Home video continues to show positive growth in 2021, albeit at lower rates than the spikes seen in 2020. This is due to consumers spending more time at home during the era of COVID-19, with its associated lockdowns and social activity restrictions.
OLED TVs continues to show by far the strongest growth in 2021, in an ongoing trend evident across the review period and expected to continue over the forecast period. Due to carrying a high price tag, OLED TVs are considered premium, with an affluent consumer audience.
Arçelik AS maintains its company lead in home video in 2021, however in brand terms, the player’s namesake and Beko brands lose out to top-placed Vestel (Vestel Elektronik AS), second-placed LG (LG Electronics Ticaret AS) and third-placed Samsung (Samsung Electronics Istanbul Paz ve Tic Ltd Sti). Vestel also leads LCD TVs, with LG in top place in OLED TVs (as previously mentioned).
Home video is expected to fall back into declining volume figures in 2022 and remain that way over the forecast period, with the only positively performing sub-category being OLED TVs, which will continue to see strong double-digital growth. This overall decline is attributed to saturation within the category, due to a very high ownership rate across the country and, therefore, a lesser need for consumers to purchase LCD TVs.
Over the forecast period, the leading companies are set to offer innovative and technologically advanced television products in order to attract the attention of consumers in a saturated category. To this end, companies are expected to particularly invest on OLED TVs, which offer better luminosity and higher brightness levels.
Competition is also set to heat up between domestic and international companies over the forecast period. Local players such as Arçelik AS (with its Arçelik, Beko and Grundig brands) and Vestel Elektronik AS (with Vestel) are expected to remain as the top companies, thanks to their high shares under LCD TVs and their growing presence in OLED TVs.
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Understand the latest market trends and future growth opportunities for the Home Video industry in Turkey 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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