Global TV Shipments Up 17% to Reach 247 M. Units in 2010: DisplaySearch

Global shipments of TVs in 2010 totaled over 247 million units, a staggering 17% increase from 2009 and the best growth seen since the start of the flat panel TV transition, according to DisplaySearch.

LCD continues to dominate TV shipments worldwide, accounting for at least half of all TV shipments in all regions except Asia Pacific, the major display market research firm. Even with the strong demand growth for LCD TVs worldwide, shipments have been lower than manufacturers expected, and the resulting rise in global LCD TV inventory during the third quarter of 2010 has led to more vigorous price erosion during the fourth quarter of 2010.

LCD TV shipments are expected to rise from 190 million in 2010 to 215 million in 2011, although an increase in the rate of average selling prices ASP erosion would lead to the first ever revenue decline in the LCD TV category, DisplaySearch said.

Japan was the spotlight market for LCD TV growth in 2010, with LCD TV shipments totaling 22.6 million units, an increase of 80% from 2009 due to the Eco-Points stimulus program Eco-Points is an environmental reward program designed to encourage people to participate, donate and purchase items that benefit environmental groups That program will end in 2011, so shipments are expected to fall sharply.

European shipments were fairly robust in 2010, but growth would fall from double- to single-digit rates over the next few years, DisplaySearch said. Also a first in 2011, emerging regions will overtake the developed regions Japan, North America, and Western Europe in total LCD TV unit volume as the growth focus shifts to countries with lower flat panel TV penetration.

The market research firm also pointed out that in 2011, LED-backlit models are expected to account for the majority of LCD TV shipments worldwide as manufacturers continue to transition away from fluorescent backlights.

Plasma TV demand continued to be very robust in 2010, helped by the fact that consumers are still looking for strong value and plasma TV has maintained its rate of price decline. Plasma TV shipments exceeded 18 million units in 2010, a 28% increase from 2009, when shipments actually declined year-on-year YoY