What They Say
The Elec reported that Samsung wants to ship over 40 million TV sets next year, with 39 million using LCD and 1.5 million using QD OLED. The plans do not include any numbers for WOLED units. The LCD panels will come from CSOT, HKC, LG Display, BOE and AUO with CSOT supplying over 10 million. BOE continues to shrink in supply to Samsung, The Elec said.
What We Think
The target would represent just under 20% or so of the total TV set market, by my reckoning. The 40 million is basically flat with the plan for this year that we reported in the summer. (Samsung Reducing TV Plans). The level is still well below the pre-pandemic market.
I was interested to hear recently that in Europe, the shift in a number of markets, the shift to more recent broadcast & codec standards in FTA broadcast has meant that consumers have tended to buy smaller and cheaper sets for replacements, with 32″ and 40″ increasing. That will have negatively impacted the share of premium brands such as Samsung. (BR)
