The TV category on Amazon is one of the most watched and revenue-generating areas in e-commerce. In 2023, the competitive landscape has become crystal clear, with leading brands dominating both in terms of market share and top-selling products. Here is a comprehensive analysis of the TV category based on the latest available year-to-date (YTD) data.
Market Dominance and Market Shares
The television market on Amazon and globally reflects technological progress and consumer preferences. In the first quarter of 2023, the global smart TV market recorded a slight decline of 3%, with a total of over 41.6 million units shipped. Europe in particular saw declining numbers due to the conflict between Russia and Ukraine, and high inflation caused consumer spending on televisions to shrink in favor of other priorities.*
On Amazon, there is a clear market dominance by established brands. Samsung leads with a market share of 36.4%, while LG follows with 17.06% and Hisense with 13%. Philips and Sony hold 8.7% and 4.5% of the market respectively.
Most Popular Screen Sizes
Consumer preferences have changed in recent years, leading to a significant shift towards larger screen sizes. The most common TV sizes on the market are now 32, 43, 50, 55, 65, and 75 inches, measured diagonally from corner to corner. Smaller screens are becoming increasingly less popular, while larger screens such as 65- and 75-inch variants are gaining in popularity.*
In particular, 65-inch televisions have established themselves as a popular choice for North American households and have become a standard size in many homes. This preference is further reinforced by the improved design of modern models, such as a thinner and lighter construction as well as the possibility of wall mounting. The more affordable prices also make them accessible to a broader range of buyers. In addition, 75-inch televisions are becoming increasingly popular as they offer a cinema-like experience at home and feature capabilities such as HDR quality and 4K resolution that enable immersive viewing.
On Amazon.de, demand continues to focus mainly on 55- and 65-inch models. The most searched keywords in this segment also focus on 55- and 65-inch sizes.
Revenue Distribution: Retail vs. Marketplace
An interesting facet of the market is the revenue distribution between Amazon Retail and Marketplace sellers. With 36% of revenue generated through the Retail channel and 64% through the Marketplace, it is clear that third-party sellers play a significant role in this category.
Deal-Driven Category
A notable aspect of the TV category is its deal sensitivity. In July 2023, the month of Prime Day, revenue increased 2.9 times compared to months without sales events. This shows that promotional events like Prime Day are crucial for this category to boost sales and maximize revenue.
Conclusion
The analysis of the television market on Amazon shows that consumers are increasingly preferring larger and technologically advanced models, which is confirmed by global market dynamics and developments in other distribution channels. Brands that want to succeed in this highly competitive environment must align their offerings with these trends and recognize the importance of promotional events like Prime Day, which can significantly boost revenue.
*https://www.techinsights.com/blog/smart-tv-vendor-market-share-q1-2023-30-countries
*https://meinoxtech.com/most-popular-tv-sizes/