Latin America is to be the fastest-growing market for new TVs between now and 2015, according to a new report from IMS Research, which also predicts a change in demand for several key TV types, including LCDs. OLEDs and iDTVs.
The research firm is predicting that by 2015 the TV installed base in Latin America will increase by around 26% – significantly higher than in any other region. “The main reason behind this increase is the accelerated growth of the average number of TVs per household,” said Veronica Thayer, researcher at IMS Research. “Another reason is the governmental support towards a rapid transition to digital broadcasting, along with the widespread adoption of the ISDB-T standard. Finally, as expected worldwide, there will be increasing demand for flat panel televisions.”
Global shipments of LCD TVs posted an annual growth of 29% in 2010, which is significantly less than the 43% year-on-year growth achieved in 2009. IMS Research is predicting that the annual growth for LCD TV shipments will continue to decline, and by 2015 will be less than 1%, representing a saturation of the LCD TV market. OLED units meanwhile will start gaining a presence in the worldwide television market, with main manufacturers launching their models in the next couple of years.
“If the technology grows cheaper due to mass production and sizes above 32 inches become available, OLED TV market share will increase to reach around 4% of the world television shipments in 2015, led by North America and Asia,” added Ms. Thayer.
IMS Research is predicting that by the end of 2015, 86% of TV sets shipped worldwide will have an integrated digital tuner, while iDTVs will see a compound annual growth rate of 17% between 2009 and 2015.