Global TV Shipments Decline for Second Straight Quarter, According to NPD DisplaySearch

Demand for Larger Screens and Increasing Feature Mix Provide Optimism for the Industry

Sort Date: 09112012

Santa Clara, California, September 11, 2012—Global TV shipments declined for the second straight quarter, falling 8% Y/Y in Q2’12, according to the NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report. The decline in TV shipments started in Q4’11 and has continued in 2012, reflecting worsening economic conditions worldwide and slower price erosion, which both affect consumer demand.

Japan has been the hardest hit, with Q2’12 shipments plunging 77% Y/Y to less than 1.4 million. In developed markets, TV shipments were down 23% Y/Y, while emerging market growth slowed to 3% from double-digit growth at the end of 2011. China, a strong driver of emerging market growth, rebounded from a Q1’12 decrease, growing 6% in the second quarter. Eastern Europe continued double-digit demand growth, but all the other emerging markets saw shipment levels fall from a year earlier.

“A sharp decline of demand in Japan and a correction in Europe following the analog broadcast shut-offs in 2010 and 2011 have significantly impacted the TV market and contributed to a decline in shipments,” noted Paul Gagnon, Director, North American TV Research for NPD DisplaySearch. “Emerging markets have also been affected by softer shipment growth recently, related to a rapid decline in demand for CRT TVs and to less price erosion in flat panels. Despite this, the growth in demand for larger screen sizes and the increasing feature mix is cause for optimism.”

LCD TV shipments were down Y/Y for the second quarter in a row, falling 2%, but demand for LCD TVs of 40” and larger is strong, with second quarter shipments rising more than 15% Y/Y. Advanced features within the LCD TV market also showed improvement, as LED, high frame rate, and 3D all increased in share during Q2’12. Meanwhile, plasma TV shipments fell for the sixth straight quarter, down by more than 20%.

Table 1: Q2‘12 Worldwide TV Shipments by Technology (000s)

Technology

Q2'12
Units

Q2’12
Unit Share

Q/Q
Growth

Y/Y
Growth

LCD TV

44,123

85.5%

2%

-2%

PDP TV

3,150

6.1%

6%

-26%

OLED TV

0

0.0%

-

-100%

CRT TV

4,347

8.4%

-15%

-36%

RPTV

15

0.0%

-40%

-38%

Total

51,635

100%

-32%

-8%

Source: NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report

Samsung Global TV Revenue Share Rises to a Record Level, Japanese Brands’ Revenues Fall

Samsung’s global flat-panel TV revenue share reached a new high, growing to more than 28% and leading all other flat-panel TV makers by a significant margin. The top three Japanese brands—Sony, Panasonic, and Sharp—were severely impacted by the drop in demand in Japan, so each saw global flat-panel TV revenues decline more than 30% Y/Y. Globally, Chinese brands grew 14% Y/Y in the Q2’12, while Korean brands grew by 9%.

Table 2: Q2‘12 Worldwide Flat Panel TV Brand Rankings by Revenue Share

Rank

Brand

Q1'12
Share

Q2'12
Share

Q/Q
Growth

Y/Y
Growth

1

Samsung

25.9%

28.5%

18%

18%

2

LGE

14.6%

15.2%

12%

0%

3

Sony

9.4%

8.3%

-5%

-33%

4

Panasonic

5.3%

6.8%

38%

-32%

5

Sharp

6.5%

5.0%

-17%

-32%

 

Other

38.3%

36.3%

2%

-3%

 

Total

100.0%

100.0%

8%

-6%

Source: NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report

The NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report includes market intelligence regarding panel and TV shipments by region, brand, size, resolution, frame rate and backlight type for nearly 60 brands. It also presents rolling 16-quarter forecasts, TV cost/price forecasts, and design wins. For more information on this report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, e-mail contact@displaysearch.com, or contact your regional NPD DisplaySearch office in China, Japan, Korea or Taiwan.

About The NPD Group, Inc.
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About NPD DisplaySearch
Since 1996, NPD DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. NPD DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. In collaboration with the NPD Group, its parent company, NPD DisplaySearch uniquely offers 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 on NPD DisplaySearch analysts, reports and industry events, visit us at www.displaysearch.com/. Read our blog at www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.

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