TV shipments in 3Q2018 were flat compared to the previous year, but the average TV unit-shipment screen size increased more than any previous quarter. TV unit sales increased more than 7 percent in 1H 2018 but Western Europe, Latin America, Middle East, and Africa experienced double-digit decline in 3Q.
Global shipments of 60-inch and larger TV screen sizes increased more than 40 percent, year-over-year in 3Q, with even stronger growth in North America and emerging markets, as prices fell to new lows for 65-inch and 75-inch sizes. This growth rate is more than 10 percent higher than in recent quarters. Growth in larger size TVs leads to a rising share of 4K resolutions. The share of 4K TV shipments in 3Q reached a record high of nearly 44 percent; 4K TVs made up more than 71 percent of all TV revenues during the quarter. 8K TV shipments are still very small, with just one brand currently shipping a very small number of units in Japan and China.
Prices of 65-inch 4K LCD TVs fell to an average of USD 1110 in North America during 3Q, from USD 1256 in the previous quarter. In China, the average price of 65-inch TVs was even lower. OLED TV shipments were down slightly in 3Q. LCD TV shipments increased by 14 percent quarter-over-quarter. Quantum dot LCD TV shipments rose to 663,000 units in 3Q, with an average size exceeding 60-inch. The average size of OLED TVs increased to more than 59-inch for the first time, as the 65-inch shipments share grew to a new high of more than 38 percent.
Each year during the holiday shopping season, brands and retailers try to push ever larger screen sizes to keep revenues growing and encourage adoption of value-added features like 4K and smart TV. This year, there is higher interest in 65-inch 4K TVs for many of the key promotional deals, leading to less focus on smaller screen sizes under 50-inch.