Rapid growth earlier in the review period continues to limit demand for new TVs in Denmark. This can be attributed to the shift from the analogue system, which encouraged consumers to increase expenditure on TVs up to 2016, when the change took place.
OLED TVs are projected to continue to show strong volume growth over the forecast period. Consumers often wait until sales campaigns such as Black Friday to purchase OLED TVs at a much cheaper price as these products are comparatively more expensive.
With Danes increasingly streaming TV shows and films through websites such as Netflix, HBO Nordic, Viaplay, HBO and national TV services, they are less inclined to purchase DVDs and Blue Ray discs. Consequently, BD and DVD players are set to see a further decline in sales and be phased out from the marketplace in the near future as there is little incentive for consumers to purchase these goods due to the substitution effect.
Samsung remains the leading player within home video in Denmark. The company’s success can mainly be attributed to its strengths in LCD TVs and recent focus on high-end QLED TVs, which are competing with new OLED technology.
New players are projected to further challenge LG’s dominant position in OLED TVs, with companies such as Panasonic, Sony and Philips recently releasing a large range of models in this category. However, the overall leader in TVs, Samsung, is still restricted by a patent prohibition and has therefore yet to release its own OLED TV range.
Bang & Olufsen remains the only Danish player with a significant retail volume share within home video. The brand has premium high-quality positioning, offering a sleek minimalistic design that benefits from strong consumer awareness and a reputation for quality in Denmark.
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Discover the latest market trends and uncover sources of future market growth for the Home Video industry in Denmark with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Electronics market research database.