Omdia：三季度全球电视出货量下降 0.6%至5250万台

Core Insights - Global TV shipments are projected to decline by 0.6% year-on-year to 52.5 million units in Q3 2025, primarily due to a significant drop in the Chinese market, which is expected to decrease by 12.2% [1][3] - The North American market, however, is experiencing a 2.3% growth, indicating resilience among consumers despite anticipated tariffs [1] - The Asia-Pacific and Oceania regions showed strong performance with a 7.7% year-on-year increase, as Chinese brands accelerate their expansion into neighboring countries to offset domestic demand weakness [1][3] Market Dynamics - The sharp contraction in the Chinese market highlights that recent growth was largely driven by "passive demand" fueled by government subsidies, which are now depleting [3] - As a result, TV shipments are expected to remain at low levels in the near term, prompting Chinese brands like Hisense and TCL to expedite their overseas expansion to sustain growth [3] - In Q3 2025, Hisense and TCL achieved year-on-year shipment growth of 11% and 2%, respectively, indicating their successful international strategies [3] Product Segment Trends - The slowdown in the Chinese market has also impacted the growth of large-screen TVs (80 inches and above), which saw a decline to only 23.1% growth in Q3 2025, down from over 40% in previous quarters [5] - The 70-79 inch segment also cooled off, with a mere 1.1% year-on-year growth [5] - This presents a strategic challenge for Chinese brands that have focused on a "large screen + low cost" strategy in key markets like North America and China, where growth is now slowing [5] - As focus shifts to Europe and the Asia-Pacific (excluding China), local consumers show a preference for smaller average screen sizes, with Q3 2025 averages of 62.8 inches in China compared to only 45.5 inches in Asia-Pacific and Oceania [5]