January 23, 2012 — The LCD TV market saw a rapid shift toward sizes larger than 40" at the end of 2011, as consumers, particularly in North America and China, took advantage of new sizes and more affordable prices. As larger sizes such as 46”, 47”, 55”, 60” and 65” are being adopted by consumers, display panel makers are also developing other new large size TV panels, including 43”, 48”, 50”, 70”, 75”, 80” and even larger.

In light of this strong end-market adoption, NPD DisplaySearch increased its forecast for LCD TV area demand. According to the NPD DisplaySearch Quarterly Worldwide FPD Shipment and Forecast Report, LCD TV panel demand will reach 85 million square meters in 2012, nearly 2% higher than the previous forecast. NPD DisplaySearch has also increased the area demand forecast from 2013 to 2018 to account for increased 40"+ LCD TV demand. Market share for 40"+ panels is also growing; in 2015, 40"+ sizes are expected to account for 38% of total LCD TV panel demand (previously forecasted at 34%).

Figure 1. LCD TV Demand Area – Q3’11 and Q4’11 (Millions m²). Source: NPD DisplaySearch Quarterly Worldwide FPD Shipment and Forecast Report.

North America and China are the 2 largest global LCD TV markets, and consumers in these locations are adopting 40"+ LCD TVs robustly, said David Hsieh, VP, NPD DisplaySearch. "Consumers are responding to promotions to buy larger sizes. Panel makers are working to push this trend further by producing larger panels more efficiently. The increase in LCD TV area demand means more capacity consumption. This will be an important aspect in balancing TFT LCD supply/demand."

New panel sizes such as 39”, 43”, 48”, 50” and 65” are being manufactured in the same Gen 6 through Gen 8 fabs, but now offer better glass substrate utilization efficiency. TV makers are combining ultra-slim bezels, direct-type LED backlights, and other user-friendly features with attractive prices on these models. Even larger sizes such as 58"-84" can be produced with high-end features — 21:9 cinema form factor or 4Kx2K resolution — to draw consumers.

Figure 2. 40"+ LCD TV Percentage in Total LCD TV -Q3’11 and Q4’11 (Unit Basis). Source: NPD DisplaySearch Quarterly Worldwide FPD Shipment and Forecast Report.

The NPD DisplaySearch Quarterly Worldwide FPD Shipment and Forecast Report covers quarterly worldwide shipments of all major flat panel applications. With over 140 FPD producers across 10+ countries, this report analyzes historical shipments and forecast projections to provide some of the most detailed information and insights available. 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. Learn more at http://www.displaysearch.com/.

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