2025年第三季度全球电视出货量跌破5000万台 季增6%

Core Insights - Global TV shipments are projected to reach approximately 49.75 million units in Q3 2025, marking a 6% quarter-on-quarter increase but a 4.9% year-on-year decrease, the first time shipments fall below 50 million units in the same period historically [1] - The decline in shipments is attributed to extended consumer purchase cycles, changes in international circumstances leading to demand pull-forward effects, and the diminishing impact of subsidy policies in the Chinese market, resulting in an overall market contraction [1] - In Q4, the European and American markets are expected to enter a promotional peak, while China will prepare for the Double 11 and Double 12 shopping events, with two major Chinese brands anticipated to make a final sales push, leading to a projected 7.3% quarter-on-quarter increase in global shipments to 53.21 million units [1] - Despite uncertainties in the U.S. market due to international conditions, the impact is expected to be limited; however, as the benefits of subsidies in the Chinese market wane in the second half of the year, the total global TV shipments for the year are forecasted to be 195.59 million units, reflecting a 1.2% year-on-year decline [1]