Top 10 Television (TV) Brands in World 2018

Published in Top Brands category by MBA Skool Team

Television is an area which has remained intact in the human lifestyle since 1934 when first TV was introduced. Many technologies and electronics devices entered and left but this device is the one which kept evolving technologically and its sales increased only. From black and white to Large seamless TV screens, Television has grown vigorously in the last 84 years not only in look and feel but also in size, services and features. The list of top TV brands has names like Samsung, LG, Sony, TCL followed by Hisense, Sharp, Panasonic etc. Here are the top 10 TV brands in the world 2018.

Top TV Brands 2018 by Revenue & Market Share:

10. Toshiba

Toshiba Corporation is a Japanese conglomerate headquartered in Tokyo. Being 142 years old, it is the oldest company in our list.

Image: company website

It makes a variety of products in communications, electronics, electricals and medical domain, and it made the first Japanese transistor television in 1959. In 2000s, Toshiba used to supply televisions manufactured by Orion Electric under its own brand name.

BY 2006, it stopped production of Cathode ray and Plasma TVs and made considerable investment in Digital TVs and LCD displays. Because of the 2015 accounting scandal, Toshiba lost a large piece of its market value and got into indebtedness. Hisense recently acquired Toshiba and is continued to sell TVs under Toshiba brand. In 2018, it has unveiled a series of TVs which will compete biggest rivals in price affordability with identical technology and amazing experience. Toshiba is one of the leading TV brands which has is presence spread across the world. Customers have a wide variety of TV options available which includes wifi enabled internet browsing, HDMI, USB inputs etc. Toshiba ensures that the brand has a strong brand recall owing to excellent advertising and marketing through TVCs, online ads, OOH, billboards etc.

Parameters (S in $billion)

Market Share: 2

Revenue: 6.15

Market Cap: 0.034

9. Vizio

Vizio is an American company headquartered in California and was founded in 2002.

Image: company website

Vizio is known for aggressively marketing televisions on price and beating competition. It sells mainly television sets and within five years of its launch, it was able to sell approx 6 lacs TVs in America in 2007, as a result became the largest seller of LCD TV. It got overwhelmed by such positive response and expanded to sell internationally. Now it sells almost all kinds of contemporary televisions. Vizio aims to deliver high performance smarter products at cheap price. Recently, it launched premium quality Quantum 4k HDR smart TV which it boasts to give immersive natural viewing experience along with unparalleled smart home functionalities. The company has got a strong distribution network, which enables the TVs to be available for sale at different geographies. Moreover, with the growing impact of ecommerce brands and online shopping, the availability of Vizio TVs through various channels gives the business a huge boost.

Parameters (S in $billion)

Market Share: 2.5

Revenue: 3.5

Market Cap: 3.3

8. Skyworth

Hong Kong Skyworth Digital Holdings Co. Ltd. was founded 30 years back in 1988 at Guangdong, China.

Image: company website

This company is also an OEM which means it lets retail sell televisions under their own brand name instead of Skyworth. It is a well-known brand in China and won several awards & recognition in television sector since 2011, and has constantly provided customers with the best technology & features. By 2014, its brand value rose to 8.98 billion USD after growing non-stop for six consecutive years. Skyworth sell televisions under the brand name Coocaa and is the world’s first to release Full color Gamut4K TV. By 2014, it also came in the cluster of companies selling highly demanded OLED TVs along with LCD and LED ones. After constant efforts of 30 years, Skyworth deserves to be in 8th position globally because it adhered to its belief of making core industries strong and relevant industries big. A wide range of TVs give the customers plenty of options to chose from. The company keeps on investing in research and development so that the latest in consumer electronics can be served to the customer. The business of Skyworth is also shining across the world due to its excellent distribution and availability through multi brand retail outlets and through ecommerce portals.

Parameters (S in $billion)

Market Share: 3.8

Revenue: 5.45

Market Cap: 2.142

7. Panasonic

Panasonic Corporation formerly known as Matsushita Electric Industrial Co. Ltd. was established in Osaka, Japan in 1918.

Image: company website

In primitive years, it used to manufacture lightbulb sockets, Bicycle lamps under the brand name “National”. It was in 1950s when the company started manufacturing 17-inch monochrome TV and by end of 1970s started exporting televisions from Japan to US and Europe. From 2006 onwards, Panasonic stopped production of Analog televisions and focussed completely on digital TVs. It moved very aggressively and fast in flat screen Televisions segment and quickly became popular in Plasma TVs worldwide. In 2010, Panasonic is among the firsts to bring 3D TV in 152-inch size which was the largest among all the rival companies. These TV comes with 3D glasses and Blue-ray disc players. In 2011, Panasonic acquired Sanyo electric co. ltd. making it a wholly subsidiary of Panasonic Corporation. Because of sudden explosion of LED/LCD TVs in the market and aggressive marketing by competitors, Panasonic which claimed Plasma TVs to be leading in the market got folded in a corner which compelled it to withdraw from US TV market by 2017. Still, its television is very easily available in other parts of the world. Now it makes LED,LCD,4k UHD and even OLED TV models which only LG and Sony makes in this industry. Like other manufacturers, Panasonic ahs also witnessed double digit growth in TV sale.

Parameters (S in $billion)

Market Share: 2.9

Revenue: 18.74

Market Cap: 17.9

6. Sharp

By being 105 years old, Sharp is a very old electronics company in our list based out in Sakai, Japan.

Image: company website

Surprisingly, it got its name from the founder’s first invention ie the world popular ever-sharp mechanical pencil. Its electronics journey started from Japanese Radio sets, calculators and basic amplifiers and receivers. It was in 1980s when sharp partnered with Nintendo and produced the first Sharp Nintendo television. Television business was going well until 2005 when its business started experiencing huge loss.  In 2016, Foxconn Electronics acquired sharp brand. Despite its troubles, it remained a world leader in Liquid Crystal Display technology and a leading TV brand. Sharp re-entered Television industry with a bang and launched LED, LCD and UHD televisions under very popular Aquos brand. The speciality of these TVs is Quattron technology which not only gives unique colours identical to nature but also is environment and power friendly.

Parameters (S in $billion)

Market Share: 4.2

Revenue: 17.48

Market Cap: 4.422

5. Hisense

Hisense is one of the largest TV manufacturer brands in the world.

Image: company website

It was established in 1969 around by Government of China in Shandong and has since then become one of the most prominent TV companies worldwide. It has two companies namely Hisense Electric and Hisense Kelon electrical holdings along with many other subsidiaries. It has 13 manufacturing units across china and sell products across 130 countries. It is well known as Original Equipment manufacturer for making electronic goods to be marketed by other companies. In 2015, it started selling televisions in the brand name of Sharp in America. In 2017, it bought 65% share in Toshiba TV business taking a leap in the Television market shares. Hisense grew mainly because of frequent purchase of technology from foreign firms such as Toshiba, Qualcomm among many others. Decade 1990s was a boon to the company as it acquired 10 failing electronic companies and leveraged itself in technology, innovation and size. Understanding the importance of R&D, it invests a lot of capital in this domain- 5% of the annual revenue which made it the leader in laser Display technology. Hisense primarily focussed on flat panel TVs which is number one in China in the last 12 consecutive years. It developed the world’s first laser Cinema TV in 2014. In CES awards, its TV model ULED and 4k Laser Cast won “Global display tech gold award of the year” in 2015 and 2017 respectively. Hisense believes that high level of quality creates strong long lasting reliable products and for this continued innovation and great service is very important.

Parameters (S in $billion)

Market Share: 6

Revenue: 5.256

Market Cap: 2.25

4. Sony Electronics

Today’s Sony started its journey long back in 1955 when it started producing Transistor Radios which received a worldwide commercial success.

Image: company website

Soon, it started research and development in communication and successfully delivered world’s first direct-view portable transistor TV in 1960. Within two years, it came with the world’s smallest and lightest monochrome TV too. Sony manufactured televisions under the name LCD Wega until 2005 when it shifted to BRAVIA series of televisions which is actually a completely independent subsidiary of Sony Corporation and not just a brand of products. Under BRAVIA, many television series were launched-some were discontinued and some are still bought by consumers. They are BX series-small LCD TV, EX series-mid size available in LED and LCD both, NX series- extra feature of Corning gorilla glass, HX series- X-Reality pro picture engine and skype camera in addition to all features of NX, NSX series- powered by Google TV and the most recent one being Android TVs- available in medium to wide screens. Android TVs have got much smarter. It gives an array of ecstatic choices-personalised recommendations for videos/audios/programs on the home screen, one tap ease of connection to mobile/tablets/laptops, all kinds of gaming, control TV through remote with built in mic and many more. Both OLED and LCD based TVs are flagship models of BRAVIA which is high on demand worldwide not only because of technology but self-illuminating slim design.

Parameters (S in $billion)

Market Share: 5.6

Revenue: 9.17

Market Cap: 34.5

3. TCL

TCL has been commercially rebranded in 2014 to give a new meaning to its name-The Creative Life.

Image: company website

This company is very old approximately 37 years and is based out in Guangdong, China and currently it operates in more that 80 cities across the world- with 20 manufacturing units and 35 Research and development centres. In 2010, It got listed on Hong Kong stock exchange so as to raise fund for making LCD and LED Television screens and collaborated with Shenzen Government to set up manufacturing plant worth $4billion. Being very much strategic, in recent years it acquired Palm brand from HP and started making smartphones in the name of brand BlackBerry. TCL has now focussed on developing nations’ market trying to penetrate deeper to achieve regional awareness and purchases. In India, it recently launched “iFalcon” which is highly customised to meet Indian market needs. This TV has partnered directly with Online video streaming websites such as Netflix, YouTube and Eros, hence providing end to end home entertainment requirements and amazing smart home experience.  The organisational structure is fully vertically integrated which allows it to facilitate state of the art factories because of which it is capable of making each and every component of Television on its own. It aims to continuously develop highly innovative products and provide customer delight in the mass electronics market. It is among top three Chinese companies in registering highest number of patents each year.

Parameters (S in $billion)

Market Share: 10.9

Revenue: 2.52

Market Cap: 2.8

2. LG Electronics

LG is widely known for the smile it creates through its prominent logo which means Life’s Good.

Image: company website

It is based out in Seoul, South Korea and will cross 60 glorious years this October in electronics industry. LG is recognised as a pioneer in Korean Televisions, Refrigerators, Washing Machines and Air Conditioners, and is a leader in the TV segment. Not only this, it was the first to develop plasma TV with 60-inch display and the first to bring 84-inch Ultra-HD TV for sale. Despite of a few international controversies based on its operations and human rights, it is able to continue the legacy of being in top television selling leaders. LG is renowned for the premium quality OLED TV sets. It makes the best of OLED TVs in the industry with superb picture quality and design. It has strategized to focus on premium market segment more than volume based huge sales. Looking back to the double-digit percent increase in market share in last 2-3 years, there is no doubt that it has leveraged its position too well in the market. In 2017, it won the year’s Best of Best award for modelling OLED Signature TV by CES-The Global stage for Innovation 2017.

Parameters (S in $billion)

Market Share: 12.1

Revenue: 16.85

Market Cap: 13.52

1. Samsung Electronics

Samsung Electronics is the flagship company of Samsung Conglomerate established in 1969 with its headquarter in Suwon, South Korea.

Image: company website

It makes a variety of electronic products especially mobiles, television, tablets and semiconductor memory devices. Firm’s television manufacturing dates back to 1970 when Korean government asked Samsung to manufacture television for Korean citizens and assisted with imported foreign technologies. From there onwards, Samsung never looked back and continuously upgraded itself in innovations and technologies to deliver the best of the televisions in the world. From 1982-the era of black and white/colour TVs to 21st century - the era of LED, Smart and Internet TVs-it has been recognised as uninterrupted market leader across the world. Talking about some of the leading innovations, the latest achievement is QLED televisions based on Quantum Dot Technology, Ultra HD and Premium Ultra HD TVs. These TVs are very robust and Samsung offers 10 years guarantee on them which is the highest till now. Next is Samsung smart Hub which facilitates television to run in absence of set-top box. It just needs a stable internet and subscription of streaming service. Another one which is making news is Samsung-The Frame TV, a TV which resembles a piece of work art when not being used. Samsung has done some lot more exciting innovations and has always been favourite of consumers hence scored highest market share in television industry 2018. It is the number one brand among television manufacturing companies.

Parameters (S in $billion)

Market Share: 20.2

Revenue: 42.39

Market Cap: 201.59

Ranking Methodology

Step 1: Top 15 companies are shortlisted based on last and current years’ records

Step 2: 3 parameters namely Revenue, Market Cap and Market Share are chosen

Step 3: Data for each and every company is taken from Annual reports 2018/Last four quarters reports of individual companies.

Step 4: Using Min-max normalization by giving weightage of 10%, 30% and 60% to parameters Revenue, Market Cap and Market Share respectively, ranking is decided.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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