Taking Lectures and Remote Medical Consultations on Smart TVs... LG Electronics Greatly Expands Customized Content

LG Smart TV Platform webOS Apps Increase by Over 30% in 2 Years
Services Reflecting Diverse Preferences from MZ Generation to Elderly

Viewers of LG OLED TV are practicing dance while watching the dance lesson platform 1M HomeDance built into the TV. (Photo by LG Electronics)

[Asia Economy Reporter Lee Hyeyoung] LG Electronics is accelerating the provision of differentiated customer experiences by expanding the content offered on its smart TVs based on its proprietary software platform, 'webOS.'

LG Electronics announced on the 21st that the number of applications (apps) available worldwide through its smart TVs exceeded 2,000 last year. This represents an increase of more than 30% compared to the end of 2019.

In particular, reflecting customer demand during the pandemic, the number of education and entertainment apps has increased by nearly 50%. Last year, LG launched the educational content subscription service 'Hybro,' and recently, it has been continuously expanding services for the MZ generation, including the dance lesson platform 'OneMillionHomeDance' and the video streaming platform 'LiveNow.'

Additionally, LG provides various cloud gaming services for gamers, including NVIDIA's 'GeForce Now,' which was the first in the TV industry, and Google's 'Stadia.' Collaborating with Ground X, Kakao's blockchain-related affiliate, LG will launch the 'Drops Gallery' service this month, allowing users to view NFT (Non-Fungible Token) artworks stored in Kakao's digital wallet Klip.

Region-specific customized content is also being activated. In the United States, the remote medical and care service app Indipenda for the elderly is offered, and in major countries in North America and Europe, the home training platform Peloton app is introduced, expanding customers' TV viewing experiences.

LG OLED TV viewers are enjoying concerts by famous singers through the video streaming platform LIVENOW built into the TV. (Photo by LG Electronics)

As the role of TVs is rapidly changing, LG Electronics plans to continuously incorporate content that considers customers' lifestyles into smart TVs. Analysis of customer viewing data by LG Electronics shows that the frequency of using smart content on TVs has increased by double digits compared to before COVID-19.

According to market research firm Omdia, the proportion of smart TVs among TVs shipped worldwide increased from 79.4% in 2019 to 88.6% last year. Among LG TVs sold last year, the proportion of smart TVs approaches 95%.

LG Electronics plans to lead customer experience innovation from the perspective of F·U·N (First, Unique, New) by expanding the supply of webOS to external TV manufacturers, increasing from about 20 companies last year to around 100 this year.

Jung Sunghyun, head of HE Content Service at LG Electronics, said, "The trend of customers consuming content that suits their tastes on TV is increasing," adding, "We will continue to load content that considers customer preferences and provide differentiated viewing experiences."

This content was produced with the assistance of AI translation services.