The way Colombians consume entertainment is undergoing a significant transformation, with streaming services firmly establishing themselves as the dominant force in home entertainment. A recent study by Samsung, analyzing data from over 3.2 million active Smart TVs in Colombia, reveals a growing preference for on-demand video, alongside increasing engagement with art-focused features and connected home technologies. This shift underscores the Smart TV’s evolution from a simple television to a central hub for digital entertainment, connectivity, and home management.
The study highlights a clear trend: Colombian households are increasingly relying on their Smart TVs for a diverse range of activities beyond traditional broadcast television. The data confirms that the Smart TV is no longer solely a device for watching scheduled programming, but a versatile platform integrating video, music, art, and control of connected devices. This evolution is particularly noticeable with the rise of streaming services and the integration of smart home features.
Streaming Dominates, But User Preferences Vary
During 2025, YouTube and Netflix emerged as the most popular platforms in terms of both user reach and total viewing time, according to Samsung’s analysis. These leaders were followed by Disney+, Prime Video, and HBO Max, solidifying streaming’s central role in the Colombian Smart TV experience. The top five most-used applications by Samsung Smart TV users in Colombia are YouTube, Netflix, Disney+, Prime Video, and HBO Max. This concentrated usage is driven by a wide variety of content, including movies, series, music, educational videos, children’s programming, and live streams.
The Frame: Blurring the Lines Between Television and Art
Samsung’s research also revealed distinct usage patterns based on TV model. Notably, users of The Frame Smart TV demonstrated a unique behavior: the Art Store application achieved nearly 100% penetration and recorded the highest average usage time per device. This indicates that The Frame owners prioritize utilizing their TVs as digital art displays for extended periods, rather than relying on traditional streaming apps. This finding suggests consumers are seeking personalized experiences where their television seamlessly integrates into their lifestyle and interior design.
Premium TVs Embrace Connected Experiences
Owners of Samsung’s QLED and Neo QLED models with Quantum Dots showed a greater adoption of streaming, music, and voice assistant applications compared to other TV categories. This preference reflects a desire for connected experiences, voice control functionality, and features like SmartThings, Screen Mirroring, and universal search. These premium models cater to users who want a more integrated and intuitive smart home experience.
“At Samsung, we continue to redefine the role of the television in the home,” says Manuel Penagos, Director of Visual Display at Samsung Colombia. “Today it is a smart platform that connects entertainment, art and technology, adapting to the needs of each user and the way they live their space.”
The Smart TV as a Connected Home Hub
The presence of SmartThings within the top 30 most-used applications on Samsung Smart TVs in Colombia confirms the device’s expanding role beyond entertainment. Its frequent use demonstrates that the TV is becoming a central hub for managing and controlling a connected home ecosystem as part of daily routines. This integration allows users to seamlessly control compatible devices, from lighting and thermostats to security systems, directly from their television.
Samsung Smart TVs offer a streamlined user experience through features like One Remote, voice control, mobile compatibility, and access to a broad portfolio of applications. These tools contribute to a fluid, intuitive, and personalized experience accessible from a single screen.
With these advancements, Samsung reaffirms its commitment to human-centered technology, transforming television into an experience that extends beyond content and adapts to the everyday lives of Colombian households.
As Samsung continues to innovate, the integration of artificial intelligence and further expansion of the connected home ecosystem are likely to shape the future of Smart TV experiences in Colombia. The company’s focus on personalization and seamless integration suggests a continued evolution towards a more intuitive and immersive entertainment experience.
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