The Zhitong Finance App learned that Omdia's latest research shows that in 2027, global high-end TV shipments are expected to increase by 9.3% year-on-year. High-end TVs are defined as models with an average selling price (ASP) above $1,000. This segment is expected to grow while overall global TV shipments will drop 1.0%.
North America is expected to become the main market for the growth in high-end TV shipments, which is expected to increase 21.9% year over year in 2027. According to data from Omdia's “TV Forecast Database for the Second Quarter of 2026”, the position of high-end models in TV manufacturers' product strategies is becoming more and more important.
Figure 1: High-end TV Shipments by Region
Rising storage costs are putting pressure on entry-level TVs
Rising component costs and a shortage of memory chips are putting pressure on TV makers' profit margins, with entry-level models being particularly affected. For 65-inch LCD TVs that cost an average of $300, just a few dollars more in storage costs could further squeeze profit margins or force manufacturers to raise sales prices. However, since high-end models are more expensive, the same cost increase accounts for a smaller proportion of their sales price, so they have a stronger ability to absorb costs.
In a context of limited component supply, leading brands are prioritizing the allocation of resources to high-end models to protect enterprise lifetime value (ELTV) and hardware profitability. This has prompted TV manufacturers to adjust their product portfolios and place more emphasis on high-value products.
Patrick Horner, head of Omdia's television research business, said: “Component supply restrictions are affecting TV manufacturers' product strategies. Rising storage costs have further increased the pressure on low-margin models, prompting brands to shift resources towards high-end TVs. Display technology innovations such as RGB LED backlighting support this strategy and provide consumers with a more clear reason to upgrade.”
RGB LED backlighting will account for 49% of high-end TV revenue by 2030
Innovation in display technology is driving the transformation of the market to high-end TVs. Various brands are expanding the commercial application of RGB LED backlighting architectures to achieve improvements in color gamut capacity, local dimming accuracy, and peak brightness, thereby supporting higher product pricing.
Omdia predicts that RGB LED backlighting will account for 49% of global high-end TV revenue by 2030. At that time, LCD TVs using traditional backlighting technology are expected to account for only 2% of high-end TV revenue, reflecting changes in the technical structure of this segment.
Figure 2: Premium TV Revenue Share by Technology and LED Type
The above outlook shows that against the backdrop of a slowdown in overall demand for televisions, the importance of technological iteration and higher-value models is becoming more and more prominent. High-end TV shipments in North America are expected to continue to grow, reflecting the continued demand for advanced display features from consumers with high spending power. TV manufacturers' capabilities in component supply management and high-end product portfolio expansion will be the key to seizing this opportunity.