The German television market demonstrated resilience in 2024, with sales figures mirroring the previous year's performance. A total of 2.94 million TV sets were sold in the first three quarters, a near-identical figure to the 2.92 million units sold during the same period in 2023. While the first quarter experienced a slowdown, a robust second quarter, fueled by major sporting events like the European Football Championship and the Olympic Games, compensated for the initial dip. Third-quarter sales matched those of the same period in 2023, maintaining overall market stability.
This data, compiled by the German industry associations ZVEI and Deutsche TV-Plattform in collaboration with market research firm GfK for their Consumer Electronics Branchenkompass Q3/2024 report, paints a picture of a mature market. The overall turnover in the video market remained consistent at approximately €2.1 billion during the first nine months of 2024. This stability is further reflected in the broader consumer electronics market, with a total volume of €3.9 billion.
In terms of TV features, the market largely maintained its established preferences. LCD televisions continued their dominance, accounting for 85% of sales, while OLED technology held a 15% share. The popularity of UHD TVs remains strong, with more than three-quarters (78%) of sales falling into this category. The trend towards larger screens persists, with 24% of sales representing 55-inch sets and a further 17% comprising 65-inch (165 cm) models.
An interesting development highlighted by the German media authorities’ Audio Trends 2024 report is the rising popularity of smart TVs for online audio consumption. Smart TVs have now become the second most prevalent device for streaming web radio and online audio, second only to smartphones.