Market analysts say that in preparation for Christmas, Hanukkah, and Kwanzaa, oversized TVs are set to shine in the television market.
According to a report by the Associated Press, research firm Circana reported that between January and September this year, sales of TVs with a width of at least 97 inches reached 38.1 million units, a tenfold increase compared to the same period last year. The largest consumer electronics chain in the United States, Best Buy, doubled its selection of large-screen TVs to 19 models with prices ranging from $2,000 to $25,000.
“This year, large TVs are extremely popular,” said Blake Hampton, Senior Vice President of Merchandising at Best Buy.
Analysts attribute the emerging demand to advancements in technology and significant price drops. According to Circana’s data, the average price for TVs over 97 inches is currently $3,113, down from $6,662 last year. South Korean electronics manufacturer Samsung introduced its first 98-inch TV in 2019 with a price tag of $99,000. Now, there are four models available starting at $4,000.
Rick Kowalski, Senior Director of Business Intelligence at the Consumer Technology Association, noted that most people purchase a new TV roughly every seven years, often opting for a larger screen when they do. Kowalski mentioned that over the past 15 years, the average size of flat-panel TVs shipped to retailers and distributors in the U.S. has increased by one inch per year. Shipments of 98-inch TVs in the U.S. are on the rise this year with even larger models ranging from 110 to 115 inches now available in the market.
Hampton from Best Buy highlighted one of the benefits of giant TVs – the ability for viewers to watch multiple programs simultaneously. He described this experience as “incredible,” explaining that viewers can display up to four screens, like having four 48-inch screens, when watching YouTube TV content or “NFL Sunday Ticket.”
Large TVs offer an enhanced viewing experience where individuals sitting in front of the screen appear life-sized, immersing themselves in the scene.
James Fishler, Senior Vice President of the Home Entertainment Division at Samsung USA, pointed out that the way people watch TV and experience content is evolving.
“Watching TV has become more of a shared experience,” Fishler said. “People want to host viewing parties, gather around the TV for large events, or enjoy a cinema-like viewing experience at home.”
Major retailers like Walmart, its Sam’s Club membership stores, and Chicago-based Abt Electronics are expanding their TV product lines to meet the growing demand for oversized screens.
Industry experts note that these giant TVs are beginning to capture market share from home theater projectors, which can produce images ranging from 100 to 120 inches but with lower image clarity, requiring blackout curtains or rooms without windows. Direct-view TVs provide a superior viewing experience, with resolutions improving over time.
For those concerned about not having enough viewing space, the good news is that the recommended viewing distance for a 98-inch TV is only 6 to 12 feet. Fishler from Samsung advises multiplying the diagonal length of the TV by 1.2 for the ideal viewing distance.