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TrendForce:2023 annual global TV shipments will fall below 197 million units for the first time

2024-04-25 Update From: SLTechnology News&Howtos shulou NAV: SLTechnology News&Howtos > IT Information >

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Shulou(Shulou.com)12/24 Report--

Thanks to CTOnews.com netizens for the delivery of clues about the past. CTOnews.com, November 28 (Xinhua) although the consumer price index (CPI) in Europe and the United States has cooled this year, the current high interest rate environment suppresses overall business and consumer spending, coupled with a downturn in the housing market, according to a TrendForce consultancy survey. In addition, the sharp rise in TV panel prices this year has led brands to scale back large promotions, causing TV shipments to fall 2.1 per cent year-on-year to 197 million in 2023.

TrendForce Jibang Consulting said that TV brand shipments have increased quarter by quarter so far this year, but the growth rate in the traditional peak season in the fourth quarter was only 4.7%. Both growth strength and shipments reached the lowest level in nearly 10 years, reaching only 54.55 million units, an annual decline of 1.7%. After the epidemic situation in Europe and the United States gradually slowed down in the second half of 2021, TV shipments decreased significantly in the fourth quarter of 2022 and 2023, indicating that the demand for TV has been overdrawn ahead of schedule. And changes in consumer habits and uncertain economic prospects have all become the reasons why TV shipments are difficult to make a breakthrough.

From the point of view of various manufacturers, although Samsung Electronics is still the leader in TV shipments this year, with estimated shipments of 36.3 million units, it is down 9.8% annually, and its market share has dropped by 1.2%, leaving only 18.5%. This year, Samsung Electronics has been affected by high inflation in Europe and the United States, leading to a headwind in shipments of medium-and high-end products, whether 8K, Mini LED or QLED. Only QD OLED, supported by the group's SDC panel, is the only shipping growth item this year, with an annual increase of 153% to 890000 units, pushing up Samsung Electronics' market share in OLED TV shipments to 16.6%.

CTOnews.com found from the report that the second and third places were Hisense and TCL, with shipments of 27 million and 26.2 million units respectively, an annual increase of 12.4% and 16.3% respectively. Apart from localizing production and reducing production costs, the two Chinese TV factories have successfully pushed up shipments and market share in the export market this year. LG Electronics lost sales of OLED TVs this year, with an annual decline of nearly 30%, with overall shipments declining by 7.4% a year, with shipments of only 22.91 million units.

Looking to the future, TrendForce said that in order to make a profit in 2024, in addition to increasing the proportion of large-size products, accelerating the convergence of money-losing models has become a foregone conclusion. Next year, with the support of the Olympic Games and European Cup football matches, there is an opportunity to support global TV shipments to grow slightly by 0.2% to 197 million units. As the panel factory adopts the strategy of controlling production and price, there is little chance that the price of TV panel will be lower than the cash cost again. TrendForce Jibang Consulting believes that this also means that the growth of white brand next year is bound to be blocked, which will become an obstacle to the substantial growth of global TV shipments next year. At the same time, if the operating pressure of the global economy continues to increase by geopolitical or other unexpected factors, it does not rule out the possibility that TV shipments for the whole of 2024 will still fall into recession.

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