"We are preparing to launch an 83-inch organic light-emitting diode (OLED) TV to provide consumers with a wider range of choices. The release date and price are yet to be determined."
Samsung Electronics has officially confirmed that the 83-inch OLED TV, scheduled for sale in July to August, will be equipped with panels made by LG Display. Samsung Electronics will expand options for customers who want to purchase OLED TVs, while LG Display can expect a 'win-win' effect by securing a new customer base in the stagnant display market through Samsung Electronics.
Samsung Electronics added the 83-inch OLED 4K TV to its store sales catalog for July to August, alongside six existing models of 55, 65, and 77-inch OLED TVs. The 83-inch OLED panel is not produced by Samsung Display but is exclusively released by LG Display under the WOLED name. Although the exact release date and price have not been finalized, consumers are expected to be able to purchase it as early as July or by August at the latest.
Industry insiders view Samsung Electronics' first use of LG Display panels in its OLED TVs as a signal to supply the insufficient panel volume caused by the expansion of the OLED TV market from LG Display. Samsung Display produces 55, 65, and 77-inch OLED panels, but since the volume is limited, it is highly likely that LG Display will expand the models it can supply depending on the future expansion of Samsung Electronics' OLED TV sales.
Samsung Display, which has currently raised OLED panel yield rates to around 90%, is known to be able to produce about 1.5 million panels annually. Compared to LG Display's large OLED panel production capacity of up to 10 million units per year, this is significantly lower.
Changes are also expected in Samsung Electronics' TV business strategy. This is because the performance of premium TVs such as Neo QLED and Micro LED TVs, which are positioned as premium products, has been sluggish, making a breakthrough urgently needed.
Demand for 8K TVs, including Neo QLED, is weak. According to market research firm Omdia, Samsung's global 8K TV shipments in the first quarter of this year were 46,797 units, the lowest in 11 quarters since the second quarter of 2020. This is about one-third of the 149,288 OLED TVs Samsung shipped in March last year, which was the first OLED TV release in 10 years. Global 8K TV shipments this year are expected to be about 332,000 units, down more than 14% from the previous year, and are projected to stagnate around 330,000 units until 2027. Omdia analyzed, "(The 8K TV market) is clearly failing to grow and appears to have peaked at the end of 2020."
On the other hand, OLED TVs are still soaring. It is forecasted that the market share by value of OLED products in the global premium TV market priced above $1,500 will reach 46.1% this year. It is expected to grow to 53.5% in 2024, 60.8% in 2025, and possibly expand to 61.9% in 2026.
Samsung Electronics stated, "OLED will be released as a model one step below the top-tier QD," and added, "The sales strategy will proceed with Neo QLED first, followed by OLED." An industry insider commented, "It took Samsung 10 years to change its stance from absolutely not doing OLED, so there will be no case where OLED is positioned higher than QLED," but also pointed out, "Nevertheless, Samsung will be in a difficult position as it needs to expand OLED TV sales."
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