The Japan Electronics and Information Technology Industries Association (JEITA) latest numbers show Japan’s domestic TV market experienced its first decline in seven months in January 2025. Overall shipments dropped by 5.4% YoY to 335,000 units. This contraction is largely attributed to soaring prices, which have diminished consumers’ purchasing power and, consequently, the demand for TVs below 50 inches. The smaller screen categories are hit hardest, with models below 29 inches declining by 8.1% to 38,000 units and 30–39‑inch models falling by 18.6% to 69,000 units.
| January 2025 (in thousands) | Units | % YoY |
| Flat-panel-display TVs | 335 | 94.6 |
| Screen sizes less than 29 inches | 38 | 91.9 |
| Screen sizes from 30 inches to 39 inches | 69 | 81.4 |
| Screen sizes 40 inches to 49 inches | 96 | 94.5 |
| Screen sizes 50 inches to 59 inches | 94 | 103.7 |
| Screen sizes 60 inches and above | 39 | 106.1 |
| 4K TV | 166 | 93.7 |
| Hybridcast TV | 199 | 95.9 |
| OLED TV | 20 | 50.3 |
The larger screen segments show a more positive trend. Shipments of models above 60 inches increased by 6.1% YoY to 39,000 units, while 50–59‑inch models grew by 3.7% YoY to 94,000 units. Shipments of 4K TVs fell by 6.3% YoY to 166,000 units, marking the third consecutive month of decline. Despite this drop in volume, 4K TVs accounted for 49.4% of total shipments and generated sales of 22.5 billion yen ($161 million), making up 78.7% of the overall sales value in this segment. OLED TVs, however, saw a drastic decline of 49.7%, with shipments halved to 20,000 units, a five-year low, accompanied by sales of 4.5 billion yen ($32 million).
