Vizio Drops from #1 to #3 US HDTV Brand

April 3rd, 2012 · 11 Comments · 3D HDTV, Connected TVs, LCD Flat Panel, LED LCD Flat Panels, News, Plasma

Though 2011 was a rough year for all HDTV makers, Vizio had a worse year than most. On one hand, there’s Samsung, LG and Sharp, who were rewarded by an increase in US market share of 17.9%, 35.2% and 60.09% respectively (Q4 2010/Q4 2011). Vizio, once number one in US market share  (Q4 2010), found the bottom fall out with a whopping 44% drop in volume during the same 2011 period! Learn more past the break.

While Panasonic, Sharp, Samsung and LG all make their own panels and assemble their own HDTVs, Vizio makes nothing. They buy LCD panels and parts from outside companies and use factories mainly owned and operated by Taiwanese company AmTran to assemble these parts into TVs. Vizio earns thin margins for its dealers and itself, relying on warehouse clubs, Target and Wal-Mart for sales volume. “Samsung triumphed in the price war that raged in the US LCD market in the fourth quarter of 2011,” said Tom Morrod, senior analyst and head of TV Technology for IHS. “The company was able to offer a range of price-competitive sets with a rich choice of features that U.S. consumers wanted. This allowed the company to outperform the competition during the all-important holiday selling season.”


We anticipate Vizio’s problems will continue this year. Out of around fifty HDTV models Vizio debuted in 2011, they have chosen to carry-over almost all of them for the 2012 model year. Samsung, LG and Panasonic revamped their respective lines with new features including enhanced Internet connectivity/apps, new thin styling, more LED and 3D models, gesture and voice control (LG, Samsung), and built-in HD Cameras with face recognition (Samsung).

Sharp has found a new niche with its 60+ inch screens and continues to add features while offering very aggressive prices. Panasonic has finally entered the large screen LCD market with its own innovative 47- and 55-inch screens exhibiting deep blacks and outstanding viewing angles (review link). Just-introduced 2012 plasma models offer improved performance and new features as well.

Save On The Best Selling HDTVs

Big Markdowns on 3D TVs

Deals On New 2012 HDTV Models

Do You Want New and Improved or the Same Old TV?

With new features, sizes,  svelte styling and other improvements from Samsung, LG, Panasonic and Sharp consumers need to decide if they want the latest and greatest in HDTV or a carry-over from a failed 2011-model mix from Vizio. Consumers will once again vote with their wallets. We just begun to test the 2012s and plan to publish a number of reviews during the next few weeks.



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11 Comments so far ↓

  • Peter Edward

    Not being an OEM company that makes their own TVs is not bad but when it comes to competition….stiff competition on the TV market, the likes of LG Display or LG TV definitely leads the race.

  • Nina Dotzert

    This article may sound harsh to Vizio but it’s the truth. Vizio wants to stay in this competitive TV industry, then they have to do more homework like how LG, Samsung, and Sony did.

  • RHO

    There’s nothing wrong with Vizio other than they are not Samsung. I have one of each, for the money the Vizio is great. But the Samsung is a champ. The picture quality is dazzling.

  • ScottA

    So happy to see them fall. I was really into Vizio for a while, then they started making promises at CES that never developed. The 70″ is a great example. Now all they make are Edge Lit POS. So they can make as much money as possible by producing garbage. The one great thing that came of it is forcing others to lower their prices. Even the stores like Costco see this. The Vizio offerings are shrinking and offerings by Sharp and the like are up.

  • shaun

    I tried a Vizio. I bought one of the early ones with the power problem and promptly took it back to Costco and ordered my Pioneer Kuro…never looked back. Vizio’s are crappy clones….like the emachines of the world..they’ll work but…
    I think the Guru gives great advice in that he tests the TV’s and knows we want solid performance for more than 6 me TV’s aren’t something I replace every year or my iPad or iPhone :)

  • Adam

    Just a theory but I think the grey market is responsible for a lot of this. On amazon and other etailers you can get prices from the big guys (Sony, Panasonic, LG, Samsung) for less than what you’d be for a second tier Vizio. So why would I pay $3500 for a Vizio when I can get the same specd Samsung for $2500?

    Now that Samsung and Sony are (attempting to) shutting down the grey market I wouldn’t be surprised if Vizio makes a come back.

    Either way I won’t buy a Vizio, for no other reason than I am a brand whore. :D

  • Derek

    HD Guru write a negative article about Vizo and is taking pleasure in the fact they slid to #3 in one quarter ? Wow color me shocked. But says nothing NOTHING of the absolute pathetic number put out by some big names, Sony, Toshiba, Sharp etc.

    Anyone new to HD Guru knows he has had an agenda against Vizio since day one. Oh God forbid a company came in and put out a decent product at a reseonable price forcing the others to compete.

    Let’s be honest here if HD Guru had his way and Vizo not have been around we”d all still be paying $800+ for the 26 inch HDTV.


  • rd

    Don’t forget Vizio is trying to get into the computer business by cloning Macbook Pro and iMac.

  • chew

    I agree with frank and hdguru,but most people i know want the best bang for the buck and depends what size tv 65 inches or less go with panasonic or samsung and 65 and bigger go with sharp,the best tv for 2012 for i seen in the stores are panasonic.

  • Purvis

    I’m still waiting on Vizio to produce 72” full array 3d with wireless hdmi for under 4k they promised back at ces 2010. I really wanted that tv, still waiting.

  • Frank

    The public is finally realizing that Vizio TVs are crap and in the same class as Coby and Symphonic.

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