IHS noted that the slowdown in overall growth has not seriously affected the 4K TV segment, which continues to benefit from falling price premiums, expanded selection, and growing content availability. 4K TV shipments to China increased by 244% Y/Y to more than 2.6 million units in Q1 2015.

“4K TV shipments in China account for over half of global demand and set a new high-water mark in the world’s largest 4K market,” said Paul Gagnon, director of TV research for IHS. “This growth was driven by an expanded assortment of screen sizes between 40" and 50" that have recently become available from manufacturers, and retail premiums well below 50%, which is encouraging consumers to upgrade.”

Availability of 4K TVs is primarily limited to screen sizes larger than 40", where the benefit can be most clearly observed, and also in regions where consumers are more willing to spend a premium to upgrade. Overall, 9% of all TV shipments in Q1’15 were 4K TVs, but when looking at larger screen sizes, the share of shipments rises significantly. More than 31% of 50" and larger TVs were 4K TVs.

Based on revenue, Samsung Electronics was the top brand shipping 4K TVs in Q1’15, accounting for more than 32% of worldwide 4K TV sales, which are down slightly since Q4’14. Even so, the strong seasonal shift to China meant that Chinese brands gained share during the quarter, owing to their relatively high mix of 4K TVs.

Collectively, 4K TV accounted for 16% of Chinese brands’ TV shipments in Q1’15. By comparison, 4K TV accounted for 11% of Samsung’s TV shipments during the quarter. Fellow South Korean brand LG Electronics was the second-largest 4K TV brand in Q1, with a revenue share of 15%, followed by Hisense, Sony, and Skyworth.