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Published by: Packaged Facts
Published: Oct. 1, 1997 - 153 Pages Now 50% off the original sale price of $2,750.
Table of Contents
- Executive Summary
The Products
- As Technology Advances, Home Theater Grows
- Home Theater Defined
- Five Product Categories
The Market
- U.S. Factory Sales Near $11 Billion in 1997
- Speakers Packages Increase Share at Expense of Audio Receiver/Surround-Sound Processors
- Figure 1-1: Share of U.S. Factory Sales of HT Products: Audio Receivers/Processors vs. Speakers/Packages, 1993 vs. 1997 (percent)
- Big-Screen TVs Lead HT Market
- Mass Merchants Gaining on Electronics Specialty Stores
- Factors Affecting Market Growth
- Table 1-1: Estimated Factory Sales and Growth of U.S. Home Theater Market by Product Category, 1993-2002 (dollars): Big-Screen TVs, Video Source Products, Speakers/Packages, Audio Receivers/Surround-Sound Processors
- Market to Top $17 Billion by 2002
The Marketers
- Hundreds of Companies in Market
- The Ten Home Theater Giants
- Companies Developing Home Theater In-A-Box Appear to Have Competitive Edge
- DVD an Important New Product Type
- Sales of DSS Systems Will Continue to Grow, Benefit Home Theater
- HT Advertising Totals $56 Million
Distribution and Retail
- Warehouse Delivery Is Predominant Avenue
- Bose Leads the Way in Direct Sales
- Market Composition by Retail Outlet
- Use of "Lifestyle Room" Settings
- Electronics Specialty Stores Devote Ample Space to HT Products
- Mass Merchant Sector's Importance Growing
- Retailer Focus: Audio/Video International
The Consumer
- 3% Own Giant-Screen Projection Televisions
- Larger Base for Television Surround-Sound Decoders
- Male Skew for Home Theater Audio
- Male, Married Slant for Stereo/Radio Surround Sound
Scope and Methodology
- Market Parameters
- Report Methodology
- The Products
Introduction
- As Technology Advances, Home Theater Grows
Scope of Report
- Home Theater Defined
- Camcorders and Digital Still Cameras Excluded
- Five Product Categories
Big-Screen Television
- Category Divided into Two Segments
- Direct-View Television
- Projection Television
- High-Definition Television (HDTV) Around the Corner
- Flat-Panel Televisions Not Yet Affordable for Most Consumers
Video Source Products
- Category Divided into Three Segments
- Digital Satellite Systems (DSS)
- Stereo Hi-Fi VCRs
- Laserdisc Players
- Digital Videodisc (DVD)— An Important Up-and-Coming Technology
Audio Receivers/Surround-Sound Processors
- Category Subdivided into Two Segments
- Hi-Fi Stereo: Almost Everyone Has It, But Is It Home Theater?
- Dolby Pro Logic: Four-Channel Audio Comes to the Home
- Dolby Digital AC-3: A Huge Step Forward for HT Sound
- THX
Speakers
- Speakers Determine Sound Quality in HT System
- Speaker Placement an Important Issue
- HT Components Sold Separately or in Sets
Home Theater In-A-Box
- Home Theater In-a-Box Transforms the Market
- HT Systems as Furniture
Government and Industry Regulation
- Government Regulation of Airwaves Affects Development of HDTV
- The Market
- Figure 3-1: Estimated U.S. Factory Sales of Home Theater Products, 1993-1997 (dollars)
Market Size and Growth
- A Note on Sales Estimates
- U.S. Factory Sales Near $11 Billion in 1997
- Table 3-1: Estimated U.S. Factory Sales of Home Theater Products by Category, 1993-1997 (dollars): Big-Screen TVs, Video Source Products, Speakers/Packages, Audio Receivers/Surround-Sound Processors
- Big-Screen TV Still Leads Market, Though Sales Are Fairly Flat
- Table 3-2: Estimated U.S. Factory Sales of Big-Screen TVs by Segment, 1996 vs. 1997 (dollars): Direct-View TV, Projection TV
- Video Source Products Place Second in Sales
- Table 3-3: Estimated U.S. Factory Sales of Video Source Products by Segment, 1996 vs. 1997 (dollars): DSS, Hi-Fi VCR, Laserdisc
- Speakers and Packages Combined Are Third
- Figure 3-2: Estimated U.S. Factory Sales of HT Speakers/Packages, 1993-1997 (dollars)
- Speakers Packages Increase Share at Expense of Audio Receiver/Surround-Sound Processors
- Figure 3-3: Share of U.S. Factory Sales of HT Products: Audio Receivers/Processors vs. Speakers/Packages, 1993 vs. 1997(percent)
- Figure 3-4: Share U.S. Home Theater Product Factory Sales by Category, 1996 vs. 1997 (percent): Big-Screen TVs, Video Source Products, Audio Receivers/Surround-Sound Processors, Speakers/Packages
Market Composition
- HT Products Account for 16% of Total Consumer Electronics Factory Dollar Volume
- Big-Screen TVs Lead HT Market
- Table 3-4: Share of U.S. Home Theater Product Factory Sales by Category, 1996 vs. 1997 (percent): Big-Screen TVs, Video Source Products, Speakers/Packages, Audio Receivers/Surround-Sound Processors
- Direct-View Leads TV Category
- Table 3-5: Share of Big-Screen TV Factory Sales by Segment, 1996 vs. 1997 (percent): Direct-View TV, Projection TV
- DSS Is Top-Selling Video Product
- Table 3-6: Share of Video Source Product Factory Sales by Segment, 1996 vs. 1997 (percent): DSS, Hi-Fi VCR, Laserdisc Player
- Speakers and Packages Climb to 6% of HT Market
- Audio Receivers/Surround-Sound Processors Claim Under 5% of HT Sales
- Sales by Retail Outlet: Mass Merchants Gaining on Electronics Specialty Stores
Factors Affecting Market Growth
- Technological Advances
- The Advent of Satellite-Based Broadcastin
- FCC Gives Approval to Digital TV License Plan
- Development and Growth of DVD
- Increasing Quality of Projection TV
- Dolby Digital a Giant Leap Forward in Stereo-Imaging Technology
- Introduction of Digital "Packets" Will Expand HT Product Applications
- Home Theater In-A-Box Makes Purchasing HT Products Easy and Attractive
- Increasing Movie Prices and "Cocooning" Trend
- Lower Product Pricing Lures Consumers and Retailers
- Decreasing Speaker Sizes Make Home Theater More Attractive
- Packaged Systems as Furniture
- Increasing Use of Point-of-Sale Displays in Mass-Market Outlets
- Specialty Retailers Use "Lifestyle Rooms"
- One-Third of Home Builders Include HT Systems in New Home Designs
- Figure 3-5: Projected U.S. Factory Sales of Home Theater Products, 1997-2002 (dollars)
Projected Market Growth
- HT Market to Top $17 Billion by 2002
- Big-Screen TVs Projected to Grow at 5% Annually
- Video Source Products to Continue Fast Growth, Due Mainly to DSS Sales
- Speakers and Packages to Continue Explosive Growth
- Audio Receivers to Continue Slow Growth
- Table 3-7: Projected U.S. Factory Sales of Home Theater Products by Category, 1997-2002 (dollars): Big-Screen TVs, Video Source Products, Speakers/Packages, Audio Receivers/Surround-Sound Processors
- The Marketers
The Marketers
- Hundreds of Companies in Market
- The Ten Home Theater Giants
- Areas of Concentration Among the Top Ten
- Table 4-1: The Home Theater Giants: Principle Product Categories (10 Marketers/Headquarters): TV, Video, Audio, Speakers, HT In-A-Box
- 15 Smaller Players
- Other Marketers
- Table 4-2: The U.S. Home Theater Market: Selected Marketers and Their Brands (43 Marketers and Their Major Brands)
Competitive Overview
- Electronics Giants Dominate Most HT Categories
- Specialty Marketers Find Niches
- Companies Developing Home Theater In-A-Box Appear to Have Competitive Edge
- Steady Technological Advances Ensure Wealth of New Products
- The Possibility of Product Orphanin
- The Betamax Debacle: A Case in Point
- Companies in Unrelated Industries Begin to Compete in HT Market
- Licensed Products Dominate Audio Receiver Category
- Hardware Manufacturers Team Up with Movie Studios
Competitive Profile: Bose Corporation
- Corporate Overview
- Company Driven by Spirit of Discovery and Technological Research
- Lifestyle Systems Are Bose's Home Theater Mainstay
- Combination of Marketing Approaches Reaches Large Number of Consumers
Competitive Profile: Boston Acoustics, Inc.
- Corporate Overview
- Most of Boston Acoustics' Products Assembled from Purchased Components
- 1996 New Product Introductions
Competitive Profile: Cambridge Soundworks, Inc.
- Corporate Overview
- Sales Strategy Focuses on Growth Trend Created by Home Theater and Multimedia Computers
- Catalog Sales and Aggressive Advertising Key Parts of Sales Philosophy
Competitive Profile: Emerson Radio Corp.
- Corporate Overview
- Acquisition of International Jensen Incorporated
- The Daewoo Deal
- Emerson Champions Low-End Home Theater In-A-Box
Competitive Profile: Kenwood Corporation
- Corporate Overview
- Globalization Activities
- Kenwood HT Products
- Table 4-3: Selected Kenwood HT Products (16 Product Names/Model Numbers/Descriptions)
Competitive Profile: Mitsubishi Electric Corp.
- Corporate Overview
- Big-Screen TVs for HT Application
Competitive Profile: Philips Electronics, N.V.
- Corporate Overview
- Home Theater Products
Competitive Profile: Pioneer Electronic Corp.
- Corporate Overview
- Relationship with Carolco Pictures, Inc.
- Patents and Licenses
- Pioneer a Key Player in DVD Market
- Other Pioneer HT Innovations Include Digital Cable and Flat-Panel Displays
Competitive Profile: Polk Audio, Inc.
- Corporate Overview
- Product Lines
- Distribution of Polk Audio Products
- SRT and RT Series of Speakers Designed Specifically for HT Applications
Competitive Profile: Sony Corp.
- Corporate Overview
- Home Theater Equipment
- Research and Development
Competitive Profile: Thomson Consumer Electronics, Inc.
- Corporate Overview
- RCA HT Products
- Table 4-4: Selected RCA Home Theater Products (68 Product Names/Descriptions)
Competitive Profile: Zenith Electronics Corporation
- Corporate Overview
- Zenith Posts Losses, But Outlook May Improve with HDTV
- Sales to Circuit City and Sears Account for Over One-Quarter of Zenith's Sales
- Home Theater: New Products, New Technologies, New Marketing Commitments
Marketing and New Product Trends
- Combining Components into Home Theater In-A-Box
- New Products Driven by Technological Advances
- DVD an Important New Product Type
- Mixed Emotions Over DVD
- Sales of DSS Systems Will Continue to Grow, Benefit Home Theater
- Quality of Projection TVs Should Continue to Increase
- Dolby Digital May Replace Pro Logic as Industry Standard
- Development of PC Theater May Revolutionize Home Entertainment
Consumer Advertising Expenditures
- HT Advertising Totals $56 Million
- Additional Unmeasured Expenditures
- RCA in First Place
- Other $3-Million-Plus Spenders
- $1-Million-Plus Advertisers
- Over $180 Million Spent on DSS Advertising
Consumer Advertising Positioning
- HT Ads Emphasize Technology, Performance, Value, and Ease of Use
- Two-Page Spreads
- Sony's Eight-Page DVD Insert
- Internet Addresses Prominently Featured in Ads
- Examples of Consumer Advertising
Consumer Promotions
- Cash-Back Rebates Popular with DSS Systems
- Other DSS Promotions
- Low Package Pricing as Promotional Tool
- Examples of Consumer Promotions
Trade Advertising and Promotion
- Promotions Are Standard
- Trade Advertising
- Trade Shows
- Examples of Trade Materials
- Distribution And Retail
Distribution
- Warehouse Delivery Is Predominant Avenue
- Advantages of Warehouse Delivery
- Disadvantages of Warehouse Delivery
- Direct-to-Consumer Distribution
- Bose Leads the Way in Direct Sales
Retail Overview
- Market Composition by Retail Outlet
- Use of "Lifestyle Room" Settings
At the Retail Level: Electronics Specialty Stores
- Electronics Specialty Stores Are Top Outlet, Devote Ample Space to HT Products
- Displays: Full HT Setup the Norm
- Marketers Use Various In-Store Promotions
- Promotional Signage Utilized by Most Retailers
- Margin for HT Products a Closely Guarded Secret
At the Retail Level: Mass Merchants
- Sector's Importance Growing
- Mass Merchants' Approach Similar to ESS Retailers'
Retailer Focus
- Audio/Video International
- Douglas TV
- The Listening Room
- VI. The Consumer
The Consumer
- Note on Simmons Market Research Bureau Data
- 3% Own Giant-Screen Projection Televisions
- Table 6-1: Demographic Characteristics Favoring Ownership of Giant-Screen Projection Televisions, 1997 (U.S. Adults)
- Larger Base for Television Surround-Sound Decoders
- Table 6-2: Demographic Characteristics Favoring Ownership of Television Set Surround-Sound Decoders, 1997
- (U.S. Adults)
- Male Skew for Home Theater Audio
- Table 6-3: Demographic Characteristics Favoring Ownership of Stereo/Radio Equipment Home Theater Audio Systems, 1997 (U.S. Adults)
- Male, Married Slant for Stereo/Radio Surround Sound
- Table 6-4: Demographic Characteristics Favoring Ownership of Stereo/Radio Equipment Surround-Sound Decoder, 1997 (U.S. Adults)
- Summary of Positive and Negative Demographic Factors
- Table 6-5: Positive and Negative Demographic Factors to Ownership of Home Theater Components, 1997 (U.S. Adults)
- Home Theater and Household Income
- Figure 6-1: Median Household Income Among Owners of Selected Home Theater Components, 1997 (dollars): Owners— Giant-Screen Projection Television, Television Set Surround-Sound Decoder, Home Theater Audio System, Stereo/Radio Equipment Surround-Sound Decoder, All
Appendix I: Examples Of Consumer And Trade
Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
AbstractThe U.S. home theater market reached factory sales of $10.9 billion in 1997. Packaged Facts report provides detailed, up-to-date coverage of this vigorous young market in five categories: big-screen television; audio receiver/surround-sound processor; speakers and speaker packages; video source products; and home theater in-a-box. The report also: projects market performance through the year 2001; analyzes marketing and new product trends; presents an overview of the competitive situation; analyzes advertising expenditures and positioning; and profiles major marketers. Individual sections are available.
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