Summary of the Key Points
The so-called "senior mode" on smart TVs appears to be widely adopted, but it is actually a form of "pseudo-adaptation for the elderly." These features only make superficial changes such as increasing font sizes and simplifying interfaces without reengineering the underlying operating logic, which means that the elderly still cannot use the TVs independently. The root cause lies in the commercial interests of the manufacturers: the profit from hardware sales is minimal, and they rely on internet services like advertising and subscriptions to generate revenue. Therefore, they are reluctant to simplify the user experience (for fear of reducing user engagement and click-through rates). Additionally, the lack of a unified regulatory standard for the industry exacerbates the problem, creating a vicious cycle of low profits, complex operations, and increased user turnover. This pseudo-adaptation not only leads to digital exclusion among the elderly (feeling lonely and experiencing cognitive decline) but also intensifies intergenerational conflicts within families and accelerates the decline in TV sales. Although there have been attempts at solving this issue, such as regulatory certifications and integrated TVs, a concerted effort is still needed to make "instant live streaming upon turning on" the default setting for all TVs.
Why the "Senior Mode" Isn't Effective?
The main problem for many elderly users is not that the text on smart TVs is too small to read, but rather that the operations are too complicated. For example, Aunt Liu, who is 68 years old, has to wait for a 15-second ad before she can watch a live stream and press nine buttons to find the right signal source; moreover, any system updates render all her previously learned steps invalid. The so-called "senior mode" merely applies a "simplified skin" to the existing software—enlarging font sizes and reducing the number of icons on the interface—but the underlying menus remain complex, with ads and paid services still present.
Statistics confirm these issues: 49.6% of the elderly cannot find the programs they want to watch upon turning on the TV, 28% are unable to switch between devices, and 20.9% find the operations too complicated. In essence, manufacturers are adding more features rather than removing unnecessary ones, leaving the elderly unable to use the TVs effectively.
Why Do Manufacturers Go Through the motions?
The primary reason manufacturers are uninterested in creating truly user-friendly products is financial. The profit margin from selling TV hardware is very low; for instance, TCL's gross profit margin on large-screen displays is only 16.8%, compared to 56.4% from internet services (advertising and subscriptions). Additionally, TV sales have been declining year by year (reaching their lowest level in a decade), making it increasingly difficult for manufacturers to make a profit from hardware sales. They rely on advertising and subscriptions to compensate for this.
To increase profits, manufacturers deliberately hide the live streaming options and lengthen the user experience. For example, they display a 42-second ad upon turning on the TV (up to 86 seconds in some cases), and the home screen is filled with paid recommendations, hoping that longer user engagement will lead to more ad impressions and subscription conversions. Smart TVs have evolved from being devices for watching content to tools for generating traffic—using the hardware to attract users and then charging them for additional services.
The problem is further compounded by the involvement of multiple parties in the profit chain: license holders, content providers, and advertising agencies all benefit from advertising and subscriptions. To create truly ad-free, user-friendly TVs, all these stakeholders would need to agree to make sacrifices, but no one is willing to take the first step.
The Consequences of Pseudo-Adaptation
This pseudo-adaptation has negative effects on both the elderly and the entire industry:
- For the Elderly: Digital exclusion leads to feelings of loneliness and cognitive decline. In China, 96.2% of the elderly experience digital exclusion, compared to 52.1% in the United States and 33.5% in the UK. Their inability to use smart devices makes them feel outdated and causes them to avoid digital experiences like mobile payments and online appointments.
- For Families: It increases intergenerational conflicts. Children struggle to teach their parents how to use TVs, and frequent system updates often render their efforts futile. The elderly become more anxious due to the fear of making mistakes, further alienating them from their families.
- For the Industry: User turnover increases, and the gray market takes advantage of the situation. The elderly constitute a significant portion of TV users (31.1%), but their disinterest in smart TVs leads to declining sales. Additionally, unauthorized software takes advantage of this gap, with fake health product advertisements appearing on live streaming apps used by the elderly, damaging both legitimate manufacturers and the overall industry reputation.
Attempts at Solutions
- Regulatory Certifications: Broadcasting authorities have introduced certifications for "convenient TV viewing," which verify that TVs can start playing live streams immediately and allow one-click channel switching. Twenty-eight models have received these certifications, but most are high-end products, not a standard across the entire industry.
- Integrated TVs: These TVs come with built-in streaming capabilities and require a single remote control, but they often rely on operator packages (such as broadband subscriptions), limiting the range of available content and user acceptance.
- Channel Services: Platforms like JD.com offer elderly-friendly services, including dedicated customer support and in-person guidance, but their effectiveness is still uncertain based on sales data.
- Voice Interaction: Brands like Hisense and Skyworth support voice control in various dialects, but the accuracy of this technology needs improvement. If voice commands could directly select desired channels, the complexity of the user interface would be reduced, but this feature has not yet become widespread.
The Real Solution: Making "Instant Live Streaming" the Default Setting
The core issue is the misalignment between commercial interests and user needs. Manufacturers want to generate traffic revenue, while the elderly simply want a simple way to watch TV. To solve this, "instant live streaming upon turning on" should become the standard for all TVs, just like the "flight mode" on smartphones—something that comes pre-installed without the need for additional settings.
Current efforts are still focused on specific aspects of the problem rather than making widespread changes. However, with 323 million elderly people in China, a shift towards meeting their needs could not only regain their loyalty but also rebuild trust in the TV industry. After all, the purpose of TVs should be to make watching content as easy as possible for everyone.
(The entire analysis is written in plain language to ensure it is understandable even for those outside the financial and business community.)