According to market research firm IHS Markit December 25, OLED TVs accounted for no less than 43.5% of the global sales of TVs priced at US$2,500 or more for the first three quarters of this year.
The ratio jumped from 15.5% to 35% between 2015 and last year and then to 40% this year. It is estimated to exceed 50% next year and continue to increase down the road as the global OLED TV shipments are estimated to increase from 1.5 million units to 2.5 million units between this year and next year and reach 6.6 million units in 2021.
The price competitiveness of OLED TVs is expected to be improved as well with the yield of OLED TV panels now above 90%. In 2019, LG Display’s 8.5-generation OLED panel manufacturing facilities in Guangzhou, China are put into operation to bolster the supply side. The price of LG Electronics’ 55-inch OLED TV already dipped below 2.5 million won (US$2,250)and some OLED TVs are now even cheaper than LCD TVs. Market research firm WitsView said that the retail price difference between 55-inch 4K OLED and QLED TVs is merely US$100 now and Best Buy explained that the average selling price of 65-inch OLED TVs in the U.S. is falling at a rapid pace and is estimated to fall below that of LCD TVs in 2021.
Under the circumstances, LG Electronics and LG Display, which are leading OLED TV manufacturers, are working on TVs with even larger screens. At present, LG Display’s main production item is shifting from 55-inch OLED panels to 65-inch and 77-inch panels. LG Electronics is expected to unveil innovative TVs linked to artificial intelligence at CES 2018 scheduled for early January.