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Modest growth expected for TV market next year

Posted: 16 Nov 2011 ?? ?Print Version ?Bookmark and Share

Keywords:LCD TV shipment? TV market? supply chain?

According to the latest market data from WitsView, the total global LCD TV shipments of LCD TV brand vendors and TV SI makers this year will reach about 201 million units, increasing by seven percent YoY. Taiwan's TV SI shipments are forecast to approach 45 million units this year, accounting for 22.4 percent of the worldwide market.

Consumer spending and corporate profitability across the globe have been affected by the earthquake in Japan, inflationary pressures, worsening credit crisis in Europe and the U.S. and tightening of capital toward SMEs by the Bank of China. The overall LCD TV market supply chain is expected to encounter mounting difficulties in the near future, mainly due to the above factors as well as the scheduled end of both China's home appliance subsidy program in rural areas next year and Japan's consumer voucher program. This will be aggravated by the impending conclusion of the global surge of TV replacement, originally spurred by the analog to digital TV conversion.

For next year, the aggregated LCD TV shipment is currently forecast to hit 221.5 million units, up by 10 percent YoY.�Taiwan's TV SI shipment is projected to grow to 60-62 million next year, further increasing their global market share to 27-28 percent.

TV shipment

2011 and 2012 Global and Taiwan main TV Sis' annual shipment target (unit: million-Pcs) (Source: WitsView)

Burrell Liu, research director at WitsView, said the credit crisis in Europe and the U.S. has been a key reason behind the conservative shipment figures posted by global LCD TV brand vendors in 1H11. Despite a 19 percent quarterly shipment growth in 3Q11, the positive effect on the overall panel supply chain will be limited, as the brand vendors decreased their annual shipments for the year. In 4Q11, with the Chinese Lunar New Year not too far away, a global LCD TV shipment is expected to grow by 10-13 percent QoQ.

In terms of the major vendors' performance this year, Sharp mostly concentrated its sales in the Japan market. Meanwhile, Toshiba witnessed weakening sales this year, where it focused mainly in Japan and Europe. Sony has sales regions across Europe, the U.S. and Japan. However, the regions' sluggish demand, Sony's slow marketing strategy responses have both taken toll on its financial results and rendered its annual shipment target fall to 20 million units, a seven percent drop from the original forecast.

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