Chinese TV Makers Fail to Increase Market Shares
Samsung Electronics’ quantum dot LED (QLED) TVs and LG Electronics’ organic LED (OLED) TVs are dominating the North American TV market while Chinese TV manufacturers are failing to increase their market shares in the same region due to ongoing trade disputes between the United States and China.
According to market research firm IHS Markit, the combined North American TV market share of Samsung Electronics and LG Electronics in terms of sale rose 5.5 percentage points to a record high of 62.5 percent in the third quarter of this year. The market share, which reached 58.3 percent in the first quarter of 2018, exceeded 60 percent for the first time since 2015.
Specifically, Samsung Electronics’ market share rose from 39.7 percent to 43.4 percent in Q3 and LG Electronics’ rose by 1.8 percentage points to 19.1 percent during the same period. In terms of sales volume, the combined market share jumped from 33.5 percent to 43.1 percent, the highest since Q4, 2017, and the two companies’ shares rose from 22.7 percent to 29.6 percent and from 10.8 percent to 13.4 percent, respectively.
On the other hand, Chinese TV manufacturers’ market share in terms of sales almost halved from 19.7 percent to 10 percent from Q1 to Q3. Likewise, their market share in terms of sales volume fell from 11.6 percent to 9.7 percent from Q2 to Q3. TCL’s share on a sales volume basis plummeted from 26.2 percent to 10.9 percent from Q1 to Q3 and its share on a sales basis nosedived from 15 percent to 6 percent during the same period.
The South Korean TV manufacturers are leading the global as well as North American TV market. Their global TV market share in terms of sales reached 46.2 percent in Q3, when their Chinese counterparts’ stood at 23.2 percent.
Samsung Electronics posted a global TV market share of 31.5 percent in Q2 and 30.3 percent in Q3 based on QLED TVs, products with a size of at least 75 inches and those priced at US$2,500 or more. Samsung Electronics sold 3.15 million QLED TVs for the first three quarters of this year and the volume more than doubled in one year.
It was followed by LG Electronics, which accounted for 15.9 percent of the global TV market in Q3. Sony came in third with 9.6 percent and Hisense took the fourth place with 6.6 percent.