By Germain Clausse, Vice President, Regional Head of TV/AV/Monitor Business, Samsung Electronics Southeast Asia & Oceania
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 2025 Southeast Asia and Oceania (SEAO) TV Awareness Survey[1], 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 suitable for discovery, quick viewing, social sharing, and entertainment on the go.
At the same time, some viewing moments are especially suited for the big screen as TV brings scale, comfort and 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[2], sound and picture are optimized so viewers can enjoy every single 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 TV1, 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…