Revenues for 75” Advanced LCD TVs increased by 66%, those for >75” increased by 140% and revenues for 77”+ OLED TV increased by 251% as the sales volume increased dramatically with only modest price declines.
Overall, OLED TV revenues increased by 176% Y/Y on the strength of increasing 77” OLED TV sales as well as sales of 48”, which was introduced in Q2 2020. Advanced LCD TV revenues increased by 51% Y/Y as the mix shifted to large sizes and price decreases remained modest. As a result, OLED TV revenue share of Advanced TV increased from 36% in Q2 2020 to 51% in Q2 2021, as OLED took a majority of Advanced TV revenues for the first time since 2018.
Another interesting cut of the brand data is the battle by screen size, with the 55” battle shown in the next chart. After leading the category for more than two years, Samsung has been passed by LG for the top spot, as LG revenues for 55” Advanced TVs increased 170% Y/Y while Samsung revenues for 55” TVs increased by only 14%. Samsung’s unit share of 55” Advanced TV declined from 50% in Q2 2020 to 36% in Q2 2021, and its revenue share declined from 37% to 23%. LG’s share of 55” Advanced TV units increased Y/Y from 20% to 34%, and LG’s revenue share increased to 44%
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 Vizio, TCL and Hisense also appear as competitors at these lower prices. LG’s OLED TVs give it the leading position in the range of $1000-$2000 and a strong position in the market above $3000, and TCL’s MiniLED TVs have given that brand a foothold in the price range of $1000-$2000.
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Първоначално публикувано от hristoslav2 
