Sales of televisions in Russia in 2024 decreased by 11.3%, with revenue increasing by a symbolic 1.5%. Russians bought 7.8 million televisions, spending 234.4 billion rubles. This exceeds the figures for 2023 in monetary terms. Most often, people bought brands Haier, Xiaomi, "Sber" and TCL.
It would be a mistake to talk about a decline in interest in the segment, since in 2023 we observed a very large increase in natural terms, in 2024 the market stabilized.
According to the company, in 2024, Russians actively bought smart set-top boxes for televisions – 1.26 million such devices were sold for a total of 4.8 billion rubles.
Retailers confirm similar trends – Russians are attracted to televisions from "Yandex" and "Sber". At the end of 2024, it became known that "Yandex" plans to adapt its YaOS operating system for Haier, TCL and older Huawei models.
The decline in demand for finished products is forcing Russian factories to reduce production volumes. The main problem is the difficulty in paying for components for assembling televisions through China. This leads to the transfer of production facilities to the CIS countries.
Experts attribute the decline in interest in televisions to the lack of significant new products on the market and the rise in price of equipment, which averaged 10–15% per year. Forecasts from Marvel Distribution indicate a possible further decrease in demand by 5–7% by the end of 2025.
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