Global Public display market increases 37.3% Quarter-on-Quarter

The Chinese market has made a full recovery since the sharp decline in Q1 2020, with public display markets in China recovering to pre COVID-19 levels. Chinese public display shipments are up 31.6% quarter-on-quarter and are increasing by 4.6% year-on-year.  Whilst China’s recovery is significant, similar recovery is yet to be seen in other regions. Many projects are resuming that were initially postponed, however there is still uncertainty due to proposed second lockdowns. Omdia forecasts that there will be further recovery for the public display market through the end of 2020 and into 2021.

Latin America has seen the highest growth in Q3, growing by 61.9% compared to Q2. The growth can mainly be attributed to Samsung’s introduction of their BET series in the region, especially within the retail sector for this particular product. 

In Western Europe public display shipments have grown at 45.7% compared to last quarter, with a strong performance from all product types. Overall public display shipments in Western Europe reported the second strongest quarter-over-quarter growth rate of 45.7% in the third quarter due to strong performance from all product types, especially interactive touch displays and videowall segments. 

Asia Pacific and Eastern Europe regions followed with quarter-over-quarter growth of 42.3% and 36.3% increases for the third quarter, respectively. China continues to lead global public display shipments with 32 percent share, with interactive touch displays comprising 65 percent of the region’s shipments in the third quarter. 

North America ranks second in terms of shipments globally at 22 percent share, with Signage TV shipments more than doubling this quarter with strong performance from LGE and Samsung.  

Digital signage opportunities continue to arise in new segments

Shipments for interactive touch displays remain resilient amid COVID-19 impacts, with a lift of 34.2% quarter-over-quarter and 12.4% year-over-year globally in the third quarter. China, North America, and Western Europe continue to be the strongest markets for interactive touch displays, comprising over 90 percent share of global IFP/Touch display shipments for the third quarter.

Omdia expects that interactive touch displays will not see a sharp decline in shipments as experienced by other product categories in Q4. The rise in conference and collaboration solutions have continued to drive global demand for interactive touch displays, especially for colleagues and students to connect in both off and on-premise environments. 

Videowall shipments also are demonstrating double-digit quarter-over-quarter growth, with an overall 35.3% increase compared to second quarter results. Interestingly, videowalls with bezel-to-bezel width gaps below 1mm reported the strongest growth of 70.3% quarter-over-quarter. Videowall shipments for products within the 2-3.99mm bezel-to-bezel width category followed with 37.8% quarter-over-quarter growth, with Omdia expecting this category to remain the bulk of the videowall market until at least 2023. 

Additionally, shipments for outdoor and semi-outdoor digital signage displays also reports an increase of 22.4% quarter-over-quarter compared to the second quarter.  The majority of these displays are 2,500 nits and above, with specifications suited specifically for outdoor environments: IP56 certification, 24/7 performance, ambient light sensors, thermal management, and includes protective glass or an enclosure. Growth in these high brightness digital signage solutions is on the rise in drive-thru locations within the retail sector, including restaurants, banking, and convenience stores during the pandemic as customers continue to be mindful of health protocols. 

Kelly Lum, principal analyst, pro AV devices, at Omdia commented: “The shift for videowalls with bezel-to-bezel width below 2mm may happen sooner, but this transition will also depend on price declines, increased competition from fine pixel pitch LED video displays, and technology advancements underway for micro and mini-LED displays as well.”

“In addition to growth within corporate and education markets during the pandemic, projects within government and security applications have been largely unaffected by the coronavirus due to expansion in public safety, building management, and control centers requiring these types of displays.” 

“Despite the global impacts of the pandemic across all vertical markets, new opportunities are presenting themselves for digital signage solutions that will prompt further recovery as we approach 2021.”

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