Consumer

Uncover the forces shaping media and entertainment, games and games tech, smartphone, PC, TV/pro AV, and connected life.

AI is about to revolutionize the media production sector, enabling cost and time savings for producers, disrupting existing job roles, but AI also risks destroying all value if rights structures are not maintained.

David Hancock, Chief Analyst

The media & entertainment market approaches $1.2tn in 2026, creating unprecedented opportunities. Partnerships with leading social, premium video, and ad tech platforms are now crucial. Understanding how these platforms impact video consumption and monetization is essential for identifying optimal strategic partnerships.

Maria Rua Aguete, Head of M&E

Media & Entertainment

Advertising has never been more important to the future of Media & Entertainment. The convergence of traditional and social media, AI-infused ad tech, and commerce will drastically alter media's competitive landscape.

Matthew Bailey, Senior Principal Analyst

Declining investment by legacy TV companies and the rise of YouTube and other social video platforms has created an environment where traditional models of financing production are under threat.

Tim Westcott, Practice Lead

Growth in CTV viewership is linked to the uptake of Smart TVs and partnerships between hardware OEMs and content owners. With AI enhancing search and discovery, the battle for consumers’ attention is heating up.

David Tett, Principal Analyst

Media & Entertainment

The games industry is in a world of uncertainty. Now more than ever before, companies will need strategic guidance in order to understand and navigate the gatekeepers that control distribution to maximize revenue.

Steven Bailey, Senior Principal Analyst

From the growing role of big tech to the looming impact of AI, shifts in game development and technology are increasingly defining the key trends in the games market.

Liam Deane, Principal Analyst

As the console hardware market experiences long-term maturity and price pressures stemming from tariffs, finding ways to grow connected ecosystems of content are a priority for the key players in the space. Handhelds for a vital piece of this puzzle.

James McWhirter, Senior Analyst

The games landscape is characterized by a hunt for growth after Covid highs created unrealistic expectations. Now more than ever, understanding the business models and strategies of the games industry will have a transformative effect on the fortunes of all stakeholders.

Dom Tait, Research Director

Games & Games Tech

As production and market strategies evolve to meet rising global uncertainties, device vendors must forge transformative partnerships—spanning content creators, digital platforms, and trailblazing AI startups—to unlock new value, spark innovation, and shape tomorrow’s tech ecosystem.

Amber Liu, Practice Leader

At the core of the biggest opportunities in 2026 is a push from smartphone vendors to reignite growth through form factor innovation and enabling AI capabilities. These trends introduce new design and engineering challenges as well as opportunities across the supply chain.

Jusy Hong, Senior Research Manager

As smartphone vendors diversify production to build resilience, they must also rethink their product roadmaps and target growth regions. It’s not just about where you make, but also where you sell. The “China + N” strategy is becoming essential while ASEAN and India are strategic pieces for vendors.

Sanyam Chaurasia, Principal Analyst

Understanding nuances in consumers’ buying and usage behaviors across different markets is critical to capture pockets of opportunities. AI, once confined to software, will reshape how devices are used and bought, how long they are kept, and what consumers are willing to pay a premium for.

Runar Bjørhovde, Senior Analyst

Smartphone

As the EU introduces a wave of new regulations, the smartphone industry is entering a period of structural transformation. This landscape presents both opportunities and risks—supporting new design standards and repairing ecosystems, while navigating a more concentrated and compliance-driven market.

Aaron West, Senior Analyst

Smartphone vendors are introducing thinner and lighter devices into their portfolios, even outside the premium ranges, which will drive global shipments of slim smartphones to exceed 160 million units by 2030.

Zaker Li, Principal Analyst

Smartphones remain the most widely adopted AI-enabled device among consumers. By 2028, over half of all smartphones will support AI functionalities on-device. Maximizing return on AI investments will depend on tailoring go-to-market strategies to regional adoption patterns and best practices.

Lexuan Chiew, Research Manager

As the early mover advantage in emerging markets fades, device vendors are exploring new revenue streams both pre- and post-sale. First-party financial solutions are gaining traction in these regions, as smartphone manufacturers strive to create a more sustainable and comprehensive device ecosystem.

Manish Parvinkumar, Principal Analyst

Smartphone

As the PC market moves past the Windows 10 end-of-service deadline, OEMs and their partner ecosystem must embrace competition and differentiation by targeting high growth segments like education, gaming and AI PCs with the right products and go-to-market strategies.

Ishan Dutt, Research Director

With on-device AI capability set to become mainstream in 2026, PC users and IT decision makers will demand value demonstration from both hardware and software. A deep understanding of varied stakeholder requirements and effective market positioning will be critical to delivering on the promise of AI PCs.

Kieren Jessop, Research Manager

Rapidly evolving trade policies, geopolitical friction and domestic manufacturing requirements will drive increased supply chain complexity. Vendors and ODMs must remain informed and tactically flexible to navigate a landscape of uncertainty.

Ben Yeh, Principal Analyst

The growing need for AI computing power and customer demand for premium user experiences will reshape technology and design considerations across chipsets, displays, memory, operating systems and more.

Jeff Lin, Senior Principal Analyst

PC

The TV OS platform landscape for 2026 is being reshaped by Amazon and Walmart through strategic OS and advertising partnerships. Walmart’s integration of Vizio OS into Onn TVs gives it end-to-end control of the CTV stack, while Amazon’s alliance with Roku and Disney creates an unmatched advertising footprint.

Patrick Horner, Practice Leader / TV

TV/ProAV market is projected to grow by 1.9% in 2026, led by the LED Video. This growth is partly attributed to continuous advancements in LED technologies, particularly Mini-LED and RGB LED invested by leading TV vendors and then expansion of LED supply chain. Moreover, TV platforms’ battle will play a pivotal role in shaping Ad-business model that can extend across TV and ProAV including digital signage and desktop monitors.

Ken Park, Head of TV/ProAV

TV/ProAV

The global TV market outlook for 2026 remains challenging, impacted by ongoing uncertainties surrounding U.S. tariffs. The $1,000+ TV segment would experience a gradual decline, accompanied by heightened competition between Mini-LED and OLED within this price range. Leading TV brands are preparing to launch new RGB LED products, which are poised to directly compete with OLED, further intensifying competition in the premium.

Hisakazu Torii, Chief Analyst / TV

The high growth in the 2026 LED video market is primarily driven by the expansion of the indoor segment. Corporate signage is gaining ground over LCDs in meeting room environments, while increasing social instability is fueling demand for control room applications

Tay Kim, Practice Leader / ProAV

TV/ProAV

Leading smart device vendors are creating robust ecosystems that prioritize scalability and interoperability to support ecosystem driven features, enhancing user retention and attachment rates.

Jason Low, Research Director

In Europe the convergence of set-top box and smart media device ecosystems is redefining Connected Life, making it essential to understand how pay-TV hardware and smart devices shape consumer engagement.

Charlotte Williams, Research Analyst

With hardware spec no longer the sole differentiator, building ecosystems that meet user needs across diverse scenarios like sports/health, reshaping software, services, and partnerships to drive next wave of growth.

Cynthia Chen, Research Manager

As affordable Chinese brands expand in Europe, premium players must justify higher prices with superior experiences, intuitive interfaces, advanced health analytics, new services, and stronger ecosystem interoperability, including AR glasses.

Jack Leathem, Analyst

AI has become the primary user interface for smaller devices struggling with user interaction. AI glasses exemplify this trend, as consumers eagerly anticipate transformative applications for everyday use.

Qiran Ju, Senior Analyst