Market Insight

CES 2016: TV features advance as Chinese companies expand presence

January 19, 2016

Hisakazu Torii Hisakazu Torii Research and Analysis Executive Director, TV, Consumer Electronics and Devices

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  • Chinese brands, not only the traditional six major brands of Changhong, Haier, Hisense, Konka, Skyworth, and TCL but also emerging brands such as LeTV, continue to expand their presence and size of their booths at CES every year.
  • Even though there is still a difference in picture quality and some advanced specifications, trends point to a transition of the TV industry from Japan to Korea then to China in the near future.
  • There were only two Japanese brands, Sony and Panasonic, at CES. However, TVs were not their major products. Sharp and Toshiba withdrew from CES this year.


  • 4K TVs were everywhere. There is a clear trend toward 4K and 4K+HDR
  • In the area of OLED TVs, Chinese brands increased the number of products they exhibited.
  • From a design perspective, many brands announced Ultra-Thin products (around 10mm thickness or less). Chinese brands increased the number of curved TVs they exhibited.
    • Due to Samsung’s movement toward Ultra-Thin products, use of LED edge backlighting will increase again.
    • There are two possible approaches for TVS: one is to pursue thinner designs and the other is to develop propriety technology to implement local dimming for HDR.
  • 8K TV will take more time to develop in regions such as the US due to high hurdles such as lack of content and distribution systems.
  • Smart TV has seen penetration in the U.S. increase dramatically since Q4’15.

Read more about this topic in the IHS Special Report: Displays at CES 2016

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