Global pattern of high-end TVs: LCD popular in the United States and OLED in Europe

by:Kimeery     2021-05-26

According to BusinessKorea reports, the European high-end TV market is dominated by OLED TVs priced at more than US$2,500, while the US high-end TV market is dominated by LCD TVs. In addition, the global LCD for Samsung TV market is dominated by LG Electronics, and Samsung Electronics is a major player in the high-end LCD TV market.

IHS Markit reports that Europe and the United States accounted for 51.4% of the high-end TV market in the first quarter of this year.

It is worth mentioning that TVs using OLED panels account for 65.1% of the European high-end TV market. On the contrary, in the US high-end TV market, the market share of TVs using LCD panels is 63.8%.

High-end OLED TVs are popular with consumers for their outstanding picture quality and slim shape.

'In Europe, because consumers are accepting new technologies more quickly Speed u200bu200band preference for medium-sized TVs have made OLED TVs more and more popular,” said an industry analyst. 'In the United States, most families have very large houses, so consumers usually choose 70-inch or larger LCD TVs.'

QLED TVs have good picture quality performance And a larger size range

In addition, LG Electronics occupies 56% of the European LCD for Samsung TV market, widening the gap between its biggest competitor Sony (20.9%) in the LCD for Samsung TV market.

At the same time, in the US high-end LCD TV market, Samsung Electronics accounted for 82.6%, followed by LG Electronics with 10.6%.

LG and Samsung are consolidating their positions in the high-end TV market because the two companies control the TV markets in Europe and the United States, respectively.

According to data, the high-end market for TVs worth more than US$2,500 only accounts for 1% of the global TV market. TVs under US$200 accounted for 21.1% of the total, while TVs from US$500 to US$750 accounted for 16.6%. However, the TV market with a price of more than US$2,500 is very competitive because these products are loaded with the latest technology and enjoy high profitability.

In the global TV market, Samsung Electronics ranked first with a market share of 29.4%, followed by LG Electronics with a market share of 16.5%.


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