setting to optimise the picture and sound quality to the type of game being played, and more.⁵

Quality and Product Specifications Take Priority

Despite a challenging economic climate in 2023, the study found that picture and sound quality as well as durability (92%) still ranked ahead of the breadth of product specifications (80%) when it comes to factors influencing the final purchase decision, with price and value (39%) coming up a distant third.

Samsung’s premium yet durable QLED 4K TVs are designed with such purposes in mind. Taking consideration of consumer preference for quality and features, Samsung’s latest 2024 TVs and screens will also come with greater compatibility across various devices within the ecosystem, allowing a more integrated connection between TVs and smartphones or wearable devices for a greater level of customisation, accessibility, and convenience. Features such as Mobile Smart Connect transforms your smartphone into a multi-functional remote for greater control over your screens, while the 360 Audio feature is now expanded to Samsung TVs and screens, letting users connect Samsung Galaxy Buds to TVs for more immersive audio.⁶

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at samsung.com/nz/news/.

[1] SmartThings compatible devices may vary by region. This function may differ by mobile and OS (Operation System).  Each device must be connected to Wi-Fi or other wireless network. Download and installation of SmartThings app are required.  Samsung Account required. For interoperability through SmartThings, all the devices should be registered with a single Samsung Account. Apps and services are subject to change without notice. Data, subscription and other charges may apply.