Shulou(Shulou.com)11/24 Report--

CTOnews.com, December 1 (Xinhua)-- after 22 years of market turning in the second quarter, macroeconomic and environmental instability and other factors continue to hinder the growth of the high-end TV market, according to DSCC Research Institute. Samsung struggled in the third quarter, losing ground in terms of shipments and revenue share, while its three biggest competitors-LG, Sony and TCL-all gained relative share.

In the third quarter of 2022, high-end TV shipments increased for the second consecutive quarter compared with the same period last year, but the growth rate was lower than the double-digit percentage. High-end TV shipments increased 8% year-on-year to 5.1 million units.

The conflict between Russia and Ukraine continues to affect European shipments. Shipments in western Europe increased by only 2 per cent year-on-year, while revenue increased by 2 per cent. Shipments in eastern Europe fell 8 per cent year-on-year, while revenue fell 13 per cent. North America also experienced a decline, with shipments down 6 per cent and revenue down 11 per cent year-on-year.

Shipments of high-end televisions have increased outside Europe and North America. Global shipments excluding Europe and North America increased 32 per cent year-on-year, while revenue rose 18 per cent year-on-year. Of this total, China's shipments increased by 47% year-on-year, while revenue increased by 25% year-on-year.

OLED TV shipments rebounded in the third quarter after the first year-on-year decline in the second quarter of 2022, up 15 per cent from a year earlier. OLED TV revenue increased 14% year-on-year, while high-end LCD TV revenue fell 6% year-on-year, mainly because the price of high-end LCD TV began to decline.

Shipments of Mini LED televisions fell for the second consecutive quarter in the third quarter of 2022, while year-on-year growth slowed to 10 per cent.

CTOnews.com learned that Mini LED's shipments were still well below those of OLED TVs, at 620000, compared with OLED's 1.77 million.

In North America, Samsung dominates with its line of large-screen products, but its share is relatively shrinking as competitors grow in high-end LCD TVs and OLED TVs.

China is still a highly competitive region in high-end TV, with four companies with double-digit shipments and revenue. Hisense overtook TCL and Huawei to win the first share of high-end TV shipments in the third quarter of 2022. TCL took the first place in the share of high-end TV revenue, with revenue up 23% from a year earlier. Huawei's market share fell relatively in both shipments and revenue, with shipments down 2% and revenue down 4% year-on-year.

Samsung's leading position in high-end televisions is mainly its dominance in high-end televisions under $1000 (about 7080 yuan). Samsung's strategy of pushing its QLED product line to mainstream prices gives it a lead. LG's OLED TV puts it in the lead in the range of $1000 to $2000 (about 14160 yuan), while Sony ranks third with prices above $1000.

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