What They Say
The GfU released its data for the TV market in Germany in the first half of 2022 and reported that volume fell by 17% compared to 2021 at 2.3 million sets. The ASPs increased by nearly nine per cent to around €706, so value was down by 10% to €1.6 billion. OLEDs were up in share from 8% to 13% at 295K units and €460 million (29% up from 22% share by revenue).
Large TVs of 50″ and above remained constant in share at 55% of OLEDs, but slightly down at 73% of all TVs from 74% in 2021.
What We Think
If I was still running a TV market research business, I would be really trying to dig into the question of TV diagonals. They have been steadily increasing every year for more than a decade (since the arrival of LCDs) but this is the second time I have seen data that suggests that the trend is slowed or stopped. Whether that trend is just because of temporary economic issue or a question of TVs now being ‘big enough’ for most people could be very significant in the development of the Crystal Cycle this time. The increase in average size of displays has previously been a factor in reducing oversupply, even where there was not much unit growth.
Product managers in other countries like the US must look at the €706 ASP and salivate! (BR)
