Gearbest Tech
【Gearbest】For TVs, display panels are an essential component and play a vital role. Recently, the latest data released by market research company Omdia shows that the sales share of LCD products (Neo QLED, QLED, CrystalUHD, QNED, Nanocell, etc.) is expected to drop to 59.6% this year. At the same time, OLED products (OLED, QD-OLED, etc.) will seize the declining share of LCD products, and are expected to rise from 26.1% to 40.4% during the same period.
Omdia also pointed out that OLED products will further occupy the high-end TV market represented by North America and Europe. The agency predicts that the share of LCD products in North America and Europe will drop from 73.5% in 2019 to 49.1% this year. On the contrary, the market share of OLED products is expected to exceed half for the first time, rising from 26.5% to 50.9% during the same period.
As an emerging product in the high-end field, OLED TV achieved global shipments of 6.5 million units in 2021, a year-on-year increase of nearly 80%, and its share in the high-end market increased to 35.7%. The industry pointed out that the shipment volume of OLED TVs will increase in the future and will occupy a larger share in the high-end market. It is not difficult to see that the market has great confidence in the development of high-end OLED TVs.
High-end large screen is more attractive
In recent years, with the upgrading of technology, the TV industry has achieved leapfrog progress and has derived a variety of new display technologies. Looking at the entire market, OLED, QLED, Micro LED and other technologies are blooming everywhere, and everyone is watching which one has the most potential to replace LCD panels and become the new generation of mainstream panels.
At the same time, more and more people pay attention to the quality of life. In order to enjoy a better audio-visual entertainment experience, consumers also prefer high-end large-screen products when purchasing products. Relevant data shows that against the backdrop of a year-on-year decline in global TV market sales, large-screen OLED TV sales have grown against the trend, especially ultra-large OLED TVs above 70 inches, which have increased by nearly 18% year-on-year. It is not difficult to see that the consumer market has a strong demand for such large-screen products. Based on this, major brands have made efforts in the field of OLED TVs.
Currently, in the high-end TV market, OLED TV has become a major focus, and manufacturers have increased their investment and accelerated the development of products. For example, Samsung stopped its LCD business in June this year, withdrew from the market, and focused on high-end display technology.
From the perspective of the current OLED TV market, there is a situation where one company dominates the market, and this “big” is the Korean manufacturer LG. Data shows that in the past 2021, LG's OLED TV shipments reached 4.04 million units, with a market share of 62%, dominating the market. In addition, thanks to its self-developed image processing chips and excellent picture quality adjustment technology, Japanese manufacturer Sony also occupies a 20% share in the OLED market.
In addition to Japanese and Korean manufacturers, domestic brands such as Xiaomi, Skyworth, and Hisense are also actively developing OLED TV product lines, and have also gained a firm foothold and a certain market share. As more and more players enter this track, it can be predicted that the market will enter a stage of rapid growth.
What are the advantages of OLED?
So, what exactly is it about OLED that has won the favor of the market?
First, let's get to know OLED. OLED (Organic Electroluminescence Display, OLED for short) is also called organic electroluminescence display and organic light-emitting semiconductor. It is a current-type organic light-emitting device and a new display mode. The biggest difference between this display mode and LCD is that LCD relies on backlight display, while OLED displays and emits light by itself.
Compared with traditional screens, OLED uses self-luminous pixels and does not require a backlight component, which can form infinite contrast and present better details. Not only that, blue light radiation is also significantly reduced, which can effectively protect eyesight and meet consumers' growing demand for display technology.
The image quality advantage of OLED is also reflected in its extremely high response time. Since it is based on the principle of electroluminescence, in theory, there is no time interval between the screen transitions of OLED TVs. In addition, OLED TVs also have an advantage in “body shape”. Since this display technology does not require backlight support, it eliminates the need for liquid crystal and backlight modules. Compared with LCD TVs, the structure is simpler and the product is thinner. At the same time, it also has the characteristics of flexibility and bendability, which can maximize the imagination of manufacturers and bring more possibilities to the market.
In addition, OLED TV panels have also been recognized by professional organizations. It is understood that OLED TV panels have been rated as one of the most comfortable display products. Related products have won the “low blue light emission” and “no screen flicker” certifications from international organizations TUV Rheinland and UL, and have also won the perfect black certification awarded by UL Solutions, a global leading organization in the field of safety science.
A bright future?
In terms of picture quality alone, OLED TV can be said to be the ceiling of the current display field. At present, the global high-end TV market is transforming to OLED, and OLED TV is gradually becoming the “synonymous” of high-end products. However, it should be noted that with the saturation of the market, the competition for high-end TV technology has become more and more fierce. OLED can now take the lead in the high-end market, in large part because technologies such as mini LED are not yet fully mature.
Although the picture quality and color of OLED TVs are indeed outstanding, they still have disadvantages such as short service life and easy screen burn-in. In addition, another reason why OLED TVs have not formed overwhelming competitiveness against LCD TVs after many years of development is price.
In the color TV industry, price wars are the main theme, and the most effective way to expand product scale is to sweep the market with a low-price strategy. However, due to the high production cost, the price of OLED TVs has always been high, so it is difficult to capture the mid- and low-end market. And as other technologies gradually mature, there is still a certain resistance for OLED TVs to capture the market share of LEDs in one fell swoop.
However, the market demand for large-size OLED TVs is steadily increasing at this stage. The growing demand is bound to attract more manufacturers to join, and the price of OLED TVs is expected to drop to a new low. And whether it is buyers or sellers, the Chinese OLED market still has a lot of room for development. Once domestic OLED TV panels are developed, OLED TVs will quickly become popular and prices will be lowered. Cheaper OLED TVs may further sweep the entire TV industry.
Final Thoughts
To sum up, at a time when the high-end large-screen trend is sweeping the market, OLED products that are committed to creating high-quality experience for consumers will undoubtedly penetrate further into the market and win more consumers as their costs continue to fall.
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