Germany's TV set market demonstrated significant resilience in 2024, with sales figures showing a 2.6% increase compared to the previous year. This translates to nearly 4.6 million units sold, according to the CE-Branchenkompass 2024 report, a collaborative effort by ZVEI, Deutsche TV-Plattform, and GfK.
Key factors contributing to this growth include the UEFA European Football Championship in the second quarter and a surge in replacement purchases during the fourth quarter, directly linked to the SD switch-off by public broadcaster ARD in early January 2025. The report highlights impressive gains in specific TV segments. OLED TV sales saw a substantial 6.4% rise, reaching 735,000 units. The preference for larger screens is undeniable, with sales of TVs between 51 and 65 inches increasing by 8.1% (1.9 million units). The extra-large TV segment (over 65 inches) experienced explosive growth, soaring by 33.6% to 380,000 units.
Ultra-high-definition (UHD) TVs also performed strongly, exhibiting a 5.2% sales increase, totaling 3.6 million units. The integration of surround sound in flat-screen TVs is gaining traction, with sales of such models reaching two million units—a 10.3% year-on-year rise. Despite this positive performance within the TV sector, the broader consumer electronics market (encompassing video and audio equipment) experienced a slight dip in 2024, with total revenue reaching €6.2 billion—a 1.5% decrease from 2023. While the video market registered a modest 1.7% revenue increase, the audio market faced a more significant 5% year-over-year decline.