According to industry statistics.
Sharp claims the television market is only seeing sales growth above 55-inches, with this category now representing 40% of all sales value in the category.
The data was delivered to journalists at the IFA Press Conference in Rome last week by Sharp Europe vice president of marketing and sales, Sascha Lange, during his presentation to launch the new 8K TV to the European market (LV-70X500E).
Quoting GfK statistics, Lange said that for the 2017 calendar year in Europe, sales of televisions up to 29-inch fell by 13%, 30-34 inch models fell by 16%, 35-44 inch models fell by 16%, 45-49 inch models fell by 8%, 50-54 inch models fell by 23%.
By contrast, Lange said sales of 55-59 inch models increased by 23%, 60-69-inch models increased by 37% and models over 70-inches grew by 35%.
When units and value were compared across the various sizes, the data was even more compelling.
Television models up to 29-inch represented 16% of unit sales, but just 5.2% of the value in the category, 30-34-inch models represented 25.9% of unit sales, but just 12.7% of the volume. Models 35-44 inches in size represent 23.6% of the units, but 20.6% of value.
In other words, two-thirds of sales represented only 38% of the value of the category.
By contrast, 45-54 inch models represented 16% of units and 19.7% of value, 55-59 inch represented 14.2% of sales and 26.8% of value, 60-69-inch models represented just 3.9% of sales and 12.5% of value, while models over 70-inches were just 0.4% of unit sales, but still delivered 2.6% of value to the category.
Models 55-inches and above represent 18.5% of units and 40% of the value.