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Panasonic is shifting its television business to Skyworth, a Chinese technology company, effectively ending its independent production and sales of TVs in the United States and Europe. The move, announced at a product launch event, marks a significant change for the Japanese electronics giant as it navigates a challenging global television market. This partnership will see Skyworth grab control of sales, marketing, and supply chain management across key regions, while Panasonic focuses on maintaining its brand standards and collaborating on high-end OLED development.
The collaboration comes as the television industry undergoes a period of consolidation, with several Japanese manufacturers scaling back or exiting the market altogether. Panasonic’s decision reflects a broader trend of companies reassessing their strategies in the face of intense competition and evolving consumer preferences. The company has been gradually reducing its involvement in the television business for years, a process accelerated by economic pressures and shifting market dynamics.
A Novel Chapter for Panasonic TVs
Under the agreement, Skyworth will assume responsibility for the entire sales and marketing process for Panasonic-branded televisions in the US and Europe, beginning in April 2026. This includes managing distribution networks and promotional activities. Panasonic, however, will continue to play a crucial role in ensuring the quality and technological expertise associated with its brand. The company will focus on providing technical support and quality control, particularly in the development of premium OLED models. FlatpanelsHD reported on the details of the partnership.
Panasonic has assured customers that after-sales support will continue to be provided for all Panasonic TVs sold through March 2026, and for those marketed starting in April 2026. This commitment aims to maintain customer confidence during the transition. Skyworth will also be responsible for the manufacturing of the televisions.
The Decline of Japanese TV Manufacturing
Panasonic’s move is not isolated. The Japanese television industry has faced increasing challenges in recent years, with companies like Sharp, Toshiba, Hitachi, and Pioneer having already exited the market. This trend highlights the difficulties Japanese manufacturers have faced in competing with lower-cost producers, particularly from Asia. The shift also mirrors a recent development involving Sony, which announced the sale of a 51 percent stake in its home entertainment business, including televisions, to TCL of China earlier this year.
Panasonic’s history in the television market is marked by early success, particularly during the era of plasma TVs. In 2010, the company held a 40.7 percent share of the global plasma panel market, surpassing Samsung and LG, according to data from DisplaySearch, as reported by KompasTekno and ARS Technica. However, the rise of LCD technology and economic pressures following the 2008 Lehman Brothers bankruptcy led Panasonic to discontinue plasma TV production in March 2014. The business had reportedly been unprofitable for several years.
Skyworth’s Growing Influence
Skyworth, based in Shenzhen, China, is a significant player in the global television market. The company claims to be one of the top three providers of Android TV platforms worldwide. A July 2025 report by research firm Omdia placed Skyworth among the top five television brands based on global sales revenue in the first quarter, although its position has been described as inconsistent. The partnership with Panasonic represents a major opportunity for Skyworth to expand its reach and strengthen its position in key markets.
The collaboration allows Panasonic to reduce the resources allocated to its television business while still benefiting from revenue generated by Panasonic-branded TVs. This strategic move allows the company to focus on its core competencies and explore new opportunities in other areas of consumer electronics.
During the launch event, Panasonic also showcased two prototype OLED TVs, including a model featuring LG Display’s latest Tandem WOLED panel. This suggests the potential for new TV designs bearing the Panasonic logo in the near future.
Looking ahead, Panasonic will continue to provide expertise and quality assurance, while Skyworth manages the production and distribution of its televisions. The partnership represents a significant shift in the global television landscape, as Japanese manufacturers increasingly collaborate with Chinese companies to navigate a competitive market. The next key date to watch is April 2026, when Skyworth officially takes over the sales and marketing of Panasonic TVs.
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