TVs (Russian market)

2024: TV maker Skyworth enters Russian market

On February 7, 2024, it became known about the official entry of the Chinese manufacturer of TVs and household appliances Skyworth into the Russian market. In particular, the company's products will be sold in Holodilnik.ru stores, said Alexei Pogudalov, commercial director of the Russian retailer. Read more here.

2023:28% sales growth to 8.7 million TVs

In 2023, a total of 8.7 million TVs were sold in Russia, which is 28% more than a year earlier. In money, the market volume grew by 13% and reached 229 billion rubles. Such data in January 2024 led the retailer Holodilnik.ru. Its statistics cover the entire market, not just its own sales.

According to Kommersant, citing Holodilnik.ru materials, the Chinese company Haier became the largest TV manufacturer on the Russian market, which in 2023 accounted for 11.4% of device sales (+ 3.3 pp compared to 2022) in pieces and 15.9% in money (+ 6.7 pp). Also, indicators increased for companies such as Xiaomi (from 1 to 6.7% in pieces and to 6.8% in money) and Hisense (from 3.6 to 5.9% and from 3.9 to 8.8%, respectively).

A total of 8.7 million TVs were sold in Russia

The share of former market leaders LG and Samsung has more than halved in both pieces and money. So, if in 2022 Samsung occupied 10.9% of the market in units, and LG - 10.3%, then at the end of 2023 these indicators decreased to 4.6% and 5.3%, respectively. In money, the performance of South Korean brands for the year decreased from 21.5% to 12.2% for Samsung and from 19.1% to 9.7% for LG.

Among Russian vendors, Sberbank showed high results. Its share in 2023 increased to 2% in pieces and 2.6% in money. At the same time, Yandex explained to the publication that they would increase their share in TV sales due to "the development of the flagship product and the expansion of the lineup."

"" M of Video El Dorado reported even more rapid market growth in 2023: unit TV sales, according to the retailer, increased by 30% year-on-year, the total number of devices sold amounted to "slightly less than 9 million." Haier also became the leader in the chain's store, and its own Hi brand entered the top five.^[1]

2019

4.4 million TVs sold in nine months

On November 27, 2019, M.Video-Eldorado Group announced the results of the development of the Russian TV market for nine months of 2019 - during this period, Russians purchased 4.4 million devices totaling 100 billion rubles, compared to 2018, TV sales increased by 9% in pieces and 5% in money. The growing availability of technologies and the reduction in the cost of panels contribute to a decrease in the average price to 22.9 thousand rubles, the popularity of large diagonals, increased demand for models with Smart TV functions and TVs with a resolution of 4K or more. Thus, the demand for TV from 55 inches increased in pieces by a third, and sales of models with a resolution of 8K (7680 x 4320) double in each quarter.

Every second TV sold has Smart TV functions, and every fourth TV supports 4K resolution and higher. Among manufacturers, the company became the most popular. Samsung The combined share of Samsung market leaders LG Sony , and is about 70% in money and 50% in pieces.

The category of TVs continues to show stable growth and remains one of the few in the technology market where the average price is reduced. Compared to the three quarters of 2019, the check decreased by almost 5% and 8% compared to the same period in 2017. First of all, the technologies themselves become more accessible, so Russians are actively replacing old TVs with models with Internet access and high resolution, notes the head of the department "Cinema and Sound" of the Group "M.Video-Eldorado" Aleksei Sergeyev

4K (Ultra HD) TVs have become a commodity of wide demand, according to the results of nine months of 2019, every fourth TV is sold with this resolution. The demand for 4K models exceeded the pace of market development and increased by 30% in units and 20% in money, and the average price decreased by 6% to 45 thousand rubles. The development of the category is facilitated by the availability of technology, the expansion of the range by manufacturers in the lower and middle price ranges, as well as the emergence of a large amount of content for viewing and entertainment. In the context of the growing availability of the segment, more expensive designer 4K TVs are in high demand, which will fit perfectly and become an interior addition, for example, models from The Frame series with the "Picture" mode and The Serif TV, developed by famous French designers brothers Burullek.

Given the high demand for 4K models, market leaders are starting to bring the first 8K TVs to the Russian market (7680 x 4320). The resolution of such models is almost double on each side of the frame of the 4K model (3840 x 2160) and four Full HD TVs (1920 x 1080). Sales of 8K TVs in Russia started in mid-2018, each quarter the demand for them approximately doubles. Samsung was the first to bring its 8K models to the Russian market and now offers customers a line of TV from 55 to 98 inches (almost 2.5 meters), in September M.Video began selling two more models of 85 ″ and 98 ″ from Sony, as well as a 75-inch TV from LG. In total, more than 10 TVs with the highest resolution as of November 2019 are available online.

The trend continues to increase the popularity of TVs with a wide diagonal. This is influenced by the growth of the range and the popularity of high-resolution models from 4K. In January-September 2019, TVs from 55 inches showed active growth. The highest speaker for TVs with a diagonal of 70 inches (+ 70% in pieces and + 35% in money), as well as models in the range from 60 ″ to 70 ″ (+ 50% in pieces and + 20% in money). In addition to large diagonals, inexpensive TVs from 30 to 34 inches were in demand.

The average cost of TVs also decreases in monetary terms in proportion to the positive dynamics of diagonals. Thus, the price of models from 60 inches decreased by about 20%, and models 55-60 inches became less by 10%. TV with a diagonal of 35-55 inches fell by about 8%.

2.9 million TVs sold in the first half of the year

On August 7, 2019, M.Video-Eldorado presented the results of an analysis of the development of the TV market for the first half of 2019. Every second TV purchased in Russia in January-June supports Smart TV functions, every third HDR standard, and every fourth resolution 4K. The proliferation of technology is facilitated by a decrease in the average check by 20-35% over the past four years), an expansion of the collection of films and series in ultra-high resolution, as well as new content.

In the first half of 2019, Russians purchased 2.9 million devices worth 67.8 billion, which is 11% more in pieces and 7% more money than a year earlier. The combined share of market leaders Samsung, LG and Sony decreased to 50% in units and 70% in money due to the strengthening of the position of Chinese manufacturers.

"Competition among manufacturers is intensifying, which has a positive impact on the expansion of the range and availability for buyers. The decline in technology costs remains a notable driver of the TV market. For example, over the past four years, TVs with 4K have fallen in price by a third, TVs with an Internet connection - by 20%, and taking into account the TV replacement cycle of 7-8 years, an increase in the number of content and a decrease in the average price, buying a modern model with support for new technologies becomes the most profitable investment. At the same time, demand for inexpensive base models remains stable, " noted' Aleksei Sergeyev, Head of the Department "Cinema and Sound" Group "M.Video-Eldorado" '

The positive dynamics of TVs with Smart TV support in January-June 2019 exceeded the market average, and the share reached half of the market in unit terms and 70% in monetary terms. The cost of "smart" TVs amounted to 32,800 rubles, which is 6% less than a year earlier, and 21% lower than four years ago.

In addition to expanding the assortment and reducing the average price, online cinemas and video services, which offer access to a wide library of films, TV shows, cartoons and entertainment content, have become an important factor in the growth in demand for smart TVs. According to a survey by the Levada Center, one of the most popular ways for Russians to spend leisure time is watching films and TV shows. 53% of respondents watch them daily, 26% do it at least once a week.

In the networks "M.Video" and "Eldorado" in the first six months of the year, the popularity of subscriptions to online cinemas showed positive dynamics. The most popular digital products were subscriptions to Okko (including Okko + Amediateka, Okko + Start), Megogo, as well as ivi. Subscriptions for 12 months are mainly in demand, while access separately to Amediateka was bought most often for 1 or 3 months.

"Okko has long built up a strong network of partnerships with major retailers to give customers the opportunity to immediately purchase both home theater equipment and the content they will watch on it. The combination "home TV + subscription to online cinema" has already become familiar to Russians, so it is easier to immediately recreate the cinema effect at home, " noted' Ivan Grodetsky, CEO of Okko online cinema '

In addition to Smart TVs, models with 4K (Ultra HD) resolution continue to demonstrate active growth - positive dynamics amounted to 29% in pieces and 22% in money. The category was widespread due to the expansion of the range in the middle price segment, including from Chinese manufacturers, and a decrease in the average price by 6% to 45,600 rubles (in 2016, TVs were 35% more expensive).

The share of ultra-high resolution TVs (3840 x 2160) in total sales in physical terms increased to 25% this year from 3% in 2015. The growth in popularity of TVs with higher image quality over the past five has led to a decrease in sales of Full HD models (1920 x 1080). At the same time, the demand for HD TVs (1280 x 720) remains the same due to the low price.

HDR (High Dynamic Range) technology is one of the key drivers of the TV and content market, as it brings the image as close as possible to reality by expanding the color palette, increasing brightness and contrast. The dynamic range also effectively complements the market's shift to 4K. The volume of technology-enabled TVs sold (mainly HDR10 format) increased from 0.5% in 2016 to 32% in the six months of this year. The drivers were the expansion of the assortment, a decrease in the average price by 14% to 42,500 rubles, as well as an increase in the content produced with support for technology: foreign TV series, Hollywood blockbusters, videos on YouTube and other services.

The HDR segment of TVs is also growing due to the popularity of owners of the latest generation PlayStation and Xbox consoles, which occupy about 70% of the market. When choosing a content display, gamers evaluate mainly the quality of the picture and the possibility of maximum immersion in the process.

In addition to HDR, HFR (high frame rate) accelerated shooting technology is widespread, which reduces blur in dynamics and creates a smoother picture. The high frame rate brings to a higher level television viewing and visual perception of sports competitions, gameplay and watching movies with more dynamic scenes.

4-month TV sales up 9%

According to the M.Video-Eldorado group, TV sales in Russia in January-April 2019 showed an increase of 9% in monetary and physical terms. Budget TVs with screens up to 34 inches account for more than half of sales in pieces.

2018

TV market size can reach 150 billion rubles

According to the estimates of the group M.VideoDorado"-," the Russian a retail company in the market electronic engineers and household appliances, the volume of the TV market in 2018 may reach about 150 billion, rubles which is 13-15% higher than a year earlier, corresponds to the level of 2013 and the general dynamics of the consumer electronics market in. In Russia pieces, the market size may increase to 6 million and, thus, for the first time to exceed the results of 2015, reported in "-" M.VideoDorado January 10, 2019.

According to the group, since 2013, when there was a wide demand for televisions with support for the DVB-T2 standard, Russians have purchased about 40 million televisions worth about 700 billion rubles.

In the period from January to November 2018, Russians purchased about 5.2 million units in the amount of 125 billion rubles, which exceeded the indicators of the same period last year by 18% in physical terms and 14% in monetary terms. The average TV price decreased by 5% year-on-year to 24 thousand rubles. Approximately every fifth TV is purchased on the Internet. Online TV sales in Russia showed an increase of 31% in units and 30% in monetary terms.

For Russians, TV is still one of the main means of obtaining information. The key trends are an increase in demand for smart TVs with an Internet connection, as well as models with Ultra HD resolution. The increase in popularity is facilitated by a decrease in the average price, the availability of installments and gift subscriptions to online cinemas complete with a TV, - said the head of the Kino and Sound department of the Group M.Video-Eldorado Aleksei Sergeyev.

The Ultra HD category is growing faster than the market, becoming widespread by expanding the range in the middle price segment and reducing the average price to 47,500 rubles. Smart TV technologies and Ultra HD resolution are now actively represented in the mass segment - in 2018, the share of models with ultra-high resolution reached 22% in pieces and 44% in money, analysts calculated.

In 2018, the most popular segment was models with a diagonal of 30 to 44 inches, which accounted for more than 60% of TVs sold. The key is the trend towards an increase in the diagonal.

According to M.Video-Eldorado, Samsung was the leader in the Russian TV market in piece and monetary terms at the end of 2018.

According to the group's experts, over the past six years, 40 million TVs have been sold in Russia, 40% of them support Smart TV technology.

The most popular are medium-sized TVs with a diagonal of 30 to 44 inches, which in 2018, as in 2013, account for more than half of sales in physical terms. At the same time, small screens leave - in 2013, TVs with a diagonal of less than 24 inches occupied 26% of the market, in 2018 - only 15%, but the demand for large diagonals is growing: if six years ago models from 45 inches accounted for 26% of sales in money and 10% in pieces, then in 2018 the demand for large TVs doubled and reached 48% and 20%, respectively.

Samsung and LG remain popular brands among Russians. But if in 2013 Philips, Supra, Toshiba were also among the five leaders, then in 2018 changes in the market structure occur due to tougher competition and the emergence of new manufacturers from China, which offer models from the lower and middle price segment: Haier, Hisense, TCL and others, noted in M.Video-Eldorado. According to the company, the leading brands focus on the development of OLED and QLED technologies, 4K and 8K for more expensive models. The sustainable positions of Samsung and LG are also partly facilitated by their own production in Russia, which helps to optimize costs.

Manufacturers have focused on the development of 4K resolution TVs and advanced dynamic range (HDR) technology. So, if in 2015 the share of TVs with support for HDR technology, which brings the image closer to the real one, was 4% in pieces, then in 2018 the volume reached 22%. The category of 4K (Ultra HD) TVs with a resolution of 3840x2160 is growing faster than the market, becoming widespread due to the expansion of the range in the middle price segment and a decrease in the average price to 47,500 rubles. Sales of ultra-high resolution TVs began in 2014 and by October 2018 had reached 22% in pieces and 44% in money.

2.4 million TVs sold in the first half of the year

According to GfK^[2], the World Cup in Russia spurred TV sales in the country in 2018. So, in the first half of the year, GfK recorded a 15 percent growth. In total, in the first six months of 2018, TV sales amounted to 2.4 million units in kind and 1 billion rubles in monetary terms against 2.08 million units and 895.5 million rubles for the same period in 2017. The leaders in sales were Samsung and LG with market shares of 28.4% and 26%, as well as DEXP (9%), which shifted Sony to fourth position (8.1%).

As of November 2018, the TV fleet in Russia is estimated by experts at 110-120 million. Of these, 64.5 million are connected to pay-TV operators, that is, they do not receive an over-the-air TV signal. In addition, the population has 18.1 million digital set-top boxes on hand that can be connected to an analog TV.

According to Deloitte, TV in Russia is the most common device for consuming media content^[3].

Russians watch TV for several hours almost every day. Views peak between 6 p.m. and midnight. In the background, TV is "watched" on a working day by 14% of viewers, on weekends 13%.

However, the first place in media consumption is gradually moving to the Internet. Moreover, the number of practitioners of "nonlinear television viewing" is growing - watching films, television series and television programs on demand on the Internet (their share in the structure of modern television consumption reached 12%).

Most television audiences still have the most credibility as a source of information. So, more than half (56%) of Russians are not yet ready to abandon television in favor of other sources of information and entertainment.

According to TMT Consulting, the number of pay-TV subscribers in Russia in the third quarter of 2018 reached 43.7 million, the penetration of the service exceeded 77%. The average subscriber account (ARPU) amounted to 175 rubles. excluding VAT, which is 7 rubles. more than a year earlier.

In accordance with the federal program for the development of broadcasting for 2009-2018, from January 2019, analog broadcasting is deprived of state support and all regions should switch to digital format.

According to the Ministry of Telecom and Mass Communications for the summer of 2018, 98.6% of subscribers can receive a digital signal, about 800 thousand households will remain outside the coverage area.

Expert data prepared for the Ministry of Industry and Trade show that in the event of a shutdown of analog TV without a picture, from 16.2 million to 33.7 million TVs will remain (13.5-30.6% of all used TVs in the country).

A Mediascope study for the Russian Television Broadcasting Network (RTRS) previously showed that digital readiness is 82%, and in some regions - only 70%.

Responsible for the construction of the digital broadcast TV network, the Russian Television and Radio Broadcasting Network (RTRS), for its part, said that thanks to the introduction of digital broadcasting technologies by the end of 2018, 98.4% of the country's residents will be able to watch ten TV channels of the first multiplex for free, more than 98% - 20 channels of the first and second multiplexes.^[4]

2017

Data M.Video and Eldorado

The companies M.Video"" and Dorado"," which are part of the group, SAFMAR Mikhail Gutseriev summed up in December 2017 the preliminary results of the Russian TV market in 2017. According to two players, TV sales for the full year could reach 5.1 million units and 133 billion. rubles Thus, the market will show an increase in pieces of 3% and will remain at the level of 2016 in money. The average price for TVs in 2017 will be lower than a year earlier, by about 5% and will amount to about 26,000 rubles.

Despite the gradual recovery of the market, its indicators are still lower than the pre-crisis ones: compared to 2013, sales in money are 12% lower, and demand in pieces is 40% lower.

Three leading brands remain the market leaders - Samsung, LG and Sony. Their total share for several years remains at the level of 78-80% in monetary terms and 63-65% in pieces. Nevertheless, buyers have the opportunity to choose from a wide range of manufacturers: more than 10 brands are on the market, including Philips, Thomson, Haier and others.

The main trends in the TV market in 2017

1. The demand for large diagonals is growing.

Models from 30 to 44 inches are in greatest demand on average in the market and in M.Video - they account for about 60-65% of unit TV sales. At the same time, TVs with a larger diagonal - from 45 to 60 inches - became the most dynamically growing in 2017 - their unit sales grew by 19% year-on-year. Analysis of the TV market in retrospect of the last 10 years shows that the average screen diagonal has grown from 29 inches in 2007 to 36-37 inches in 2017.

In Eldorado, devices with a diagonal of 40 to 49 inches were the most popular - they account for 50% of all sales. Over the year, growth in physical terms was observed in the following groups: televisions with a diagonal of more than 50 inches (+ 21%), televisions 46-49 inches (+ 10%), televisions 24-29 inches (+ 17%).

2. The demand for "smart" TVs is growing

Smart-TV technology continues to increase its presence in the TV market. Currently, almost half of TVs sold on the Russian market are equipped with this technology, and the average price for such TVs decreased in 2017 by 10% to 38,000 rubles.

3. Demand for 4K (Ultra HD) screen resolution TVs is growing

The growth in the segment of TVs with 4K (UHD) is due to the cheaper technology and its penetration into the middle price segment. The average price for 4K TVs decreased by 20% compared to 2016 - to 55,000 rubles. The share of TVs with UHD almost doubled in unit terms and one and a half in monetary terms, reaching 16% and 34% in sales of all TVs, respectively. In comparison, the highest share of 4K is observed in the UK and Germany market - more than 60% in monetary terms. In the same countries, the lowest share of HD Ready is about 10% (in Russia, about 23% in money). In sales of M.Video, the share of 4K TVs reaches European indicators - 50% in monetary terms. The company sells about 38% of such TVs on the market.

In 2017, slightly more than half (53%) of urban households had one TV, a third (31%) - two, 16% - three or more, according to an industry report from Rospechat. The size of the park in recent years has hardly changed, but the process of updating it is constantly underway.

At the same time, the number of channels available to Russians is growing.

As the analysis of media consumption showed, in Deloitte Russia, the mass audience prefers entertainment. content TV channels take this specificity into account. According to the analytical center NSC in 2017, the largest genre units on the air of 17 largest domestic TV channels were television series (23%), and information programs accounted for only 6% of the air.

Television audiences are slowly aging. As noted in the report of Rospechat, if in 2008 the age group "55 +" was a third (32%) in the television audience, then by 2017 it had grown to 44% (despite the fact that in the population this age group is only 28%). The average age of the viewer from 2008 to 2017 increased by five years - from 44 to 49 years. The proportion of women (61%) exceeds the proportion of men (39%).

3D TV sales fall to 1%

According to M.VideoDorado the group "-," in 2016, market leaders announced a halt in the production of 3D TVs, and in 2017 the number of devices sold Russia in decreased to 1%.

2013: 3D TV demand peaks

According to M.VideoDorado the group "-," the peak demand for 3D-enabled TVs Russia came in 2013, when their market share reached 50% in money and 28% in pieces. However, sales of models with support for 3D imaging later did not become widespread due to the rather high cost (in 2013 the average cost was 41,000 rubles), the need to purchase an additional accessory and a small amount. content

1985

TV Sales Department. USSR, 1985.

See also

• Televisions (Global Market)
• Smart TV (Russian market)

Notes