It is reported that although the US advertising censorship agency, the national advertising administration (NAD), recently asked LG to stop its so-called “perfect black” and “infinite contrast” and other false advertisements, its OLED TV does have the best black effect.

However, the important thing is not the quality of pictures. No matter how Samsung, Sony, Panasonic and Philips and other TV manufacturers claim, it is true in the high-end field, especially in the eyes of consumers. The comparison between OLED and qled is reminiscent of the competition between PDP and LCD ten years ago.

However, OLED technology may have a more serious fundamental defect, which makes it unable to really become the best display technology of TV: aging.

Slow aging process

The aging problem of OLEDs has been reported previously and has been reported publicly for many times. In 2015, LG’s OLED display installed in n Seoul Tower showed signs of aging, although it was considered an isolated event at that time. Earlier this year, LG’s 2018 new OLED TV screen installed at Incheon Airport in South Korea had a burning problem and forced the company to replace it with an LCD panel. According to foreign media, LG’s OLED TV once again made an “embarrassment” at a famous industry event, resulting in a more obvious screen burning problem.

The company retorts that they can last longer under normal viewing conditions; However, rtings, a well-known TV evaluation organization, found that the OLED TV produced by LG had a screen burning phenomenon when it was operating for 4000 hours, which was much faster than the screen burning time it advertised.

There are likely to be more similar reports, whether it is LG Electronics’s own OLED TV or OLED display panels purchased from LG display by Sony, Panasonic and Philips. The more OLED panel products are shipped, the more reports of display panel aging will appear: in 2013, the shipment of LG display large-size OLED panels was only 200000, compared with 1.7 million last year.

If this is a problem that can be overcome in time, then everything will be fine; However, LG’s continuous firmware update shows that this problem cannot be fundamentally solved at the production level. It is reported that the recent firmware update of LG display has achieved a more active change in the light output of the screen when switching between light and dark content. Sony, which purchased OLED panels from LG, also introduced firmware that can darken still images.

market share

So, does LG’s blitz help it gain market share? After all, the market is the most persuasive, and data is everything.

According to relevant data, as the world’s most important TV market, the United States, Samsung accounted for 36% of the market share, LG accounted for 15.2%. Vizio ranks third with a market share of 13.4%; Sony ranked fourth with a market share of 11.5%. As of August this year, Samsung’s market share reached 34.3%, LG’s 15.2%, Vizio’s 11.4% and Sony’s 10.8%.

However, if you focus on the high-end market, things will become interesting. In 2017, for TVs priced at more than $2500, Samsung’s market share was 34.3%, Sony’s was 33.3%, and LG’s was 30.3%. However, as of August this year, Samsung controlled 43.6% of the market share, Sony 32.9% and LG 22.9%. It is not difficult to find that LG’s market share has declined all the way. According to the statistics of the third week of September 2019, Samsung’s market share further increased to 55.9%, Sony’s 23.1% and LG’s 20.5%. This trend is reflected by the decline in profits of LG’s home entertainment department in the third quarter.

The gap is particularly evident in televisions larger than 75 inches. In 2017, Samsung’s market share was 50%, Sony’s 35.6% and LG’s 8.4%. By August 2018, Samsung’s market share had increased to 57%, Sony’s 25% and LG’s 9%. In the third week of September 2019, Samsung’s market share further increased to 68.7%, Sony’s 16.7% and LG’s 9.6%.

Brightness Vs Black

Another noteworthy thing is that LG and Samsung have different marketing priorities. LG focuses on marketing the dark black of its OLED, while Samsung highlights the brightness of its qled. The verbal battle between the two sides on the contrast coefficient continues.

Brightness plays a huge role in real viewing scenes because people don’t watch TV in dark. For shoppers, the first time they see TV is in a brightly lit shopping mall, rather than a dark room, which may be brighter than their home environment. Samsung has always stressed that the dark room test can not reflect real life, which may be referred to. This is especially true when considering consumer purchase patterns.

In conclusion, LG must show at next year’s CES whether it can launch OLEDs on a large scale and solve the problem of continuous aging. For Samsung, the continuous decline of LCD price will give it a market advantage; Microled TV without organic materials will also maintain its competitive advantage with major competitors (LG).

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