NEW YORK — For many viewers, the desire for larger television screens is becoming increasingly prominent.
Manufacturers and retailers are now pushing for supersized televisions, moving beyond the previously popular 65-inch models, with new screens exceeding 8 feet in width. These enormous TVs surpass the width of a standard three-seat sofa and a king-size bed and are set to make a splash this holiday season.
Despite supersized TVs only capturing 1.7% of total TV sales revenue in the U.S. in the first three quarters of the year, experts suggest that the ultra-large category could positively impact a generally sluggish TV market as consumers prepare for holiday shopping.
Recent data from market research firm Circana reveals that over 38.1 million TVs measuring at least 97 inches were sold from January to September, marking a remarkable tenfold increase compared to the previous year. Best Buy, the largest electronics retailer in the U.S., has enhanced its inventory with a variety of large TVs, boasting 19 different models priced between $2,000 and $25,000 and displayed in around 70% of its stores.
Blake Hampton, a senior vice president at Best Buy, remarked on the surge in demand for large televisions.
A significant factor contributing to this trend is the combination of advancements in technology and significantly reduced prices. So far in 2023, the average price for a TV measuring at least 97 inches was around $3,113, down from $6,662 the previous year. Samsung, for instance, launched its first 98-inch model in 2019 with a staggering price of $99,000, but its current versions start at just $4,000.
Individuals like Anthony Ash, a 42-year-old business owner from Wisconsin, have joined the trend by purchasing a 98-inch Sony television for around $5,000, excluding installation. This new screen replaced a smaller 85-inch model in his expansive 14,000-square-foot home. Now owning 17 televisions, some of which are dedicated to displaying digital art, Ash feels that a larger screen enhances the viewing experience.
The increasing time that people devote to watching content on their phones and tablets is also driving up the demand for larger screens. Data from Circana notes a 4% decrease in overall TV sales revenue, yet the number of units sold rose by 1% during the same timeframe.
Typically, consumers replace their television every seven years, but when they do, they are leaning toward larger options. According to Rick Kowalski from the Consumer Technology Association, the average size of flat-panel TVs sold in the U.S. has been increasing by one inch a year over the last 15 years. The pandemic accelerated this trend as more people spent time at home, leading to an average increase of two inches in screen sizes in both 2021 and 2022. Demand for 85-inch models has also surged, with 98-inch shipments seeing growth this year and larger models measuring between 110 to 115 inches available.
Kowalski notes that advancements in technology have facilitated improvements in resolution and picture quality over time.
Hampton from Best Buy highlights the advantage of larger screens, emphasizing that they can enhance the viewing experience by allowing multiple shows to be viewed simultaneously.
Manufacturers are continuously innovating, with Samsung’s new 98-inch models featuring technology that sharpens images and minimizes noise during playback. James Fishler from Samsung stated that the way people consume TV content is evolving, focusing on shared experiences, such as movie nights or watching major sports events.
Retail giants, including Walmart and Sam’s Club, along with electronics retailers, are also extending their offerings of oversized televisions to meet rising consumer demand.
Experts in the TV industry suggest that large televisions are beginning to compete with home theater projectors, which typically deliver larger images but require specially designed viewing spaces.
While these massive TVs are captivating attention amongst millennials, Generation X, and tech-savvy Gen Z consumers, it is important to acknowledge that this market remains somewhat specialized, as Jon Abt from Abt Electronics points out, noting the space restrictions many consumers face.
Before purchasing, potential buyers should ensure that there is adequate room for a 98-inch screen. Best Buy’s Geek Squad checks if homes have sufficient space for delivery and installation, utilizing augmented reality features on their app to help customers visualize proper fit.
In terms of viewing distance, the good news is that a 98-inch TV only requires a distance of 6 to 12 feet from the seating area, according to Samsung’s Fishler.
As for the future of television size, the industry is eager to see just how large screens can become.
