The Smart TV, a strategic screen for linear OTT platforms

Smart TV sets installed base and sales data show continued growth even in mature markets such as Western European countries. This trend is an opportunity for OTT actors, which can gain access to the TV screen at no additional cost for the user, and with greater possibilities compared to a streaming stick. For this reason, linear OTT actors' strategies are often focused on smart TVs. For instance, Pluto TV finally became available on European PCs in September, more than two years after its launch on smart TVs; while Zattoo's user interface can now be chosen as the standard on Panasonic smart TV sets. This means the user is able to completely replace their traditional TV distribution by Zattoo's OTT service and interface.

The TV remains the preferred screen for linear content consumption, according to several surveys. The strategies seen on the OTT market reflect this observation, as TV is a staple of platform development, and not only for paying linear OTT: as of Q1 2020, around 70% of European AVOD services were available as smart TV apps.

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