EL SEGUNDO, CALIF. — Vizio reclaimed the top market share position in the
U.S. LCD TV standings during the third quarter of 2010, displacing Samsung,
which still managed to hold onto the top overall flat-panel market share position
despite the LCD setback, according to research compiled by iSuppli.
Vizio, which rapidly built its position in the U.S. TV market by concentrating
distribution on high-value products through key mass merchants and warehouse
clubs, has in the last year significantly expanded distribution into regional CE accounts
with directed sales floors that can support its more advanced TV feature
sets and technologies.
According to the new study, Vizio shipped 1.6 million LCD TVs in the third quarter,
up 14.9 percent from 1.4 million in the second quarter of 2010.
This gave the U.S. LCD TV maker a 19.9 percent share, allowing it to surpass
Samsung, to take the No. 1 rank.
Samsung’s shipments declined by a slight 1.5 percent in the third quarter, leaving
it with a 17.7 percent share, iSuppli said.
Samsung remained the U.S. leader in overall flat-panel TV shipments (LCD TV
and plasma combined), after shipping 1.82 million flat-panel sets in the quarter, up
0.2 percent from 1.81 million in the second quarter. Samsung held onto No. 1 with
a 19.3 percent share of shipments in the period.
“Vizio in the third quarter managed to retake leadership in the U.S. LCD TV market
based on strong shipments of sets equipped with LED backlighting,” stated
Riddhi Patel, iSuppli television systems principal analyst. “Consumer demand is
rising rapidly for LED-backlit LCD TVs because of their thinner form factors, improved
picture quality, better color saturation, lower power consumption and other
green attributes — along their with declining prices. This allowed Vizio to increase
its LCD TV sales by 208,000 units in the third quarter compared to the second.”
The last time Vizio held the top rank for LCD TV shipments was in the fourth
quarter of 2009.
Samsung benefited from renewed growth in the plasma TV segment. The company
saw a 7.2 percent increase in plasma set shipments in the third quarter, more
than compensating for its LCD TV decline, iSuppli said.
Overall plasma TV shipments in the United States increased in the third quarter
compared with the second because of renewed consumer interest due to aggressive
pricing. Also, consumers are showing interest in the 50-inch and larger
plasma TVs from premium brands that boast of features like built-in Internet connections
and FullHD resolution at lower prices than comparable LCD TVs.
Overall, U.S. LCD TV shipments expanded on a sequential basis in the third
quarter sparked by a range of new model shipments.
Shipments amounted to 8.04 million units, up 8.1 percent from 7.4 million in the
second quarter, iSuppli said.