EXAMINING THE EFFECT OF SMART TV FEATURES ON VIEWING EXPERIENCE IN SAUDI ARABIA

Abstract This study examines the impact of Smart TV features on viewing experience in Saudi Arabia within the context of rapid digital transformation and increasing adoption of intelligent media technologies. The study focuses on four key Smart TV features: interactivity, personalization, ease of use, and content accessibility, and investigates their influence on users’ viewing experience. A quantitative research design was employed using a cross-sectional survey method. Data were collected from 312 Smart TV users in Saudi Arabia through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The findings reveal that all Smart TV features have a positive and significant effect on viewing experience. Personalization emerged as the strongest predictor, followed by content accessibility, interactivity, and ease of use. The results further indicate that Smart TV technologies enhance user engagement, satisfaction, and immersion by enabling personalized and accessible media consumption experiences. The model demonstrated strong explanatory power and predictive relevance, confirming the importance of technological affordances in shaping contemporary viewing behavior. The study contributes to the literature on digital media and consumer behavior by providing empirical evidence from the Saudi context, where digital adoption and platform-based media consumption are rapidly expanding. Practically, the findings offer valuable insights for media organizations, content providers, and technology developers seeking to improve user experience and strengthen competitiveness in the evolving digital entertainment environment.