This year, the shipment of premium organic light-emitting diode (OLED) TVs is expected to reach an all-time high.
According to the market research firm Omdia on 4th, the shipment of OLED TVs is expected to reach 6.55 million units in 2025, a 7.8% increase from 6.0749 million units in 2024, marking an all-time high. This surpasses levels seen during the global consumer electronics market boom in 2021 (6.5256 million units) and 2022 (6.5382 million units) due to the COVID-19 pandemic.
Amid the disarray in the global TV market due to U.S. tariff policies, Omdia has predicted that the price rise of mid- to low-range TVs could actually benefit high-end OLED TVs. Omdia noted, "As inflation drives up prices for all consumer goods, a reduction in expenditure on non-essential items, dining out, travel, and sports activities may increase the importance of TVs as a key source of home entertainment."
It was also stated that "even during severe economic downturns such as the Lehman Brothers bankruptcy and global disruptions caused by the pandemic, demand for TVs in the U.S. has remained more resilient compared to other countries."
Samsung Electronics and LG Electronics hold 76% of the global OLED TV market and are engaged in fierce competition. According to Omdia's tally, LG Electronics ranked first for 12 consecutive years with a market share of 52.4% based on shipment volume in the global OLED TV market last year.
In its third year in the OLED TV market, Samsung Electronics has rapidly closed the gap with LG Electronics, increasing its market share from 3.1% in 2022 to 23.5% last year—an eightfold increase.
Recently, both companies have been implementing aggressive marketing strategies for OLED TVs, leading to accelerated growth in the OLED TV market itself. Panel shipments are also showing an upward trend, in line with the expansion of the OLED TV set market.
Omdia has projected that OLED TV panel shipments in the first quarter of this year will be approximately 10% higher than the same period last year, reaching 1.4 million units. In particular, for the second quarter, where the impact of tariff policies will be fully realized, shipment volume is expected to reach a record high of 1.87 million units.