Despite the handouts, total TV shipments are still projected to decline slightly to near 200M units worldwide, LCD TV is still poised for unit growth.
DisplaySearch has raised the forecast for 2009 worldwide LCD TV sales from 120 million to 127 million units, as LCD takes share from CRT at a faster pace and the global TV market hurries along in the transition to flat panel technologies.
Despite this, LCD TV revenues are still projected to decline about 6% in 2009 due to price erosion.
LCD TVs
DisplaySearch's 2009 LCD TV unit forecast is increased from 120 million units to 127 million units, a 21% growth over 2008 and a 63% share of global TV shipments. The 2009 revenue outlook was increased from $66B to $76B, primarily based on rising LCD panel costs since April that will drive slower ASP erosion in the second half of 2009.
"This is good news for global LCD TV revenues overall, but could have a negative impact on demand in developed markets, where consumers are more sensitive to sales promotions and prices" noted Paul Gagnon, Director of TV Research. "Still, emerging markets offer tremendous growth opportunity, even at current price levels, and the slower ASP declines shouldn't have a strong impact on rising demand."
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According to Vice President of TV Market Research Hisakazu Torii, "The shift to higher frame rates is critical to LCD TV manufacturers for increasing both performance and profitability, especially considering the rapid pace of commoditization in the category." 100Hz frame rate models will account for 29% of LCD TV revenues worldwide in 2009, while 200 Hz will grab about 5% of revenues. By 2013, 100 Hz will account for 31% of LCD TV revenues, while 200 Hz accounts for more than 20%."
