Smart TV Users and Interfaces: Who’s in Control?

Smart TVs—Internet-connected TV sets that deliver content via apps—have become the norm in consumer electronics markets, with non-connected “dumb” TVs largely disappearing from stores. Yet little is known about how smart TVs are used once installed in people’s homes. This study examines the usage habits of Australian smart TV owners, focusing on their agency in relation to smart TV apps and interfaces. We present survey findings from a nationally representative sample of 1,069 Australians alongside results from structured device testing. We show that the ability to customize a smart TV is unevenly distributed across the population. Notably, a quarter of Australian users do not install apps, which raises questions about the power of TV manufacturers to nudge users’ viewing through app preinstallation and prominence. We discuss the implications of these findings for current policy debates about prominence regulation.