Global LCD-TV shipments will rise to 173.3 million units in 2010, up 20.9 percent from 143.4 million in 2009. While still a strong rise, growth will be down significantly from the 39.1 percent increase in 2009, primarily due to saturation in the mature markets.
LCD-TV shipments suffered a sequential decline of 20.2 percent in the first quarter because of the normal seasonal slowdown. Shipments in the second quarter then advanced by a tepid 3 percent. However, growth will accelerate to 14.9 percent in the third quarter and to 17.9 percent in the fourth quarter.
“Sequential demand growth for LCD-TVs slowed in the second quarter as rising economic uncertainty, slower price declines and mounting consumer caution took a toll on sales,” said Riddhi Patel, director of television systems at iSuppli. “In contrast, sales in the second half will strengthen as brands slash prices aggressively on new sets with advanced features like LED backlighting, Internet connectivity, 3-D display and 120/240Hz refresh rates.”
Slow LCD-TV sales in the first half contributed to a buildup of inventories in panels and finished sets. Despite an unusual rise in LCD-TV set pricing in July in the United States, prices worldwide are set to decline in the third and fourth quarters, as the supply chain strives to reduce stockpiles.
LCD-TV shipment growth will vary widely by region in 2010.
The mature North American and Western European markets will expand by only 1 percent and 8.9 percent, respectively, in 2010.
In contrast, the large China market will soar by 34.1 percent as government stimulus efforts spur consumer spending. And in Latin America, sales are growing rapidly as LCD-TVs become increasingly affordable for consumers. Led by Brazil, Latin America shipments are projected to soar by 55.1 percent.
Sizing Up LCDs
Shipments of 32-inch LCD TVs had been expected to remain stable this year. However, iSuppli is now expecting growth because of increased focus from brands on LED-backlit models as well as multi-format support.
By contrast, the 50-inch and larger sizes have seen a greater slowdown in shipments than initially forecasted, owing to a slowdown in the mature markets as well as to concerns surrounding consumer spending.