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Tuesday, June 14, 2005
Global LCD TV Shipments Rise in Q1 2005


Global 10-inch and larger LCD TV shipments grew 125% Y/Y while falling 13% Q/Q to 3.15M units in seasonally weak Q1 2005, according to reports from DisplaySearch.

Driving the growth was significant reductions in prices supported by cost reductions from new fabs optimized for larger LCD production. From Q1 2004 to Q1 2005, prices for the majority of LCD TVs with size of 20" and larger fell at least 20% -- with a number of sizes experiencing 40% ASP reductions. At the same time, larger sizes continue to gain ground due to their more attractive prices enabling revenue growth to outpace unit growth, so that it rose 141% Y/Y while falling 5% Q/Q to US$4.1B. In Q1 2005, the average LCD TV diagonal was 12% larger than the Q1 2004 diagonal at 22.6", and the percentage of 30" and larger LCD TV shipments rose particularly rapidly with 254% Y/Y to achieve a 23% share, up from 15% in Q1 2004.

LCD TV demand surged worldwide, but was particularly robust in China where shipments grew 55% Q/Q and over 400% Y/Y to a record 200K units. China's share of the worldwide LCD TV market jumped from 3.6% to 6.4%, with Chinese brands occupying 67% share of the domestic market. China's TV shipments are seasonally strong in Q1 due to the March Festival, which supports the large share gains.

The European LCD TV market rose the second fastest with an upsurge of 188% Y/Y while falling only 8% Q/Q to 1.27M units. With this growth, Europe remained the largest LCD TV market, representing a 41% share of the worldwide LCD TV market, up from 38% in Q4 2004. Due to their emphasis on smaller TV sizes and desire for thinner form factors, LCD TV penetration continues to rise in Europe.

North America had the largest Q/Q decline, down 31% but rising 102% Y/Y, to 648K units and a 21% share, down from 26% in Q4 2004. The large decline in North America can be attributed to seasonal size preferences. Q4 TV buying emphasizes smaller displays, and Q1 TV buying patterns supports larger screens.

Japan remained the number two region in decline with a 26% share, down from 27% in Q4'04, on 66% Y/Y growth and a 17% Q/Q decline to 824K units. Japanese LCD TV market remained larger than North America's, and gained significant share versus other technologies in Japan in Q1 2005 due to their emphasis on form factor and smaller sizes.

In terms of growth by size, all size categories declined sequentially except for 35-39" and 40-44", which are becoming more widely available. For sizes of 10-14", 15-19" and 22-24", they all declined at least 20% sequentially due to lower prices at larger sizes along with seasonal buying habits. LCD TVs with size of 20-21" overtook that of 15-19", to become the single largest category with a 25% share, up from 23%. LCD TVs with size of 15-19" fell to second with a 21% share, down from 25%, while 30-34" LCD TVs jumped from 18% to 20%.

In Q1 2005, Sharp remained number one worldwide with a 21.0% share, down from 21.9%, as shown in Table. Sharp remained the number one LCD TV brand in North America and Japan, was the second in rest of the world (ROW), third in Europe and fourth in China. Philips remained the second, although its unit share dropped from 14.7% to 10.9%. It remained first in European market, but fell to fifth in North America. Samsung overtook Sony and nearly caught Philips for the third position worldwide with a 10.8% share. Samsung led in ROW, rose to second place in North America and remained second in Europe. Sony dropped to the fourth with a 10.0% share, holding second place in Japan and the sixth in North America, while falling to the fifth in Europe. In China, Hisense held onto the top position followed by Skyworth and Xoceco.

By size category, Sharp continued to lead at 10-14", 20-21", 25-29", 35-39" and 45"+ and overtook Sony at 30-34". Samsung overtook Philips at 15-19", Philips overtook Sony at 22-24" and Sony continued to lead at 40-44".

Branded TV shipments are provided for 34 different brands by region by size: Audiovox, BenQ, Changhong, Daewoo, Dell, Gateway, Haier, Hisense, Hitachi, Hyundai, Ingram, JVC, Konka, LGE, Loewe, Mitsubishi, Panasonic, Philips, Relisys, Sampo, Samsung, Sanyo, Sharp, Skyworth, Sony, SVA, Sylvania, Syntax, Tatung, Toshiba, TTE, ViewSonic, Westinghouse and Xoceco.


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