High-end OLED TVs may become mainstream, with a market share expected to exceed 40% this year

[Zhaimi News]It is expected that by the end of this year, the market share of OLED TVs in the global high-end TV market will exceed 40%. Some analysts believe that the mainstream of high-end TVs is shifting from LCD to OLED.

According to market research firm Omdia on the 10th, the sales share of LCD products (Neo QLED, QLED, Crystal UHD, QNED, Nanocell, Ultra HD, etc.) is expected to drop to 59.6% this year. OLED products (OLED, QD-OLED, etc.) will take up the declining share of LCD products, and are expected to rise from 26.1% to 40.4% during the same period.

In the high-end TV market represented by North America and Europe, user changes are more obvious. Omdia 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 other hand, 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.

An electronics industry official said: “High-priced TVs above $1,500 are generally referred to as high-end products, with annual shipments of around 10 million units.”

The decline of LCD products in the high-end market has also affected the profitability of TV manufacturers. According to the financial reports and stock market reports of various companies, Samsung Electronics, LG Electronics and TCL, the world's top three companies, all suffered losses in their TV businesses in the third quarter.

Major companies seem to be fully committed to the OLED market. In addition to LG, which has the largest market share of 60%, Samsung Electronics has also launched QD-OLED TVs mainly in overseas markets since the beginning of this year. The industry expects Samsung to expand its OLED TV lineup from 55 inches and 65 inches to 49 inches and 77 inches next year.

At IFA 2022 held in Germany in September, Samsung Electronics Vice Chairman Han Jong-hee said, “We need to further increase the production capacity of QD-OLED and strengthen the lineup.”

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