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Samsung's S95B QD-OLED outsells Sony's A95K, affects miniLED LCD sales

10 Jan 2023 | Rasmus Larsen |

Given the significant price gap, it is no surprise that Samsung S95B is outselling Sony A95K, but the popularity of QD-OLED is already forcing Samsung to adjust its product strategy.

That is according to market research firm Omdia, who notes that it shocked the market when Samsung slashed the prices of QD-OLED TVs in the second half of 2022.

- "The steep price drop affected the increase in QD OLED TV shipments and expanded the possibility of a price drop throughout the OLED TV market. Further, in terms of Samsung’s premium lineup, the price drop caused relatively low sales in its Mini LED product category," Ken Park, Senior Research Manager at Omdia, wrote in a market update.

- "Sony's shipment drop and Samsung's drastic price reduction shocked the entire OLED TV market, affecting LG Electronics’ WOLED sales price strategy as well."

QD-OLED sales

More QD-OLED TVs in 2023

Omdia expects Samsung and Sony's QD OLED TV shipments for 2022 to reach 440,000 units. Samsung's internal target for QD-OLED in 2023 is over 1 million units, the research firm said. Furthermore, the success of QD-OLED has already made Samsung adjust its product strategy for 2023. - "Third, we have also detected changes in Samsung’s product strategy. Previously, the priority for the target quantity was Mini LED TVs, not QD OLED TVs. Samsung’s initial target for QD OLED TVs in 2022 was 600,000 units, but in reality, it did not exceed 400,000 units. This is because the Mini LED TV shipment target was still high, and Samsung prioritized the product strategy and target volume for this lineup. While Samsung’s 2023 QD OLED TV target is set at over 1 million units, the sales target for Mini LED TVs has not been raised," said Ken Park. An enabling factor is that Samsung Display's yield rate (the amount of produced panels that can be sold) for QD-OLED panels now exceeds 80%. In 2023, Samsung will launch two QD-OLED TV ranges that will both be available in 55, 65 and 77 inches. Samsung S95C is an ultra-thin TV with an external One Connect box while Samsung S90C is a more affordable model without the external box. Both will feature an upgraded QD-OLED panel with higher brightness. Also read: Samsung unveils 2023 S95C QD-OLED TVs in 55-77" Omdia expects TCL, Sharp and Philips to introduce QD-OLED TVs this year.

QD-OLED sales

First two QD-OLED TV models

- Source: Omdia

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