Global TV Shipments Up 15% to 77.6 M. Units in Q4, 2010: DisplaySearch

Taipei, March 8, 2011 (CENS)--Global TV shipment growth improved in the fourth quarter of 2010 after falling sharply in the third quarter of last year, rising 15% year-on-year (YoY) to a record 77.6 million units, according to DisplaySearch latest data.

The improvement in annual growth rate, which had fallen to 9% YoY in the third quarter of 2010, the major display market research firm said, could be attributed to improved growth in developed markets, particularly North America, which had experienced a substantial slowdown during the first half of the year. China was the only region to decline in the fourth quarter, falling 2% YoY as a significant decline in cathode-ray tube (CRT) TV shipments more than offset growth of LCD and plasma.

For the first time since the first quarter of 2010, LCD TV had stronger YoY growth than plasma TV, as prices for LED-backlit LCD TV models fell a little faster—increasing LED share to 30% for the first time. Prices for standard cold cathode fluorescent lamps (CCFL)-backlit LCD TVs also fell a little more quickly because panel price declines upstream in the supply chain worked through to retail prices. Plasma TV growth continued to be quite positive, rising 20% YoY, although there are signs that the growth rate is starting to slow as LCD TV prices have become competitive at several key sizes, particularly 42-inch. Global CRT TV shipments continue to contract at a rate of about 30% YoY each quarter, DisplaySerach said.

Based on its new research on the new 3D TV technology, DisplaySearch reported that 3D TVs accounted for about 9% of total TV revenues worldwide in the fourth quarter of 2010, and much more in certain segments, like 40-inch + 120 Hz LCD TVs, which were nearly 20% 3D in Japan.

LED-backlit LCD TVs also continued to grow share, rising to 30% of total LCD TV unit shipments for the first time, while 120 Hz and higher frame rates accounted for just under a quarter of LCD units. LED premiums are falling rapidly, dropping from more than 50% in the third quarter 2010 to less than 40% in the fourth quarter last year for 32-inch sets. This has been made possible through improvements in LED component costs and a reduction in the number of LEDs required in a given design due to improved efficiency, DisplaySearch said.

In the fourth quarter of 2010, Samsung was the No. 1 brand on a revenue basis, with a 21.2% share of total global TV revenues and a 21.4% share of global flat panel TV revenues. For the full year 2010, Samsung remained No. 1 in flat panel TV, although their share fell about a point from 2009 on growth from LGE as well as increases by Japanese brands due to the strong home market. Samsung was the No. 1 LCD TV brand in the fourth quarter, and Panasonic was the No. 1 plasma TV brand.

Q4'10 Worldwide TV Shipments by Technology (1,000 units)
Technology	Q4'10 Units	Q4'10 Unit Share	Q/Q Growth	Y/Y Growth
LCD TV	63,506	81.8%	39%	26%
PDP TV	5,662	7.3%	17%	20%
OLED TV	0.4	0.0%	159%	-1%
CRT TV	8,358	10.8%	-10%	-32%
RPTV	65	0.1%	80.6%	28%
Total	77,592	100%	30%	15%
Source: DisplaySearch Quarterly Advanced Global TV Shipment and Forecast Report