Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Televisions - UK - August 2019

Covered in this report

This report examines the UK market for televisions. ‘Televisions’ in this context refers to any independent device built explicitly with the purpose of receiving broadcast television signals. Personal computers plugged into an aerial, for example, are not included within this definition, and are not included in the market size estimates.

‘Smart’ televisions are those that have the ability to connect directly to the internet built into them, and come with customised software designed to facilitate this. TVs that are connected via other devices, like set-top-boxes or games consoles, are not defined as ‘smart’, even though these devices provide access to many of the same features that smart TVs have.


“Through declining prices and the build-up to major sporting events, take-up of 4K Ultra HD TVs has grown in the last year. This is set to continue as people show desire to upgrade to higher resolution pictures and larger screens As picture resolution improves, it is vital brands offer equally impressive sound quality built into sets, while also ensuring seamless navigation of smart TV interfaces, utilising voice assistants and smartphones.”
– Matt King, Category Director - Technology

This report looks at the following areas:

  • Consumers are prioritising larger screens as the emphasis on the main set grows
  • Demand for sound quality provides an opportunity to boost sales

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • The market is relying on 4K sets to limit declining volume sales
              • Figure 1: Volume of the UK television market, 2014-2024
            • Further declining market value expected after modest 2018 growth
              • Figure 2: Value of the UK television market, 2014-24
            • Companies and brands
              • A third of main HD/4K Ultra HD screens are Samsung
                • Figure 3: Brand of TVs in the household and brand of the main TV in the household, June 2019
              • Advertising spend declined despite the impact of World Cup promotions
                • Figure 4: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2016-18
              • The consumer
                • 71% of people with HD/4K televisions have two or more sets in the home
                  • Figure 5: Number of televisions in the household, June 2019
                • Rising 4K take-up driving the number of televisions in the home
                  • Figure 6: Type of televisions in the household, April 2018-June 2019
                • Over eight in 10 people have an internet-connected television
                  • Figure 7: Television connectivity, January 2019 – June 2019
                • Over four in 10 people spent over £500 on their main television
                  • Figure 8: Cost of main television, June 2019
                • There is strong demand for better built-in sound quality
                  • Figure 9: Important factors when upgrading, June 2019
                • Half of people are using catch-up and streaming services on the main TV
                  • Figure 10: Uses of the main television, June 2019
                • There is strong potential for television control to move beyond the traditional remote
                  • Figure 11: Attitudes towards television technology, June 2019
                • What we think
                • Issues and Insights

                  • Consumers are prioritising larger screens as the emphasis on the main set grows
                    • The facts
                      • The implications
                        • Demand for sound quality provides an opportunity to boost sales
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • The market is relying on 4K sets to limit declining volume sales
                                • Further declining market value expected after modest 2018 growth
                                  • Live viewing time declines as the role of the TV shifts
                                    • Range of 4K Ultra HD content continues to expand
                                      • AI Upscaling offers potential solution to the lack of 8K content
                                        • Major sports events continue to provide a boost to retailers
                                        • Market Size and Forecast

                                          • The market is relying on 4K sets to limit declining volume sales
                                            • Figure 12: Volume of the UK television market, 2014-2024
                                            • Figure 13: Volume of the UK television market, 2014-2024
                                          • Further declining market value expected after marginal 2018 growth
                                            • Figure 14: Value of the UK television market, 2014-24
                                            • Figure 15: Value of the UK television market, 2014-24
                                          • Forecast methodology
                                          • Market Drivers

                                            • Live viewing time declines as the role of the TV shifts
                                              • Figure 16: Average daily minutes of TV viewing, 2010-17
                                            • Range of 4K Ultra HD content continues to expand
                                              • AI Upscaling offers potential solution to the lack of 8K content
                                                • Environmental impact could limit the continued growth of streaming video
                                                  • Major sports events continue to provide a boost to retailers
                                                    • Augmented reality being utilised to sell larger screens
                                                      • 2020 games console releases will drive demand for 4K screens
                                                      • Companies and Brands – What You Need to Know

                                                        • LG unveils the world’s first 8K OLED TV
                                                          • Samsung previews updated ‘The Wall’ TV at CES 2019
                                                            • Sony’s 98-inch 8K screen will be one of the most expensive on the market
                                                              • Samsung becomes first TV manufacturer to offer Apple TV app
                                                                • Advertising spend declined despite the impact of World Cup promotions
                                                                  • Leading three manufacturers’ share of advertising spend declines to 56%
                                                                  • Launch Activity and Innovation

                                                                    • LG unveils the world’s first 8K OLED TV
                                                                      • Figure 17: LG’s Signature Z9 8K OLED TV
                                                                    • Samsung previews updated ‘The Wall’ TV at CES 2019 …
                                                                      • Figure 18: Samsung’s The Wall TV
                                                                    • … while also updating its 8K TVs with flagship Q950R range
                                                                      • Figure 19: Samsung’s flagship Q950R television
                                                                    • Sony’s 98-inch 8K screen will be one of the most expensive on the market
                                                                      • Figure 20: Sony’s 8K Masters Series ZG9 TV
                                                                    • Bang & Olufsen reveals Beovision Harmony range
                                                                      • Figure 21: Bang & Olufsen’s Harmony TV
                                                                    • Samsung becomes first TV manufacturer to offer Apple TV app
                                                                    • Advertising and Marketing Activity

                                                                      • Advertising spend declined despite the impact of World Cup promotions
                                                                        • Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2016-18
                                                                        • Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2017 and 2018
                                                                      • Leading three manufacturers’ share of advertising spend declines to 56%
                                                                        • Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2016-18
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 25: Attitudes towards and usage of selected brands, July 2019
                                                                          • Key brand metrics
                                                                            • Figure 26: Key metrics for selected brands, July 2019
                                                                          • Brand attitudes: Samsung achieving greater differentiation than other brands
                                                                            • Figure 27: Attitudes, by brand, July 2019
                                                                          • Brand personality: Sony and Samsung deemed fun due to success in other categories
                                                                            • Figure 28: Brand personality – macro image, July 2019
                                                                          • Samsung and Sony perceived as the most stylish and desirable brands
                                                                            • Figure 29: Brand personality – micro image, July 2019
                                                                          • Brand analysis
                                                                            • TV market leader Samsung deemed worth paying for more
                                                                              • Figure 30: User profile of Samsung, July 2019
                                                                            • Sony is deemed a fun yet prestigious brand
                                                                              • Figure 31: User profile of Sony, July 2019
                                                                            • LG is seen as good value but struggles to match the differentiation of Sony and Samsung
                                                                              • Figure 32: User profile of LG, July 2019
                                                                            • Panasonic scores high on trust but lacks exclusivity
                                                                              • Figure 33: User profile of Panasonic, July 2019
                                                                            • Philips is viewed as an accessible and affordable brand
                                                                              • Figure 34: User profile of Philips, July 2019
                                                                            • Toshiba seen as affordable but lacks a strong brand personality
                                                                              • Figure 35: User profile of Toshiba, July 2019
                                                                            • Hisense rapidly growing in awareness and usage despite recent UK market entry
                                                                              • Figure 36: User profile of Hisense, July 2019
                                                                          • The Consumer – What You Need to Know

                                                                            • A third of main HD/4K Ultra HD screens are Samsung
                                                                              • 71% of people with HD/4K televisions have two or more sets in the home
                                                                                • Rising 4K take-up driving the number of televisions in the home
                                                                                  • 16% of people got their television in the last year
                                                                                    • Over four in 10 people spent over £500 on their main television
                                                                                      • A quarter of people say higher screen resolution is the most important upgrade factor
                                                                                        • There is strong demand for better built-in sound quality
                                                                                          • Half of people are using catch-up and streaming services on the main TV
                                                                                            • Nearly half of 25-34s mount their TV to the wall
                                                                                              • There is strong potential for television control to move beyond the traditional remote
                                                                                                • Sound bars represent a chance to boost manufacturer revenues
                                                                                                • Television Brand Ownership

                                                                                                  • A third of main HD/4K Ultra HD screens are Samsung
                                                                                                    • Hisense is well-placed to increase its market share
                                                                                                      • Figure 37: Brand of TVs in the household and brand of the main TV in the household, June 2019
                                                                                                    • Samsung particularly popular among under-44s
                                                                                                      • Figure 38: Ownership of big four television brands, by age, June 2019
                                                                                                    • Samsung ownership peaks at 44% among those paying £1,001-£2,000
                                                                                                      • Figure 39: Brand of main television, by cost of main television, June 2019
                                                                                                  • Televisions in the Home

                                                                                                    • 71% of people with HD/4K televisions have two or more sets in the home
                                                                                                      • Figure 40: Number of televisions in the household, June 2019
                                                                                                    • Rising 4K take-up driving the number of televisions in the home
                                                                                                      • Figure 41: Type of televisions in the household, April 2018-June 2019
                                                                                                    • Younger demographics have more TVs in the home due to larger households
                                                                                                      • Figure 42: Number of televisions in the household, by age, June 2019
                                                                                                    • Two-set households are the most likely recent purchasers
                                                                                                      • Figure 43: Number of televisions in the household, by age of main television, June 2019
                                                                                                    • Most people with one TV do not want additional sets
                                                                                                      • Figure 44: Reasons for only having one television set in the household, June 2019
                                                                                                    • Over eight in 10 TV households are connected
                                                                                                      • Figure 45: Television connectivity, January 2019 – June 2019
                                                                                                  • Age and Cost of Televisions

                                                                                                    • 16% of people got their television in the last year …
                                                                                                      • Figure 46: Age of main television set, June 2019
                                                                                                    • … rising to 23% among 16-24 year olds
                                                                                                      • Figure 47: Length of time owning main television, by age, June 2019
                                                                                                    • Over four in 10 people spent over £500 on their main television
                                                                                                      • Figure 48: Cost of main television, June 2019
                                                                                                    • 35-44s are spending the most on the main television
                                                                                                      • Figure 49: Cost of main television, by Age, June 2019
                                                                                                  • Important Factors when Upgrading

                                                                                                    • A quarter of people say higher screen resolution is the most important upgrade factor
                                                                                                      • There is strong demand for better built-in sound quality
                                                                                                        • Figure 50: Important factors when upgrading, June 2019
                                                                                                      • Three quarters of people prioritise bigger screens and better picture quality …
                                                                                                        • … while half are looking for effective smart TV interface or smart hubs
                                                                                                          • Figure 51: Important factors when upgrading, net data, June 2019
                                                                                                        • 45-54 year olds are the most likely to prioritise resolution and larger screens
                                                                                                          • Figure 52: Important factors when upgrading, by age, June 2019
                                                                                                      • Use of Main Television Sets

                                                                                                        • Half of people are using catch-up and streaming services on the main TV
                                                                                                          • Figure 53: Uses of the main television, June 2019
                                                                                                        • 25-34 year olds are using the TV for streaming more than live broadcasts
                                                                                                          • Figure 54: Uses of the main television, by age, June 2019
                                                                                                        • Growth in 4K take-up could reduce live broadcast viewing further
                                                                                                          • Figure 55: Intention to buy technology products in the next three months, June 2018-June 2019
                                                                                                      • Attitudes towards Televisions

                                                                                                        • Vast majority of people say they have space for a larger television
                                                                                                          • Figure 56: Attitudes towards television space, June 2019
                                                                                                        • Nearly half of 25-34s mount their TV to the wall
                                                                                                          • Figure 57: Television wall mounting, by selected demographics, June 2019
                                                                                                        • Strong potential for television control to move beyond the traditional remote
                                                                                                          • Figure 58: Attitudes towards television technology, June 2019
                                                                                                        • Sound bars represent a chance to boost manufacturer revenues
                                                                                                          • Figure 59: Televisions – CHAID – Tree output, June 2019
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Market size and forecast
                                                                                                                • Fan chart forecast
                                                                                                                  • Value
                                                                                                                    • Figure 60: Best- and worst-case forecast for the value of the UK television market, 2019-24
                                                                                                                  • Volume
                                                                                                                    • Figure 61: Best- and worst-case forecast for the volume of the UK television market, 2019-24
                                                                                                                  • Brand research
                                                                                                                    • Brand map
                                                                                                                      • CHAID analysis – Methodology
                                                                                                                        • Figure 62: Televisions – CHAID – Table output, June 2019

                                                                                                                    Televisions - UK - August 2019

                                                                                                                    £1,995.00 (Excl.Tax)