Industry Findings: Indonesia is emerging as one of Southeast Asia’s strongest television growth markets as falling smart TV prices and widespread mobile-led content consumption increase household demand. During 2024, expanding broadband coverage and rapid e-commerce adoption accelerated purchases of connected 4K televisions in both urban and secondary cities. Many households are upgrading directly from older basic sets to smart televisions, bypassing intermediate product categories. This leapfrog adoption pattern supports strong volume growth and rising market value.
Industry Player Insights: Some of the players operating in the Indonesia industry are Polytron, TCL Technology, Coocaa, and Samsung Electronics. Polytron introduced updated Google TV models in 2024 to strengthen its position as a leading domestic television brand. Coocaa expanded its online-focused smart television portfolio during 2024, targeting first-time buyers seeking competitively priced connected products. These moves are broadening local competition and accelerating adoption across value and mainstream segments.