What They Say
DSCC posted a blog article that outlined that Samsung lost unit and revenue share in Q3 to its rivals, LG, Sony & TVL in the Advanced TV market as detailed in its latest report.
The Advanced TV market grew 8% YoY to 5.1 million units with shipments affected by the attack on Ukraine by Russia and weak demand in the US. Western Europe increased 2% in units and revenues. However, regions outside North America and Europe were up 32% in units and 18% in revenues. Shipments to China increased by 47% Y/Y and revenues increased 25%. Shipments to Asia Pacific increased 24% Y/Y and revenues increased 11%. (chart on the blog)
After dropping YoY for the first time ever in Q2, OLED TV shipments grew again in Q3 with a 15% boost in units but stayed at 33% of unit share. Advanced LCD (with miniLED or QDs) on the other hand were up only 2% with smaller sets (?55″) declining and 70″+ increasing. MiniLED remains well behind OLED at 620K vs 1.77 million units and Samsung has the biggest share of miniLED at 77% of units and 79% of revenues. (chart on the blog)
By brand, Samsung slipped back by 7% in share and was down 7% YoY in shipment terms but LG in contrast saw its unit share rise by 1 percentage point to 21% as its revenue grew 10% and units shipped increased by 14%. Sony shipments increased 48% Y/Y and Sony increased unit share from 7% to 10%. Sony’s revenue share increased 4 points to 14%. TCL shipments increased 56% Y/Y and TCL gained share Y/Y from 6% to 8%. TCL gained one revenue share point to 7%. The blog looks to the regional changes in share, with Samsung and Vizio losing share in North America to LG, Sony and TCL. Sony and LG also gained ground against Samsung in Western Europe. In China, there is a real battle with Hisense jumping past TCL and Huawei to take the top share in units in Q3’22 with 22% share. TCL took the #1 spot in revenue share as revenues increased 23% Y/Y. Huawei share fell as its shipments decreased 2% Y/Y and revenues decreased 4% Y/Y. (chart on the blog)
The last chart in the blog highlights that Samsung’s strength is in the sub $1000 category exploiting QD technology. LG’s OLED TVs give it the leading position in the range of $1000-$2000, and Sony holds a solid #3 position in price points above $1000. Sales volumes at price points over $5000 form only a tiny slice of the market.
What We Think
Well the challenge that Samsung has with QD-OLED continues. It’s QD-OLEDs (and those from Sony) are really the best sets out there, but Samsung Electronics’ challenges in strategy really make it difficult for the firm (The Best Quality TVs at a Great Price – Surely They Should Sell Well?). How frustrating it must be to be beaten by others with OLEDs when you have the best OLED? (BR)
Advanced TV Shipments by Brand, 2019 to 2022
