With the declining prices of consumer TVs, global OLED TV shipments increased by 133% year-on-year in November 2017, and monthly shipments reached 270,000 units.
IHS believes that this growth has benefited mainly from the decline in the price of 55-inch 4K OLED TVs, which is beginning to meet the budget of more high-end consumers in the Christmas season shopping.
As the demand for “black blue†in the United States decreased compared to the same period of last year, global LCD TV shipments fell by 1.6% to 24.4 million units in November from the previous month.
From January to November 2017, total OLED TV shipments exceeded 1.3 million units. In addition to the December forecast, OLED TV shipments in 2017 are expected to exceed 1.4 million units.
Monthly Change in OLED TV Shipments (Units in Thousands)
Ken Park, deputy director of IHS, said: “In 2017, as Sony, Toshiba and other mainstream brands started to sell OLED TVs, the branding of OLED TVs has changed.â€
"With the increase in the selection of OLED TVs, especially the participation of famous brands from Japan and Europe, the OLED TV market has seen more competition and price reduction promotions."
In 2016, LG dominated the OLED TV market, accounting for about 92% of the shipment volume, while several Chinese brands divided up the remaining share.
Before and after the “Black Friday†shopping week in 2017, LG reduced the price of its entry-level B7 series 55-inch and 65-inch 4K OLED TVs by US$200, and the lowest-priced 55-inch B7 models sold for only US$1,499.
In November 2017, LG still led the entire OLED market shipments, up 31% year-on-year. In November, shipments of 55-inch OLED TVs increased by 123% year-on-year, while 65 inches increased by 157%.
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