Modern Supersize TVs Are Taking Over: A Holiday Must-Have for 2024

Remember when a 65-inch TV seemed enormous? Those days are behind us. As the holiday season approaches, electronics manufacturers and retailers are rolling out massive television screens, some stretching more than eight feet across — bigger than a king-size bed or even a standard three-seat sofa.

While XXL televisions accounted for just 1.7% of U.S. TV sales revenue in the first nine months of this year, analysts believe the supersized screen category is on the rise. As Christmas, Hanukkah, and Kwanzaa shopping heats up, the tech industry sees this as a bright spot in what has been a slower TV market.

The Rise of Supersized Screens

According to market research firm Circana, a whopping 38.1 million televisions 97 inches or wider were sold between January and September 2024. This is a tenfold increase compared to the same period last year. Best Buy, the nation’s largest consumer electronics retailer, has doubled its stock of these massive TVs, offering 19 models ranging from $2,000 to $25,000. Nearly 70% of its stores now have displays showcasing these giants.

“It’s really taken off this year,” said Blake Hampton, Best Buy’s Senior Vice President of Merchandising.

Tech Advances and Price Drops Drive Demand

The demand for gigantic screens is fueled by two key factors: better technology and lower prices. This year, the average price for a TV measuring at least 97 inches has dropped to $3,113, nearly half of last year’s average price of $6,662. Samsung, a South Korean tech giant, debuted its first 98-inch TV back in 2019 with a jaw-dropping price tag of $99,000. Today, you can get one for as little as $4,000, and the company now offers four different models in this size.

One customer, Anthony Ash, a 42-year-old business owner from Wisconsin, recently bought a 98-inch Sony TV for his home. His 14,000-square-foot house already had a sizable 85-inch TV, but Ash decided to upgrade for a more immersive experience. The new TV, which cost around $5,000, is now the centerpiece of his great room.

“You get a better TV experience with a bigger screen,” Ash explained. “It’s like sitting in front of someone on the TV who is the same size as you. You really feel like you’re part of the scene.”

Bigger Screens, Better Experiences

Consumers aren’t just drawn to the massive sizes; they’re also influenced by how much time they spend watching content on smaller screens, like phones and tablets. While overall TV sales revenue dipped by 4% in the first nine months of this year, the actual number of TVs sold increased by 1%, suggesting that many shoppers are opting for bigger, better televisions.

Rick Kowalski, Senior Director of Business Intelligence at the Consumer Technology Association, noted that people tend to upgrade their TVs only once every seven years. And when they do, they usually go bigger. Over the last 15 years, the average size of flat-panel TVs sold in the U.S. has increased by one inch every year.

The COVID-19 pandemic accelerated this trend. With people spending more time at home, the size of TVs grew even faster — by an average of two inches in both 2021 and 2022. And while 85-inch TVs were once considered large, 98-inch screens are now becoming more mainstream. Models as large as 110 to 115 inches are even on the market.

“You get better resolution, better picture quality over time,” said Kowalski. “And now, it’s easier to produce those sets with improved technology.”

More Than Just a Big Picture

Supersized TVs are also gaining popularity due to their added features. Best Buy’s Hampton highlighted the ability to split the screen into multiple views, making it perfect for watching multiple shows or games at once.

“If you’re watching YouTube TV or ‘NFL Sunday Ticket,’ you can actually split the screen into four sections — essentially getting four 48-inch TVs in one,” Hampton explained.

Manufacturers like Samsung are also packing in new technologies. Their 98-inch models come equipped with a component that analyzes what’s on-screen to enhance sharpness and reduce visible noise. Samsung’s Senior Vice President, James Fishler, said the way people are watching TV is evolving.

“It’s all about creating a shared experience,” Fishler said. “People want to host watch parties or create a cinematic movie night right in their living room.”

Retailers Expanding to Meet Demand

Big retailers are catching onto the trend. Walmart, along with its Sam’s Club division, and Chicago-based Abt Electronics are expanding their offerings to meet rising demand for colossal screens.

These TVs are also encroaching on the space once dominated by home theater projectors, which typically offer 100- to 120-inch screens but lack the sharpness of today’s giant TVs. Andrew Sivori, Vice President in LG Electronics’ entertainment division, said the viewing experience is better with a large TV.

“Dedicated home theaters were once only possible with projectors,” Sivori said. “But now, direct TVs give you a much better experience.”

While demand for XXL TVs spans across generations — from millennials to Gen Z — it remains a niche market. As Jon Abt, Co-President of Abt Electronics, pointed out, “A lot of people just don’t have the space for a TV that big.”

Can It Even Fit in Your Home?

Before you get too excited about a 98-inch screen for your living room, make sure it’ll fit through the door. Best Buy’s Geek Squad team asks customers to check if their stairwells and entryways are large enough to accommodate the delivery and installation. The retailer even offers an augmented reality feature on its app that lets shoppers see if the TV fits in their space.

As for seating arrangements, don’t worry — the recommended viewing distance for a 98-inch TV is only 6 to 12 feet away. Samsung’s Fishler explained that you can calculate the ideal distance by multiplying the diagonal length of the TV by 1.2.

So, how big can TVs get in the future?

“We’ll have to wait and see,” Fishler said.

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