Customers’ television viewing experiences have significantly changed over the last decade. Thanks to the arrival of Smart TVs, which allow consumers to recreate their smartphone experience on a larger screen. While enjoying an immersive experience. This, combined with the growing popularity of OTT platforms and TVs that provide a theatre-like experience, has resulted in a surge in demand for larger displays across the country.
According to Flipkart data, the demand for 43-inch TV (4K in particular) has more than doubled in the first half of 2022 compared to the first half of 2021. Showing a significant shift in customer choice from previous years.
During the January-July period, the platform saw a more than 2 million increase in searches for premium large-screen TVs. As a rising number of buyers want higher resolution (FHD or 4K) and features such as 4K UHD, Dolby technology, and smart assistants for a more enjoyable experience. This trend was also evident during the recently concluded Big Billion Days, with TVs and larger-screen TVs being among the most popular purchases.
Metros accounted for one-fourth of total demand, while tier 3 and above cities accounted for nearly half of total demand. Customers were able to upgrade thanks to the availability of large-screen televisions and affordability mechanisms such as Buy Now, and Pay Later.
Affordable payment structures such as No Cost EMI and Debit Card EMI helped over 30% of customers upgrade to large-screen TVs from January to July this year, compared to the same period last year.
“The Television segment has been a fast-evolving industry in India over the past few years, and Flipkart has been at the forefront of enabling customers to upgrade effortlessly and affordably,” said Hari Kumar, Vice-President of Large Appliances at Flipkart.
He further added, “43′ inch TVs have emerged as a clear winner in the first half of this year and during the Big Billion Days, as a rising percentage of customers choose larger displays for an immersive TV viewing experience. At Flipkart, we feel we’ve democratized the ‘big screen experience’ for India and Bharat, and we’re committed to fulfilling our customers’ shifting needs by collaborating with our seller partners.”
Thanks to the increased demand for large TVs, companies like Sony, LG, VU, Thomson, Kodak, Blaupunkt, Infinix, and Mi have introduced new models with the latest technology, like Google TVs, QLED, and GloLed. This holiday season, more than 100 new models were offered across brands.