Large-scale Cooperation
Samsung Electronics has teamed up with LG Display to start selling 83-inch (diagonal length about 211 cm) OLED TVs in the United States. The company had been unable to penetrate the large-scale OLED TV market due to the panel production limits of its affiliate Samsung Display, but now it is capable of making significant market strides by sourcing panels from LG Display.
On July 12, Samsung Electronics’ U.S. branch began selling 83-inch OLED 4K TVs through its official website and local retailers. The standard website selling price is $5,399.99 (about 7 million won). As a result, the Samsung Electronics OLED TV models have increased to a total of four, including 55, 65, 77, and 83 inches.
This product is equipped with a white OLED panel from LG Display, a powerhouse in the large OLED panel market. LG Display is the only company among domestic and foreign display companies capable of mass-producing 83-inch OLED panels.
Until now, Samsung Electronics had been supplied with Quantum Dot (QD)-OLED panels for 55, 65, and 77-inch OLED TVs from its affiliate, Samsung Display. However, Samsung Display's production capacity was limited to only about 1.5 million units, so the company has primarily focused on LCD (Liquid Crystal Display) based QLED TVs.
Samsung Electronics and LG Display are perceived to have formed an 'OLED Alliance' as their mutual interests align. Samsung Electronics urgently needed to tackle the OLED TV market to expand its influence in the premium TV market, and LG Display was in a situation where it had to improve its profitability after reporting losses for two consecutive quarters.
As Samsung Electronics, the top company in the entire TV market, actively dives into the large-scale OLED TV business, the market is expected to grow further. Market research firm Omdia predicts that OLED TV shipments will increase from 8.35 million units in 2023 to 11.04 million units in 2026. Among these, it is projected that the market share of OLED TVs in the premium TV market priced over $1,500 will rise from 36.7% in 2022 to 50% in 2024.