The Marketing Minute: Marketing With Layers
The Right Approach: Electro-Tek—A Williams Family Legacy, Part 1
It’s Only Common Sense: If You’re Not Differentiated, You’re Dead
Global TV Shipments to Fall Below 197 Million Units for the First Time in 2023, Slight Growth of 0.2% Expected in 2024
November 29, 2023 | TrendForceEstimated reading time: 2 minutes
TrendForce’s latest research indicates that despite a decrease in the CPI in Europe and the US this year, consumer budgets are still constrained due to the current high-interest-rate environment, and the real estate bubble in China has suppressed TV demand. Moreover, a significant increase in TV panel prices this year has led brands to scale down promotional events, resulting in a decline in global TV shipments to 197 million units in 2023—a YoY decrease of 2.1%.
TrendForce points out that TV shipments have shown QoQ growth this year. However, the traditional peak Q4 season only saw a growth rate of 4.7%. With just 54.55 million units shipped and an overall decline of 1.7% YoY, this marks the lowest in nearly a decade of both growth momentum and shipment volumes.
Since the easing of the pandemic in Europe and the US in 2H21, there has been a noticeable reduction in Q4 TV shipments in both 2022 and 2023. This suggests that the demand for TVs has been prematurely depleted, with changes in consumer habits and economic uncertainty further hindering shipment growth.
Top five brands’ market share projected to increase by 1.7 percentage points, Hisense and TCL emerge as biggest winners
Samsung Electronics continues to lead in TV shipments this year, with an estimated 36.3 million units—a 9.8% decrease YoY and a significant market share reduction of 1.2 percentage points to 18.5%. Affected by high inflation in Europe and America, Samsung faced challenges in shipping mid to high-end products, with a decline in shipments of 8K, Mini LED, and QLED TVs. However, QD OLED TVs, supported by the group’s SDC panels, have experienced a 153% increase in shipments to 890,000 units, boosting Samsung’s OLED TV market share to 16.6%.
Hisense and TCL, ranked second and third, have achieved shipments of 27 million and 26.2 million units, up 12.4% and 16.3% YoY, respectively. Both Chinese brands have successfully raised their shipments volumes and market shares through low-cost export market strategies and localized production. Conversely, LG Electronics faced a downturn in OLED TV sales, with a nearly 30% YoY decline, leading to a 7.4% decrease in overall shipments to 22.91 million units.
TV demand unclear for 2024, shipment volumes remain variable
In 2024, TV manufacturers aim to improve profitability by increasing the proportion of large-sized products and accelerating the phasing out of loss-making models. The Paris Olympics and UEFA Euro 2024 are expected to support a slight growth of 0.2% in global TV shipments to 197 million units next year.
However, as panel makers adopt production and pricing control strategies, TV panel prices are unlikely to fall below cash costs. TrendForce believes this will restrict the growth of generic brands and pose a significant challenge to any substantial increase in global TV shipments. Moreover, if the global economy worsens due to geopolitical conflicts or other unforeseen factors, there is a potential risk of a decline in total TV shipments for 2024.
Share on:
Testimonial
"Our marketing partnership with I-Connect007 is already delivering. Just a day after our press release went live, we received a direct inquiry about our updated products!"
Rachael Temple - AlltematedSuggested Items
Curtiss-Wright to Supply Turret Drive Stabilization Systems for U.S. Army XM30 Combat Vehicle Prototypes
10/16/2025 | BUSINESS WIRECurtiss-Wright Corporation announced that it has been selected by American Rheinmetall to provide its Turret Drive Stabilization System (TDSS) for the prototype phase of the U.S. Army’s XM30 Combat Vehicle (CV) program, which was recently approved to advance to Milestone B, the Engineering and Manufacturing Development (EMD) phase.
Episode 6 of Ultra HDI Podcast Series Explores Copper-filled Microvias in Advanced PCB Design and Fabrication
10/15/2025 | I-Connect007I-Connect007 has released Episode 6 of its acclaimed On the Line with... American Standard Circuits: Ultra High Density Interconnect (UHDI) podcast series. In this episode, “Copper Filling of Vias,” host Nolan Johnson once again welcomes John Johnson, Director of Quality and Advanced Technology at American Standard Circuits, for a deep dive into the pros and cons of copper plating microvias—from both the fabricator’s and designer’s perspectives.
American Standard Circuits Achieves Successful AS9100 Recertification
10/14/2025 | American Standard CircuitsAmerican Standard Circuits (ASC), a leading manufacturer of advanced printed circuit boards, proudly announces the successful completion of its AS9100 recertification audit. This milestone reaffirms ASC’s ongoing commitment to the highest levels of quality, reliability, and process control required to serve aerospace, defense, space, and other mission-critical industries.
Imec Launches 300mm GaN Program to Develop Advanced Power Devices and Reduce Manufacturing Costs
10/13/2025 | ImecImec, a world-leading research and innovation hub in nanoelectronics and digital technologies, welcomes AIXTRON, GlobalFoundries, KLA Corporation, Synopsys, and Veeco as first partners in its 300mm gallium-nitride (GaN) open innovation program track for low- and high-voltage power electronics applications.
Renesas Powers 800 Volt Direct Current AI Data Center Architecture with Next-Generation Power Semiconductors
10/13/2025 | RenesasRenesas Electronics Corporation, a premier supplier of advanced semiconductor solutions, announced that it is supporting efficient power conversion and distribution for the 800 Volt Direct Current power architecture announced by NVIDIA, helping fuel the next wave of smarter, faster AI infrastructure.