This is one of the puzzles of the Covid-19 crisis. Initially, the impact on the television market was expected to be negative. In April 2020, the Omdia firm predicted an 8.7% drop in sales in 2020 compared to 2019. In the end, the market will certainly have modest but positive growth of 1.1%, to 225.4 million euros. televisions. It is even the best result recorded since 2013, underlines Omdia.
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More time at home
“Consumers were locked in their homes for long periods of confinement, reminds L’Usine Nouvelle Paul Gray, analyst at Omdia. As a result, home entertainment was much more valuable to them and they no longer just spent on buying televisions, but also on services such asAmazon Prime and Netflix. With less travel for work and play, they had more time to spend on home entertainment and money to spend. Personally, I haven’t refueled my car for three months! “
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However, the situation remains contrasted by region. North America experienced the strongest growth, at 22.1%. It is followed by Japan (+ 11.2%), the Middle East – Africa (+ 5.6%), Eastern Europe (+ 4.5%) and Western Europe (+ 2.9%). China, on the other hand, was down 10.8%, Asia-Oceania 10.1% and Latin America 1.3%.
Rising prices for LCD screens
“China and the Asia-Pacific region fell sharply, mainly due to rising component prices and the emergence of some shortages, explains Paul Gray. China had boosted demand in recent years through promotions. This was not possible in 2020 due to the rising prices of LCD screens. They have soared 60 to 100% compared to the end of 2019. Chinese brands have also diverted rare components to regions deemed more profitable. “
Corean people Samsung and LG maintain their number one and number two positions in the market. But Chinese manufacturers, who gained the upper hand in 2019, are consolidating their lead by increasing their share of the world market to 34.4% in 2020, ahead of the Koreans (33.4%) and the Japanese (10.5%). Five Chinese are enthroned in the World Top 10: TCL, Hisense, Xiaomi, Skyworth et TPV Technology.
The world’s top 10 TV sellers (source : Omdia)
|
Quantity Share |
Year |
||
|
Brand |
2018 |
2019 |
2020 |
|
Samsung |
18.7% |
19.8% |
21.9% |
|
LGE |
12.2% |
12.2% |
11.5% |
|
TCL |
8.0% |
9.2% |
10.7% |
|
Hisense |
7.2% |
7.8% |
8.9% |
|
Xiaomi |
4.3% |
5.8% |
5.6% |
|
5.3% |
4.5% |
3.9% |
|
|
Skyworth |
4.2% |
4.6% |
3.9% |
|
AOC/TP Vision |
4.1% |
3.8% |
3.4% |
|
Vizio |
2.8% |
2.9% |
3.3% |
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