The health crisis has boosted the television market.
Between confinements, curfews but also the closure of cultural places - cinemas, theaters, museums ... - the French have turned to their TV screens to keep busy.
And took the opportunity to renew their equipment.
"In 2020, the market should be up approximately 11% for a total of five million TVs sold," announces Pierre-Henri Fabre, director of image and sound at Boulanger.
It is especially in the wake of the first deconfinement and at the start of the school year that consumers rushed to the TVs.
This product was also the most popular during Black Friday.
“Over the last two quarters, the increase in sales is between + 20 and + 25%, rejoices Olivier Garcia, product director of Fnac-Darty.
This is unheard of in this market where the equipment rate is already very high.
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Better than a year of great sporting competition
In recent years, the television had even "lost ground with the rise of multi-screens: tablets, smartphones, computers", recalls Pierre-Henri Fabre.
But with the health crisis and the impossibility of having fun elsewhere than at home, this family device is once again on the rise.
The enthusiasm is such that distributors have even sold many more TVs than if the Euro football had taken place as planned last June.
“A year when there is an international football competition, the market is + 2%.
There, at the end of September, we are on an increase of 7.4% in volume ”, indicates Adrian Lacoste, consultant Market Intelligence TV at GfK.
"The need of the French to move upmarket remains important"
2020 has certainly not dethroned the "reference" that constitutes the year 2016 and during which "between the switch to TNT and the Euro football in France, more than 6 million pieces were sold for a figure of business of 2.3 billion euros, ”he says.
But the French, deprived of vacations and restaurants, have not hesitated to have fun and invest heavily in premium products.
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4K televisions thus represent 60% of market sales.
But “the big transformation is above all the size of the screen: We have long been using 45-50 inches.
Since September, the star format is the 60-65 which represents more than 50% of sales, ”points out Olivier Garcia who recalls that on average, a 45-inch screen sells for 400-450 euros against more than 1000 euros for a 60 inches.
And in the opinion of all, this phenomenon is sustainable: "We are betting on a good year 2021 as the need of the French to move upmarket remains important", hopes the director of the image of Boulanger.
