Advanced (先端技術FPD搭載) TVブランド別の出荷実績~Q2’22は成長鈍化

Published September 6, 2022

DSCCが発刊した Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします) の最新版によると、マクロ経済的および地政学的事象にOLED TVの価格上昇が重なったため、Advanced TV市場の成長が大幅に減速した。欧州ではAdvanced TVの出荷台数と出荷金額が前年比ベースで減少したが、その要因の一つとして、同地域の低迷の結果としてOLED TVの出荷台数と出荷金額が減少したことが挙げられる。

本レポートは、最先端TVテクノロジー (WOLED、QDディスプレイ、QDEF、4Kおよび8K解像度のMiniLED) を含む、世界のプレミアムTV市場を対象としている。テクノロジー/地域/ブランド/解像度/サイズの各項目別に現在と将来のTV出荷台数と出荷金額を調査、これら全てのテクノロジーの成長について予測している。Q3’22版にはQ2’22の出荷実績と2026年までの出荷の最新予測を収録している。本稿ではQ2’22の出荷実績について取り上げる。最新予測については数週間後に解説する予定である。

本レポートでは「Advanced TV」を、全てのOLED TV、8K LCD TV、および量子ドット技術搭載のすべてのLCD TVを含む、先端ディスプレイ技術機能を備えたTVと定義している。本レポートに収録の実績データにより、以下を含む先端技術LCD TVの機能別分析が可能となっている。

  • QDEF TV:量子ドットエンハンスメントフィルムを使用したTV。Samsung、TCL、その他のメーカーから「QLED」として販売されている。
  • MiniLED:MiniLEDバックライト搭載のLCD TV。2019年にTCLが発売、2021年にSamsung、LG、Hisenseなども導入している。

2021年までのOLED TVの実績データにはLGDのWhite-OLED (WOLED) テクノロジーという1つの製品構成しか含まれていないが、Q1’22にはSamsung DisplayのQD-OLED TVの出荷台数が初めて確認され、ごく少数ながらMicroLED TVの販売も初めて見られた。

Q2’22には、Advanced TV出荷台数の前年比成長率が、史上初めて2桁%を下回った。1つ目のグラフは地域別のAdvanced TV出荷台数を示しているが、全体では前年比7%増の470万台となっている。ウクライナにおけるロシアの戦争が欧州の出荷に影響を与えたことは明らかだ。西欧向けの出荷台数は前年比12%減、出荷金額は前年比14%減となっている。東欧向けは出荷台数が前年比33%減、出荷金額が前年比27%減だった。欧州以外ではAdvanced TVの出荷は引き続き成長軌道にあり、欧州を除く世界の出荷台数は前年比21%増、出荷金額は前年比14%増となっている。欧州とは対照的に、中国向けの出荷台数は前年比39%増、出荷金額は前年比41%増と伸びている。アジア太平洋地域向けは、出荷台数が前年比36%増、出荷金額が前年比24%増だった。

Advanced TV Market Growth Slowed in Q2’22

The combination of macroeconomic and geopolitical events and higher prices for OLED TVs led to a dramatic slowdown in growth for the Advanced TV market, according to the latest update of DSCC’s Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします), now available to subscribers. Advanced TV shipments and revenues declined on a Y/Y basis in Europe, and partly as a result of that regional downturn shipments and revenues declined for OLED TVs.

This report covers the worldwide premium TV market, including the most advanced TV technologies: WOLED, QD Display, QDEF and MiniLED with 4K and 8K resolution. The report looks at current and future TV shipments and revenues by technology, region, brand, resolution and size, and forecasts the growth of all these technologies. The Q3’22 update includes the shipment results for Q2’22 and an updated forecast out to 2026. In this article, we will review the historical results of Q2’22; in another article in a few weeks, we will review the updated forecast.

We define an “Advanced TV” (capitalized) as any TV with an advanced display technology feature, including all OLED TVs, 8K LCD TVs and all LCD TVs with quantum dot technology. The historical data in the report allows analysis by feature for Advanced LCD TVs, including:

  • QDEF TV: TV using a Quantum Dot Enhancement Film; these TVs are sold as “QLED” by Samsung, TCL and others;
  • MiniLED: LCD TVs with a MiniLED backlight, as sold by TCL starting in 2019 and introduced by Samsung, LG, Hisense and others in 2021.

The historical data through 2021 for OLED TV includes only one product configuration, LGD’s White-OLED (WOLED) technology, but in Q1’22 we saw the first volumes for Samsung Display’s QD Display or QD-OLED TVs and the first sales of MicroLED TVs in very small volumes.

For the first time ever, the Y/Y growth in Advanced TV shipments in Q2’22 was less than a double-digit %. Advanced TV shipments increased by 7% Y/Y to 4.7M units, as shown in the first chart here of shipments by region. It appears clear that the Russian war in Ukraine affected shipments in Europe. Shipments to Western Europe decreased 12% Y/Y and revenues decreased 14% Y/Y. Shipments to Eastern Europe declined by 33% and revenues declined by 27% Y/Y. Outside of Europe, Advanced TV shipments remained in growth mode, with worldwide ex-Europe shipments increasing 21% Y/Y and revenues increasing 14% Y/Y. In contrast to Europe, shipments to China increased by 39% Y/Y and revenues increased 41%. Shipments to Asia Pacific increased 36% Y/Y and revenues increased 24%.

Advanced TV Shipments by Region

Source: DSCC Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします)

With its many cinephiles, Europe has been a prime market for OLED TVs, so the downturn in that region affected OLED TV more than it did Advanced LCD. OLED TV shipments decreased Y/Y for the first time ever, with a 7% decline Y/Y. Advanced LCD TV shipments increased 17% Y/Y. OLED unit share decreased from 38% in Q2’21 to 31% in Q2’22. Advanced TV revenues increased by only 3% Y/Y. OLED TV revenues decreased 5% Y/Y while Advanced LCD TV revenues increased by 7% Y/Y as growth in units and a richer mix offset price declines.

Advanced TV Shipments by Size and Display Technology

Source: DSCC Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします)

The report’s pivot tables allow an analysis of brand share by screen size, region, technology, resolution and other variables. Like the competition between LCD and OLED, the brand battle was influenced by the big disparities in regional growth. Sony has a strong market position in Europe, and Sony was hurt most by the downturn there. TCL has its strongest position in China and TCL benefited from strong growth there. In Q2’22, among all Advanced TV products:

  • Samsung shipments increased by 10% Y/Y and Samsung unit share increased by 2% Y/Y. Samsung revenues decreased 1% Y/Y and revenue share declined to 40%.
  • LG shipments decreased by less than 1% Y/Y and unit share decreased from 24% in Q2’21 to 22% in Q1’22. LG revenue increased 6% Y/Y and LG gained share to 29%.
  • TCL shipments increased 38% Y/Y and TCL gained share Y/Y from 6% to 8%. TCL gained revenue share to 8% to pass Sony for #3.
  • Sony shipments decreased 34% Y/Y and Sony lost unit share from 8% to 5%. Sony’s revenue share declined 3 points to 7%.
  • Samsung and LG each appeared to attack the strength of the other brand. Samsung introduced QD-OLED sets and gained 5% share of the OLED TV market in Q2, while LG has increased its MiniLED shipments to take 10% share of MiniLED.

Advanced TV Shipments by Brand

Source: DSCC Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします)

The report tracks the emergence of MiniLED as a competitor to OLED TV in the premium space. The next chart here shows MiniLED TV shipments by brand. While TCL introduced MiniLED in late 2019 and recorded some sales in 2020, the category remained tiny until Samsung and other brands introduced products with MiniLED technology in Q1’21. From less than 100K units in 2020, MiniLED TV shipments grew to more than 1.7M units in 2021, and revenue grew from $73M in 2020 to $3.5B in 2021.

Although MiniLED TV shipments saw their first-ever Q/Q decline with the seasonal slowdown in Q2’22, the Y/Y growth of shipments remained robust at 74%. Nevertheless, MiniLED shipments remained far lower than OLED TV shipments, with 693K units compared to 1.47M units for OLED. As shown on the chart, LG has established a solid #3 position in the MiniLED category with a 10% share in Q2’22.

MiniLED TV Shipments by Brand

Source: DSCC Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします)

In North America, Samsung enjoys a dominant position on the strength of its large-screen product portfolio but has seen its share erode as competitors in both Advanced LCD and OLED TV grow share. In Q2’22 Samsung maintained the #1 position and regained 1 unit share point Y/Y to 54% and recovered 2 revenue share points to 49%. LG made the strategic decision to increase prices for its 2022 models of OLED TV, and the result in North America in Q2 was that LG share decreased 1% Y/Y in units but increased 3% Y/Y in revenue. Sony also kept prices high and lost both unit and revenue share.

In Western Europe, Samsung regained share Y/Y but lost share Q/Q in units in Q2’22. In revenues Samsung lost one share point Y/Y and 10 share points Q/Q. LG lost 3 share points Y/Y in units but gained 1 share point Y/Y in revenue. Sony units share decreased 2 share points Y/Y and revenue share decreased 1 share point Y/Y. Panasonic and Philips each maintain a small share with OLED TV models.

Advanced TV Revenues - China

Source: DSCC Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします)

China remains a true battleground with four companies with double-digit % share in both units and revenues. Huawei has emerged as a major player with Advanced LCD TVs and has taken the #1 position in units but TCL passed Huawei to take the #1 share in revenue. Xiaomi unit shipments increased 104% and revenue increased 143% Y/Y. Xiaomi share in units/revenue increased to 8%/7%.

The last chart here shows one last valuable cut of the data, units by brand by price band. The pivot tables allow for this analysis by any time period, and the chart here shows the market by price band for the first half of 2022. The chart shows that Samsung’s leading position in Advanced TV is mostly a function of its dominance in Advanced TVs under $1000. Samsung’s strategy of pushing its QLED product line toward mainstream price points has allowed it to thrive, but LG, Vizio and TCL also appear as competitors at these lower prices. LG’s OLED TVs give it the leading position in the range of $1000-$1000, and Sony holds a solid #3 position in price points above $1000. Sales volumes at price points over $5000 form only a tiny slice of the market.

Worldwide Advanced TV Units by Price Band for 1H'22

Source: DSCC Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします)

DSCC’s Quarterly Advanced TV Shipment and Forecast Report (一部実データ付きサンプルをお送りします) includes technical descriptions of all major advanced TV display technologies, plus quarterly shipment results from Q1’18 through Q2’22, sortable by technology, region, brand, resolution and size, and includes pivot tables for analysis of units, revenues, ASPs and other metrics. The report includes DSCC’s quarterly forecast for five years across technology, region, resolution and size. Readers interested in subscribing to the DSCC Advanced TV Shipment Report should contact

Quarterly Advanced TV Shipment and Forecast Report



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Bob O'Brien