Panasonic, once a leader in the plasma TV market, has officially decided to stop manufacturing its own television sets. The company has entered into a partnership with Skyworth, a Shenzhen-based television brand, which will take over the manufacturing, marketing, and sales of Panasonic-branded TVs.
Skyworth is recognized as a significant player in the global TV market and claims to be among the top three providers of the Android TV platform. According to a report from research firm Omdia, Skyworth was listed as one of the top five TV brands by sales revenue in the first quarter of 2025, although it has struggled to maintain this ranking consistently.
Details of the Partnership
During a recent launch event, a Panasonic representative confirmed that under the new agreement, Skyworth will handle sales, marketing, and logistics. Panasonic will contribute its expertise and quality assurance to ensure that the audiovisual standards associated with its brand are upheld. The collaboration will also involve joint development of high-end OLED models.
Panasonic has committed to supporting all TVs sold under its brand until March 2026, as well as any new models released from April 2026 onwards. The partnership will see Skyworth-manufactured Panasonic TVs available in both the US and European markets, with a goal of achieving a double-digit market share in Europe.
Panasonic’s Declining TV Business
Panasonic’s retreat from the TV manufacturing sector has been evident for over a decade. At its peak in 2010, the company held a dominant 40.7 percent share of the plasma panel market. However, by March 2014, Panasonic ceased production of plasma TVs, citing a shift in consumer preference towards LCD technology and financial difficulties following the global economic downturn.
Following its exit from the US market in 2016, Panasonic announced in 2021 that it would outsource all TV production. This shift aimed to improve operational flexibility and financial health. Although the company returned to the US market in 2024 with OLED and Mini LED TVs, its president, Yuki Kusumi, indicated in February 2025 that the company was open to selling its TV business if necessary.
The Future of Panasonic TVs
The partnership with Skyworth marks a significant reduction in Panasonic’s resource allocation to its TV business while still allowing the company to profit from its brand. This development also highlights a broader trend, as other Japanese manufacturers like Sharp and Toshiba have exited TV production, leaving a void in domestic manufacturing.
At the recent launch event, Panasonic showcased two OLED TV prototypes, including one utilizing LG Display’s latest Tandem WOLED panel, indicating that new designs under the Panasonic brand may soon be available.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
