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65-inch now 'TV size of choice' in North America

16 Jul 2019 | Rasmus Larsen |

The TV size of choice in North American living rooms is now 65 inches, according to analyst company WitsView. Prices for 65 and 75-inch TVs are expected to drop further.

Production of large TVs on the rise

The TV size of choice in North America has moved from 55 to 65 inches, mainly due to a drastic fall in prices. That is according to a report by WitsView, a division of TrendForce.

- "Due to a drastic fall in prices for 65-inch TV sets, the TV size of choice hung in the living rooms of North American families have moved up from 55 inches to 65 inches, causing demand for 55-inch products to stagnate," said Iris Hu, analyst, WitsView.

WitsView explains that "TV brands have been engaging in preemptive stocking in 2Q due to fears of a 25% tariff to be placed", which has caused prices to fall faster than anticipated as the market has entered a phase of oversupply. Still, prices on large displays are expected to drop further due to new 10.5G and 11G production facilities coming online.

- "As BOE's Gen 10.5 Hefei line reaches full swing, and CSOT's Gen 11 continues expanding, 65-inch and 75-inch panel supply will far surpass the needs of customers, leading to only one road for 65-inch and 75-inch panel prices: reduction," WitsView said. "As for 75-inch products, CSOT had to drive prices down to appeal to customers in order to keep the flow of shipments steady after its Gen 11 line began mass production in May, causing the 75-inch market to drop by 7-9% and ASP to crash below the US $400 threshold in June."

Samsung Q9FN

With 8K resolution entering the mix in the coming years, it is hard to see the trend of ever-increasing TV sizes come to a halt anytime soon.

After 8K, the next step towards larger TVs could be modular screens made from microLED modules or even rollable TVs.

- Source: WitsView

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