由 Zhao Zheng Despite challenges in the overall TV market, the “hundred-inch” (98 inches and above) television segment has become a new growth engine. With a sustained release of upstream panel production capacity and positive changes in downstream TV set shipments and prices, the Chinese market is particularly prominent, leading the development of the global high-end market.
Market Direction — In 2025, brands like Samsung, TCL, and Hisense have launched 115/116-inch TVs, making hundred-inch TVs a new market focus.
Upstream Production Expansion — Panel manufacturers CSOT and HKC are increasing their production capacity for 115/116-inch panels. As of July 2025, the total combined shipments of these two large-sized panels have exceeded 7,000 units. CSOT is also researching a technology to cut two 130-inch panels from its G10.5/G11 lines, with samples expected to be produced within 2025 and mass production scheduled for 2026. Meanwhile, HKC will begin mass-producing 98-inch panels in Q4 2025, in addition to its existing 100-inch lineup.
Downstream Demand Growth — In 2024, global shipments of hundred-inch LCD TV panels totaled approximately 1.27 million units, a 147.3% increase from 510,000 units in 2023. As of July 2025, cumulative shipments have reached 982,000 units, with an estimated full-year total of 1.88 million units, representing a 48.0% growth.
Terminal Shipments Soaring — Global shipments of hundred-inch LCD TVs were 790,000 units in 2024, with projections to reach 1.61 million units and 2.54 million units in 2025 and 2026, respectively.
Performance of the Chinese Market — China is the core market for ultra-large-sized TV sales. Shipments reached 550,000 units in 2024, with a projected full-year total of 850,000 units in 2025, a 54.6% year-on-year increase. Shipments are expected to reach 1.23 million units in 2026.
High Brand Participation — Chinese brands have fully entered the hundred-inch market. In the first half of 2025 alone, at least 53 new hundred-inch TV models were released in the Chinese market. Even newcomers like Dreame launched their first TV series at the 100-inch size.
High Market Concentration — The four major brands—Hisense, TCL, Skyworth, and Xiaomi—account for over 85% of the market’s sales volume.
Decreasing Sales Prices — In the Chinese market, the average retail price of hundred-inch TVs has steadily dropped from 19,713 yuan in 2022 to 14,463 yuan in 2024. The average price in the first half of 2025 has already fallen to 12,941 yuan, with an expected full-year average of 12,742 yuan. The price is projected to drop below 11,000 yuan in 2026. The combined subsidies from the government, manufacturers, and e-commerce platforms have greatly stimulated and boosted consumer purchase intent.
Impact on the TV Market
Accelerated Large-Screen Adoption: Hundred-inch TVs are shifting from a high-end niche to a mainstream consumer product, becoming the new choice for home theaters.
Reshaping the Market Landscape: Leading panel and TV manufacturers will further solidify their market dominance with advantages in ultra-large-size technology and supply chains, while other brands will need to follow suit quickly to capture market share.
Promoting Technological Innovation: The trend will stimulate the rapid adoption of new technologies like Mini LED, OLED, 8K, and AI voice control, driving an overall technological upgrade for the TV industry.
Impact on the Projector Market
Direct Competition: Projectors traditionally held a cost advantage in the hundred-inch-and-above segment. As hundred-inch TV prices fall, the price gap is narrowing, posing a direct and strong challenge to projectors.
Accelerated Product Differentiation: The projector market may see further segmentation. On one hand, laser TVs are expected to maintain their position in the high-end market. On the other hand, projectors will focus more on niche markets like portability, smart features, and lower prices.
Forced Diversification: To counter the market impact, projectors are compelled to accelerate their differentiated development, for example, by improving brightness, optimizing color performance, and integrating better smart and interactive systems to enhance their competitiveness.