Talking to inanimate objects in the past was often seen as a sign of insanity. Today, it’s smart.

Smart and connected TVs you can talk to: With the enormous success of movie streaming platforms, and younger customers losing interest in linear TV programmes, smart TVs are almost the standard today.

From January to June 2018, according to GfK, these devices obtained a sales value share of 85%, up from 79% in 2017. The next step is voice- controlled TVs with more and more manufacturers coming on board and thereby increasing the reach of the digital home assistants. For now, not all voice assistants are integrated in the TV and rely on an external smart device to be voice- controlled indirectly. Time will tell whether this solution will prevail or whether it is just a bridging technology.

High-end TVs drag the market upwards: In the first half of 2018, GfK recorded total sales of €45 bn for the global market for televisions. That is about 1% more than in the same period last year, spurred by this year’s FIFA World Cup in Russia. Global sales of a total of 238 million devices are expected for 2018, which means a 2% increase compared to 2017. Furthermore, the main trends contributing to this growth are top- notch devices with high average prices, smart and connected TVs, and the recovery of emerging markets.

The size of the global TV market
Source: GfK


Expected sales growth in TV market this year

Source: GfK



Percentage of turnover from in- home sound systems attributed to multi- room
Source: GfK



From January to June 2018, GfK recorded total sales of €4.5 billion for the global audio devices market. Compared to the first half of last year, this is an increase of 5%. However, there is still growth potential in smart devices with embedded voice assistants or high- performance features that enhance the listening experience.

Multi-room devices, which allow playing different songs in different rooms, grew by eleven percent. This accounted for 23% of the total turnover of audio home systems, radio devices, docking/ mini speakers, tuners, amplifiers, receivers and loudspeakers. The technology is becoming increasingly important, considering that major tech companies are now rolling out firmware updates to support multi-room capabilities.