In the last several years, smart TV market share in the UK can be argued to be disproportionately small relative to the amount of communications promoting such products. While smart TV usage has increased by 2% annually to 7% of all TV owning households in the UK during 2013 (Ofcom), the amount of challenges to its success are growing quickly.
The growing problem facing smart TVs can be illustrated by how owners mainly use them, viewing content online, from catch up TV apps (57%) to streaming on apps like Netflix (38%). Consumers using smart TV technology to expand the existing core functionality of TV is expected, but it doesn't provide smart TVs a USP against connected TV
devices like game consoles (an estimated 4m Xbox & 3m Playstation users in the UK), set top boxes and growing plugins such as Google's Chromecast.