Chinese Consumers Embrace Large-Screen TVs: A Market Analysis
Summary:
- In Q3 2025, the average TV size in China reached 62.8 inches, significantly surpassing the 45.5 inches average in the Asia-Pacific region, excluding China.
- The surge in large-screen TV purchases is closely linked to government subsidy initiatives, although demand has recently begun to show signs of cooling.
- As domestic demand weakens, Chinese TV brands are looking to expand into overseas markets, facing challenges due to varying consumer preferences.
The global television market landscape has experienced notable shifts, particularly within China, as highlighted by the latest report from Omdia for the third quarter of 2025. The findings underscore a distinct preference among Chinese consumers for larger screens compared to their neighbors in the Asia-Pacific and Oceania regions.
Shifting Average TV Sizes
Data reveals that the average TV screen size in China has reached an impressive 62.8 inches. In stark contrast, the average size in the Asia-Pacific region, excluding China, is considerably smaller at just 45.5 inches. This disparity not only highlights the evolving consumer preferences but also indicates a larger trend toward enhancing the home viewing experience among Chinese households.
Factors Driving Demand
Several factors contribute to the burgeoning popularity of large-screen TVs in China. A significant catalyst has been the government’s subsidy policies, which have incentivized consumers to upgrade to larger models. This initiative has fueled a wave of replacements in the market, further driving the preference for expansive viewing experiences.
However, despite the initial surge in demand, recent trends indicate a cooling in this segment. For instance, the growth in shipments for super-large TVs (those 80 inches and above) has witnessed a substantial decline, dropping from over 40% growth sustained over several quarters to a modest 23.1% in Q3 2025. Similarly, the 70-79 inch category has also struggled, seeing only a 1.1% year-on-year growth—a stark contrast to the booming numbers of previous quarters.
Market Challenges Ahead
Amid these fluctuations, several challenges are emerging. The recent decline in consumer demand, attributed to factors such as the exhaustion of subsidy programs and a currently stagnant replacement market, has raised concerns regarding future growth prospects for large-screen TVs in China.
In response to subdued domestic sales, many Chinese TV manufacturers are exploring opportunities in international markets. However, this strategy is not without obstacles. The preference for smaller television sizes in many overseas markets poses additional challenges for Chinese brands, prompting a reconsideration of their product offerings and marketing strategies abroad.
Conclusion
The evolution of consumer preferences in China, particularly for large-screen TVs, and the associated market dynamics reflect broader trends in the global audiovisual landscape. While government subsidies have successfully driven considerable demand, the resulting cooling period necessitates adaptive strategies for both manufacturers and retailers. As Chinese brands pivot to strengthen their foothold in international markets, they must align closely with varying consumer preferences to sustain their growth trajectory.
In conclusion, the television market in China is a rapidly evolving entity characterized by significant consumer demands for larger screens. As manufacturers navigate these changes, ongoing market analysis will be crucial to identify emerging trends and sustain competitiveness in both domestic and global arenas.
