[opendtv] Global TV market growth thanks to Europe, says research group

A wealth of market info in this piece.

LCD sales way up (86 percent increase over the year), flat panels
accounting for a significant increase even in developing nations,
tremendous increase in 1080p sales (they were telling us that 2007 would
be the year of 1080p, and apparently they were right).

"The average LCD TV size rose from 31" to 32" with 19", 26", 40", 46",
47" and 52" all enjoying impressive growth. 40" and larger LCD TVs rose
to 23% and 43% of the LCD TV market on a unit and revenue basis
respectively. ... In the case of 40" and larger LCD TVs, 1080p accounted
for a majority of units for the first time at 51% in Q3'07 vs. 42% in
Q2'07."

"Flat panel TVs accounted for more than 80% of Q3'07 shipments in Japan,
Western Europe and North America and 45% worldwide, ..."

Whew.

Bert

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http://www.digitaltvdesignline.com/news/showArticle.jhtml;jsessionid=ZVY
RR2PJGAEJEQSNDLPSKH0CJUNN2JVN?articleID=203103070

November 19, 2007

Global TV market growth thanks to Europe, says research group

By Dennis P. Barker

DisplaySearch, the worldwide leader in display market research and
consulting, reported in its latest Quarterly Global TV Shipment and
Forecast Report that TV units rose 18% Q/Q and 11% Y/Y to 50.6 million
while revenues rose 17% Q/Q and 10% Y/Y to $26.3 billion in Q3'07.

The strong growth can be attributed to:

Rapid growth in Europe. Because the European TV market stalled in Q3'06
as sell-through during the World Cup disappointed and resulted in a 19%
Q/Q decline in revenues, TV revenues were bound to surge on a Y/Y basis.
In fact, Q3'07 European TV revenues jumped 25% Y/Y with units up 29%.
Sequential growth was particularly impressive in Eastern Europe as flat
panel TVs rose from 37% of Q2'07 shipments to 50% of Q3'07 shipments.

Healthy growth in the developing world. TV revenues for Asia Pacific,
Latin America and Middle East & Africa were up a combined 19% Y/Y with
units up 11%. While the World Cup contributed to weakness in Q3'06 in
these regions, rising income levels, falling TV prices and increased
flat panel TV penetration also contributed to their rapid growth. The
combined flat panel share for these regions doubled from 8% of Q3'06
shipments to 16% of Q3'07 shipments. China also had a strong quarter and
was the largest TV market on a unit basis for the second time over the
past three quarters. China experienced 9% Y/Y unit growth and 4% Y/Y
revenue growth.

Enormous growth in 1080p TVs. 1080p TVs rose 70% Q/Q and 357% Y/Y to
3.4M. Each technology offering 1080p TVs enjoyed tremendous 1080p unit
growth with 1080p LCD TVs up 69% Q/Q, 1080p plasma TVs up 101% Q/Q and
1080p microdisplays up 57% Q/Q. As a percentage of 40" and larger TVs,
1080p sets rose from 29% to 39% of units and 40% to 51% of revenues led
by Japan and North America where 1080p sets accounted for a majority of
40" and larger units. The growth in 1080p sets despite their higher
prices helped minimize blended ASP declines for all TVs which were down
just 1% Y/Y to $519.

Continued gains by flat panel TVs and larger sizes. Flat panel TV
shipments were up 75% Y/Y with LCDs up 86% and plasma growing 21%. Flat
panel TVs accounted for more than 80% of Q3'07 shipments in Japan,
Western Europe and North America and 45% worldwide, up from 29% in
Q3'06. Flat panel TV revenues also continued to take share, rising 21%
Q/Q and 29% Y/Y to an 81% share, up from 69% in Q3'06. The average TV
size also continued to grow, rising from 25.6" in Q3'06 to 27.4" in
Q3'07 with 40"- 47" TV shipments and revenues rising the fastest and now
accounting for nearly 1/3 of TV revenues.

By technology:

LCD TV shipments accelerated in Q3'07 rising 26% Q/Q and 86% Y/Y in
Q3'07 to a record 20.3M units and a 40% unit share of the TV market. LCD
TVs remained the only technology to enjoy Y/Y revenue growth, up 48% Y/Y
to $17.5B and a 66% revenue share of the TV market. ASPs were down 20%
Y/Y to $861, the slowest decline since Q3'06 due to gains by larger
sizes and 1080p as well the impact of constrained panel supply on
individual panel prices. The average LCD TV size rose from 31" to 32"
with 19", 26", 40", 46", 47" and 52" all enjoying impressive growth. 40"
and larger LCD TVs rose to 23% and 43% of the LCD TV market on a unit
and revenue basis respectively. LCDs took share from plasma at 40"-44"
with their share rising from 63% to 66% and at 50"-54" where their share
grew from 13% to 23%. 1080p LCD TVs accounted for 14% of units, up from
10% in Q2'07, and 31% of revenues, up from 24%. In the case of 40" and
larger LCD TVs, 1080p accounted for a majority of units for the first
time at 51% in Q3'07 vs. 42% in Q2'07. By region, North America overtook
Western Europe to become the leading region for LCD TVs followed by
China. In terms of brand share, the rankings were the same on both a
revenue and unit basis with Samsung leading on a dollar basis for the
third consecutive quarter and unit basis for the fifth consecutive
quarter. As shown in Table 1, Sony and Sharp took share on significantly
faster growth than the rest of the top 5. By region on a revenue basis,
Sharp led in Japan, Sony led in North America, Samsung led in Eastern
and Western Europe as well as in Asia Pacific, Latin America and Middle
East & Africa. In China, Hisense, Skyworth and Sony were in a virtual
tie for #1. At 1080p, Sony overtook Sharp to lead with a 20% to 19%
share followed by Samsung at 16%.

Plasma TV shipments were up 24% Q/Q and 21% Y/Y to 2.8M units and a 5.5%
share of the TV market, up from 5.0% in Q3'06. Japan, North America and
Western Europe all had 10% penetration of plasma TVs in Q3'07 while
other regions were as low as 2%. Plasma TV revenues were up 13% Q/Q but
fell 19% Y/Y to $3.8B and a 14% share, down from 20% in Q3'06 on
significant price reductions and slower average size gains due to the
re-introduction of 32". Plasma TV ASPs fell 9% Q/Q and 33% Y/Y to $1373,
while the average size only increased slightly from 44.8" in Q2'07 to
44.9" in Q3'07 with the 50" and larger share rising 30% to 31% of the
market on a unit basis and 44% to 47% on a revenue basis. 1080p plasma
TVs rose from 6% to 10% of plasma TV units and 14% to 21% of revenues.
While plasma fell from 36% to 34% of the 40"-44" market, 1080p plasma
TVs took share. At 50"-54", plasma remained dominant with a 67% share,
down from 70%, but 1080p plasma took significant share in this category.
Plasma TVs continue to encroach on RPTVs with their 55"-59" share rising
from 18% to 34% and their 60"+ share rising from 22% to 24%. By region,
North America remained the largest region for plasma TVs with a 32%
share followed by Western Europe at 25% and Asia Pacific at 14%.
Panasonic remained the market leader in Q3'07 with a 33% revenue share
as shown in Table 2 and maintained the #1 position in Japan, North
America, Eastern Europe, while overtaking Hitachi for #1 in China.
Samsung enjoyed its highest share to date at 21% and overtook Panasonic
for #1 in Western Europe. LGE led in Asia Pacific, Latin America and
Middle East & Africa. Pioneer overtook Philips to earn the #5 position,
enjoying the fastest growth of the top 5 brands on the launch of its new
Kuro line of high performance plasma TVs.

MD-RPTV unit shipments rose 9% Q/Q but fell 50% Y/Y to 370K units and a
0.7% share, down from 1.6% in Q3'06, on continued share losses to flat
panels. ASPs were up 5% Q/Q on gains at 1080p and at larger sizes, but
fell 19% Y/Y on severe price competition with flat panels to $1643. The
average diagonal rose to a record high of 55.5", up from 53.9", on share
losses at smaller sizes. With the size gains, the 1080p share surged
from 52% to 74% of shipments. By technology, DLP remained dominant with
a 57% share, down from 63%, on flat growth. 3LCD accounted for a 26%
share with LCOS at 17%. North America and Asia Pacific were the only
regions to enjoy Q/Q growth and North America continued to dominate with
its share rising from 92% to 95% of revenues. 55" and larger sizes rose
from 53% of Q2'07 to 65% of Q3'07 shipments. By brand, Sony reclaimed
the unit advantage a 0.5% share lead over Samsung at 31.7% to 31.2%, but
Samsung maintained the revenue advantage with a 29.3% to 28.6% advantage
over Sony. Mitsubishi jumped to #3 with a 20% unit share. On a unit
basis by region, Samsung led in Asia Pacific and North America, JVC led
in Japan, Sony led in Western and Eastern Europe, Latin America and
Middle East & Africa while Changhong led in China.

By TV brand:

Samsung was the #1 brand on a unit basis for the fifth consecutive
quarter with its highest share to date at 14% on 24% Q/Q growth as shown
in Table 3. It was also the #1 brand on a revenue basis for the seventh
consecutive quarter with a 17.9% share, also its highest share to date
as shown in Table 6. Samsung was either #1 or #2 on a unit or revenue
basis in each technology - #1 in LCD TV units and revenues, #2 in plasma
TV units and revenues, #1 in CRT and MD-RPTV revenues and #2 in CRT and
MD-RPTV units. Contributing to its long run at #1 are its strong brand,
regional strength, focus on all major technologies, sizes and
resolutions and top 2 capacity position in CRTs, LCDs and PDPs. By
region, it was #1 in the 3 of the 4 largest regions on a revenue basis "
North America, Western Europe and Asia Pacific " as well as Eastern
Europe. It was also #1 in 720p/1080i share at 19.5%. No other supplier
had more than a 10% share.

LGE was the #2 brand on a unit basis for the fifth consecutive quarter,
but fell from #2 to #3 on a revenue basis, losing ground to Sony. On a
revenue basis, LGE remained #1 in Latin America and Middle East &
Africa. By technology on a revenue basis, it was #2 in CRTs, #3 in PDPs
and #5 in LCDs.

Sony rose from #3 to #2 on a revenue basis and remained #4 on a unit
basis. It had the highest unit growth and second highest revenue growth
of the top 5 brands. On a revenue basis, it was #2 in LCDs and MD-RPTVs.
Sony and Sharp were in a virtual tie in 1080p share across all
technologies at 19.5%.  

For information on the impact of Black Friday on the US TV and other
markets, please visit www.displaysearch.com for more information.

DisplaySearch's TV market intelligence including panel and TV shipments,
panel supply and demand, TV shipments by region by brand by size by
resolution, rolling 16-quarter forecasts, TV cost/price forecasts,
design wins and panel roadmaps can be found in its Quarterly Global TV
Shipment and Forecast Report which is now available in separate modules.

DisplaySearch, an NPD Group company, has a core team of over 50
employees located in Europe, North America and Asia who produce a valued
suite of FPD-related market forecasts, technology assessments, surveys,
studies and analyses. The company also organizes influential events
worldwide. Headquartered in Austin, Texas, DisplaySearch has regional
operations in Chicago, Houston, Kyoto, London, San Diego, San Jose,
Seoul, Shenzhen, Taipei and Tokyo, and the company is
on the web at www.displaysearch.com.

All material on this site Copyright 2006 CMP Media LLC. All rights
reserved
 
 
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