IHS Markit said global TV shipments declined 5% on year to 54.8 million units in third-quarter 2017, while revenues increased by 1% and average selling prices (ASPs) were up 6% due to growth in average size and 4K mix improvement.

"Demand in China has been negatively impacted by much slower retail pricing erosion for TVs, and fewer promotions as brands seek to protect profit margins," said Paul Gagnon, executive director of TV sets research at IHS Markit. "Likewise, the high price sensitivity and minor price erosion in North America led to a 10% decline in year-over-year shipments in Q3 ahead of the important Black Friday holiday shopping season. We expect that the more conservative promotions on Black Friday for TVs will diminish the potential volume growth this year in the US."