June 1, 2012 – A new report from leading management consultant McKinsey is warning that beyond the hype the maturity of connected TV and most importantly the consumer appeal of its value proposition are questionable.
The company based its conclusions on research conducted in France and the UK, McKinsey assessed the smart TV opportunity and determined how TV manufacturers, media/content providers, and telecoms operators should prepare for this new battleground.
Concurring with other recent reports McKinsey concluded that from a supply side at least, the transition to connected TV seems unstoppable in the two markets and calculates that Internet connectivity in TV sets is slowly but surely becoming a mainstream feature. Given the current growth of TV sales, it expects the installed base of Internet-enabled TVs to grow 70% each year to reach over 500 million devices by 2015.
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