Omdia says QLED TV sales will fall this year as industry transitions to OLED

MW
Mike Wheatley

This year is increasingly looking like it will be the beginning of the end for QLED TVs, with TV display market analyst firm Omdia forecasting that sales of the televisions will drop for the first time in 2022.

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A report in Business Korea says Omdia believes demand for LCD TVs has already reduced since late 2021. It adds that Omdia expects that trend to impact higher-end LCD TVs, which are those fitted with a quantum dot film – meaning QLED TVs such as Samsung’s QLED displays, Hisense’s ULED TVs and LG Electronics’ QNED models.

Omdia said it believes QD-LCD TV sales will drop 3.1% this year to just $17.674 billion, the first time ever that annual sales will have fallen.

QLED TV sales are expected to suffer due to the rising popularity – and affordability – of OLED TVs, which are expected to continue growing their market share. Omdia said OLED will account for 12.7% of all TV sales this year.

More to the point, OLED TVs will account for a much greater share of the high-end TV market, with those models accounting for 42.1% of all sales in the segment, up from 35.7% in 2021. At the same time, QLED TV’s share of high-end sales will fall from 39% to 37.8%.

Omdia said one of the key factors this year is Samsung Display’s launch of QD-OLED TVs, which are a new kind of OLED technology that promises superior brightness and colour accuracy. Samsung Electronics and Sony are both expected to sell QD-OLED TVs this year.

The bigger factor however may be that Samsung Electronics will also sell regular White OLED TVs this year. Reports have persisted for the past year or so that Samsung is negotiating to buy OLED panels from LG Display this year, with a view to launching its first-ever OLED models.

For its part, LG Display has been ramping up OLED TV display production for other customers, including LG Electronics, Panasonic, Philips and Sony.

"Samsung Electronics is expected to use 1.5 million OLED panels from LG Display and 500,000 QD display panels from Samsung Display," an industry insider told Business Korea. "A transition to OLED TVs has become inevitable in the TV industry."

Business Korea said Samsung is expected to announce its first OLED TVs by May or June this year.