A century after Scottish inventor John Logie Baird demonstrated the first mechanical television system, television sets are facing mounting competition from a far more recent invention: the smartphone.

Yet even as viewing habits shift toward smaller screens, television manufacturers are not conceding defeat. 

At the Consumer Electronics Show (CES) in Las Vegas this week, companies rolled out new models featuring massive displays, enhanced picture quality, and artificial intelligence-powered personalization — signaling that the living room screen is far from obsolete.

Data from market research firm Ampere Analysis show that daily viewing on television sets fell from 61 percent in early 2017 to 48 percent late last year. Over the same period, smartphone viewing nearly doubled to 21 percent.

“This is the battle between big screens, which are traditionally for older people who grew up around televisions, and younger people who have either a phone, tablet, or laptop on which they’re doing their consumption,” said Patrick Horner, leader of TV research at Omdia.

Horner noted that China, often seen as a global trendsetter, offers a glimpse of where the market may be heading. Younger Chinese consumers, he said, are increasingly bypassing large-screen televisions in favor of smartphones and tablets.

Globally, television ownership is flat or declining, while average selling prices have largely stagnated or dropped. To offset weaker unit sales, manufacturers are pushing larger, more advanced — and more expensive — screens.

AI embedded

At CES, oversized televisions once again took center stage, alongside claims that artificial intelligence can personalize viewing experiences and dramatically improve picture and sound quality. 

Also showcased was “Micro RGB” technology, which promises sharper imagery through ultra-precise control of LED colors.

Samsung Electronics, the world’s top TV seller for 20 consecutive years, unveiled what it described as the world’s first 130-inch Micro RGB television.

“We will embed AI across every area, every product, and every service,” Samsung device experience division chief executive TM Roh said during a media event.

Other major manufacturers, including Hisense, LG, Sony and TCL, also highlighted AI-driven features designed to refine visuals, enhance audio, and help viewers discover content.