Samsung Electronics' QD OLED was not on display at CES 2022 as expected. Analysts expect that Samsung Electronics will purchase about 1.5 million OLED TV panels from LGD this year, and the global OLED TV market will present a three-legged competitive pattern.
Samsung Electronics unveiled its latest Micro LED, Neo QLED and Lifestyle TV ahead of CES 2022 on January 3. Micro LED TV new products cover 110, 101 and 89 inches, from commercial display to civilian testing. Neo QLED TVs are Mini LED backlit LCD TVs that incorporate quantum dot technology, and this year the brightness level has increased from a 12-bit gradient to a 14-bit gradient.
At the end of 2021, the QD OLED panel of Samsung Display will be mass-produced, and the industry previously expected Samsung Electronics to display QD OLED TVs at CES 2022. Today, Samsung QD OLED TVs are not shown at CES 2022, and mass production may not be mature yet.
Zhang Bing, research director of Omdia, analyzed to the first financial reporter on January 4 that according to the positioning of different technology products of Samsung TV, the top is the Neo QLED product with 8K Mini LED backlight; followed by the QD OLED TV; and the WOLED (white LIGHT OLED) TV supplied by LGD will be a supplement to its high-end TV, but not the flagship product.
Zhang Bing believes that Samsung entered the OLED TV camp this year, and the shipment volume will depend on market feedback, and it is difficult to speculate at this stage. Omdia expects global OLED TV sales to reach 8 million units by 2022. OLED TV participates in a wide range of brands, but global sales are relatively concentrated in LG Electronics and Sony, and Samsung joins, with its brand power, has the opportunity to become the third pole.
Zhang Hong, research director of the TV division of Sigmaintell, another research institution, told the first financial reporter that Samsung Electronics will join the competition of OLED TVs in 2022, which is expected to drive further growth in the OLED TV market and rewrite the competitive landscape. It is estimated that the global OLED TV shipment scale will reach 10 million units in 2022, an increase of 40% year-on-year.
According to data from Qunzhi Consulting, in the share of the global OLED TV market in 2021, LG Electronics accounted for 64% and Sony accounted for 18%. Zhang Hong expects that Samsung Electronics will purchase 1.5 million OLED TV panels from LGD this year, and then purchase 700,000 QD OLED TV panels from Samsung Display, and Samsung Electronics' OLED TV shipments will reach 2 million units in 2022.
"It is expected that in 2022, LG Electronics will account for 52%, Sony will account for 15%, Samsung Electronics will account for 20%, and these three brands will account for 87% of the global OLED TV market, forming a three-legged pattern." Zhang Hong said that the proportion of other brands other than these three brands in the global OLED TV market will shrink to 13% in 2022.