TV Sales Rise 3% in Europe, but ASPs Fall

Market research by GfK, published by Germany’s Association for Consumer and Communication Electronics (GFU), shows that TV set sales in Western Europe rose 3.2% YoY in 2014. Unit sales exceeded 34 million units, while revenues rose 0.2% to €16.3 billion.

As seen from the difference in unit and revenue growth, the average TV sale price fell last year. GfK’s data shows a 3% fall, to €477, across Western Europe. In Germany the ASP was down 4.8%, to €556 – but, despite the fall, is still the highest ASP in the region, due to German consumers’ fondess for large sizes and added value features.

Smart TV sales were up last year, to more than 15 million – an 18.5% YoY increase. Smart TV revenues reached €11.2 billion, up 10.2%. These sets had a 44% share of the total TV market across the region, and a 57% share in Germany.