India’s Smart Home Market Evolves Beyond Video Entertainment

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The Indian smart home devices market continues to show an impressive growth on the back of evolving technology consumption habits amongst the consumers and variety of affordable data connectivity options available in India. As per IDC’s Worldwide Quarterly Smart Home Device Tracker, Indian smart home devices market which consists of connected lights, smart speakers, connected thermostats, smart TVs, home monitoring/security products, digital media adapters, amongst other connected devices for homes, saw a healthy year over year growth of 107% to reach at 1.4 million shipments in 2018Q2.

Video entertainment category which includes smart TVs, streaming sticks and set-top boxes grew 81% year over year, and the category continues to dominate with 85% unit share within the portfolio of various smart home products. Xiaomi, which debuted in the smart TV market in the first quarter of 2018, tripled its shipments in 2018Q2 and became the leading brand in this category. While, Amazon remains the clear leader in the streaming stick category, with almost 8 out of 10 streaming devices sold in the country being Amazon Firestick.

“The Indian video entertainment market is seeing an upgrade to connected media devices and larger screen viewing experience. To drive the growth, companies are upgrading their product portfolios with smart SKUs, relooking at the pricing, and adding new channels to sell their devices says Jaipal Singh , Associate Research Manager, Client Devices, IDC India.

He further adds “OTT content players like Netflix, Amazon, Hotstar, Sony Liv and a host of other streaming services are spending aggressively on marketing and local content availability to hook new customers in an attempt of luring them away from incumbent DTH and TV Cable services. Many of these platforms are also partnering with telcos and broadband providers to get the existing data users onboard by offering free bundled subscriptions. These sustained efforts combined with maturing Indian audience is driving the increased demand for smart as well as devices with new form factors”

Smart speakers, a three-quarters young category in India is also seeing healthy traction, with a 43% sequential growth in 2018Q2. Amazon with its Echo range of smart speakers leads this category with 59% market share, closely followed by Google for the 2nd position. To give a further boost, Google and Amazon are providing special offers on online platforms, spending substantially on marketing to create mass awareness, and are adding partners on board to make the smart speakers as one of the most sought-after and novel devices for the Indian households.

“Although, the initial usage of smart speakers are currently limited to few use cases, as the smart homes market is at a very nascent stage in India, we are seeing signs of it growing beyond entertainment,” says Navkendar Singh, Associate Research Director, IDC India. “Vendors are making efforts for building an ecosystem around the smart speakers, so as to provide superior consumer and connected home experience. As this category continues to gain traction, users are getting acquainted with the voice assistants and opting for it as a single platform to control all their smart home devices needs” adds Singh.

In the commercial segment, a few verticals are playing a critical role in driving the consumer awareness today by introducing them to these smart devices. They are getting familiar to control appliances and completing tasks on a voice assistant for the first time. These new initiatives are going to smoothen the adoption cycle for the smart speakers in India” ends Singh.

International Data Corporation (IDC) India today published results from its newest Tracker research program covering the fast-growing market of Smart Home Devices. In this publication, the Worldwide Quarterly Smart Home Device Tracker focuses on market sizing and forecasting of IP-connected devices used in the home, inclusive of smart TVs, smart speakers, digital media adapters, lighting, thermostats, and more. The historical data is accompanied by a five-year forecast that offers insight into upcoming trends and the ever-evolving market.

About IDC Trackers

IDC Tracker  products provide accurate and timely market size, company share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone  and iPad.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a subsidiary of IDG, the world's leading technology media, research, and events company.