Japanese TV with OLED to target market boom
Kim Eun | silverkim@ | 2018-02-21 11:09:50
Japanese TV makers such as Sony, which once dominated the world TV market, are looking for a brilliant resurgence with organic light emitting diode (OLED) TV. Japan`s Sony, for the first time in the high-priced OLED TV market of more than USD 3,000 last year, is selling Japanese TV products with large-sized sports specialties.
According to market researcher IHS Markit on February 20, Sony ranked first for 44% of the year in the `super high` product share of over USD 3,000, which accounts for about one third of the global OLED TV market.
LG Electronics has followed 30.9%, Panasonic third with 21%. Sony and Panasonic both accounted for 65% of the Japanese market. Sony, in particular, had a market share of 0% in the OLED TV market in 2016, but it was the number one spot in the OLED high-definition TV market in a year.
Currently, OLED TVs account for about 72% of the high-end TV market, which accounts for more than US USD 3000, and LCD TVs account for about 28%. High-end premium TVs is not only a major contributor to profitability of the makers, but they are the most intense competition among global TV manufacturers because their technology is their pride. If the most expensive products are sold well, the lower-end TV products do not have to cut the price and receive a price, which will determine the profit structure of the entire TV business.
OLED TV sales in the global TV market last year totaled USD 3.857 billion, 4.5% of the total TV market of USD 85.183 billion. This is more than double the previous year. Still, LCD TVs (95.5%) are relatively low compared to the market, but only 1.1% in 2015, four times the level in two years.
Japan`s OLED TV market has been growing rapidly in recent years, as the Japanese electronics big three Sony, Panasonic and Toshiba have entered the OLED TV market last year. Technological competition has been intensifying, and there have been major sports events such as the Pyeongchang Winter Olympics and the Japanese TV market is showing a recent surge. Besides, OLED TV sales are growing more rapidly as the Japanese TV market, which has an average of 9.3 years, is replaced.
Japanese TV makers such as Sharp and Toshiba dominated the global TV market with a market share of over 30% by the early 2000s, but since 2006, Samsung Electronics has taken the downhill course after winning the world TV market.
Japanese TV makers accounted for only one share in 2015 and 2016 in the global flat TV market, but as Sony and Sharp launched new high-end OLED TVs from early last year, their market share rose to the mid-10% level by the end of last year.
Korea has been ranked #1 for 11 years with a market share of nearly 40% in the global TV market, led by Samsung Electronics, which is the world`s largest market share with 26.5% market share last year. However, the recent upward trend of Japanese TV is not easy. "Sony has been quickly gaining ground in the market for OLED TVs pioneered by LG Electronics and has been recognized as a success in the TV market," said an industry observer. "But Samsung and LG are leading the entire TV market yet.
By Kim Eun silverkim@
[ copyright ⓒ The Digitaltimes ]
According to market researcher IHS Markit on February 20, Sony ranked first for 44% of the year in the `super high` product share of over USD 3,000, which accounts for about one third of the global OLED TV market.
LG Electronics has followed 30.9%, Panasonic third with 21%. Sony and Panasonic both accounted for 65% of the Japanese market. Sony, in particular, had a market share of 0% in the OLED TV market in 2016, but it was the number one spot in the OLED high-definition TV market in a year.
Currently, OLED TVs account for about 72% of the high-end TV market, which accounts for more than US USD 3000, and LCD TVs account for about 28%. High-end premium TVs is not only a major contributor to profitability of the makers, but they are the most intense competition among global TV manufacturers because their technology is their pride. If the most expensive products are sold well, the lower-end TV products do not have to cut the price and receive a price, which will determine the profit structure of the entire TV business.
OLED TV sales in the global TV market last year totaled USD 3.857 billion, 4.5% of the total TV market of USD 85.183 billion. This is more than double the previous year. Still, LCD TVs (95.5%) are relatively low compared to the market, but only 1.1% in 2015, four times the level in two years.
Japan`s OLED TV market has been growing rapidly in recent years, as the Japanese electronics big three Sony, Panasonic and Toshiba have entered the OLED TV market last year. Technological competition has been intensifying, and there have been major sports events such as the Pyeongchang Winter Olympics and the Japanese TV market is showing a recent surge. Besides, OLED TV sales are growing more rapidly as the Japanese TV market, which has an average of 9.3 years, is replaced.
Japanese TV makers such as Sharp and Toshiba dominated the global TV market with a market share of over 30% by the early 2000s, but since 2006, Samsung Electronics has taken the downhill course after winning the world TV market.
Japanese TV makers accounted for only one share in 2015 and 2016 in the global flat TV market, but as Sony and Sharp launched new high-end OLED TVs from early last year, their market share rose to the mid-10% level by the end of last year.
Korea has been ranked #1 for 11 years with a market share of nearly 40% in the global TV market, led by Samsung Electronics, which is the world`s largest market share with 26.5% market share last year. However, the recent upward trend of Japanese TV is not easy. "Sony has been quickly gaining ground in the market for OLED TVs pioneered by LG Electronics and has been recognized as a success in the TV market," said an industry observer. "But Samsung and LG are leading the entire TV market yet.
By Kim Eun silverkim@