Advanced Television

TV shipments to thrive in emerging markets

August 9, 2011

Emerging markets will experience TV set shipment growth through 2015, which will offset a weakening TV market in developed regions.

Global market research firm IMS Research has updated its Television Shipment Database and Forecast with new information regarding TV set shipments split by technology, screen size, and feature in addition to TV households split by reception platform in 70 countries. The update reveals that the TV set market in developing regions is projected to grow over the next five years, while in the rest of the world TV shipments are expected to either decline or stabilise. Furthermore, IMS Research has included forecasts for several key TV types, including LED-LCDs, 3DTVs and Connected TVs.

The forecasts indicate that in the next five years TV set shipments will increase in Latin America, Eastern Europe, MEA and most of Asia Pacific, with a compound annual growth rate of 2.2 per cent. However, in Japan and Western Europe TV shipments are expected to decline, while the North American TV market stabilises through 2015. According to Veronica Thayer, lead researcher for the Television Shipment Database and Forecast, “The TV set market in developing regions still has room to grow. TV household penetration will increase, as well as the number of TVs per household. CRTs are being replaced with flat panel televisions, and economic growth facilitates the adoption of new technologies.” Thayer also adds: “The situation in developed regions is completely different: they’re saturated markets, most of these countries have completed their digital transitions, and consumers have already replaced their CRTs and purchased HDTVs. New features such as 3D and connectivity will drive sales, but they won’t motivate consumers to replace a flat panel TV purchased 3 years ago.”

Recent updates also show increasing demand for LED-backlit LCD televisions worldwide. LED-LCD TVs reached around 20 per cent of the total LCD TVs shipped during 2010. IMS Research expects that this technology will become cheaper and the price gap between CCFL backlight and LED backlight televisions will close in the next five years, resulting in LED-LCD TVs dominating the market by 2015. 3DTVs and Connected TVs will start gaining more presence in the television market, with TV manufacturers including these features in most of their upcoming models. IMS Research forecasts that during 2015, close to 50 per cent of the TV sets shipped worldwide will have 3D capabilities and more than 60 per cent will connect to the Internet

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