A negative perspective is expected in volume terms over the forecast period, when compared to the review period, as a considerable number of consumers replaced their old televisions sets in 2020-2021 during the time of pandemic lockdowns. However, as consumers increasingly return to out-of-home activities and lifestyles, back to offices and to schools, in-home entertainment loses its relevance in turn.
Manufacturers are, however, expected to continue to invest in innovation and premiumisation to continue to drive sales. Despite the expected volume declines, value growth will be supported by higher-income consumers seeking to further update their models for larger screens and higher definition options.
As more brands reinforce their positions in the category, Chinese brands such as HiSense (Hisense Electronic Iberia SL), Xiaomi (Xiaomi Technology Portugal Unipessoal Lda) and TCL (TCL Europe) are expected to compete based on price points. Whilst holding notably smaller shares than the leading, big-name players, the strategy of offering good quality, large screen TVs for lower prices, means these Chinese brands will appeal to lower-income consumers – particularly so during an uncertain economic climate.
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Understand the latest market trends and future growth opportunities for the Home Video industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home Video includes televisions and video players.See All of Our Definitions
This report originates from Passport, our Home Video research and analysis database.
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