Football stimulated the purchase of televisions throughout Central and Eastern Europe

Major sporting events are often an opportunity to replace an older TV with a newer model. How has the ongoing football championship affected that segment in 2022, and what are the current market trends? A detailed analysis of the TV segment was prepared by Heureka Group and Idealno: the average price is 10% lower than a year ago, the 55-inch diagonal is the most popular, and most of the models in demand belong to the smart category.

Serbian households experienced a massive change in TV sets eight years ago, switching from analog to digital TV signal, and again in 2020, during the restriction of movement during the pandemic. However, interest in this product category has been stimulated again, now by the World Cup in Qatar.

“In recent weeks, we have noticed that the World Cup, combined with the New Year season, has stirred up the European TV market again, and demand is growing by tens of percent,” says Michal Buzek, chief analyst of the Heureka Group. Of particular interest is the fact that among domestic online buyers, the demand for televisions has increased by as much as 148.24% in the last 30 days alone.

On the other hand, it is noticeable that buyers are more cautious. “The data shows that consumers are currently thinking much more about their investments when buying a television, they are more inclined to more financially favorable models and follow promotional offers more often,” adds Buzek.

The best-selling 32-inch smart LCD/LED TVs in Serbia

It’s not only in Serbia that smart has taken over. “Most of the best-selling models on the market in Central and Eastern Europe have their own operating system with an Internet connection where, in addition to classic TV channels, other multimedia content available online can be watched,” points out Michal Buzek.

Serbian customers are most interested in 32-inch TVs, followed by 43- and 50-inch diagonals, contrary to the trend in most of Central and Eastern Europe, where the most popular models are 55 inches and larger.

Trends also indicate that in the process of buying a television, consumers most often choose LCD and LED technology. The LCD screen is more affordable than the LED and quite lighter, so it is easier to mount the device on the wall. It has a slightly longer response time, slightly narrower viewing angles and a slightly weaker color display compared to LED, which currently rules the European market.

The most popular brands in Central and Eastern Europe are SAMSUNG, LG and PHILLIPS, while in Serbia they prefer to buy XIAOMI, and less popular HISENSE and FOX. They are followed by VOX and SAMSUNG.

Thanks to the Trend price function on, we also monitor product price changes, so among the most sought-after TV models here, it is worth mentioning: the most popular Xiaomi ELA4588EULED with the lowest price during Black Friday, Fox 32DTV210A, whose market value suffered major fluctuations in November , and the Fox 32DLE462, which has seen a drastic price drop since September.

Source: Personal magazin by

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