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Strategy Briefing

Televisions in 2020: Can Ultra High Definition Revive the Market

35 pages, Mar 2016

US$1,325

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About This Report

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Sales of TVs are projected to remain stagnant as consumers change their media consumption behaviour. Laptops, tablets and smartphones are fast becoming the screens of choice instead of TVs. Will the TV become obsolete or will smart TVs or ultra high definition revive its fate?

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Prices are stabilising

Consumers are buying fewer TVs but are willing to pay for larger-screened replacements or models with better features such as ultra HD and/or smart TVs.

Emerging markets driving sales

Demand for TVs in emerging markets is still growing, offsetting the decline in demand in developed markets.

TV is evolving to suit consumers’ changing lifestyle

Manufacturers are investing heavily in next generation displays such as OLED, new innovations such as ultra HD and continuously improving existing LCD panels.

TV is still a trusted source of information

Companies are still spending heavily on TV advertising as consumers still view TV commercials as a trusted source of information.

Cord cutting does not mean not watching shows

Consumers are ditching their cable/satellite subscriptions and watching more shows online. The advent of smart TVs allowed consumers to watch online shows on a significantly larger screen (as compared to tablets and laptops).

Ultra HD TVs an easy upsell

Ultra HD resolution promises more pixels, and improved picture quality is an easy sell to consumers as compared to 3D.

OLED holds promise but not in the near future

The difficulty mass-producing OLED panels for large-screened TVs and the high investment costs mean that many companies would rather invest in improving existing LCD panels.

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Introduction

Scope

Key findings

Constant Evolution

Pressure to sell is restricting value growth

Sales of LCD TVs largely dependent on emerging m arkets

TVs still an important revenue contributor

Smartphones sales dwarf all other products

A constant state of evolution

Ultra HD to help boost price of TVs

Victims of evolution

Consumer Preferences

Adspend on TV stable despite surge on online advertising

TV commercials still a key influencer

Cord cutters are not ditching TVs

Online movies gaining popularity

PlayStation and Xbox drive demand for TVs

Innovation in Televisions

New lease of life for ageing LCD TVs

LCD TVs dominates the market

LED TVs leading the way

3D fails to lift sales of TVs

Smart TVs connect with consumers

OLED TVs to suffer same fate as plasma TVs?

Ultra HD is an easy sell: More is better!

Ultra HD still lags smart TV in sales

Winner and losers

King of the Living Room

TV is not dead: Still has sentimental value to consumers

Old but gold

T V a vital cog in seamless viewing experience

TVs in 2020

Report Definitions

Data parameters and report definitions (1)

Data parameters and report definitions (2)

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Megatrends

Strategy Briefing

Televisions in 2020: Can Ultra High Definition Revive the Market

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Prices are stabilising

Emerging markets driving sales

TV is evolving to suit consumers’ changing lifestyle

TV is still a trusted source of information

Cord cutting does not mean not watching shows

Ultra HD TVs an easy upsell

OLED holds promise but not in the near future

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Constant Evolution

Pressure to sell is restricting value growth

Sales of LCD TVs largely dependent on emerging m arkets

TVs still an important revenue contributor

Smartphones sales dwarf all other products

A constant state of evolution

Ultra HD to help boost price of TVs

Victims of evolution

Consumer Preferences

Adspend on TV stable despite surge on online advertising

TV commercials still a key influencer

Cord cutters are not ditching TVs

Online movies gaining popularity

PlayStation and Xbox drive demand for TVs

Innovation in Televisions

New lease of life for ageing LCD TVs

LCD TVs dominates the market

LED TVs leading the way

3D fails to lift sales of TVs

Smart TVs connect with consumers

OLED TVs to suffer same fate as plasma TVs?

Ultra HD is an easy sell: More is better!

Ultra HD still lags smart TV in sales

Winner and losers

King of the Living Room

TV is not dead: Still has sentimental value to consumers

Old but gold

T V a vital cog in seamless viewing experience

TVs in 2020

Report Definitions

Data parameters and report definitions (1)

Data parameters and report definitions (2)

Why buy this report?

Want to find out more about this report?

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