June 21, 2012 — Worldwide TV shipments fell almost 8% year over year (Y/Y) to 51 million units in Q1 2012, the steepest rate of decline since Q2 2009. The biggest contributor to this decline was a slowdown in shipments of LCD TVs, which fell Y/Y for the first time in the history of the category, declining just over 3%, to 43 million units, according to NPD DisplaySearch.

“Key component prices, such as LCD panels, are not expected to decline much in 2012,” said Paul Gagnon, NPD DisplaySearch Director of North America TV Research, who blamed soft demand and cautious expectations about the upcoming year in many parts of the TV supply chain for the slowdown in shipments. Gagnon added that many brands are concentrating on improving their bottom line in a “price-conscious consumer market.”

LCD TV shipment share fell slightly from Q4 2011, due to a seasonal shift to emerging markets where CRT demand is higher, but is up 4 percentage points from a year ago, to 84.2%.

The average LCD TV screen size increased 5% Y/Y in Q1 2012, passing 35” for the first time, with gains in both emerging and developed markets. LCD TV is capturing market share at 40” and larger screen sizes because of a sharp decline in plasma TV demand.

Plasma TV unit shipments continued to decline, falling 18% Y/Y in Q1 2012 after an 8% decline in Q4 2011. The popularity of plasma TV among consumers is waning, and a large majority of the recent shipment volume remains centered on low-priced 2D HD models, indicating consumers are buying on price when shopping for plasma.

Despite the weak results on a unit basis, demand for larger sizes continues to grow. The market share for 40” and larger TVs increased from just under 31% a year ago to more than 37% in Q1’12 with total unit shipments for 40”+ rising 12% Y/Y. Larger sizes have become much more affordable with 40-44” LCD TV average prices below $600 and new 50” LCD TVs selling for less than $1000, joining 50”-class plasma TVs that have been selling for less than $700 for several quarters now.

The share of LCD TVs with LED backlights also rose sharply, from 51% in Q4 2011 to almost 56% in Q1 2012, and up 20 percentage points Y/Y. More affordable direct-type LED-backlit sets began shipping in Q1 2012. Also read: Lower-cost LED backlights darken CCFL’s future

Table 1. Q1 2012 worldwide TV shipments by technology (000s). Source: NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report

China remains the #1 region for TV shipments at 20% of all units shipped during the quarter, down very slightly from the previous quarter. However, growth slowed significantly during the seasonally important Q1 leading to Golden Week holidays, with unit shipments falling 4% Y/Y after growing by double digits the previous three quarters. Flat panel TVs are starting to saturate China’s higher-income urban markets, but prices are still too high to kick off a wave of upgrades in rural markets. Asia Pacific (which includes India, Korea, and Australia) was the #2 region for TV shipments, followed by North America and Western Europe.

3D shipment share continues to grow, albeit more slowly in recent quarters, rising to just over 14% of total TV shipments and 16% of flat panel TV shipments. Demand for 3D in emerging regions is actually higher than in developed regions, with 16% of flat panel TV units shipped to emerging markets in Q1’12 compared to 15% among developed regions.

Samsung’s global flat panel TV revenue share remained around 26%, near record levels and was the only one of the top five flat panel TV brands on a revenue basis to show Y/Y growth during Q1 2012. Samsung also was the top brand in the key segments of LCD TV, 40”+, LED-backlit LCD, and 3D TV.

LGE was the #2 brand and showed a significant improvement in market share, rising more than a percentage point to 14.6% revenue share. Sony rounded out the top flat panel TVs on a revenue basis, but posted a large drop in Y/Y revenues, as did Panasonic.

Table 2. Q1 2012 Worldwide flat panel TV brand rankings by revenue share. Source: NPD DisplaySearch Advanced Quarterly Global TV Shipment and Forecast Report.

NPD DisplaySearch TV market intelligence, including panel and TV shipments, TV shipments by region, brand, size, resolution, frame rate and backlight type for nearly 60 brands, rolling 16-quarter forecasts, TV cost/price forecasts and design wins can be found in its Advanced Quarterly Global TV Shipment and Forecast Report.

NPD DisplaySearch is a global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. Internet: www.displaysearch.com.

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