Samsung targets changing TV habits with portable Movingstyle

Samsung has launched the Movingstyle portable smart touch screen in Australia, citing research that points to demand for more flexible television design.

The 27-inch screen rotates between horizontal and vertical orientation and can move from room to room. Samsung is positioning it around changing household habits, with televisions now used for gaming, workouts, music, work and other activities beyond traditional viewing.

Research commissioned by Samsung suggests those habits are already shifting in Australian homes. One in four Australians said they use a laptop, tablet or smartphone to watch a major broadcast event, while 42% use their television for gaming, 24% for music or podcasts and 16% for fitness workouts.

The findings also point to a broader design challenge for consumer electronics groups as screens compete with mobile devices for attention. Samsung found that 63% of Australians want technology that suits their personal style, while one in 10 want a television design that is rollable, flexible and portable.

Changing habits

Samsung argues that the television is no longer tied to a single room or function in the home. That reflects how many households now combine entertainment, work, learning and exercise throughout the day, often in shared spaces.

Its research also found that some consumers use televisions for tasks not typically associated with broadcast viewing, including displaying art or ambient visuals, and for work or productivity.

Simon Howe, Director - Visual Display, Samsung Australia, said the data showed television use was evolving rather than declining.

"The TV has traditionally been designed around the room it sits in and has undergone various transformations over the years to help the TV elevate and optimise those spaces. But Australians aren't living room by room anymore and the content they're watching isn't always shot in landscape formats," Howe said.

He said those shifts reflect changes in both how and where people engage with video and other digital content at home.

"They might be working in one space, streaming vertical social content in another, bonding with family somewhere else, and switching between other activities throughout the day. It's time to rethink the assumption that a TV has to stay in one place or compromise full-screen experiences to support family life," Howe said.

Portable screen

The Movingstyle is designed to address that use case with a form factor closer to a movable household screen than a fixed television set. Samsung said it can be used for a vertically filmed workout in the morning, recipes in the kitchen, as a workstation during the day and for general viewing later on.

The product is available nationwide through Samsung's online store and other retailers at a recommended retail price of AUD $1,999.

The launch places Samsung in a segment between conventional televisions, monitors and tablets. The category reflects broader pressure on TV manufacturers to respond to changing viewing patterns, especially as consumers increasingly expect displays to match the portability and immediacy of personal devices.

Samsung is framing the Movingstyle as a response to Australian preferences and part of a wider shift in household screen design.

"Samsung has been the global number one TV brand for 20 years because we put consumers at the heart of our innovations. Looking at these insights, the Movingstyle is a signal of where household screen design is heading, truly made for Australians and how they live," Howe said.