Trends in the Development of Large-Screen Smart TVs in Indonesia

As the digital entertainment ecosystem evolves, televisions are no longer merely electronic boxes for watching news broadcasts. In Indonesia, smart TVs are transforming into home entertainment hubs that integrate 4K content, streaming services, and gaming requirements. This shift in behaviour is driving a new trend: the demand for larger screens to create a more immersive and comfortable viewing experience for the entire family.

“In recent years, Indonesian consumer preferences have begun to shift. While price and durability were previously the primary purchasing factors, visual aspects have now become a priority. Data from Grand View Research projects that the smart TV market in Indonesia will continue to grow rapidly, driven by the adoption of high-quality digital content,” said Evan Tang, CEO of TCL, in an official statement on Wednesday.

Based on data from the Indonesian Central Bureau of Statistics (BPS) in the 2024 Indonesian Telecommunications Statistics, ownership of flat-screen TVs of at least 30 inches has become an important benchmark. Interestingly, there is a significant regional gap, with DKI Jakarta recording an ownership rate of 54.55%. This indicates that the Indonesian market is currently in a gradual upgrade path towards wider screens.

Although interest in large screens is increasing, smaller TVs (32-43 inches) still maintain a strong market share due to several critical reasons.

To assist consumers in making decisions, here is the segmentation of TV sizes based on space requirements and usage:

“Upgrading TV size actually provides high economic value when calculated based on the viewing area. TCL Indonesia has introduced the ‘Add a Little, Get More’ campaign, which highlights the value-for-money ratio for every increase in inches,” he added.

This efficiency is made possible because TCL possesses an integrated independent supply chain through CSOT. This makes the production of large-sized panels (85” and 98”) more price-competitive in terms of cost-per-inch for consumers.

As a major player in the global market, TCL continues to push technological boundaries for the Indonesian market. Not only offering a variety of sizes ranging from 43 to 115 inches, TCL also incorporates cutting-edge technologies such as 4K, QLED, Mini LED, and the Google TV operating system.