Screens

• [New] 8K TVs will generate upwards of US$ 3.3 billion in global revenue in 2021 alone, with larger screen TVs making up the bulk of sales.
• [New] Samsung Electronics is expected to adopt a two-pronged approach to push the sales of its QLED and microLED TVs in 2021, in response to fellow company LG Electronics' efforts to promote its rollable OLED TVs.
• [New] Although sales figures went up, the total value of TVs sold in 2020 by Samsung and all other brands combined might be considerably lower than it was last year - by nearly $60 billion.
• [New] TV advertising is expected to see the softest decline among traditional media in 2020 (down 10.9% to $16.1bn) but is also forecast to see a 1.4% contraction in 2021.
• [New] China and India will remain the biggest pay-TV markets, accounting for half of the world's pay-TV subscribers by 2025.
• [New] Eastern Europe, Digital TV Research previously said, would only reach 26 million SVOD subscribers by 2025 - representing less than 15% of the Western Europe total.
• The number of OTT TV and video subscriptions is set to rise to 2 billion globally by 2025, or 65% more than last year.
• Nielsen expect its latest move in addressable TV will represent the biggest change to measurement and to the TV currency in at least the last decade.
• Ads watched on YouTube and YouTube TV on connected TV devices will be added to Nielsen's Digital Ad Ratings and Nielsen's Total Ad ratings beginning in 2021.
• Apple plans to introduce bonus augmented reality content to its Apple TV + streaming service next year.
• Price hikes for streaming TV has become a new holiday tradition, as Netflix, Disney + and Hulu have increased their subscription prices ahead of 2021.
• Price hikes for streaming TV has become a new holiday tradition, as Netflix, and Disney + have increased their subscription prices ahead of 2021.
• Paid search, the second biggest category after linear TV globally (22% of all ad spend), will decline 1.9%, growing 7% in 2021.
• LG has really pushed to expand its selection of Smart TVs and we predict that the AI-enhanced TVs, with Google Assistant built in, will feature in 2020's sales.
• Local US TV will remain the primary avenue for political campaigns with $3.3 billion of incremental ad revenues, i.e. two thirds of total political ad dollars in 2020.
• US TV advertising is expected to fall 15.0% in 2020 to $60.00 billion, because of widespread reductions in live sports programming and general tightening of ad budgets.
• As previously announced, Nielsen is future-proofing its digital measurement, evolving its National TV currency to include addressable measurement and expanding connected TV coverage to include additional smart TV manufacturers and digital video platforms in 2021.
• Sales of 8K TVs are likely to reach $5 billion in 2021, with equipment and services for producing 8K content generating hundreds of millions of dollars more.
• In 2020 alone, Xiaomi, Vizio and Sharp will start to release OLED TVs, elevating the number of TV companies producing OLED TVs to 19.
• Astro Malaysia is expected to lead the pay TV service market over 2019-2024, supported by its strong foothold in the DTH segment.

Last updated: 17 January 2021