Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past webinars and other events.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Smart TV sales are recovering, but their ad dominance has dwindled

The news: Smart TV sales are expected to recover in 2022 after a year of supply chain issues hurt manufacturers’ volumes, according to a report from S&P Global Market Intelligence.

  • A refreshed supply of LCD panels at cheaper costs will help smart TV sales grow by 2% in 2022, helping the market overcome a period of stagnant growth.

A much-needed break: The decline in sales was a major pain point for manufacturers like Roku, who had to pivot to other ventures to make up for weaker revenues.

  • Smart TV sales have been slowing for some time now thanks to supply chain issues and relatively steep penetration. Sixty percent of US households use smart TVs, making them the most popular connected TV (CTV) device in the US.
  • But as sales started to slow last year, Roku considered taking manufacturing into its own hands and refocused on measurement and content efforts. Those moves have helped turn Roku into a rising darling of advertising in the first half of the year, and stronger hardware sales could further bolster its business.

A different world: A lot has changed since smart TV sales were on the up and up that have cast doubt over their advertising prowess.

  • CTV advertising was a major driver of ad spend over the last year, even as sales slowed. But because of issues with fraud, ad duplication, and miscounting, a shadow of doubt has been cast over the effectiveness of CTV advertising that could stifle its sales recovery.
  • A June report from GroupM and iSpot found that many CTV ads were running while TVs were off, costing advertisers $1 billion in miscounted ads. That news caused CTV spending to be among the first to go when advertisers started pulling back.
  • Roku felt that shift in a big way. Its Q2 results revealed heavy losses and lower-than expected revenues, tossing the future of CTV advertising into question.

Looking forward: As smart TV sales start to ramp up again, expect companies like Roku to invest in measurement and publicly address credibility issues in order to reignite advertiser interest and tee up spending to back up the new wave of demand.

  • Major sporting events in the second half of the year and the explosion of streaming offerings are likely to give a boost to smart TV sales.