Table of Contents
Executive Summary
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- The market
- The market is relying on 4K sets to limit declining volume sales
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- Figure 1: Volume of the UK television market, 2014-2024
- Further declining market value expected after modest 2018 growth
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- Figure 2: Value of the UK television market, 2014-24
- Companies and brands
- A third of main HD/4K Ultra HD screens are Samsung
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- Figure 3: Brand of TVs in the household and brand of the main TV in the household, June 2019
- Advertising spend declined despite the impact of World Cup promotions
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- Figure 4: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2016-18
- The consumer
- 71% of people with HD/4K televisions have two or more sets in the home
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- Figure 5: Number of televisions in the household, June 2019
- Rising 4K take-up driving the number of televisions in the home
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- Figure 6: Type of televisions in the household, April 2018-June 2019
- Over eight in 10 people have an internet-connected television
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- Figure 7: Television connectivity, January 2019 – June 2019
- Over four in 10 people spent over £500 on their main television
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- Figure 8: Cost of main television, June 2019
- There is strong demand for better built-in sound quality
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- Figure 9: Important factors when upgrading, June 2019
- Half of people are using catch-up and streaming services on the main TV
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- Figure 10: Uses of the main television, June 2019
- There is strong potential for television control to move beyond the traditional remote
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- Figure 11: Attitudes towards television technology, June 2019
- What we think
Issues and Insights
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- Consumers are prioritising larger screens as the emphasis on the main set grows
- The facts
- The implications
- Demand for sound quality provides an opportunity to boost sales
- The facts
- The implications
The Market – What You Need to Know
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- The market is relying on 4K sets to limit declining volume sales
- Further declining market value expected after modest 2018 growth
- Live viewing time declines as the role of the TV shifts
- Range of 4K Ultra HD content continues to expand
- AI Upscaling offers potential solution to the lack of 8K content
- Major sports events continue to provide a boost to retailers
Market Size and Forecast
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- The market is relying on 4K sets to limit declining volume sales
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- Figure 12: Volume of the UK television market, 2014-2024
- Figure 13: Volume of the UK television market, 2014-2024
- Further declining market value expected after marginal 2018 growth
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- Figure 14: Value of the UK television market, 2014-24
- Figure 15: Value of the UK television market, 2014-24
- Forecast methodology
Market Drivers
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- Live viewing time declines as the role of the TV shifts
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- Figure 16: Average daily minutes of TV viewing, 2010-17
- Range of 4K Ultra HD content continues to expand
- AI Upscaling offers potential solution to the lack of 8K content
- Environmental impact could limit the continued growth of streaming video
- Major sports events continue to provide a boost to retailers
- Augmented reality being utilised to sell larger screens
- 2020 games console releases will drive demand for 4K screens
Companies and Brands – What You Need to Know
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- LG unveils the world’s first 8K OLED TV
- Samsung previews updated ‘The Wall’ TV at CES 2019
- Sony’s 98-inch 8K screen will be one of the most expensive on the market
- Samsung becomes first TV manufacturer to offer Apple TV app
- Advertising spend declined despite the impact of World Cup promotions
- Leading three manufacturers’ share of advertising spend declines to 56%
Launch Activity and Innovation
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- LG unveils the world’s first 8K OLED TV
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- Figure 17: LG’s Signature Z9 8K OLED TV
- Samsung previews updated ‘The Wall’ TV at CES 2019 …
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- Figure 18: Samsung’s The Wall TV
- … while also updating its 8K TVs with flagship Q950R range
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- Figure 19: Samsung’s flagship Q950R television
- Sony’s 98-inch 8K screen will be one of the most expensive on the market
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- Figure 20: Sony’s 8K Masters Series ZG9 TV
- Bang & Olufsen reveals Beovision Harmony range
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- Figure 21: Bang & Olufsen’s Harmony TV
- Samsung becomes first TV manufacturer to offer Apple TV app
Advertising and Marketing Activity
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- Advertising spend declined despite the impact of World Cup promotions
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- Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2016-18
- Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2017 and 2018
- Leading three manufacturers’ share of advertising spend declines to 56%
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- Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2016-18
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 25: Attitudes towards and usage of selected brands, July 2019
- Key brand metrics
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- Figure 26: Key metrics for selected brands, July 2019
- Brand attitudes: Samsung achieving greater differentiation than other brands
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- Figure 27: Attitudes, by brand, July 2019
- Brand personality: Sony and Samsung deemed fun due to success in other categories
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- Figure 28: Brand personality – macro image, July 2019
- Samsung and Sony perceived as the most stylish and desirable brands
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- Figure 29: Brand personality – micro image, July 2019
- Brand analysis
- TV market leader Samsung deemed worth paying for more
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- Figure 30: User profile of Samsung, July 2019
- Sony is deemed a fun yet prestigious brand
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- Figure 31: User profile of Sony, July 2019
- LG is seen as good value but struggles to match the differentiation of Sony and Samsung
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- Figure 32: User profile of LG, July 2019
- Panasonic scores high on trust but lacks exclusivity
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- Figure 33: User profile of Panasonic, July 2019
- Philips is viewed as an accessible and affordable brand
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- Figure 34: User profile of Philips, July 2019
- Toshiba seen as affordable but lacks a strong brand personality
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- Figure 35: User profile of Toshiba, July 2019
- Hisense rapidly growing in awareness and usage despite recent UK market entry
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- Figure 36: User profile of Hisense, July 2019
The Consumer – What You Need to Know
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- A third of main HD/4K Ultra HD screens are Samsung
- 71% of people with HD/4K televisions have two or more sets in the home
- Rising 4K take-up driving the number of televisions in the home
- 16% of people got their television in the last year
- Over four in 10 people spent over £500 on their main television
- A quarter of people say higher screen resolution is the most important upgrade factor
- There is strong demand for better built-in sound quality
- Half of people are using catch-up and streaming services on the main TV
- Nearly half of 25-34s mount their TV to the wall
- There is strong potential for television control to move beyond the traditional remote
- Sound bars represent a chance to boost manufacturer revenues
Television Brand Ownership
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- A third of main HD/4K Ultra HD screens are Samsung
- Hisense is well-placed to increase its market share
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- Figure 37: Brand of TVs in the household and brand of the main TV in the household, June 2019
- Samsung particularly popular among under-44s
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- Figure 38: Ownership of big four television brands, by age, June 2019
- Samsung ownership peaks at 44% among those paying £1,001-£2,000
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- Figure 39: Brand of main television, by cost of main television, June 2019
Televisions in the Home
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- 71% of people with HD/4K televisions have two or more sets in the home
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- Figure 40: Number of televisions in the household, June 2019
- Rising 4K take-up driving the number of televisions in the home
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- Figure 41: Type of televisions in the household, April 2018-June 2019
- Younger demographics have more TVs in the home due to larger households
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- Figure 42: Number of televisions in the household, by age, June 2019
- Two-set households are the most likely recent purchasers
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- Figure 43: Number of televisions in the household, by age of main television, June 2019
- Most people with one TV do not want additional sets
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- Figure 44: Reasons for only having one television set in the household, June 2019
- Over eight in 10 TV households are connected
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- Figure 45: Television connectivity, January 2019 – June 2019
Age and Cost of Televisions
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- 16% of people got their television in the last year …
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- Figure 46: Age of main television set, June 2019
- … rising to 23% among 16-24 year olds
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- Figure 47: Length of time owning main television, by age, June 2019
- Over four in 10 people spent over £500 on their main television
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- Figure 48: Cost of main television, June 2019
- 35-44s are spending the most on the main television
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- Figure 49: Cost of main television, by Age, June 2019
Important Factors when Upgrading
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- A quarter of people say higher screen resolution is the most important upgrade factor
- There is strong demand for better built-in sound quality
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- Figure 50: Important factors when upgrading, June 2019
- Three quarters of people prioritise bigger screens and better picture quality …
- … while half are looking for effective smart TV interface or smart hubs
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- Figure 51: Important factors when upgrading, net data, June 2019
- 45-54 year olds are the most likely to prioritise resolution and larger screens
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- Figure 52: Important factors when upgrading, by age, June 2019
Use of Main Television Sets
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- Half of people are using catch-up and streaming services on the main TV
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- Figure 53: Uses of the main television, June 2019
- 25-34 year olds are using the TV for streaming more than live broadcasts
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- Figure 54: Uses of the main television, by age, June 2019
- Growth in 4K take-up could reduce live broadcast viewing further
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- Figure 55: Intention to buy technology products in the next three months, June 2018-June 2019
Attitudes towards Televisions
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- Vast majority of people say they have space for a larger television
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- Figure 56: Attitudes towards television space, June 2019
- Nearly half of 25-34s mount their TV to the wall
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- Figure 57: Television wall mounting, by selected demographics, June 2019
- Strong potential for television control to move beyond the traditional remote
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- Figure 58: Attitudes towards television technology, June 2019
- Sound bars represent a chance to boost manufacturer revenues
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- Figure 59: Televisions – CHAID – Tree output, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Market size and forecast
- Fan chart forecast
- Value
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- Figure 60: Best- and worst-case forecast for the value of the UK television market, 2019-24
- Volume
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- Figure 61: Best- and worst-case forecast for the volume of the UK television market, 2019-24
- Brand research
- Brand map
- CHAID analysis – Methodology
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- Figure 62: Televisions – CHAID – Table output, June 2019
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