Total TV shipments grew worldwide by 18 percent year on year in 2010, rising to 248 million units.
Flat panels grew 32 percent in 2010 by units. However, along with the industry in general, the growth will lessen to 12 percent for all of 2011. The total TV shipment growth will see less than four percent year on year in 2011 because, according to Displaysearch, “slower price erosion cools demand in developed markets.”
Emerging markets will be the top growth drivers because there is a low level of penetration for flat panel TVs in the household. But in Western Europe, North America and Japan where the penetration is high at about 60 percent, the growth rate has to slow down.
The top TV for 2010 is LCDs, and will account for roughly 84 percent of all shipments in 2011. CRT TVs continue to die a death, and will be replaced by LCDs worldwide. We can expect a 13 percent increase on shipments for LCDs in 2011, up from 192 million last year to 217 million this year.
Of LCD TVs, backlights will take the lion’s share, making up 50 percent of those shipped during 2011 and finding a place in a larger number of screen sizes, particularly in the high end, 40″ plus territory. Similarly for those high performance tellies, 120Hz and higher refresh rates will make up 60 percent of TVs with 40″ plus screen sizes.
3D TVs will achieve high penetration, says DisplaySearch, simply because they will ship as default. While 3D made up only 10 percent of Q4 2010 TV revenues at 2 million units, by 2014 it should rise to 50 percent of revenues and 100 million units worldwide.
Plasma TV enjoyed a surprising comeback, with shipment growth up from -1.5 percent in 2009 up to 30 percent in 2010. That’s because people were after a bargain. But it won’t last, with DisplaySearch expecting growth to “slow considerably” for the first quarter 2011 and decline again in the second half.