For LCD TV Sets, New Sizes are Gaining Ground

As consumer electronics manufacturers continue to roll out TV sets with non-traditional sized screens, the market has embraced the trend.

According to new research from NPD DisplaySearch, new models focused on 28-inch, 29-inch, 39-inch, 43-inch, 48-inch, 50-inch, 58-inch and 60-inch displays accounted for 12 percent of total LCD TV panels shipped in the third quarter.

That’s a rapid share gain, after adding 5 percent in the first quarter and 8 percent in the second.

NPD DisplaySearch forecasts that the share of these new sizes will stabilize in the fourth quarter, despite the holiday uptick in TV sales, before claiming 15 percent of the market sometime in the first half of 2013. That’s based on panel makers’ shipment plans.

“Improvements in glass efficiency and process technology have helped to expedite panel makers’ adoption of these new sizes,” according to David Hsieh (News - Alert), vice president of the Greater China Market for NPD DisplaySearch. “The real growth factor, however, will be driven by TV brands’ ability to differentiate their products by offering larger TV size options at prices that are still reasonable to the consumer.”

NPD DisplaySearch noted that these new LCD TV sizes were first launched by Taiwanese panel makers such as Chimei Innolux and AUO to maximize value and output after new capacity was installed. Korea and China-based panel makers such as LG Display and ChinaStar have started production of new sizes as well however.

In terms of which TV-makers are making good, as it were, the research firm noted the following market leaders by size:

• 28”: Haier, Konka, Samsung, TCL, Vestel
• 29”: Changhong, Funai, Hisense, Kinka, LGE, Sharp, Skyworth, TCL, Toshiba (News - Alert), AOC, Vizio, Xoceco
• 39”: AOC, Insignia, Changhong, Funai, Grundig, Haier, Hisense, Konka, Panasonic, Philips, Samsung, Sanyo (News - Alert), Sharp, Skyworth, TCL, Toshiba, Vestel, Vizio, Westinghouse
• 50”: AOC, Insignia, Changhong, Funai, Grundig, Haier, Hisense, Konka, LGE, Panasonic, Philips (News - Alert), Samsung, Sanyo, Skyworth, Sony, TCL, Toshiba, Vestel, Vizio, Westinghouse
• 58”: Hisense, Konka, Sanyo, TCL, Toshiba, AOC, Xoceco

“These new sizes have also helped to leverage the existing LCD TV panel supply and provide additional expansion opportunities for panel manufacturers,” Hsieh added.