TCL takes top spot among North America’s TV shipments | 4K/UltraHD | News | Rapid TV News
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China’s TCL has become the leading TV brand in the North American market for the first time in the opening quarter of 2019, with a 26.2% share of the continent’s TV shipments.

IHSmarkit china 4June2019 2TCL’s unit shipments surged by 112% year-on-year, according to IHS Markit. TCL is one position ahead of the previous holder of the top spot, Samsung. The Korean brand’s shipment share declined to 21.8%, down from 28% a year earlier.

Vizio ranked third in the North American TV shipment ranking, with a 13.7% share. TCL’s strong performance contributed to a record quarter for the North American TV market, with shipments rising nearly 30% year-on-year to reach a historic high of 9.3 million units.

In terms of revenue, Samsung maintained its leading performance, accounting for a market share of 36.9% - more than double that of any other brand. Its success reflects its focus on producing larger sized sets with higher price points, said IHS Markit.

“Amid rising concerns about tariffs arising from the US China trade dispute, TCL and other TV brands that rely heavily on China-based manufacturing have been increasing shipments dramatically,” said Paul Gagnon, research executive director at IHS Markit.

“As uncertainty mounts around a possible tariff-driven rise in costs, these brands have been bolstering shipments to protect against any potential disruption. Given that margins for TVs are relatively low compared to other consumer-electronics categories, any tariff increase would have a major impact on sales.”

Shipments were boosted by an acceleration of retail price erosion, particularly for larger sizes. The growth in shipments was, however, mostly caused by sets with screen sizes under 55 inches, said the research analysts.

The first quarter of 2019 witnessed the average price-per-inch of an LCD-TV fall below US$10 for the first time. The overall average price of a 65-inch LCD TV fell to nearly the same level as during the fourth quarter of 2018, when TV prices dropped because of holiday season sales.

The average price for a 55-inch set neared $500, lower than during the fourth quarter of 2018. As well as this high level of LCD TV ASP erosion, OLED TV shipments have now fallen year-on-year for the second straight quarter.

Global TV shipments recovered in the first quarter, registering 2.1% growth compared with a year earlier, and a 1.6% decline in the fourth quarter of 2018. The growth is “almost entirely due to the surprisingly strong shipment growth in North America,” said IHS Markit. The growth in North America offset another quarter of steep shipment decline in China and Latin America, said the analysts.

The world’s largest TV market - China - saw Xiaomi retaining its prime position for the fourth consecutive quarter, reaching a record shipment share of more than 19% in the first quarter. This, said IHS Markit, marks the highest single quarterly market share posted by any Chinese brand in China in the past six years.