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Analyst: LCD TV shipments drop but market optimism remains

Posted: 17 Dec 2013     Print Version  Bookmark and Share

Keywords:TrendForce  LCD TV  WitsView  Sony  OLED 

According to the latest forecast from WitsView, a research arm from TrendForce, the 2013 global LCD TV shipment fell 1.7 percent to 203.1 million units due to the slow global economic recovery and China's ending subsidy policy. The 2014 worldwide LCD TV shipment is likely to reach 209.1 million units, rising three percent YoY, added the market research firm.

WitsView points out five bright spots in the 2014 LCD TV market including: continuously growing TV sizes; penetration rates as high as 99-100 percent for LED LCD TVs and 65-70 percent for D-LED TVs; ultra high-resolution 4K2K TVs strongly promoted by brands; curve TVs targeting at top-class consumers; and integration of smart-family system centered on smart TVs lifting the 2014 smart LCD TV penetration rate to 36 percent.

Based on WitsView's estimation, the penetration rate will rise to 15-17 percent in 2014 from 12 percent in 2013 for the 50in-and-above LCD TVs, and from 18.5 percent this year to 23 percent for the sizes from 40in to 49in. The mainstream 32in-and-under TVs see a market share dropping from 48 percent to 42 percent, and 4K2K LCD TVs hold a penetration rate rising from one percent this year(2.1-2.2 million units) to 8.1 percent in 2014(16-18 million units) on Chinese brands' promotion. As for the curve TV products launched by panel makers next year, main makers will start mass-production in Feb and March. The end demands will be firstly dominated by Korean brands, Sony and some Chinese brands, expecting a penetration rate only at 1-1.4 percent for next year.

WitsView said the 4K2K targeting at the upgraded display technology to lift the resolution and color saturation and the curve TV that is crucial to the next deployment of flexible OLED and QLED technologies both are developing in an attempt to boost display technologies and applications to revive the sales in the market.

WitsView's research director Burrell Liu indicated that the 2014 smart TV shipment growth will rise from 28 percent in 2013(56.9 million units) to 36 percent in 2014(76 million units). Although global brands devote resources to the smart TV, the product is still at the integration stage of software and hardware between brands and telecom companies and sees fierce competition between platforms. In view of 2014 TV brands' shipments by countries, Chinese brands' shipment growth is 7-8 percent with a market share rising to 27-28 percent, Japanese brands' growth momentum remains weak, seeing a three percent yearly growth and an 18-19 percent market share, while two leading Korean makers dominate the market, controlling a 36 percent market share and an 5-6 percent annual growth.

- Paul Buckley
  EE Times Europe

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