The direct impact of new technologies on consumer behavior is the upgrading of consumption. With the rise of Internet TV, traditional television has faced challenges, but I believe the real threat lies with traditional set-top boxes. As the popularity of Internet TV continues to grow, the set-top box market is expected to become obsolete within the next 20 years, much like how the BP industry faded out.
From a few years ago, market analysts have already concluded that the set-top box market is just a transitional phase and will eventually be replaced by more advanced technologies. The increasing adoption of Internet TV signals the end of the road for set-top boxes, which may soon vanish from the market, similar to other outdated technologies.
Annoying advertisements are one of the most frustrating aspects of using set-top boxes. Many users feel the need to complain, as people tend to be lazy and don't want to switch providers. Despite this, many still stick with their cable services.
Advertising is a natural part of a market economy. It helps businesses boost sales, assists consumers in making choices, and provides revenue for operators. However, when ads are forced upon users through channel monopolies—making it impossible to avoid them—it becomes an irritation. This kind of aggressive advertising is not only annoying but also raises concerns about unfair business practices.
Ads on set-top boxes are particularly invasive. Unlike TV commercials or website ads, which can be skipped or ignored, set-top box ads are often embedded in the system, making it nearly impossible for users to disable them. This lack of control over content is a major drawback.
The worst part is that during startup, there are unavoidable ads that play for several minutes before the TV is even turned on. This is not only inconvenient but also feels like an intrusion into personal time.
Trapped content is another issue. Traditional set-top boxes offer limited options, with content sourced only from the device itself. If the content isn’t updated regularly, users can’t access the latest shows. Plus, there’s a monthly fee involved, adding to the frustration.
Last year, the State Administration of Press, Publication, Radio, Film and Television (SARFT) released a list of 81 illegal apps, including popular ones like Live Broadcasting, Himalayan, and Panda Listening. They also issued a ban on certain Internet TV platforms and set-top boxes, requiring seven licensees to self-check and correct issues, such as preventing installation via USB ports.
With these restrictions, the content available on set-top boxes is shrinking, limiting user choices and reducing the appeal of the platform.
Operation is another pain point. Using a set-top box requires multiple devices: the TV remote, the set-top box remote, power cords, and cables connecting everything together. In today's fast-paced world, this level of complexity feels outdated and unnecessary.
Beyond the intrusive ads, there’s little else to recommend set-top boxes. They are cumbersome, restrictive, and increasingly irrelevant in the age of smart TVs.
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