China drives 4K LCD TV demand

Shipments of 4K LCD TV grew nearly 400 per cent year-over-year to reach 4.7 million units worldwide in the first quarter (Q1) of 2015. Volume barely dropped from the seasonally strong fourth quarter (Q4), with especially strong demand in China during the Chinese New Year holiday season, according to IHS. However, growth for the rest of the TV market was not as robust in Q1. Overall TV shipments, including LCD, plasma, OLED and CRT, fell 2 per cent year-over-year, while LCD TV shipments rose just under 3 per cent.

The latest IHS Quarterly Global TV Shipment and Forecast Report notes that the slowdown in overall growth has not seriously affected the 4K TV segment, which continues to benefit from falling price premiums, expanded selection and growing content availability. 4K TV shipments to China increased by 244 per cent year-over-year to more than 2.6 million units in Q1 2015.

Availability of 4K TVs is primarily limited to screen sizes larger than 40in, where the benefit can be most clearly observed, and also in regions where consumers are more willing to spend a premium to upgrade. Overall, 9 per cent of all TV shipments in Q1 2015 were 4K TVs, but when looking at larger screen sizes, the share of shipments rises significantly. More than 31 per cent of 50in and larger TVs were 4K TVs.

Based on revenue, Samsung Electronics was the top brand shipping 4K TVs in Q1, accounting for more than 32 per cent of worldwide 4K TV sales, which is down slightly since Q4 2014. Even so, the strong seasonal shift to China meant that Chinese brands gained share during the quarter, owing to their relatively high mix of 4K TVs. Collectively, 4K TV accounted for 16 per cent of Chinese brands' TV shipments in Q1. By comparison, 4K TV accounted for 11 per cent of Samsung's TV shipments during the quarter. Fellow South Korean brand LG Electronics was the second-largest 4K TV brand in Q1, with a revenue share of 15 per cent, followed by Hisense, Sony and Skyworth.