Why TV Still Holds a Special Place in the Multi-Screen World

Entertainment is no longer confined to a single place. Today’s viewing journeys unfold across different screens, moments and contexts.

A show may begin with a clip, a trailer shared in a group chat, or a recommendation that arrives mid-scroll. This is not fragmentation. It is how modern viewing works. The more interesting question is not how many screens we use, but what each screen does best, and why, despite the plethora of display options made available to consumers, the TV continues to hold a special place in how people experience entertainment at home.

According to Samsung’s Southeast Asia and Oceania (SEAO) TV Awareness Survey, 65% of the region’s consumers watch TV daily. It’s clear that even as viewing journeys happen across more screens, TV remains part of the everyday rhythm in many households.

From Discovery to Presence

Mobile plays an important role in the viewing journey. It is always within reach, making it ideal for discovery, quick viewing, social sharing, and on-the-go entertainment.

At the same time, some viewing moments are especially suited to the big screen, as TV brings scale, comfort and a shared presence to entertainment experiences at home.

For instance, watching a live sports match on the big screen can bring the excitement from the stadium into living rooms. With features like AI Soccer Mode, sound and picture are optimized so viewers can enjoy every bit of the gameday action from the comfort of their homes. This is why close to 40% of SEAO Smart TV users mirror, cast or stream from their phone to the TV, showing how consumers value the flexibility of mobile viewing while appreciating the big-screen experience.

Rather than choosing between screens, consumers are moving fluidly across them. Mobile devices offer mobility and immediacy, while TV brings scale, comfort, and presence.

A Smarter Way to Navigate Entertainment

Modern viewing no longer begins only when someone turns on the TV. It often starts elsewhere before making its way there. The role of the Smart TV is to make that transition feel seamless, intuitive and coherent.

That is why the interface matters as much as the display. Viewers should be able to move easily between entertainment, apps and experiences.

Samsung’s One UI Tizen reflects this shift by making everyday entertainment smoother to navigate. Viewers can easily access apps, customize the home screen, stream content, and enjoy gaming through built-in smart features, creating a TV experience that feels intuitive, personal and connected.

With up to seven years of OS upgrades, Samsung TVs are future-proof and kept up to date with security enhancements and performance improvements.

Furthermore, Samsung Smart TVs support the way people move between screens. They allow users to conveniently mirror mobile content on the TV, use Multi View to watch TV and mobile content at the same time, display personal photos, and use the phone as a remote control.

Where the Moment Comes to Life

Once the journey reaches the TV, the screen determines how the moment lands. This is where picture, sound and intelligence work together.

Features such as Glare Free, HDR10+, and Object Tracking Sound+ (OTS+) help shape how entertainment feels on the big screen. Whether in daylight or under indoor lighting, Samsung’s advanced anti-glare technology reduces reflections to a barely noticeable level, allowing viewing experiences to remain clear, comfortable, and uninterrupted. Meanwhile, HDR10+ uncovers delicate details across deep shadows and vibrant highlights, bringing greater depth and immersion to every scene. OTS+ ensures sound follows on-screen movement for a more immersive audio experience.

Samsung Vision AI adds another layer by enabling the TV experience to adapt more intelligently to content and the surrounding environment. Through AI Customization Mode, AI Optimized Mode and AI Sound Controller, the TV enhances visual detail, fine-tunes audio and adjusts settings to better match what viewers are watching and where they are watching it.

As a result, films feel more cinematic, with light, shadow and color carrying greater depth. Live matches feel more immediate, as motion and sound bring the room closer to the action. Gaming becomes more immersive when the screen keeps pace with every moment. At its best, the TV quietly enhances the experience, helping viewers stay immersed in both the content and the moment.

On TV models supporting Vision AI Companion, users can easily pull up related information and content recommendations, activate AI-powered picture and sound enhancements, and access AI apps and features directly on the TV with a click of the AI button or by long-pressing the Home button on the remote control.

The journey does not have to end when viewing stops. Samsung’s The Frame extends the role of the TV beyond entertainment by allowing the screen to remain an integral part of the room even when it is not in use.

The Frame can display renowned artworks that transform the screen into a personal gallery, reflecting individual tastes and complementing the style of the home. Through the Samsung Art Store, users can access more than 5,000 selections from world-famous artists and institutions, with collections that continue to evolve across different genres and themes.

Recent collaborations include the partnership with the San Francisco Museum of Modern Art, bringing celebrated works by artists such as Diego Rivera and Piet Mondrian into the home. The Art Basel Hong Kong Collection also features works from emerging and established contemporary artists, bringing their creativity into everyday living spaces.

This makes The Frame more than a screen for watching content. It becomes part of how people shape their living spaces and appreciate art as another form of everyday entertainment.

The Right Screen for the Right Moment

The modern viewing journey does not depend on one screen doing everything. It depends on each screen playing its role at the right moment. Mobile helps the journey begin through discovery, immediacy and spontaneous moments. TV is where that journey becomes more focused, immersive and engaging.

In the multi-screen era, the TV complements the way we use other devices. It gives entertainment a place to land, while also elevating the living space. The journey may start anywhere, but the big screen is where it all comes together.