“Some Chinese brands are participating for the first time in the holiday promotions in Europe and the US,” said Winnie Chen, an assistant research manager at WitsView.

“They are aggressively discounting and that helped to boost shipment growth.”

By contrast, notebook and tablet panel shipments both fell in October. Notebook panels fell 6.8% to 166.4 million units compared to September as brands adjusted October inventory. Tablet panel shipments decreased 1.9% to 220.8 million units.

“Although Apple launched new iPad Mini and iPad Air models in the third quarter, they made no improvements on the design,” Chen said. “Phablets are also cutting into tablet sales.”

Compared to a year ago, among the top six panel brands, AUO, Innolux, BOE and CSOT all saw a double-digit increase in October shipments. China-based BOE’s shipment growth of 44.3% was the highest. Taiwan’s Innolux was second with 28.2%. Only Samsung and LGD did not enjoy double-digit growth.

Demand for TV panels has been rising continuously since the first quarter of 2014 and remains high after three quarters, although growth slipped to just 0.2% in October. While Innolux’s TV panel shipments decreased 11.3% on month, its overall performance was strong compared to a year ago.

It shipped considerably more 58” and 65” units than last year and shipments of its 50” and smaller 23.6” rose 37% and 14.8% on year, respectively. BOE also did well. Its TV panel shipments increased 30.6% over October 2013. Shipments of its 48” grew considerably and its 32” rose 15%.

WitView forecasts that TV panel shipments will decline 1.5% in November compared to October. Overall demand will remain resilient, however.