Latin America. In the last 10 years, Samsung has sold 427 million televisions in the world, becoming the protagonist of the world market; in 2015 it had a 21% share of the market, LG ranked second followed by Sony, who along with Samsung accounted for 33.6% of the market share.
Worldwide the searches for TV brands have been changing for 5 years, because with the migration of LCD technology to LED and later OLED, buying a screen has become a milestone.
Likewise, the success of streaming content, from platforms such as Netflix that until the middle of last year had a base of 83 million users worldwide, has motivated the main screen manufacturers to include Smart TV features. In Latin America, Netlflix is the most used streaming service platform by Mexicans with 46% in the region, followed by Brazil with 34%, Argentina with 7% Colombia with 5%, Chile with 3% and other countries monopolize 5%.
According to Google, from 2011 to 2016 most of the screen searches in Mexico were concentrated in the Samsung brand with 44%, followed by brands such as LG with 31%, and Sony with 20%. Well-known brands such as Sharp and Panasonic accounted for just 2% of the market each. In Linio Mexico, the best-selling TV during 2015 was Samsung Smart TV 32" and in 2016 it was TV HD DW Display DW-32D4 32'' LED.
In Argentina, 60% of searches were led by the Samsung brand, in second place, with 25% was the LG screen and in third place the Sony brand with 14%. Unlike Mexico, in this country and the following ones in this study, brands such as Sharp or Panasonic were not sought after enough to generate representative data. Surprisingly in Linio Argentina the best-selling television in 2015 was a Smart TV of the Ken Brown brand of 32", in 2016 it was the 40" Smart TV of RCA. In this way, Argentines search, but do not buy the renowned brands.
In Colombia, 61% of searches were led by Samsung, it is also the only country in the region in which the Sony brand was above LG by a difference of 2%, leaving 20% and 18% respectively. However, in Linio Colombia the best-selling television in 2015 was the LG Full HD Smart TV of 42 "and in 2016 it was the Samsung Smart TV of 40".
In the same way, Peruvians looked for more screens of the Samsung brand with practically half of the searches in the last 5 years in 50%, 27% of the searches corresponded to the LG brand and only 22% look for screens of the Sony brand. The best-selling television in Linio Peru during 2015 was the BRAND LG ultra HD Smart TV 49" with 4K, in 2016 it was the Samsung ultra HD 4K Smart TV.
In Chile, just over half (56%) of searches were concentrated in Samsung, 23% in the LG brand and the remaining 20% in the Sony brand. In Linio Chile the best-selling television in 2015 was the LG Led Full HD 42" while in 2016 it was the Smart TV 42" of JVC.
One of the reasons why the Samsung brand is a leader in TV sales worldwide has been its great adaptability to market demands, betting faster on 4K technology, unlike Japanese brands such as Sony.
Some Japanese brands such as Panasonic, Sharp, Toshiba, Hitachi and Pioneer, which in 2005 were among the top 10 manufacturers, have managed to overcome the stigma of Asian brands by managing to monopolize 15.3% of the global TV market in 2015.
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