What They Say
DSCC released an extract of its Quarterly Advanced TV Shipment and Forecast Report on its blog. While Samsung remains #1 in the market in volume and revenue, its share has declined in Q3 2021, especially in Western Europe, because of its lack of OLED sets. OLED benefitted from stable panel pricing compared to increasing LCD panel prices. In DSCC’s definition of Advanced TVs, it has seen shipments increase by 20% to 4.5 million. All the volume increase was in OLED as Advanced LCD TVs were flat. OLED TV shipments increased by 77% Y/Y in Q2’21 and OLED TV share increased from 26% in Q3’20 to 38% in Q3’21.
Revenues grew faster than volumes as ASPs rose and saw a 50% year on year increase, and OLED TV revenues rose by 88% bringing the revenue share to 46% of the Advanced TV sector. Revenues for 77”+ OLED grew 146% Y/Y as the new 83” models sold well, adding to strong growth in 77”.
DSCC expects the Advanced segment to reach nearly 7 million for the year, up 38%.
It limits the microLED segment to ‘up to 110″‘ as above that it doesn’t see the sets as TVs. It’s forecast for 110″ sets in Q4 is just 30, or 0.0004% of unit sales!
The blog article digs into the brand development of share and all the top four brands maintaining their combined share with LG and Sony increasing their shares in Q3 at the expense of Samsung and TCL. Samsung has lost share in Western Europe as its focus on larger sets has not done so well there as the set market in Europe is weak compared to the US and China in sizes above 65″. Nearly 50% of LG’s new 48″ size sales were in Europe.
In size, LG is top in revenue share at 55″ while Samsung remains top on volume, but with its share declining from 50% in Q2 2020 to 42% in Q3 2021. LG, on the other hand, went up from 19% to 30%.
By price band, the peak segment is in the $1000 to $1500 price range.
What We Think
As usual, there is more details and charts in the blog. We have reported that LG is planning 42″ OLED sets next year and that will help the brand further in the European and Japanese markets where smaller sets are more popular. (BR)
Advanced TV Shipments by Size and Display Technology, 2018 to 2021 Source: DSCC Quarterly Advanced TV Shipment and Forecast Report
