Fancy features that will come with ATSC 3.0 are poised drive higher spending on smart TVs and put more consumers in the market to buy them, according to an online survey from SmithGeiger.
The study, based on answers from 1,201 broadband customers, found that ATSC 3.0 features would compel respondents to spend $205 more than they orignally planned for a smart TV, and that the intent to purchase over the next 12 months would rise to 74%, up 19% from the orignial baseline.
ATSC 3.0 is an emerging, next-gen broadcast TV transmission standard that will support access on mobile devices, targeted advertising, higher-resolution video and immersive audio, and advanced forms of conditional access that could open up new business models for broadcasters.
Of those surveyed, 55% initially indicate they plan to buy a smart TV in the next 12 months and spend an average of $950 on a 52-inch screen. Once exposed to the ATSC 3.0 features, their likelihood of purchasing a 52-inch smart TV with these features rises 19% to 74% - and their willingness to spend increases $205 to an average price of $1,155 with no change in screen size, the study found.
Some 45% of respondents initially expressing no intent of buying a smart TV in the next 12 months said they would be likely to purchase one after seeing the next-generation features of ATSC 3.0, SmithGeiger said.
“This survey verifies unequivocally that viewers, broadcasters and TV manufacturers stand to benefit greatly from the next-generation TV standard,” SmithGeiger president and co-founder Seth Geiger, who directed the project, said in a statement.