Why Does the AV Industry Always Ignore the Signs?
Does the home theater community ignore its greatest—arguably, only—asset . . . its customers? I ask this question because it’s one I don’t think anyone in the AV press, the manufacturers, and even enthusiasts are asking themselves. So allow me to put it more simply: Is this hobby ignoring itself?
Here’s why I ask: In numerous surveys conducted by many of the “mainstream AV publications” over the years, it would appear that the results are at odds with what the manufacturers claim people are clamoring for. For example, in a recent survey of dedicated home theater enthusiasts, the number who actually owned a multichannel home theater system (5.1) was less than what you’d expect from a readership “subscribed” to a publication with the words Home and Theater in its title.
To test this, I recently did a survey myself, asking more than 1,000 home theater enthusiasts, whom would remain completely anonymous, to tell me what type of home theater setup they had. An overwhelming majority—a near 70%—said their home theater was but a 2.0 or 2.1 setup with respect to the number of speakers, with the display of choice being a single flat-panel TV and no more than two digital sources. The delta between 2.0 home theater and 5.1—which came in second place, by the way—was four to one. Of those who participated, less than four percent had a 7.1 or greater surround sound system. Dolby Atmos, get out of town—no one has Atmos.
Now, this may seem like an opportunity for manufacturers and sales people to begin selling more surround sound setups and whatnot, but many of the participants in this survey offered (unsolicited) further comment as to the reasons why they had but a stereo-based home theater. Many had downsized from dedicated rooms and/or “bigger” setups, opting instead for simple, stereo after having fallen down the home theater rabbit hole.
Moreover, many of those who felt the need to comment felt they were able to invest more wisely in better components by paring down and thus getting far more for their money than when they tried to make their dollar stretch over a complicated multichannel setup. So if the data shows that fewer and fewer enthusiasts are actually opting for more speakers and more gear, why are we so consumed with trying to sell them more? Why not sell them what they’re asking for? What they need? How can this hobby and thus the industry expect to survive by ignoring the data before it?
It is my belief that the AV industry has largely operated under the Field of Dreams mentality, whereby if you build it they will come. Only problem is, it would seem that the game ended a long time ago, and only those who didn’t get the memo are still standing around in the cornfields wondering where everyone went.
Every January, the AV press collectively writes about how CES isn’t about them anymore, passed over (or perhaps passed-by) for smartphones, smart speakers, and the lot. But therein lies the rub. It’s not that consumers don’t want better sound, bigger pictures, and an overall better experience—they just don’t want it the same old way. So they’ve turned to other means and products to get their “fix.”
The AV industry as a whole, despite being part of the technology genre, has proven incredibly slow to act, react, and innovate. You’d never know that reading their press releases or attending their press events whereby everything they announce is “game changing!” The truth is, it’s not—not by a long shot. Too often they keep knocking on the door of the same customers saying hey, remember us? Yeah, we remember you—we bought said widget from you last year, and it wasn’t much different from the widget we bought the year before that. Rather than take that feedback and truly innovate, many manufacturers have adopted a new tack: Find a new audience—an older audience—abroad. Worse still are the ones who stay and insist that the only thing people will buy in the US is cheap crap.
This really gets under my skin, because it’s not that enthusiasts are cheap; it’s that they’re tired of having to buy the same thing over again. What are consumers supposed to do when asked to buy the same TV, the same disc spinner, the same whatever each and every year? I can tell you what I would do—spend as little as possible.
Now, build me something truly forward thinking, a product that either combines previous technologies in a whole new way or introduces new ones that actually work, and then let’s talk. Imagine a display that replaces the need for separate components, powered speakers that connect to the display wirelessly, and a system that configures itself via input from your smartphone, and I bet you’ll be able to charge a little more than what Vizios are commanding at Costco.
But what do I know? I’m just one of those unicorns the AV industry is trying to reach so desperately. I’m under 40, educated, with disposable income, and a predisposition towards AV gear. How big is my system? Stereo.
Andrew Robinson is a photographer and videographer by trade, working on commercial
and branding projects all over the US. He has served as a managing editor and
freelance journalist in the AV space for nearly 20 years, writing technical articles,
product reviews, and guest speaking on behalf of several notable brands at functions
around the world.