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In recent years, as more color TV brands have entered the OLED TV market, OLED TVs are expected to continue holding a strong position in the high-end television segment. Industry forecasts suggest that OLED TV shipments reached a record high of 2.5 million units in 2018, marking a significant rise from 1.5 million units in 2017. This growth reflects increasing consumer interest and technological advancements in the field.
According to current market analysis, this year’s OLED TV market has seen active promotion from global players like Sony and Skyworth, with their products receiving positive feedback in retail environments. The shipment performance of OLED TVs has exceeded expectations. While OLED technology still faces challenges such as color degradation over time, its advantages in color saturation, contrast ratio, and slim design remain unmatched. As a result, major TV manufacturers continue to invest in OLED development.
Meanwhile, QLED technology, although offering better color brightness and longer lifespan, struggles with external quantum efficiency, making long-term light emission difficult. This has hindered its commercialization compared to OLEDs. Despite this, both technologies are pushing the boundaries of display innovation.
In terms of pricing, the cost of manufacturing OLED panels has been steadily decreasing. For example, the price of a 55-inch ultra-high-definition OLED panel dropped by 55% between the first quarter of 2015 and the second quarter of 2017. Compared to LCD panels, the price gap narrowed from 4.3 times in 2015 to just 2.5 times by 2017. Analysts predict that by the first quarter of 2021, OLED panel costs could fall further to around $242, bringing prices closer to those of LCD TVs.
The declining panel prices directly influence the final retail cost of OLED TVs. According to AVC data, the average price of Chinese OLED TVs fell by 50% from 2014 to 2017, thanks to lower panel costs. Domestic brands, in particular, have made OLED TVs more accessible to consumers, which is a strong indicator of growing market acceptance.
Moreover, Chinese panel manufacturers are increasingly entering the OLED TV panel market. BOE, for instance, has successfully developed OLED panels and is ramping up mass production. China’s first domestically developed OLED TV, launched by Skyworth, uses BOE’s OLED panel, signaling a shift toward local production rather than relying solely on imports.
With rising OLED panel output and more companies entering the market, production capacity is expected to grow rapidly. This will likely lead to further price reductions, making OLED TVs more affordable. As a result, the mass adoption of OLED TVs is becoming increasingly imminent.