North America Overtakes Europe; Samsung #1 in Units and Revenues for the First Time
DisplaySearch, the worldwide leader in display market research and consulting, has released Q3’06 worldwide LCD TV shipments and revenues by brand, region, size and resolution for 45 different LCD TV brands as part of its Quarterly Global TV Shipment and Forecast Report.
Global LCD TV unit shipments jumped 99% Y/Y and 15% Q/Q to a record high 10.8 million units and 24% of the worldwide TV market, up from 22% in Q2’06. LCD TV shipments rose slightly faster than expected, with results exceeding DisplaySearch’s forecast by less than 1%.
Sequentially, regional growth was led by China up 66% followed by North America which rose 35%. Europe suffered a 5% decline as a result of inventory growth after World Cup demand failed to reach expectations. With Europe struggling, pricing pressure increased, which contributed to faster than expected growth in North America, enabling North America to overtake Europe for the first time with a 33.7% to 33.6% unit share advantage. Despite Europe’s struggles in LCDs, its decline was even greater in CRTs, enabling LCD TVs to overtake CRT TVs for the first time on a sell-in basis in Q3’06.
Blended prices fell 8% Q/Q and Y/Y to $1102 despite increased adoption of larger sizes and higher resolutions. The average LCD TV diagonal was up 15% Y/Y to 29″ with the 37″+ share of total LCD TV shipments rising from 19% to 23% on 35% Q/Q growth. In fact, 37″+ LCD TVs overtook 37″+ plasma TVs for the first time in Q3’06, leading in China, Europe and Japan. In addition, the 1080p share of LCD TVs doubled from 2% in Q2’06 to 4% in Q3’06 on 118% growth. With unit growth outpacing blended pricing declines, revenues rose 6% Q/Q and 84% Y/Y to a record $11.9B and 48% of the global TV market.
By brand as shown in Tables 1 and 2:
- Samsung rose from #2 in units and revenues in Q2’06 to the top position in Q3’06 on 16% and 7% unit and revenue Q/Q growth, respectively. On a revenue basis, Samsung was #1 in Europe and ROW and #2 in North America. By size category, it was #1 worldwide at 26-27″ and 32″ and was #2 in the rapidly growing 40-42″ and 46-47″ segments. It also shipped more 40″ LCD TVs than 42″ plasma TVs for the first time.
- Sharp rose from #3 to #2 on a unit basis and from #4 to #3 on a revenue basis on 23% unit and 13% revenue growth respectively. It continued to dominate the Japanese LCD TV market and was #3 in North America and #5 in Europe on a revenue basis. By size category, it was #1 worldwide at 10-14″, 20-21″, 37″ and 55″+.
- Sony fell from #1 to #2 on a revenue basis and remained #4 on a unit basis on 9% unit growth and flat revenue results. It continued to lead the North American market on a revenue basis and was #2 in Japan and #3 in Europe, benefiting from the highest emphasis on larger sizes of the top 10 suppliers with 73% of its Q3’06 volume at 32″ or larger. It was also #1 at 40-42″ and 46-47″, which were the two fastest growing segments in Q3’06.
Table 1 – LCD TV Unit Share
| Rank | Brand | Q2’06 Share | Q3’06 Share | Q3’06 Unit Growth |
| 1 | Samsung | 13.00% | 13.20% | 16% |
| 2 | Sharp | 11.70% | 12.60% | 23% |
| 3 | Philips | 13.40% | 12.20% | 4% |
| 4 | Sony | 11.60% | 11.10% | 9% |
| 5 | LGE | 7.60% | 7.00% | 5% |
| Others | 42.50% | 44.00% | 19% | |
| Total | 100.00% | 100.00% | 15% |
Table 2 – LCD TV Revenue Share
| Rank | Brand | Q2’06 Share | Q3’06 Share | Q3’06 Unit Growth |
| 1 | Samsung | 15.40% | 15.60% | 7% |
| 2 | Sony | 16.10% | 15.20% | 0% |
| 3 | Sharp | 10.80% | 11.50% | 13% |
| 4 | Philips | 11.00% | 10.10% | -3% |
| 5 | LGE | 7.70% | 6.80% | -7% |
| Others | 38.90% | 40.80% | 11% | |
| Total | 100.00% | 100.00% | 6% |
DisplaySearch’s LCD TV market intelligence including panel and LCD TV shipments, LCD TV shipments by region by brand by size, rolling 16-quarter forecasts, costs/price forecasts, design wins and supply/demand projections can be found in DisplaySearch’s Quarterly LCD TV Shipment and Forecast Report with all TV technologies covered in its Quarterly Global TV Shipment and Forecast Report. For more information on these or other reports, please contact Richard Goldman at 312-952-5679 or richard@displaysearch.com.
About DisplaySearch
DisplaySearch, an NPD Group company, has a core team of 37 employees located in North America and Asia who produce a valued suite of FPD-related market forecasts, technology assessments, surveys, studies and analyses. The company also organizes influential events worldwide. Headquartered in Austin, Texas, DisplaySearch has regional operations in Chicago, Houston, Kyoto, San Diego, San Jose, Seoul, Shenzhen, Taipei and Tokyo, and the company is on the web at http://www.displaysearch.com.
