The US TV market fell 9% in 2013 despite the usual last-minute rally during the holiday season in the fourth quarter, which failed to compensate for low demand throughout the year, according to IHS.
　　US TV shipments in 2013 declined to 34 million units, down from 37.5 million in 2012. The country's TV market as of 2013 consisted entirely of LCD and PDP sets, with old analog tube-type TVs long gone and the last rear-projection TVs having exited the market completely in 2012.
　　Both the LCD and PDP segments lost volume in 2013 from a year earlier. LCD TV shipments slid to 31.9 million units, down 6%; while PDP TV shipments plunged 42% to 2.1 million, IHS said.
　　"The TV market in the US has reached a point of saturation following a period of huge growth in years past, especially as the flat-panel-TV craze set in," said Veronica Gonzalez-Thayer, analyst for TV systems at IHS. "As a result of the market's maturity, and also because of lingering uncertainties in the economy, US consumers have been less eager to rush out and buy new replacement TV sets."
　　From 2009-2011, the US TV market continued to grow or remained at robust levels, and each year saw shipments of more than 38 million units. In contrast, 2012 volume was less than 37 million, and shipments in 2013 dipped below the 34 million mark for the first time in five years.
　　For 2013 the lower overall figures stem not only from the significant decrease of PDP TVs but also because of continued weakness in the LCD TV segment, Gonzalez-Thayer noted. PDP TVs are on their way out with shipments on the retreat since 2010, while the LCD TV segment was down in 2013 for the second year in a row, IHS added.
　　The decline in US TV shipments during 2013 also showed up in the balance sheet, with revenues for the year down 12% to US$23.5 billion from US$26.9 billion in 2012.
　　In retrospect, an increase in shipments of large-size flat-panel models with advanced features like Internet connectivity and Full HD 1080p resolution could not offset the loss of shipments on the whole and a general 3% decline in ASP during 2013, said Gonzalez-Thayer.
　　Underscoring the market's softness, shipments during every quarter in 2013 were down from their equivalent periods the year earlier.
　　The first-quarter deficit was approximately 700,000 units, with the difference in shipment volume ballooning during the second quarter to nearly one million units. The third quarter then incurred a loss of 800,000 units compared to the same time in 2012, and the fourth quarter fell short as well by more than one million units, IHS noted.
　　Prospects to improve in 2014
　　2013's contraction was the second straight year of decline for US TV shipments. However, the market will start to stabilize in 2014 as the consumer purchase cycle readjusts after two years of continuous losses. Shipment growth will be flat to slightly positive in 2014, IHS added.
　　In particular, LCD TV shipments are forecast to be up in 2014 from 2013. And for the first time, AMOLED TVs will be entering the US market in perceptible volume. About 8,000 shipment units are expected in 2014 of AMOLED TVs, which will feature super-thin profiles and significantly improved contrast ratios that could appeal to TV connoisseurs eager to become first adopters, even though very steep pricing at present makes the units out of reach for most buyers.
　　Together the projected rise in LCD TV shipments as well as the entry of AMOLED TVs will help revitalize the US TV market in 2014. Both factors will also help cover expected losses in the plasma segment, which will finally cease shipments after 2015.