With advanced features, smart TVs taking over basic sets

Regular TVs have almost vanished from Bangladesh’s market as consumers increasingly turn to smart televisions, with low- and mid-priced models dominating demand amid high inflation and a tight economy, while premium buyers continue to opt for larger screens and advanced features.

A decade ago, LCD and LED TVs dominated the market. Today, consumers expect built-in access to YouTube and streaming platforms, casting and smartphone connectivity, along with features such as 4K resolution and QLED displays.

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The market remains highly competitive, with local brands such as Walton, Vision, Konka and Minister competing with Samsung, LG, TCL, Hisense and Xiaomi. Retailers including Transcom Digital, Rangs and Electro Mart are also strengthening their presence, particularly in the premium segment.

Industry players estimate that around 650,000 TVs were sold in Bangladesh in 2025 and expect sales to rise by about 100,000 units this year despite persistent inflation.

The market remains highly competitive, with local brands such as Walton, Vision, Konka and Minister competing with Samsung, LG, TCL, Hisense and Xiaomi.

“Nowadays, smart TVs are what we sell. There is virtually no market for regular TVs anymore,” said Md Rashedul Islam, head of business at Transcom Digital.

Although the overall market has remained relatively slow following the FIFA World Cup in June, Transcom Digital’s smart TV sales have grown around 70 percent year-on-year so far this year, while its overall business has expanded more than 30 percent, compared with estimated market growth of around 15 percent.

Rashed attributed the stronger performance partly to the company’s focus on premium brands such as Samsung, LG and Haier.

“We are relaunching LG this year and have significantly increased our focus on Haier, which offers both premium and mid-range products,” he said.

Transcom Digital operates 67 outlets, around 40 of them in Dhaka and Chattogram, and sells about 25,000 TVs annually. Demand for larger screens has been particularly strong this year, with the highest growth coming from the 55-inch-and-above segment, Rashed said.

MM Shourov Akter, chief business officer of Walton Television, said technology, affordability and changing consumer expectations are driving the shift.

“Consumers are increasingly looking for Google TV, authorised streaming apps, YouTube, casting and other smart features, while improved affordability is making these technologies accessible to a wider audience,” he said.

He added that 4K UHD, QLED+, HDR, Dolby Vision and Dolby Atmos are gaining popularity across price points. Walton is also using features such as SpectraQ colour calibration and Natural QLED technology, which offers more than 90 percent colour-gamut coverage, to differentiate its products.

The 32-inch to 43-inch segment remains the mainstream market, accounting for around 70 percent of total sales, while demand for 50-inch and 55-inch models is rising.

“4K Google TVs and QLED+ models are among the most sought-after categories,” Shourov said, adding that low- to mid-priced models continue to have the broadest consumer base.

Demand for larger screens is also growing among premium buyers, said Md Abu Tariq Zia Chowdhury, chief business officer of ORCA, the consumer electronics and home appliance concern of Akij Resource under AKIJ Consumer Electronics Ltd.

“People are looking for a better viewing experience. Larger screens offer better sound and a more immersive experience,” he said.

The company, which entered the market in February, currently operates two outlets and plans to expand to six by October. It sells Samsung, LG, Toshiba and Haier products, including Samsung’s 98-inch, Haier’s 100-inch and LG’s 77-inch models.

According to Abu Tariq, demand is rising for 55-inch, 65-inch, 75-inch and larger TVs among higher-middle-income consumers. He also identified exchange offers as an emerging trend, with some buyers replacing TVs after two or three years as new features become available.

He estimates local brands account for about 60 percent of annual TV sales, while Chinese and other global brands each hold around 20 percent of the market.

Salim Ullah, director of marketing at Jamuna Electronics, said the FIFA World Cup provided a major seasonal boost to TV sales, helping offset weak demand in other consumer-electronics categories amid inflationary pressure.

“We were surprised by how strong the demand was. All the units we produced were sold during the World Cup period,” he said.

Taken together, the trends show that Bangladesh’s TV market is not simply expanding but changing in character, said Nurul Afser, deputy managing director at Electro Mart.

Even as inflation constrains household budgets, consumers are increasingly prioritising smart functionality, while those with greater purchasing power are trading up to larger screens and more advanced technologies, he said.