Panasonic Outsources TV Production to Skyworth in US & Europe
Panasonic is outsourcing the manufacturing, marketing, sales and logistics of its televisions in the United States and Europe to Shenzhen Skyworth Display Technology Co. Ltd., a Chinese electronics manufacturer, marking a significant shift away from in-house TV production for those regions. The partnership, announced February 24, 2026, mirrors a recent move by Sony, which transferred a majority stake in its entertainment business, including its TV division, to TCL of China.
Under the agreement, Skyworth will assume responsibility for sales, marketing, and distribution across the US and Europe. Panasonic will retain its expertise in technical areas, maintain its audiovisual quality standards, and collaborate with Skyworth on the joint development of high-end OLED models, according to a company statement. Televisions branded with the Panasonic name will continue to incorporate the company’s technology and quality control measures.
The move aims to accelerate Panasonic’s growth in the global TV market, particularly in Europe, where the company sees significant potential. Akira Toyoshima, CEO of Panasonic Entertainment & Communication, emphasized the importance of the European market, stating that customers there have long valued the brand’s quality and value. “The new business model will combine Panasonic’s core competencies in AV signal processing, quality, and service with Skyworth’s production power and speed – a combination that should enable significantly greater customer value in the future,” Toyoshima said.
Peter Zhang, CEO of Skyworth’s holding company, Shenzhen Chuangwei-RGB Electronics Co. Ltd., expressed optimism about the partnership. “As a top-five global TV brand, we will bring world-class product innovation supported by extensive R&D investment, alongside a rapidly expanding international footprint and established distribution network,” Zhang stated. Skyworth is recognized as one of the largest Android TV platform providers globally and was ranked among the top five TV brands worldwide by revenue in the first quarter of 2025, according to research from Omdia.
Panasonic confirmed it will continue to provide full after-sales support for televisions sold through March 2026, and for units marketed beginning in April 2026. The transition will be implemented regionally, starting in April 2026. The company’s TV business in Japan will remain under its direct control, while its strategy for other Asian markets is currently under evaluation, including potential further collaboration with Skyworth.
This strategic shift follows a trend of Japanese television manufacturers relinquishing control of their production processes. Prior to Panasonic and Sony, companies like Sharp, Toshiba, Hitachi, and Pioneer had already exited the TV manufacturing market or outsourced production. Panasonic, once a dominant force in plasma display technology with a 40.7% market share in 2010, ceased plasma production in 2014 and began outsourcing its entry-level and mid-range models. The company briefly exited the US market before returning in 2024 with OLED and Mini LED lines designed in Japan.
The restructuring of Panasonic’s TV business coincides with a broader company-wide restructuring plan that includes approximately 12,000 job cuts globally. However, Panasonic has stated that the transfer of its TV business to Skyworth will not result in additional staff reductions or facility closures. By leveraging Skyworth’s manufacturing capabilities, Panasonic aims to reduce fixed costs associated with advertising, logistics, and factory operations while maintaining a premium brand positioning through continued development of flagship OLED models.