A TV as Big as a Bed? With Holidays Approaching, Stores Stock More Supersize Sets

For some television viewers, size apparently does matter.

Forget the 65-inch TVs that were considered bigger than average a decade ago. In time for the holidays, manufacturers and retailers are rolling out more XXL screens measuring more than 8 feet across. That's wider than a standard three-seat sofa or a king-size bed.

Supersize televisions only accounted for 1.7% of revenue from all TV set sales in the US during the first nine months of the year, according to market research firm Circana. But companies preparing for shoppers to go big for Christmas, Hanukkah and Kwanzaa have reason to think the growing ultra category will be a bright spot in an otherwise tepid television market, according to analysts.

The 38.1 million televisions sold with a width of at least 97 inches between January and September represented a tenfold increase from the same period last year, Circana said. Best Buy, the nation’s largest consumer electronics chain, doubled the assortment of hefty TVs — the 19 models range in price from $2,000 to $25,000 — and introduced displays in roughly 70% of its stores, The AP news.

“It’s really taken off this year," Blake Hampton, Best Buy's senior vice president of merchandising, said.

Analysts credit the emerging demand to improved technology and much lower prices. So far this year, the average price for TVs spanning at least 97 inches was $3,113 compared to $6,662 last year, according to Circana. South Korean electronics manufacturer Samsung introduced its first 98-inch TV in 2019 with a hefty price tag of $99,000; it now has four versions starting at $4,000, the company said.

Anthony Ash, a 42-year-old owner of a wood pallet and recycling business, recently bought a 98-inch Sony for his 14,000-square-foot house in Bristol, Wisconsin. The device, which cost about $5,000 excluding installation fees, replaced an 85” TV in the great room off his kitchen. Ash now has 17 televisions at home and uses some to display digital art.

“We just saw that the price was affordable for what we were looking for and thought, ‘Why not?’” he said of deciding to upsize to the Sony. “You get a better TV experience with a bigger TV. You’re sitting watching TV with a person on TV that is the same size as you. You can put yourself in the scene.”

The amount of time that many people spend staring at their cellphones and tablets, including to stream movies and TV shows, is another factor driving the growth of widescreen TV screens. Overall TV sales revenue fell 4%, while the number of units sold rose 1% from the January through September period, Circana said.

Most people only invest in a television every seven years, but when they do, they typically choose bigger ones, according to Rick Kowalski, the senior director of business intelligence at the Consumer Technology Association. In the past 15 years, the size of flat-panel TVs that were shipped to US retailers and dealers grew an average of one inch a year, Kowalski said.

The coronavirus pandemic accelerated the elongation trend as people spent more time at home. In fact, screen sizes increased an average of two inches in both 2021 and 2022, and 85-inch TVs began gaining traction with consumers, Kowalski said. Shipments of 98-inch TVs to the US are picking up pace this year, and models as huge as 110-115 inches are on the market right now, he said.

“You get better resolution over time," Kowalski said. "You get better picture quality. And so just over time, it’s easier to produce those sets and improve the technology."

Best Buy's Hampton said a benefit of a colossal TV is the viewer can watch multiple shows at once, an experience he described as “incredible.”

“If you’re watching YouTube TV content or ‘ NFL Sunday Ticket,’ you can actually get four screens up, and that’s four 48-inch screens on it,” he said.

Manufacturers are also adding new features. Samsung said it designed its 98-inch lineup with a component that analyzes what the viewer is watching to increase sharpness and reduce visible noise across every scene.

James Fishler, senior vice president of the home entertainment division of Samsung's US division, said the way people watch TV and experience content is shifting.

“It's even more so about watching TV as a shared experience,” Fishler said. “They want to host a watch party and gather around their TV to watch the big game, or set up a cinematic movie experience right at home. ”

Walmart, the nation’s largest retailer, its Sam’s Club division, and Chicago retailer Abt Electronics, also say they are expanding their TV ranges to meet customer demand for supersize screens.

TV industry experts say these monster TVs are beginning to encroach on home theater projectors, which create a 100- to 120-inch image that is less sharp and require rooms with blackout curtains or without windows.

“A dedicated viewing room for watching movies was exclusively the purview of projectors,” Andrew Sivori, vice president in the entertainment division of LG Electronics, another Korean manufacturer. "But you can get a much better viewing experience with direct TV."

Retailers and TV makers said the buyers trading up range from millennials and members of Generation X to the tech-native Gen Z crowd. But as Jon Abt, co-president of Abt Electronics said, “It’s still a niche business.”

“A lot of people just don’t have the space to put one of those in,” he added.

Before dreaming big for the holidays, shoppers therefore should make sure a 98-inch TV will fit. Best Buy said its Geek Squad team asks if stairwells and entry halls are large enough to accommodate delivery and installation. An augmented reality feature on the Best Buy app that allows customers to see if products are the right size has been especially helpful for XXL TVs, the retailer said.

But for those worried about having the space for viewing, the good news is that the recommended distance for a 98-inch TV is actually just 6-12 feet from the seating area. The rule of thumb is to multiple the diagonal length of the TV by 1.2 to determine the ideal viewing distance, Samsung's Fishler said.

If bigger is better in the TV department, how big can they go?

“I think we'll have to wait and see,” Fishler said.

Irene Cuevas will never forget the sound of the waves crashing below her apartment’s balcony.

If only there had been a flash of lightning in the darkness to let her glimpse what sounded like a roaring sea.

“It was a constant fear because we didn’t have light to see by," Cuevas told The Associated Press. "We could hear the roar of the waves, which was unbelievable. The street was completely flooded and we were hoping for some lightning so that we could at least see what situation we were in. It was all waves, currents everywhere, The AP news.

“We have that sound of the waves burned in our memory.”

The devastating flash floods in eastern Spain this week that claimed over 200 lives and destroyed countless homes and livelihoods also seared a scar of terror in many survivors

Cuevas, a 48-year-old embryologist, is a resident of Chiva, a village perched on a hill about 30 kilometers (18 miles) from Valencia city, whose southern outskirts were likewise ravaged by the floods on Tuesday and Wednesday.

Chiva got more rain in eight hours than the town had experienced in the preceding 20 months. Cuevas was at home and saw how the gorge dividing her village suddenly overflowed with rushing water.

The tsunami-like wall of water claimed at least seven lives in Chiva, home to some 16,000 people, and the search goes on for more missing, either in collapsed houses or in the gorge.

“It was terrifying because that night it began to rain and the water began to overflow the gorge and started carrying away cars and trees,” Cuevas said. “The underpasses of the bridges started to clog with debris, and the water started to flow through the entire village.”

The gorge, called the “Barranco de Chiva,” is normally dry, but it is fed into by several other runoff gorges and channels water to vineyards below.

The huge storm sent a blast of water that knocked down two of the four bridges crossing the gorge, while a third was left unsafe to cross. The sides of the gorge were eaten out, bringing down a sidewalk and several houses and tearing holes in others.

Cuevas, who moved to Chiva when she got married 18 years ago, lives one street over from the buildings bordering the gorge. She and other people living in her apartment building helped several neighbors from the building in front when they feared it would come down. The neighbors said their building trembled from the force of the water.

Cuevas and her fellow residents helped tie ropes or cords across the street so that the people on the other side could hang on as they waded through the rushing water. They then made it up the stairs and some 20 people spent a sleepless night in her second-floor apartment and the apartment above.

Amparo Cerda, Cuevas' upstairs neighbor, described herself as traumatized by her memories of the fury of the waves and the sound of “doors exploding” from the water’s force.

It was as if their building had become a ship lost in a storm at sea in the pitch black night.

“There were waves in the gorge, waves in the street below where the water came in the other direction and ran into the water coming from the gorge," Cuevas said. "So right here, at this corner, just where the houses fell down, the two currents hit and produced terrifying waves.”

“When the daylight came we could see the damage,” Cuevas said. “We saw all the houses that had disappeared and there was a feeling of impotence because you didn’t know where to start looking for people.”

Five days have passed since that night of terror, and in Chiva and other localities, such as Paiporta, Barrio de la Torre, and Massanassa, citizens and volunteers are pitching in to clean up the mountains of debris and the thick brown layers of mud left by the water.

Five thousand more soldiers are arriving in the area this weekend to help the 2,500 already deployed. Thousands of police officers have also been sent in.

But for now it is the people themselves still leading the way.

“Now we need to clean up and try to get back to normal because there are more rains forecast for the weekend, and that won’t help," Cuevas said. "We are trying to get everything ready for when the rains comes back. Because they will.”

A TV as Big as a Bed? With Holidays Approaching, Stores Stock More Supersize Sets