In 2021, the pandemic has been an important factor driving sales of high-end televisions in Germany. German consumers continued to find themselves in lockdown at home, especially in the first half of the year, which encouraged listening to music and binge-watching TV series.
Samsung is expected to remain the leading brand in LCD TVs in Germany in 2021, due to innovation and a good price for the quality offered. This is also why it remains relatively far ahead of the second- and third-placed brands, Philips (TP Vision Europe) and Panasonic.
In Germany in 2021, one of the main concerns of industry players has not been demand, but supply. The fear of manufacturers of a scarcity of products is huge, especially when it comes to flagship models.
OLED TVs is expected to continue to see dynamic retail volume growth in the forecast period in Germany. As alternatives such as streaming and video-on-demand on computers become more popular and other TVs, such as OLED and QLED TVs become more affordable, LCD TVs will face stronger competition and will ultimately be overtaken in terms of volume sales by OLED TVs, although this is not expected to be within the forecast period.
Video players remain in evidence in the German market, despite strong sales declines in recent years, including during the pandemic. A reason for this is the fact that some German consumers appreciate old-fashioned products, as indicated by the return of vinyl players in home audio and cinema.
German consumers have become more quality-sensitive in almost every category, including televisions. Thus, over the forecast period German consumers will increasingly demand high-quality TVs such as OLED TVs, as well as LCD TVs which include smart options.
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Understand the latest market trends and future growth opportunities for the Home Video industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Home Video research and analysis database.
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