Consumers Want a New & Improved Set-top Box

Smart applications and a better screen resolution are the main TV purchase priorities for US and UK respondents surveyed. More interaction with the TV, both with different devices (e.g. mirroring their smartphone), and for better navigation via more simplified HMIs (e.g. voice control or gesture control) rather than the cumbersome TV remote are also appealing features for respondents’ next TV purchase. However, while such features sound appealing, they always come with a cost. Consumers are now looking to less costly media devices (e.g. Google Chromecast, Roku) to provide such features. Pay TV providers have the opportunity to revamp the set-top box as consumers find it full of glitches and often unresponsive, the design unappealing, and a lack of DVR storage and connected applications/features. As Consumers continue to cut-the-cord to cable/satellite TV, finding less and less incentive to continue subscribing to such a costly expense, adding features and applications to the set-top box would provide added-value, giving the consumer more for their money.