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UK Televisions market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Televisions market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products 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.

A number of types of television are capable of being connected to computers with audio and video cables, and displaying content from the internet accordingly. Other televisions have the ability to connect directly to the internet built into them, and come with customised software designed to facilitate this. This latter category of devices is what is referred to when ‘smart’ or ‘internetenabled’ televisions are discussed in this Report.

‘3D television’ (or 3DTV) refers to any television with the ability to display 3D content (whether from a satellite, cable or digital terrestrial TV signal, read from a disc or from an internet source). Some televisions use ‘passive’ glasses to accomplish this, where polarised plastic panes filter the content seen by each eye. Other televisions use ‘active shutter’ glasses, where batterypowered shutters within the glasses are used to the same end effect. Both technologies are covered under discussion of 3D television.

For the purposes of this Report, small-screen TVs are classified as those sized 31ʺ and below, medium TVs are sized 32-45ʺ and large-screen TVs refer to those sized 46ʺ and above.

The terms 4K and Ultra HD are used interchangeably throughout this Report in reference to the next generation of picture quality. Ultra HDTVs are categorised as those that display a horizontal resolution of 4,000 pixels.

Discussion of the ‘main’ television set refers to the television consumers will spend most time with. Normally this is contained in the living room. ‘Secondary’ sets are generally referred to as TVs in kitchens, bedrooms or other rooms.

Expert analysis from a specialist in the field

Written by Adrian Reynolds, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With consumers prioritising improved picture quality over fundamental changes to the viewing experience, 4K TVs will prove more popular than 3D technology in the long-term. With growth slowing due to economic uncertainty and rising import costs, educating consumers on the benefits of the technology and effectively showcasing an expanding content range will be vital to boost upgrades. Adrian Reynolds
Technology Analyst

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Table of contents

  1. Overview

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

          • The market
            • Portable device viewing is hitting television volume sales
              • Figure 1: Volume of the UK television market, 2013-23
            • TV viewing time continues to decline
              • Figure 2: Average daily minutes of TV viewing, 2010-17
            • Companies and brands
              • Samsung unveils ‘The Wall’ at CES 2018
                • Above-the-line growth driven by digital spend
                  • Figure 3: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2015-17
                • The consumer
                  • ‘Big four’ manufacturers account for three quarters of main screens
                    • Figure 4: Brand of TVs in the household and brand of the main TV in the household, June 2018
                  • Consistent rise in the number of households with just one television
                    • Figure 5: Number of televisions in the household, 2016-18
                  • Ultra HD 4K sets begin to erode HD’s share
                    • Figure 6: Types of TVs in the household, June 2018
                  • Nearly half of people have owned their TV over three years
                    • Figure 7: Age of main television set, June 2018
                  • Half of people pay under £500 for their main television
                    • Figure 8: Cost of main television, June 2018
                  • Seven in 10 people would be motivated to upgrade to 4K by price discounts
                    • Figure 9: Upgrading to 4K Ultra HD, June 2018
                  • Three quarters of people only replace the main TV when it breaks
                    • Figure 10: Attitudes towards television replacement, June 2018
                  • Over half of 16-34-year-olds would use the main TV as a smart hub…
                    • …while four in 10 would like to use voice assistant technology on the TV
                      • Figure 11: Attitudes towards television innovation, June 2018
                    • What we think
                    • Issues and Insights

                      • Will Ultra HD 4K replicate the success of HD television?
                        • The facts
                          • The implications
                            • The future of the main television set
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Portable device viewing is hitting television volume sales
                                    • Boost from World Cup sales will not prevent further decline market value
                                      • Retailers look to World Cup discounting to drive 4K upgrades
                                        • TV viewing time continues to decline
                                          • Over seven in 10 people have an internet-connected TV
                                          • Market Size and Forecast

                                            • Portable device viewing is hitting television volume sales
                                              • Figure 12: Volume of the UK television market, 2013-23
                                              • Figure 13: Volume of the UK television market, 2013-23
                                            • Boost from World Cup sales will not prevent further decline market value
                                              • Figure 14: Value of the UK television market, 2012-22
                                              • Figure 15: Value of the UK television market, 2013-23
                                            • Forecast methodology
                                            • Market Drivers

                                              • Retailers look to World Cup discounting to drive 4K upgrades
                                                • Argos launches augmented reality feature to aid TV buying
                                                  • Upgraded video games consoles pushing 4K screens
                                                    • TV viewing time continues to decline
                                                      • Figure 16: Average daily minutes of TV viewing, 2010-17
                                                    • Over seven in 10 people have an internet-connected TV
                                                      • Figure 17: Television connectivity, June 2017-April 2018
                                                  • Companies and Brands – What You Need to Know

                                                    • Samsung unveils ‘The Wall’ at CES 2018
                                                      • LG previews wallpaper TV and updates W8 Signature range
                                                        • Samsung launches ambient mode for 2018 flagship Q9F range
                                                          • Above-the-line growth driven by digital spend
                                                            • Leading three manufacturers account for over 69% of advertising spend
                                                              • Samsung seen as the highest quality and most innovative brand
                                                              • Launch Activity and Innovation

                                                                • Samsung unveils ‘The Wall’ at CES 2018
                                                                  • Figure 18: Samsung’s The Wall
                                                                • LG previews wallpaper TV and updates W8 Signature range
                                                                  • Hisense looks to develop the 4K projector market
                                                                    • Samsung launches ambient mode for 2018 flagship Q9F range
                                                                      • Figure 19: Samsung’s ambient mode on the 2018 Q9F range
                                                                  • Advertising and Marketing Activity

                                                                    • Above-the-line growth driven by digital spend
                                                                      • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2015-17
                                                                      • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2016 and 2017
                                                                    • Leading three manufacturers account for over 69% of advertising spend
                                                                      • Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2015-17
                                                                    • Nielsen Ad Intel coverage
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 23: Attitudes towards and usage of selected brands, July 2018
                                                                        • Key brand metrics
                                                                          • Figure 24: Key metrics for selected brands, July 2018
                                                                        • Brand attitudes: Samsung and Sony are the most differentiated brands people will pay more for
                                                                          • Figure 25: Attitudes, by brand, July 2018
                                                                        • Brand personality: Cross-category success in smartphones drives Samsung’s fun brand image
                                                                          • Figure 26: Brand personality – macro image, July 2018
                                                                        • Toshiba, Panasonic and Philips are deemed more affordable yet still reliable
                                                                          • Figure 27: Brand personality – micro image, July 2018
                                                                        • Brand analysis
                                                                          • Samsung seen as the highest quality and most innovative brand
                                                                            • Figure 28: User profile of Samsung, July 2018
                                                                          • Sony’s upbeat fun image boosted by video games market
                                                                            • Figure 29: User profile of Sony, July 2018
                                                                          • LG struggles to match the differentiation of Samsung and Sony
                                                                            • Figure 30: User profile of LG, July 2018
                                                                          • Panasonic struggling to maintain high usage rates
                                                                            • Figure 31: User profile of Panasonic, July 2018
                                                                          • Philips deemed the least exclusive of the brands analysed
                                                                            • Figure 32: User profile of Philips, July 2018
                                                                          • Toshiba viewed as an affordable, reliable option but lacks exclusivity
                                                                            • Figure 33: User profile of Toshiba, July 2018
                                                                          • Chinese manufacturer Hisense lacking awareness but has strong potential
                                                                            • Figure 34: User profile of Hisense, July 2018
                                                                        • The Consumer – What You Need to Know

                                                                          • Big four manufacturers account for three quarters of main screens
                                                                            • Consistent rise in the number of households with just one television
                                                                              • Ultra HD 4K sets begin to erode HD’s share
                                                                                • Nearly half of people have owned their TV over three years
                                                                                  • Half of people pay under £500 for their main television
                                                                                    • Seven in 10 people would be motivated to upgrade to 4K by price discounts
                                                                                      • Three quarters of people only replace the main TV when it breaks
                                                                                        • Nearly half of people would buy a larger television next time
                                                                                          • Over half of 16-34-year-olds would use the main TV as a smart hub
                                                                                          • Television Brand Ownership

                                                                                            • Big four manufacturers account for three quarters of main screens
                                                                                              • Figure 35: Brand of TVs in the household and brand of the main TV in the household, June 2018
                                                                                            • Samsung is the most owned brand in every age group
                                                                                              • Figure 36: Ownership of big four television brands, by age, June 2018
                                                                                            • Big four manufacturers focused on pushing 4K adoption
                                                                                              • Figure 37: Leading brands of TVs in the household, by Ultra HD 4K ownership, June 2018
                                                                                          • Televisions in the Home

                                                                                            • Consistent rise in the number of households with just one television
                                                                                              • Figure 38: Number of televisions in the household, 2016-18
                                                                                            • Ultra HD 4K sets begin to erode HD’s share
                                                                                              • Figure 39: Types of TVs in the household, June 2018
                                                                                            • One in five 25-34-year-olds have a 4K television
                                                                                              • Figure 40: Main TV set resolution, by age, June 2018
                                                                                            • Technologically engaged 4K owners more likely to have multiple televisions
                                                                                              • Figure 41: Number of televisions in the household, by types of TVs in the household, June 2018
                                                                                            • The vast majority of people watch video away from the main television…
                                                                                              • …but less than three in 10 watch on a television in another room
                                                                                                • Figure 42: Viewing away from the main TV, June 2018
                                                                                              • Younger demographics viewing on portable devices is limiting demand for televisions
                                                                                                • Figure 43: Viewing away from the main TV, by age, June 2018
                                                                                            • Length of Ownership and Cost of Televisions

                                                                                              • Nearly half of people have owned their TV over three years
                                                                                                • Figure 44: Age of main television set, June 2018
                                                                                              • Half of people pay under £500 for their main television
                                                                                                • Figure 45: Cost of main television, June 2018
                                                                                              • 25-34s most likely to spend over £1,000 on their main television
                                                                                                • Figure 46: Cost of main television, by Age, June 2018
                                                                                            • Upgrading to Ultra HD 4K

                                                                                              • Can 4K Ultra HD replicate the success of HD?
                                                                                                • Seven in 10 people would be motivated to upgrade to 4K by price discounts
                                                                                                  • Free trials and trade-ins could boost 4K take-up
                                                                                                    • Figure 47: Motivations for upgrading to 4K Ultra HD, June 2018
                                                                                                  • Men are keener for deals that showcase 4K content
                                                                                                    • The biggest market for smaller 4K screens is amongst 16-24-year-olds
                                                                                                      • Figure 48: Motivations for upgrading to 4K Ultra HD, by age, June 2018
                                                                                                    • Price is by far the most important factor when upgrading to 4K
                                                                                                      • Figure 49: TURF Analysis – Factors encouraging the purchase of a 4K TV, June 2018
                                                                                                  • Attitudes towards Televisions

                                                                                                    • Three quarters of people only replace the main TV when it breaks
                                                                                                      • Nearly half of people would buy a larger television next time
                                                                                                        • There is little brand loyalty in the television market
                                                                                                          • Figure 50: Attitudes towards television replacement, June 2018
                                                                                                        • Over half of 16-34-year-olds would use the main TV as a smart hub…
                                                                                                          • …while four in 10 would like to use voice assistant technology
                                                                                                            • Figure 51: Attitudes towards television innovation, June 2018
                                                                                                          • Seven in 10 aged 16-34 who paid £500+ for their TV are interested in using it as a smart hub
                                                                                                            • Figure 52: Target group for smart hub TVs – CHAID – Tree output, June 2018
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                                • Market size and forecast
                                                                                                                  • Fan chart forecast
                                                                                                                    • Value
                                                                                                                      • Figure 53: Best- and worst-case forecast for the value of the UK television market, 2018-23
                                                                                                                    • Volume
                                                                                                                      • Figure 54: Best- and worst-case forecast for the volume of the UK television market, 2018-23
                                                                                                                    • Brand research
                                                                                                                      • Brand map
                                                                                                                        • CHAID analysis - Methodology
                                                                                                                          • Figure 55: Target group for smart hub TVs – CHAID – Table output, June 2018
                                                                                                                        • TURF Analysis – Methodology
                                                                                                                          • Figure 56: Table - TURF Analysis – Factors encouraging the purchase of a 4K TV, June 2018