Global TV has grown for six consecutive years but declined in 2011

NPD DisplaySearch Shanghai Office Since 2004, NPD DisplaySearch began tracking global TV shipments, TV shipments fell for the first time in 2011, with total shipments of 244.77 million units, a decrease of 0.3% from 2010. According to Quarterly Global TV Shipment and Forecast Report, the latest global TV shipment and forecast report released by NPD DisplaySearch, LCD television shipments in 2011 were 200 million, which was only 7%, compared with two digits in previous years. The growth. In 2011, plasma TVs shipped 17.2 million units, a decrease of 7%, and CRT TV shipments fell by 34%. The growth of the LCD TV market is not enough to offset the overall market decline.

"There are many reasons for the weak market demand in 2011. Although LCD TV shipments still have growth, it is far below the industry's expectations." Paul Gagnon, director of North American TV research at NPD DisplaySearch, said, "The U.S. and European markets were super high in early 2011. Inventory is an important reason for the decline in shipments; the Japanese government-sponsored Eco-Point plan triggered an upsurge of replacement in 2009-2010, but with the end of the plan, market demand quickly fell.”

Global TV shipments in the fourth quarter of 2011 decreased by 4% from the same period last year to 74.2 million units. The shipment of LCD TVs rose by only 1%, the lowest since 2004; plasma TVs fell by 8%, and CRT TVs dropped by 43%. The market in Japan and Western Europe fell the most. North America also maintained only a small amount of growth. In the fourth quarter, total TV shipments in the three regions decreased by 21% compared with the same period of last year. TV shipments in emerging markets continued to grow, with an increase of 12%, of which LCD TV shipments grew by 20%.

In the fourth quarter of 2011, the global LCD TV market accounted for the highest share of 86.5%, compared with 83% in the third quarter and 82% in the same period of last year. The rapid growth of LCD TVs mainly comes from large-sized models for holiday promotions. The 40-inch and larger LCD TVs have increased by 20% compared with the same period of last year, while those under 40 inches have dropped by 7%. The average price of 40-inch/42-inch LCD TVs has dropped by 11% compared with the same period of last year, while 60-inch and larger TVs have dropped by more than 16%. The penetration rate of LED backlight continued to increase slowly, reaching 50% for the first time in the fourth quarter of 2011 and up three percentages from the third quarter. Side-lit LED TVs have higher prices and less market applications, but emerging low-cost direct-to-light LED TVs will enter the market in 2012, and will increase the market penetration of LED backlights.

Plasma TV shipments continued to decline in the fourth quarter of 2011, down 8% from the same period last year, and dropped 6% and 14% respectively in the second quarter and third quarter of last year. However, due to consumer preferences for larger TVs and higher profits, shipments of 50-inch and larger plasma TVs have risen by more than 50% for the first time.

Table I, Q4'11 Global TV shipments by technology category (Unit: 1,000 units)



China is still the largest TV market with a market share of 21%. In the fourth quarter, shipments were 15.6 million units, and the total shipments for the year reached 49 million. China’s TV shipments were strong. The fourth quarter was 19% higher than the same period last year and higher than the rest of the world. LCD TVs accounted for more than 90% of the Chinese market in 2011; North America is the second largest TV market in the world, accounting for the fourth quarter. It is the only developed market with a year-on-year growth of 20.5%.

3D TV continues to grow, with a global increase of 14% in the fourth quarter

The proportion of 3D TV shipments in various regions of the world continues to grow, with the most significant growth in China and Europe. Surprisingly, 3D TVs have been mediocre in North America, accounting for just 9% in the fourth quarter of 2011, while Western Europe and China accounted for 21% and 23%, respectively. In 2011, total global 3D TV shipments exceeded 24 million.

Samsung became the largest flat-panel TV brand with the highest market share in the fourth quarter of 2011. Samsung’s global flat-panel TV revenue increased to 26.3%, which is the highest for all brands, and increased by 3% compared to the third quarter. In addition, in terms of LCD TVs and plasma TVs, Samsung’s revenue share is still far ahead, and the proportion of plasma TVs surpasses Panasonic for the first time and ranks first; Samsung is also a leading brand in the 3D TV and LED TV market. Lejin Electronics is the second largest brand in the world, accounting for 13.4%, and is the only brand among the top five brands except Samsung that achieved revenue growth in the fourth quarter. Sony ranks third, with revenue accounting for 10%, but it has fallen by more than 30% from the same period last year.

Table 2, Q4'11 global flat-panel TV brands ranked by revenue


NPD DisplaySearch's latest global TV shipment and forecast report includes the panel and TV shipments. The report analyzes the shipments of nearly 60 TV brands from regions, brands, sizes, resolutions, frame rates, and backlight types, and analyzes and forecasts television costs and prices for consecutive 16 quarters.