Demand for big-screen TVs surged in the third quarter with 4K sets accounting for almost 44% of TV shipments, a new record, according to IHS Markit.
Global shipments of 60-inch and larger TV screen sizes increased by more than 40% year-on-year in Q3, with even stronger growth in North America and emerging markets, according to the study.
This coincided with price-drops to new lows for 65-inch and 75-inch TVs. Prices of 65-inch 4K LCD TVs fell to an average of US$1,110 in North America during the third quarter, from US$1,256 in the previous quarter.
In China, the average price of a 65-inch TV was even lower at US$928, after falling below US$1,000 in the second quarter.
“Each year during the holiday shopping season, brands and retailers try to push ever larger screen sizes to keep revenues growing and encourage adoption of value-added features like 4K and smart TV,” said Paul Gagnon, research and analysis executive director, IHS Markit.
“This year, there’s higher interest in 65-inch 4K TVs for many of the key promotional deals, leading to less focus on smaller screen sizes under 50 inches.”