According to new figures from Omdia, worldwide TV shipments surged in the final quarter of 2024, powered by a significant rise in OLED TV sales. The research firm’s latest TV Sets Market Tracker shows that OLED TVs reached a quarterly high of 2 million units, their best performance since late 2022, and notched a 12.6% increase compared to the same period last year. LCD TVs also expanded, though at a more moderate rate of 5.6% YoY. Overall, TV shipments totaled 61.5 million units globally in 4Q24, a 5.8% uptick compared to the previous year. North America, the largest market for TV shipments led OLED growth at 19% YoY, followed closely by Western Europe at 18.4% YoY. Overall, global TV set shipments grew 5.8%, totaling 61.5 million units for the quarter,
Consumers now face a choice between high-end OLED picture quality and exceptionally large LCD screens. In North America, shoppers are increasingly comparing the price of 65-inch OLED models with 98-inch or 100-inch LCD alternatives—often sold at similar average price points.
Acceptance of 85-inch TVs as a mainstream option is a recent phenomenon, gaining real traction only within the past two years. Introduced at CES 2023, it took about a year for US retailers to stock 85-inch sets widely, and now, in 4Q24, even larger 98-inch and 100-inch models are appearing on the shelves of major retailers like Best Buy, Costco, and Walmart.
A recent Omdia survey of 3,000 U.S. consumers found that 57% are interested or very interested in owning a 98-inch LCD TV, suggesting that sheer scale is an appealing prospect. Despite concerns that home logistics and aesthetics might deter buyers, the study indicated price is the main barrier to purchase.
During fall 2024, the average selling price for 98-inch and 100-inch LCD TVs hovered around $1,500 in the US. With cost remaining the top consideration for nearly a third of buyers, improved affordability is fueling a rise in demand for TV sets measuring 80 inches or larger. Omdia reports that shipments of 80-inch-plus TVs increased by 24.5% YoY, making it the fastest-growing segment in the region.
Meanwhile, Chinese brands are stepping up to challenge OLED’s stronghold in the premium category (above $1,000) by rolling out XL LCD models equipped with MiniLED backlights and quantum dots for enhanced picture quality. Although Samsung and LG Electronics have become more competitive with OLED pricing, companies like TCL and Hisense are ramping up mass production of these extra-large LCD screens, signaling an escalating battle over both size and picture performance in the high-end TV market.
