`Global TV market trend` briefing

Samsung Electronics has countered in the face of sluggish sales in the world premium TV market compared to competitors` OLED TVs. Market researcher IHS Market data suggests Samsung Electronics` market share in the world premium TV market is lower than its competitors.

Samsung Electronics, which ranked No. 1 in the global TV market for 11 consecutive years, unexpectedly disclosed market research company data shared exclusively by manufacturers, and reiterated the number one spot on the premium TV market for its QLED (Quantum Dot LCD) TV Some say that they are feeling the crisis because the spread is slower than expected.

According to market researchers GfK and NPD, Samsung Electronics is the world`s largest TV market in terms of amount, according to market researchers GfK and NPD and 33% to 36%. "In the premium TV market with more than USD 2,500, it is the number one player with a market share of more than 40% since July." In the meantime, Lee claimed that the US and European premium TV market (over $ 2,500) recovered 49% and 36% to 39% respectively in mid-month.”

In contrast, LG Electronics` market share dropped from 33% in the first quarter to 26% in August, while Sony rose to 23% from 21% in the same period, ranking second and third respectively.

However, according to IHS Markit, another market research firm, Samsung and LG accounted for 38% and 33% of the premium TV market in the second quarter, respectively.

The results of the survey differ from those of GfK & NPD and IHS Markets. In the case of product prices, GfK • NPD is based on actual selling prices for consumers and IHS is based on estimated average prices by category. "Even if we sell 55-inch QLED TVs worth more than USD 3000, IHS Markets will bundle them into a 55-inch UHD (super high definition) LCD TV average price (over USD 2,000) category, "OLED (organic light-emitting diode) TVs worth $ 3,000 are included in the premium TV market share of more than USD 2,500."

This means that IHS Markit only classifies QLED TVs as LCD TVs. There is no separate category for QLED TVs, and OLED TVs are in separate categories. However, in actual QLED, it is appropriate to classify it as an LCD because it is a display device that adds quantum dot (quantum dot) film to the LCD to enhance image quality.

Samsung Electronics also claimed that IHS Markets will only calculate the number of TV makers supplying to distributors, while GfK and NPD will calculate the market share based on the quantity sold to actual consumers at retail stores.

Currently, there are more than 10 OLED TV manufacturers in the world, and fewer than 10 quantum dot TV manufacturers such as QLED. Samsung Electronics is pushing QLED TV as a strategic product without producing OLED TV, but it is being pushed into the OLED camp in three proliferation.

Meanwhile, in the third quarter of this year, sales of the VD division of Samsung Electronics were estimated at KRW 5.9 trillion, down 10.6 % from the same period last year. However, sales of the HE division of LG Electronics stood at 4.6 trillion won, an increase of 11.1 % over the same period. An industry expert said, "The fact that Samsung responded to the disclosure of both market survey companies seems to reflect the crisis of the TV business."

"We trust our data," IHS Markets commented on the survey measurement suspect.


By Park Seul Gee seul@


[ copyright ⓒ The Digitaltimes ]