The Global Surge of Portable Smart TVs: Unveiling Deep-Shifted User Demands

The expansion of the Portable Smart TV category has outpaced industry expectations by a wide margin. Industry insiders reveal that according to research data, over 40 new manufacturers entered this sector in China alone in H1 2024—tripling the number since the end of 2023. This explosive growth aligns seamlessly with the global upsurge in portable smart devices.

For decades, traditional home audio-visual devices such as TVs and projectors have been confined to fixed installations like living room walls, requiring specific viewing conditions and spatial arrangements. Portable Smart TVs have rapidly captured this ecosystem niche by breaking spatial constraints—a pain point shared by urban dwellers globally, from studio apartment residents in New York to compact home owners in Tokyo.

1. Adaptive Form Factor: Building on floor-standing, mobile designs, multi-angle screen adjustment (0-30° tilt, 90° rotation) supports seamless use across standing (fitness), sitting (office), and lying (bedroom entertainment) postures. This exceeds the mobility of both fixed TVs and handheld tablets, as noted in LG's product development philosophy.
2. Cross-Scenario Versatility: Integrating entertainment, fitness, remote work, and education functions, these devices address the "one-device-multi-use" demand highlighted in IDC's 2024 tablet market report, which saw 582.2% growth in 13-14 inch large-screen devices due to expanded usage scenarios. For example, Hisense's 27X7N model supports AI fitness coaching with skeleton tracking, while Tmall Genie's version includes 100Hz high-refresh screens for both movie streaming and video conferencing.
3. AI-Powered Intelligence: Leveraging large language models (LLMs) like Baidu's ERNIE Bot, multi-modal perception, and continuous voice interaction, these devices deliver personalized experiences. Xiaodu's top-selling model uses contextual memory to remember user preferences, while Hisense's flagship integrates independent NPUs for enhanced AI computing power, enabling voice-activated canvas generation and parent-child interaction features.

"The most prominent advantage over TVs and projectors is scenario expansion through mobility," notes a venture capitalist specializing in global smart hardware. "Superior software ecosystem compatibility—such as seamless app account synchronization with mobile devices—addresses a longstanding frustration with traditional smart TVs' limited application support."

This user-centric design reverses conventional consumption logic. Industry analysts explain: "Unlike tablets or phones that require users to adjust their position, Portable Smart TVs adapt to the viewer. A 27-inch screen that tilts to match a user's lying posture creates an experience no handheld device can replicate—a game-changer for global consumers seeking comfort."

Impressive engagement data underscores this appeal: Early adopters report an average 4+ hours of daily usage, with 78% daily activity rate and 89% next-day retention—surpassing both traditional TVs and tablets. According to LOTU Technology, China's Portable Smart TV market reached 254,000 units in 2024, with 65% year-on-year growth, a trend mirrored in Southeast Asia and North America.

ETTO's Global Business Director for Portable Smart TVs identifies key user segments: high-net-worth individuals in major metropolitan areas, young families, and remote workers. "Beyond functional demands, emotional companionship has become a core purchasing driver. Global consumers are shifting from rational feature evaluation to valuing devices as lifestyle companions—whether for elderly users video-calling family or young professionals seeking virtual company during workouts," he emphasizes.

Despite rapid growth, debates persist across global social platforms, with critics dismissing Portable Smart TVs as "overpriced large tablets on wheels." This perception stems from early-stage product homogeneity, as noted by industry insiders: "Most models share similar functions without distinct selling points, leading potential users to confuse them with tablets or smart TVs."

"Both hardware development and software optimization have clear technical barriers," industry experts note. "As the sector matures, differentiation will become more pronounced." With China's manufacturing advantages and global brands' entry, Portable Smart TVs are poised to penetrate key markets: Southeast Asia (driven by compact living spaces), North America (remote work needs), and Europe (smart home integration). The category's global surge is not a fleeting trend but a reflection of the universal demand for flexible, user-centric smart devices.