97% of Viewers Demand Clear Dialogue: New Report on TV Audio Quality

Great sound has become the make-or-break factor in today’s TV viewing experience. DTS recently conducted a consumer behavior survey that underscores shifting expectations and highlights how critical audio quality has become in driving satisfaction and loyalty. More than 80% of adults in the U.S. and U.K. say high-quality sound is essential to their entertainment experience, yet many providers still fall short. For TV OEMs looking to stand out in a competitive market, audio isn’t just an add-on — it’s a powerful lever for product differentiation, premium pricing and long-term growth.

Tackle the core challenge: Dialogue clarity

One of the most critical aspects of TV audio for consumers is the ability to hear and understand dialogue clearly. An overwhelming 97% of survey respondents emphasized the importance of dialogue intelligibility when watching TV. However, the rise of ultra-thin TVs with limited built-in speaker capabilities has made it increasingly difficult for viewers to enjoy clear dialogue without buying additional audio solutions.

This is where TV OEMs can step in — and win. By partnering with technology innovators that deliver advanced dialogue enhancement, you can engineer a solution directly into your product line. Integrating these audio processing features into the TV’s core system architecture not only addresses a top consumer pain point but also enhances the entire viewing experience, transforming frustrating sound into a compelling, loyalty-building feature.

Make audio-enhancing features accessible and automatic

For some viewers, the tools to fix poor dialogue clarity are technically available in their living rooms, yet only 20% of consumers reported using them. The primary reasons for this low adoption rate include a lack of awareness, perceived complexity and difficulty in accessing these features within the TV’s menu.

OEMs have a unique opportunity to bridge this gap in the user experience. Instead of burying features deep in a settings menu, manufacturers can prioritize solutions that are automatic, always-on or easily accessible with a dedicated button on the remote. This proactive approach not only drastically improves the user experience but also demonstrates your brand’s commitment to delivering high-quality audio right out of the box, turning a complex feature into a simple selling point.

Cater to the growing demand for immersive audio experiences

As consumers increasingly seek immersive audio experiences, TV OEMs must explore ways to deliver cinema-like sound in the home environment. Our survey revealed that nearly a third of respondents desire more immersive or surround sound in their everyday audio experience, with many expressing interest in home theater setups.

To cater to this demand, you can collaborate with audio technology partners to integrate advanced surround sound decoding and virtualization capabilities directly into your TVs. By ensuring your product line can support and render immersive audio formats, you create a more engaging and memorable viewing experience for your customers, making your product the central hub of their ultimate home setup.

Prepare for the next generation of audio-conscious consumers

As OEMs plan for future product generations, it’s crucial to consider the preferences and behaviors of younger consumers, particularly Gen Z. Nearly 90% of Gen Z adults plan to purchase or upgrade their audio gear in the next 12 months, highlighting their growing influence on the audio market.

To appeal to this audio-conscious generation, TV OEMs must prioritize delivering innovative, high-quality audio experiences across multiple devices. By staying ahead of the curve and offering advanced, seamlessly integrated audio features, you can position your brand as the premium, future-ready choice for the next wave of high-value consumers.

As the demand for exceptional TV audio experiences continues to grow, OEMs have a unique opportunity to differentiate themselves by prioritizing audio quality and innovation. By leveraging consumer insights and partnering with audio technology experts, you can deliver an immersive, engaging viewing experience that drives customer satisfaction and elevates the brand’s perception.

Wondering how to design products that inspire loyalty? Explore the insights in The Everyday Audio Effect.