4K TV remains on an aggressive growth trajectory, but the expectations of the supply chain are extremely high, relative to observed market performance and current retail pricing levels so far.
Santa Clara, CA (PRWEB) March 18, 2014
4K LCD TV shipments reached 1.6 million units in 2013, with nearly one million units alone shipped in the fourth quarter (Q4) of 2013. According to the latest NPD DisplaySearch Quarterly Global TV Shipment and Forecast Report, growth was significantly driven by China, although shipments from countries outside of China more than doubled in Q4, as well. Chinese brands comprised 84 percent of global 4K TV shipments in 2013 and 80 percent of 4K TV shipments in the fourth quarter.
“4K TV remains on an aggressive growth trajectory, but the expectations of the supply chain are extremely high, relative to observed market performance and current retail pricing levels so far,” said Paul Gagnon, director of global TV research for NPD DisplaySearch. “With panel price premiums falling rapidly, and a growing chorus of non-Chinese brands pushing 4K, it is possible for retail set prices to fall quickly to improve volume, but at the expense of profits.”
The Chinese market and brands continue to be a rapidly growing part of unit shipments of LCD TVs overall and the driving force for 4K TVs in particular. The majority of 4K TV volume in China was primarily concentrated in the following sizes: 39 inches, 50 inches, and 55 inches. Outside of China, 4K TV sizes were heavily focused on the 55-inch and 65-inch models sold by Sony, Samsung, and other global brands.
“4K is a very important strategy for most brands, but particularly those targeting the high-end TV market,” Gagnon noted. “In fact, while Chinese brand Skyworth held the top overall 4K TV shipment share worldwide in 2013, Sony maintained the top shipment share of 4K TVs outside of China, which is a position they have held since the second quarter of 2013, but one which will be challenged significantly this year by low-cost competitors from China and elsewhere.”
The trend toward 4K is an important one for the TV industry, as global shipments of TVs fell 3 percent in 2013 and even high-growth categories like LCD TV only rose 2 percent after a 1 percent decline in 2012. According to Gagnon, “for TV manufacturers, the focus on profitable and growing market segments, like 4K, larger screen sizes and smart TVs, is critical in the absence of global market growth.”
The NPD DisplaySearch Quarterly Global TV Shipment and Forecast Report covers the entire range of TV products shipped worldwide and regionally, providing historical shipments and forecast projections. For more information, please contact Charles Camaroto at 888-436-7673 or 516-625-2452, e-mail contact (at) displaysearch (dot) com, or contact your regional NPD DisplaySearch office in China, Japan, Korea or Taiwan.
About NPD DisplaySearch
NPD DisplaySearch, part of The NPD Group, provides global market research and consulting specializing in the display supply chain, including trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. NPD DisplaySearch supply chain expertise complements sell-through information from The NPD Group, thereby providing a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information, visit us at http://www.displaysearch.com. Read our blog at http://www.displaysearchblog.com and follow us on Twitter at @DisplaySearch.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Practice areas include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup @npdtech