Market Report, "Home Video in Japan", published

LCD TVs returned to positive retail volume growth of 5% in 2015, with this being the first annual increase of the review period and representing a considerable improvement in comparison to a review period CAGR of 25%. The category struggled after the Eco-point sales surge in 2010, when retail volume grew by 72% thanks to government incentives to buy more energy efficient televisions. Sales were also hit hard during the review period by consumers' financial concerns, particularly in the wake of the 2011 earthquake and tsunami, while a VAT increase from 5% to 8% in April 2014 also impacted sales in this year.

Competitive Landscape

Sharp Corp retained the leading position in home video in 2015, with a steady retail volume share of 28% in the year. This company is currently undergoing considerable turmoil, with strong decline in overseas television sales and is undergoing international restructuring. Despite these challenges, Sharp maintained its position in Japanese home video thanks to strong trust in its brands and ongoing innovation. The Sharp Aquos range is known for its high quality screen and benefits from being pioneer in LCD TVs in Japan. The company also shifted its focus to high of LCD TVs during the review period, especially 4K TVs. The company's premium models benefit from incorporate Yamaha speakers, with this being one of the leading home audio and cinema players in Japan, in order to offer a superior visual and audio experience.

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Industry Prospects

8K TVs were pioneered by Sharp in 2015 and could see strong growth in the forecast period. Japanese public broadcaster NHK is set to launch test broadcasts at 8K from 2016 and aims for regular services to be offered by the Tokyo 2020 Olympics. However, this is likely to remain a tiny niche for much of the review period, partly due to high prices but also due to large screen sizes. The small size of most consumers' homes in Japan is likely to limit demand for these TVs to high-income households and technology enthusiasts. Business demand is also expected to growth for 8K TVs, however, with their level of detail for example likely to attract hospitals while their ability to offer detail on a large scale could also attract retailers seeking to offer video walls. Video walls could for example be used by retailers to offer dynamic shop window and billboard displays with clarity levels enabling them to easily include text.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Home Video industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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