New LCD TV Panel Sizes Gaining Ground, NPD DisplaySearch Reports

Aggressive TV Brand and Panel Manufacturer Promotion Efforts Result in Strong Shipment Growth

Sort Date: 12132012

SANTA CLARA, Calif., December 13, 2012—Since Q2’12, the LCD TV panel market has witnessed a shift in display panel sizes, with new models focused on 28”, 29”, 39”, 43”, 48”, 50”, 58”, and 60” displays. According to the NPD DisplaySearch Quarterly Large-Area TFT Panel Shipment Report, these new LCD TV panel sizes accounted for 12% of total LCD TV panels shipped in Q3’12, showing rapid share gain of 5% in Q1’12 and 8% in Q2’12. NPD DisplaySearch forecasts that the share of these new sizes will stabilize in Q4’12 before passing 15% in 1H’13, based on panel makers’ shipment plans.

Figure 1: LCD TV Panel Shipment Share by Size Segment

Source: NPD DisplaySearch Quarterly Large-Area TFT Panel Shipment Report
* New LCD TV panel sizes launched in late 2011 or early 2012, including 28”, 29”, 39”, 43”, 48”, 50”, 58”, and 60”

Table 1: New LCD TV Panel Adoption Sizes by TV Brands

Sizes

TV Brands

28”

Haier, Konka, Samsung, TCL, Vestel

29”

Changhong, Funai, Hisense, Kinka, LGE, Sharp, Skyworth, TCL, Toshiba, AOC, Vizio, Xoceco

39”

AOC, Insignia, Changhong, Funai, Grundig, Haier, Hisense, Konka, Panasonic, Philips, Samsung, Sanyo, Sharp, Skyworth, TCL, Toshiba, Vestel, Vizio, Westinghouse

50”

AOC, Insignia, Changhong, Funai, Grundig, Haier, Hisense, Konka, LGE, Panasonic, Philips, Samsung, Sanyo, Skyworth, Sony, TCL, Toshiba, Vestel, Vizio, Westinghouse

58”

Hisense, Konka, Sanyo, TCL, Toshiba, AOC, Xoceco

Source: NPD DisplaySearch Quarterly Large-Area TFT Panel Shipment Report

These new LCD TV sizes were first launched by Taiwanese panel makers such as Chimei Innolux and AUO to maximize value and output after new capacity was installed. Korea and China-based panel makers such as LG Display and ChinaStar have started production of new sizes as well.

“Improvements in glass efficiency and process technology have helped to expedite panel makers’ adoption of these new sizes,” according to David Hsieh, Vice President, Greater China Market for NPD DisplaySearch. The real growth factor, however, will be driven by TV brands’ ability to differentiate their products by offering larger TV size options at prices that are still reasonable to the consumer.”

Hsieh added, “At the same time, these new sizes have also helped to leverage the existing LCD TV panel supply and provide additional expansion opportunities for panel manufacturers.”

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, 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 DisplaySearch analysts, reports and industry events, visit us at http://www.displaysearch.com/. Read our blog at http://www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions.  By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth.  Sectors covered include automotive, beauty, entertainment, fashion, food / foodservice, home, office supplies, sports, technology, toys, video games, and wireless.  For more information, visit npd.com, and npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.

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