2026年第一季度全球电视产业 Global TV industry forum Q1 2026 Premium features in demand while price erosion continues

NielsenlQ

GlobalTVindustryforumQ12026

Premiumfeaturesindemandwhilepriceerosioncontinues

NorbertHerzog

GlobalStrategicInsights

May2026-DatastampMar2026

◎2026NielsenConsumerLLC.AIIRightsReserved.

NI

NO

Confidentialandproprietary

Tech&Durablesvaluegrowthreboundstoamulti-yearhigh,despiteadecelerationinvolume

Consumerscontinuetorationalizepurchases;trade-inpolicydrivengrowthinChinastartsplateauing

Global(ex.NA,RU)TechandDurables|SalesValueUSD(NSP)|GrowthrateYoY(%)Jan2026-Mar2026

Office

+4.3%

InformationTechnology

+8.6%

Photo

+14.1%

SmallDomesticAppliances

+10.2%

10%

15%

21618%

BillionUSD

2%+8.9%

9%TotalsalesvalueUSD

andgrowth%

Jan26-Mar26

VS2025

46%

ConsumerElectronics

+6.2%

MajorDomesticAppliancesincl.Aircon

+4.4%

Telecom

+11.2%

Jan26-Mar26GrowthPY+/-%

SalesValueUSDfix

+3.4%

SalesValueEUR

-4.1%

SalesUnits

-1.2%

Source:NIQMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmericaandRussia),SalesrevenuegrowthYTD2026vs2025;ChannelCoverage:RetailCEincludesMultifunctionalTechnicalDevicesandSDAincludesPersonalDiagnostics

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Confidentialand

proprietary

SlowdownismostvisibleinDevelopedAsiaandChinarightnow-whileotheremergingregionscurrentlyoutperform(MiddleEast,LatinAmerica).

Jan-Mar2024/25/26+1%/-7%/+6%

-12%/-16%/-1%

DevelopedAsia

WesternEurope

+3%/+0%/+5%

EasternEurope(incl.UA&KZ)

-2%/+3%/-7%

+14%/-7%/+8%

MiddleEast&Africa

-6%/-2%/+4%

-5%/-3%/+15%LatinAmerica

EmergingAsiaexcl.CN

TotalSalesValue

andValueGrowth%

inJan->Mar/2026

□Jan-Mar2024-2%

□Jan-Mar2025-4%

□Jan-Mar2026+4%

US$13bn

(+3.7%)

Units:-0.7%

GlobalPTVmarket;GiKMarketInteligence:SalesTracking,Panelmaret,Intemationalcoverageexcl.NothAmerica,basedonnon-subsidized

picesUSD

intelligence

PRJ82721-RG6092134-RP46278014-ID639108770Confidentialandproprietary◎

poweredby(C

2026NielsenConsumerLLC.AllRightsReserved.

Largerscreensdrivethemarketattheyenhanceviewingexperience,makingTVwatchingacinematicevent.

GfKPanelmarket,PTV,Global,SalesUnits%Sales

poweredbyintelligence

◎2026Nielsen

Units%

3%

3%

2%

2%

>0<=29

23%

22%

20%

>29<=34

23%

12%

23%

11%

23%

10%

23%

11%

>34<=43

>43<=53

-10%vs2023

19%

18%

19%

19%

>53<=59

13%

6%

Jan23-Mar23

13%

7%

Jan24-Mar24

14%

8%4%

Jan25-Mar25

13%

8%

Jan26-Mar26

>59<=69

>69<=79>79

+20%

vs2023

PRJ46126-RG5876307-RP43147211-ID622100414

ConsumerLLC.AllRightsReserved.

Betterqualitydisplaysgainmarketshare;

QuantumDotsandMiniLEDleadthegrowth

DisplayType

PTVGlobalSalesValueUSD%

MiniLEDLCDQuantumDotonlyOLED

6%

69%

13%

12%

2023

11%

62%

15%

12%

2024

14%

18%

58%

17%

13%

2025

16%

12%

Jan25-Mar25

22%

YoY+1-%

+68%

YoY

46%

-17%

YoY

19%

13%

Jan26-Mar26

+17%

YoY

+13%

YoY

PRJ46126-RG5876307-RP43147410-ID621816158

◎2026NielsenConsumer

LLC.AllRightsReserved.

poweredbyintelligence

AlrelevanceisquicklygaininggroundintheresearchstagewhenshoppingforTVs

Mostimportanttouchpointsinpurchasejourney(research)|PTV|Apr'25-Dec'25|allcountriestracked*

Important:

AlsearchisstronginGenZandhencecountrieslikeTRandChilewhileDEandGBstillbehind.

HighestAlsearchshareinhigherinchclasses,esp.60”+

NIQ14%

NIQ

Q225