The TV power-on rate in my country has dropped to 30%. Do you still watch TV on a regular basis?

On January 4, according to domestic media reports, according to the "2024 China Smart TV Interaction New Trend Report" released by the Forward-looking Industry Research Institute: Since 2016, the TV power-on rate in China has dropped sharply from 70% to less than 30% in 2022.

An online survey initiated by the media once showed that among the 4,183 consumers who participated in the vote, 2,188 users had not turned on the TV for several months, accounting for 52.3%; 820 users occasionally watched TV with their families, accounting for 19.6%.

There are 524 users who turn on their phones 1 to 3 times a week, accounting for 12.5%; there are only 651 high-frequency users who turn on their phones for 1 to 2 hours a day, accounting for 15.6%.

The report released by the Forward-looking Industry Research Institute also pointed out that the reason for the year-on-year decline in TV power-on rate is not only the rise of small-screen mobile devices such as mobile phones and tablets, which has impacted the usage rate of TV, but also the poor user experience and the emergence of endless usage routines, which are driving users away.

Now when you turn on the TV to watch TV, in addition to enduring dozens of seconds of startup ads, you also need to open the relevant TV application and then select the appropriate program or channel. The whole process takes 1 or 2 minutes, which completely kills the desire to turn on the TV, which is not strong to begin with.

In addition, the decline in the power-on rate has also directly affected the performance of TV manufacturers. Data from AVC shows:

In the first three quarters of 2023, the cumulative sales of color TVs in China reached 21.62 million units, down 13.02% from the same period in 2022; sales were 72.7 billion yuan, down 5.46% year-on-year. This has been declining for five consecutive years.

So, do you still watch TV now? Feel free to leave a comment in the comment section.