While overall demand for the dominant category of LCD TVs within home video is set to further increase over 2021 offering affordability and diversity, the rate of retail volume growth will remain significantly slower compared to pre-pandemic levels due to lingering price sensitivity amongst some Ukrainians as a result of the pandemic. The preference amongst many consumers to visit store-based specialists when considering the purchase of big-ticket items has also hampered sales due to concerns over spending time in large public spaces, a trend which is set to further reduce demand through electronics and appliance specialist retailers and support further share gain for e-commerce which offers more competitive prices and the convenience and perceived safety of home delivery.
The smaller category of OLED TVs is predicted to demonstrate the fastest retail volume growth in 2021 within home video. Despite its much higher than average price points, OLED TVs are becoming increasingly affordable as the average unit price continues to fall in line with rising competition within the category.
Home video remains a fairly consolidated competitive landscape in Ukraine with Samsung Electronics Ukraine TOV set to retain its overall leadership in 2021 due to its strength in the largest retail volume category of LCD TVs. The player has continued to invest in the category through its new generation of Samsung models which claim to offer picture advancement and design overhauls.
Home video driven by televisions is predicted to see stronger growth momentum from 2022 onwards, as consumers regain their purchasing confidence once the threat of the pandemic wanes, resulting in a return to higher penetration of televisions within Ukrainian homes. This is likely to encourage the more frequent replacement of old televisions with larger screens for enhanced viewing or models with smart functionality which will allow them to download and stream digital content.
OLED TVs is predicted to demonstrate the most impressive performance in terms of retail volume growth over the forecast period due to a combination of growing affordability as the average unit price is set to further decline and strengthening consumer sentiment. The latter factor will result in a greater willingness amongst Ukrainians to invest in high-quality screens which enhance their viewing and entertainment experience.
Despite further dynamic growth for OLED TVs, LCD TVs will continue to dominate overall demand for home video in Ukraine due to offering a wide range of models and greater affordability in comparison. Nevertheless, the average unit price of LCD TVs is set to further rise over the forecast period in line with the increasing offer and demand for larger screen sizes of 40+ inches.
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Understand the latest market trends and future growth opportunities for the Home Video industry in Ukraine 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.
If you're in the Home Video industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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