As we enter into another holiday shopping season, U.S. consumers are after extra-large TVs–defined as those larger than 75 inches. According to research firm Circana, TVs in this category will be a major focus of holiday shoppers, with the average price for a 98-inch and larger TV has now fallen below $3,000, with some expected to be below $2,000.

The research firm, citing its latest Connected Intelligence TV Ownership Trends report, says the strong install base of 65- and 75-inch TV owners are now looking to upgrade. Further, nearly 22% of households have a TV that is 60 inches or larger, nearly double what the firm reported in the beginning of 2020.

Extra-Large TVs Have Been on Trend for Years at This Point

This new information, released in an Oct. 30 blog post, further confirms data released by the firm in June, that found the average screen size growing by 2% in the first four months of 2024, reflecting the continued preference for extra-large TV screens.

Sales of these extra-large TVs increased by 21% year-over-year in the first quarter, but revenue was only up 4% due to falling prices. Most major TV manufacturers like LG, Samsung, TCL and others now sell models in these sizes and larger.

“The strong growth trend for extra-large TVs aligns with the increase in 65-inch TV sales from 2018 to 2020, which consumers are now starting to replace five to six years later, in line with what our research suggests is the most common replacement interval,” said Paul Gagnon, Circana’s vice president and industry advisor of consumer technology in June.

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“We expect this trend to persist as upgrade activity continues into 2025 and beyond. However, as cost compression slows, shifting away from price-driven growth strategies will be crucial to sustain continued expansion.”

Homeowners Are Replacing Older TVs Models More Often Now as Well

This data matches with a recent Associated Press report, itself citing Circana. This report found that TVs with a width of at least 97 inches sold between January and September represented a tenfold increase from the same period last year.

Citing Circana, the AP also said prices for these TVs have fallen to $3,113, compared to $6,662 last year.

Circana’s research also reveals a shorter TV replacement cycle, with consumers replacing outdated models largely due to the desire to upgrade to a larger screen.

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