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TV set market 2021: Share of smart TVs and Ultra HD TVs continues to rise

Last year, the share of smart TVs and UHD TVs in the overall TV market continued to rise. According to GfK SE, a total of 5.9 million TV sets were sold in Germany in 2021. Almost all of these sets are smart TVs (5.5 million), which enable the use of apps or catch-up-TV. The share of smart TVs in the total market in 2021 was 94 percent, an increase of five percentage points compared to the previous year (89 percent).

Three out of four TVs sold in 2021 (4.5 million units) are Ultra HD devices, almost all of which support at least one High Dynamic Range (HDR) method. These devices can display content with a significantly greater contrast range as well as more natural colours in finer gradations. Almost 80 per cent of HDR televisions are capable of so-called static HDR standards as well as dynamic HDR methods, which define the desired picture impression per scene or even frame.

Since the introduction of the Ultra HD standard, a total of 23.8 million UHD televisions have been sold in German households.

TVs with a screen diagonal of 55 inches and larger continue to be in vogue. This group accounts for 56 percent of the total market with about 2.9 million sets sold. More than 20 per cent of consumers opted for a TV with a screen diagonal of at least 65 inches.

Market for TV sets: UHD share at 75 percent, Smart-TVs at 93 percent total

In the first nine months of 2021, the share of smart TVs and UHD TVs in terms of the overall market continued to rise. According to GfK SE, a total of around 4 million TV sets were sold in Germany in the first three quarters of 2021. Of these, around 3.7 million were smart TVs that enable the use of apps or media libraries via HbbTV or the internet. This corresponds to a share of 93 percent – four percentage points more compared to the first three quarters of 2020 (89 per cent). (89 Prozent).

For Ultra HD devices, the market share increased by five points to 75 per cent (3 million devices)
(Q1-Q3 2020: 70 per cent). The share of UHD TVs that support at least one High Dynamic Range (HDR) process grew slightly again to 98 per cent. These devices can display content with a significantly greater contrast range as well as more natural colours in finer gradations. In addition to the static HDR standards HDR10 and HLG (Hybrid Log Gamma), 79 per cent (2.3 million) of HDR displays also support dynamic HDR processes such as Dolby Vision or HDR10+.

TVs with a screen diagonal of 55 inches and larger continue to be in vogue. With just under 2.2 million sets sold, this group accounts for 54 per cent of the total market.
The most significant jump here was in the largest displays: every fifth flat screen sold was delivered with a screen diagonal of at least 65 inches.

Market for TV sets: UHD share at 75 percent, total of over 20 million UHD TVs sold in Germany

The share of UHD TVs in the overall TV market continues to grow. According to GfK SE, a total of around 1.45 million TV sets were sold in Germany in the first quarter of 2021. Of these, 1.1 million were UHD TVs, which corresponds to a UHD share of 75 per cent (Q1 2020: 70 per cent).

The UHD sales figures in the first three months were at a comparable level to the 2020 and 2019 periods. In total, around 20.5 million ultra-high definition flat-screen TVs have been sold in Germany since 2014 until the end of March this year.

Almost all (97 percent) of the UHD TVs sold in Q1 2021 support at least one High Dynamic Range (HDR) method and can therefore display content with significantly greater contrast range as well as more natural colours in finer gradations. 77 per cent (845,000) of HDR displays are capable of dynamic HDR processes such as Dolby Vision or HDR10+ in addition to the static HDR standards HDR10 and HLG (Hybrid Log Gamma).

German TV market: share of UHD sets reaches 70 percent

In the first nine months of 2020, the share of UHD televisions in the overall TV market reached the 70 percent mark. According to GfK Retail & Technology, a total of around 4.7 million television sets were sold in Germany in this period, including 3.3 million UHD TVs. In the same period of the previous year, the UHD share was still 62 percent (Q1-Q3 2019: 4.5 million TV sets, of which 2.8 million UHD displays).

HDR is now standard; 97 percent of the UHD displays sold in Q1-Q3 2020 support at least one method for high dynamic range (HDR) and can display content with a significantly greater contrast range and more natural colours in finer gradations. In 55 per cent (1.8 million) of these HDR displays, in addition to the static HDR standards HDR10 and HLG (Hybrid Log Gamma), dynamic HDR methods such as Dolby Vision or HDR10+ are also integrated. 460,000 of the UHD HDR TVs can handle all four of the above-mentioned and currently relevant HDR methods.

German TV market: share of UHD sets exceeds 70 percent

Smart TV sales in Germany grow by 14 percent

In a very stable market environment, around 4.1 million smart TV sets were sold in Germany in the first nine months of 2020 according to GfK Retail & Technology – almost 14 percent more than in the previous year (Q1-Q3 2019: 3.6 million). The share of smart displays in the overall market was 88 percent – around five percentage points more than in 2019 (83 percent). In total, more than 44 million smart TVs have been sold in Germany since 2012. Of these, more than 90 percent support the HbbTV standard and thus the use of interactive services via the „red button“ on the remote control. The trend towards larger screens is continuing, with demand for TV sets with diagonals of more than 65 inches increasing noticeably: in the period Q1-Q3 2020, just under 220,000 of these TV sets were sold in Germany – around 18 percent more than in the whole of 2019 (185,000). The segment of smart set-top boxes also recorded strong growth compared to the previous year with almost 280,000 receivers sold (2019: 135,000).

UHD-HDR technology advances to new TV standard

According to GfK Retail & Technology, around 3.2 million television sets were sold in Germany in the first half of 2020, almost 70 percent (2.2 million) of which were UHD sets. Nearly all (97 percent) of the UHD displays sold support High Dynamic Range (HDR) and can display content with a significantly greater contrast range and more natural colors in finer gradations.

A clear trend is also emerging in the supported HDR processes: Until 2017, HDR-capable televisions almost exclusively incorporated so-called static HDR processes such as HDR10 and HLG (Hybrid Log Gamma). The key data for contrast and brightness are defined once for each content. Since 2018, more and more UHD devices have been shipped that are also capable of dynamic HDR processes such as Dolby Vision or HDR10+. These define the desired image impression per scene or even single image. In the first half of 2020, around 1.6 million UHD HDR televisions were purchased, which support dynamic HDR in addition to HDR10 and HLG. 300,000 of these are "HDR all-rounders", which can handle all the above-mentioned currently relevant processes.

Market for TV sets grows slightly despite corona crisis

Despite the corona crisis, GfK Retail & Technology reports that 2.7 million televisions were sold in Germany between January and May 2020, slightly more than in the first five months of the previous year (2.65 million). The proportion of smart TV sets, which enable the use of apps or media libraries via HbbTV and the Internet, continued to rise and stood at 85 percent - around six percentage points more than in the period January to May 2020 (79 percent). In total, almost 40 million smart TVs have been sold in Germany since 2012.

Of these, over 90 percent support the HbbTV standard and thus the use of interactive services via the "red button" on the remote control. The trend towards larger screens continues: 58 percent of the Smart TVs sold from January to May 2020 have a diagonal screen size of 50 inches or larger (2019: 53 percent).