NEW YORK (AP) — For some television viewersApparently size matters.

Forget 65 inch TVs ten years ago it was thought to be above average. in time for holidaysmanufacturers and retailers are introducing more XXL displays with diameters greater than 2 meters. This is wider than a standard three-seater sofa or king size bed.

Super-sized televisions accounted for just 1.7% of revenue from all TV set sales in the U.S. in the first nine months of the year, according to market research firm Circana. But companies preparing for shoppers To make it big at Christmas, Hanukkah and Kwanzaa have reason to think the growing ultra category will be a bright spot in the otherwise stagnant television market, analysts say.

Circana said the 38.1 million televisions at least 97 inches wide were sold between January and September, a tenfold increase from the same period last year. Best BuyThe nation’s largest consumer electronics chain — 19 models of which range in price from $2,000 to $25,000 — has doubled its large TV assortment and introduced the displays in about 70% of its stores.

“This year has been really successful,” said Blake Hampton, Best Buy’s senior vice president of sales.

Analysts say increasing demand advanced technology and much lower prices. The average price for TVs at least 97 inches so far this year is $3,113, up from $6,662 last year, according to Circana. south korea electronics manufacturer Samsung introduced its first 98-inch TV in 2019 with a hefty price tag of $99,000; The company said it currently has four versions starting at $4,000.

Anthony Ash, the 42-year-old owner of a wood pallet and recycling business, recently purchased a 98-inch Sony for his 14,000-square-foot home in Bristol, Wisconsin. The device, which cost about $5,000 before installation fees, replaced the 85-inch television in the great room next to her kitchen. Ash now has 17 televisions in his home, and he uses some to display digital art.

On deciding to switch to Sony, “We found the price was right for what we were looking for and thought, ‘Why not?’ “We thought,” he said. “With a bigger TV, you get a better TV experience. You sit and watch television with a person who is the same height as you. You can put yourself on stage.

The amount of time most people spend looking at their mobile phones and tablets movie streaming and TV shows are another factor driving growth. widescreen television screens. Circana said overall TV sales revenue fell 4% from January to September, while the number of units sold increased 1%.

Most people only invest in a television every seven years, but when they do, they usually choose larger ones, according to Rick Kowalski, senior director of business intelligence. Consumer Technologies Association. Over the past 15 years, the size of flat-panel TVs shipped to U.S. retailers and resellers has increased by an average of 1 inch per year, Kowalski said.

coronavirus outbreak accelerated the trend of elongation as people spend more time at home. In fact, screen sizes increased by an average of two inches in both 2021 and 2022, and 85-inch TVs are gaining traction with consumers, Kowalski said. He said 98-inch TV shipments to the U.S. have accelerated this year, and models as large as 110-115 inches are now on the market.

“Over time you get better resolution,” Kowalski said. “You get better image quality. And over time it’s become easier to produce these sets and improve the technology.”

Best Buy’s Hampton said one advantage of a massive TV is that the viewer can watch multiple shows at once, calling the experience “incredible.”

“If you are watching YouTube TV content or ‘ NFL Sunday Ticket‘You can actually lift four screens up and that’s four 48-inch screens on top,’ he said.

Manufacturers It also adds new features. SAMSUNG It said it designed its 98-inch series with a component that analyzes what the viewer is watching to increase sharpness and reduce visible noise in each scene.

James Fishler, senior vice president of home entertainment for Samsung’s U.S. division, said people are watching television and experience content It’s changing.

“It’s more about watching TV as a shared experience,” Fishler said. “They want to host a viewing party and gather around their televisions to watch the big game or create a cinematic movie experience 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 lines to meet customer demand for super-sized displays.

TV industry experts say these monster TVs are beginning to encroach on home theater projectors, which produce a 100- to 120-inch image that’s less sharp and requires rooms with blackout curtains or no windows.

“A viewing room designated for watching movies was solely the purview of the projectors,” said Andrew Sivori, vice president of entertainment. LG Electronicsanother Korean manufacturer. “But you can get a much better viewing experience with direct TV.”

Retailers and TV makers said buying and selling buyers range from millennials and Generation X members to tech-savvy Gen Zers. But as Jon Abt, co-chairman of Abt Electronics, notes, “This is still a niche business.”

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

So before shoppers dream big for the holidays, they need to make sure a 98-inch TV will fit. Best Buy said its Geek Squad team asked if stairwells and vestibules were large enough to accommodate delivery and installation. The retailer said the augmented reality feature in the Best Buy app that allows customers to see if products are the right size is particularly useful for XXL TVs.

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

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

“I guess we’ll have to wait and see,” Fishler said.