Nov 28, 2017: Compared to QLED TV, OLED TV will continue to dominate high-end TV market in 2018, says WitsView, a division of TrendForce. The study points out that more brands will penetrate the OLED TV market in 2018 with a growing field rate, and the shipments are expected to reach a new high of 2.5 million units, an significant increase from 1.5 million in 2017.
This has been driven by promotional efforts by major TV brands like Sony, and have raised shipments of OLED TVs above the expected level in 2017. In contrast, QLED TV makers like Samsung, TCL and Hisense, faced problems in promoting QLED due to its high pricing.
However, according to WitsView, so far the highest possible resolution of OLED has reached 4K due to technical limitations, while QD backlight has no restrictions regarding resolution. Therefore, for QLED TV brands, 8K TV may be a breakthrough opportunity for them to regain their competitiveness in high-end TV market.
OLED TV brands are making efforts to do more R&D in OLED to make TVs more thinner with potentials in constant optimization of color saturation and contrast, while the development of LCD is approaching a limit.
QLED TV manufacturers are advocating its features of better color saturation and no lifespan problems. The self-emitting QD display will take some more time to meet the commercial market standards because its light output is difficult to last for a long time due to the low external quantum efficiency. Therefore, for some more time, QLED TVs will use QD backlight. In QD backlight products, the backlight system involves a quantum dot enhancement film (QDEF). Quantum dots are activated by the light from LED to create more highly saturated colors.
The backlight system is an essential component of TV, and makes it thicker, which makes it competitive than OLED. So the new generation QLED TV may use glass light guide plate as a solution for thinner TV, says the study.
Pricing is also a point of comparision. The 55-inch 4K QLED TV costs about US$100. However, OLED TV has become a representation of high-end TV in consumers’ perception in due to the promotional efforts by LG and Sony. In fact, the high pricing of QLED TV may reduce the consumers’ purchase intention.