OLED TV: Introduction and Industry News

According to reports, based on information found on a parts database, Samsung Electronics is getting ready to launch a 83-inch QD-OLED TV in 2025. The 83-inch panel will be introduced in the 2025 QD83S9F TV, and Samsung us likely to use both WOLED and QD-OLED panels in this TVs as was done in the 2024 S90D.

This is interesting news. Samsung's QD-OLED technology is under pressure and it is not clear whether Samsung intends to continue investing in it, and expanding production capacity. It seemed as if SDC is mostly focused on gaming monitors, but perhaps now it is also expanding its TV panel range, which is a welcome change.

LG Display announced that the International Electrotechnical Commission (IEC) has adopted its “color perception difference measurement method” as an international standard. According to the new standard, LG Display’s large-sized OLED panels have high color accuracy, with a color perception difference of only about 10%, the lowest in the industry.

LG Display explains that in this context, differences in color perception refer to a phenomenon in which different viewers perceive the same color differently when it is shown on a display, resulting in color distortion. It is mainly caused by viewers’ visual characteristics, but the difference can be greater depending on the type of display. For example, the same white color can be perceived by different viewers to have either a blue or yellow tone.

In this article, we examine the theoretical question of whether or not it makes sense for LG Display and Samsung Display to merge, into one company.

Note that we have no indications that such a merger is even considered by the two companies, but we feel this is a fascinating topic that should be explored, and is supported by several strong arguments.

We'll start with a short introduction to the two companies, then see why there are many reasons to pursue a merger, then explain the reasons against a possible merger, and finally detail the current financial situations of both companies.

Samsung Display and LG Display

Samsung Display Corporation (SDC) is a subsidiary of Samsung Electronics. SDC is a leader in OLED production, with a market share of over 40% in the small OLED display market (the second largest player, BOE, holds a market share of around 15%). SDC produces over 300 million AMOLED displays per year - supplying them to Apple's iPhones and tablets, Samsung Electronics Galaxy phones, and many more. The Company also produces larger-area QD-OLED panels for TVs and gaming monitors, and has a capacity of producing around a million TV panels per year. SDC no longer produces any LCDs. SDC does produce microLED displays (but on a very small scale, this is currently a strictly next-gen display technology), and the company develops OLED microdisplays (and also holds OLED microdisplay producer eMagin which it acquired in 2023 for $243 million).

LG Display announced that its entire lineup of OLED TV and monitor panels, from 27 to 97 inches (all of its WOLED panels), have become the world’s first displays to receive Eyesafe Circadian Certification. LG Display’s OLED TV and monitor panels achieved the highest circadian certification rating (CPF 50).

EyeSafe, a US-based company specializing in blue light mitigation solutions, says that LG's OLED panels are promoting eye health and better sleep, as the emit just 36% blue light, the lowest in the industry.

OLED TVs offer excellent image quality, outperforming LCDs with superb contrast, excellent and vivid color reproduction and fast refresh rates. In addition, OLEDs enable thin and efficient TVs. OLED TV production has been increasing up until a year ago, reaching a potential capacity of around 10 million units. This is impressive, but considering the entire global TV market that amounts to around 250 million units, OLEDs represent only around 2.5% of the total market (it is important to note that OLEDs tend to be produced in large sizes and carry a much higher average selling price compared to LCDs).

But OLED TV production capacity growth has declined in recent years. In this article we will shortly detail the history of OLED TV production, and look at potential paths towards increased penetration in the future. More details and into the future of OLED technologies and OLED TVs is included in the OLED Toolbox.

A bit of history: in 2013, both Samsung and LGD started producing OLED TV panels. Samsung chose the straightforward RGB side-by-side architecture, in which there are three sub-pixels, with red, green and blue OLED emitters. LG chose its own WRGB (or WOLED) architecture (the IP was acquired from Kodak in 2009) which uses four white OLED subpixels (made from yellow and blue OLED subpixels). Both companies released 55" FHD OLED TVs, priced at over $10,000 per unit. It soon became clear that Samsung's approach was not scalable, while LGD managed to enter mass production quickly and reduce prices dramatically within a few years to compete with the dominant LCD TV technology.

LG Electronics is going to add screensaver ads to its TVs, including its high-end OLED TV range. It seemed the company has already started testing this new feature, which shows full-screen ads, and the company will offer a way to turn the ads off, as it markets the new ad system a "feature".

LG Ad Solutions company announced the new "Native Screensaver Ads" feature, that "capitalizes on idle screen time, turning what may be perceived as a period of downtime into a valuable engagement opportunity".

According to reports from Korea, three former senior researchers at LG Display are accused of passing OLED trade secrets to a Chinese panel maker. The Seoul District Prosecutor office says that the there researchers took photos of designs at LGD's Guangzhou factor in 2021 and 2022, related to large-area WOLED panel production processes.

One of the suspects started working for a large China-based display company in 2021, and he allegedly colluded with a former LG Display employee to steal large-scale OLED panel mass production technology.

According to DSCC, OLED panel shipments increased 50% in the second quarter of 2024, compared to the second quarter of 2023. Compared to the previous quarter, shipments increased 13%. 

DSCC says that OLED tablet shipments increased 356% in the quarter compared to last year (led by Apple's adoption of AMOLEDs in its iPad Pro devices). OLED smartphone spanel shipments also 49%, while OLED TV panel shipments increased 30% from 2023.

LG Display is showing its latest OLED displays at the K-Display 2024 trade show, in Seoul. You can see LG's large-area OLED TVs, gaming monitors, automotive OLEDs and more.

All of these displays have been shown before, but this video is still a nice demonstration of LGD's latest OLED technologies.

US retailer Value Electronics hosted their annual TV shootout® (now in its 20ths year), checking high-end calibrated TVs to see which model provides the best image quality. This year, Value Electronics tested six TVs, three of which were OLEDs, and three miniLEDs.

The three OLED TVs were the LG G4, Samsung S95D and Sony A95L. As in previous years, the top performing TV is a QD-OLED TV - specifically Sony's A95L. All of the three OLED TV models outperformed the miniLED TVs, as you can see by clicking on the image above.