iWorld
Smart TV & streaming device makers may collaborate as race intensifies for on-demand content: F&S
MUMBAI: Growing preference for over-the-top (OTT) content is catalysing demand for streaming media devices and smart TVs. The market, which slowed down during 2014-15 fiscal, is now ready to match consumer expectations by offering seamless accessibility to on-demand content through a new generation of competitively priced streaming devices. Major market contenders are embracing strategic collaboration to increase their footprint. For instance, smart TV manufacturers such as Samsung, TCL, LG, Sony and Panasonic are developing apps in collaboration with streaming media device manufacturing companies such as Roku, Apple and Amazon.
“High-efficiency video coding (HEVC), 4000 pixels (4K) and high dynamic range (HDR) will drive sales and shorten upgrade cycles, but competition will continue to intensify,” said Frost & Sullivan’s Digital Media Research Analyst. “Their agility and ease of replacement continue to provide streaming devices a distinct competitive edge over smart TVs.”
Global Smart TV and Streaming Media Devices Markets, Forecast to 2021, a part of Frost & Sullivan’s Digital Media Growth Partnership Service program, finds that the smart TV market, which stood at 190 million devices in 2016, will grow at a compound annual growth rate of 5.1% between 2016 and 2021, even as the price per unit steadily decreases. Google, with 33.1% share, will lead the streaming media devices market, followed by Apple with 31.% and Roku with 15.2%.
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While the streaming media devices and smart TV market is meeting consumer expectations in terms of ease of viewership and usability, it has not yet been able to offer a unified and intuitive search facility. Further, frequent updates are required to make the user interface of consumer-facing devices seamlessly operable. As a result, consumers find it difficult to use the devices to their full potential, which, in turn, can dampen interest in these services.
“The primary screen will continue to play a dominant role in content consumption, but content will increasingly be discovered and played back from devices other than the set-top box,” observed the analyst. “The key to capitalising on this demand is to refine user experience and content inventory on connected devices to be at par with the quality and consistency of a fully managed experience.”
Gaming
Roblox appoints Sunil Rao as India managing director to drive growth
Former AWS leader to lead creator ecosystem, partnerships and local strategy
MUMBAI: Roblox has appointed Sunil Rao as managing director for India, as the company looks to deepen its footprint in one of its fastest-growing markets.
Rao, who will join in May, will serve as the senior-most representative for Roblox in India, leading local strategy, partnerships and day-to-day operations. His mandate includes strengthening the platform’s presence, supporting the creator ecosystem and aligning India’s market needs with global priorities.
A key focus area will be nurturing India’s growing community of developers and creators, enabling local studios to leverage Roblox’s tools for scaling and monetisation. Globally, the platform’s creator community earned over $1.5 billion in 2025, underlining the economic potential of user-generated content ecosystems.
“Roblox is at the forefront of enabling a new generation of creators and games. India’s scale, creativity, and entrepreneurial energy present a massive opportunity,” said Rao. “I’m excited to build a vibrant and inclusive ecosystem that empowers developers and creators across the country. Ensuring child safety and aligning closely with India’s regulatory framework will be among my top priorities.”
Welcoming the appointment, Roblox vice president international Zhen Fang said India represents a high-potential market for the company. “Sunil brings deep expertise in building operations across diverse markets, and his passion for community-centric platforms makes him the ideal leader to drive our next chapter of growth in the country.”
Rao brings over two decades of experience across technology platforms, venture capital and developer ecosystems. He was previously part of the leadership team at Amazon Web Services, where he led strategy and corporate business development across Asia-Pacific and Japan. He also served as a partner at Lightspeed Venture Partners, working closely with startups and founders.
Earlier in his career, Rao played a key role in building developer ecosystems at Symbian, Nokia and Google, contributing to the growth of major mobile and internet platforms.
With India’s large youth population and rapidly evolving digital landscape, Roblox’s latest leadership move signals a sharper focus on long-term growth, local relevance and creator-led innovation in the market.
