• After a decline in 2023, the Advanced TV market returned to growth in Q1’24 in shipments and revenues.
• Hisense and TCL posted dramatic Y/Y growth of 141% and 69%, respectively.
• MiniLED shipments increased Y/Y while OLED shipments declined.

After a lackluster 2023, the Advanced TV market returned to growth in Q1’24 with a 16% Y/Y increase in Advanced TV shipments and an 11% Y/Y increase in TV revenues, according to the latest update of DSCC’s Quarterly Advanced TV Shipment and Forecast Report, now available to subscribers. Dramatic increases in MiniLED TV shipments by Hisense and TCL drove the increase for both units and revenue as MiniLED appears to be cannibalizing the OLED TV business.

Advanced TV shipments grew 16% Y/Y in Q1’24 as OLED TV shipments declined 6% Y/Y while Advanced LCD TV shipments increased 24% Y/Y. Advanced TV revenues increased by 11% Y/Y, the first Y/Y increase in revenues after eight consecutive quarters of Y/Y declines. OLED TV revenues decreased by 12% Y/Y while Advanced LCD TV revenues increased by 25% Y/Y as the increase in units, bigger screens and a richer mix of MiniLEDs overcame price declines.

In the brand battle, while Samsung maintained the top spot in both units and revenue, it lost ground while its rivals in China gained. In Q1’24, among all Advanced TV products:

• Samsung shipments declined 2% Y/Y units and Samsung unit share decreased by eight points Y/Y. Samsung revenues were flat Y/Y and revenue share declined four points to 41%.
• LG shipments were flat Y/Y and LG’s unit share decreased three points Y/Y to 18% in Q1’24. LG revenues decreased 21% Y/Y and LG lost seven points of revenue share to 19%.
• Hisense took the #3 position as shipments increased 141% Y/Y, its fourth consecutive quarter of triple digit percent gains. Hisense share jumped from 7% in Q1’23 to 14% in Q1’24. Revenues for Hisense increased 152% Y/Y and their share grew from 6% to 13%.
• TCL fell to the #4 position as shipments increased 69% Y/Y and increased their unit share to 14% in Q1’24 from 9% in Q1’23. TCL’s revenues increased 86% Y/Y and their share increased Y/Y from 8% to 13%.

In terms of features, large screen Advanced TVs continued strong growth. Advanced LCD TVs >75” increased by 132%/95% in units/revenues, while OLED TVs 77”+ increased by 41%/7%.

The growth in larger screens went hand in hand with the growth of MiniLED, as the technology battle between OLED and LCD seems increasingly to tilt in favor of LCD driven by MiniLED. MiniLED TV shipments have grown Y/Y in 2023-2024 while OLED shipments declined. If seen as a single “top of class” category of MiniLED + OLED, OLED has 54% unit share and 55% revenue share.

DSCC’s Quarterly Advanced TV Shipment and Forecast Report includes technical descriptions of all major advanced TV display technologies, plus quarterly shipment results from Q1’18 through Q1’24, sortable by technology, region, brand, resolution and size, and includes pivot tables for analysis of units, revenues, ASPs and other metrics. The report includes DSCC’s quarterly forecast for five years across technology, region, resolution and size. Readers interested in subscribing to the DSCC Advanced TV Shipment Report should contact info@displaysupplychain.com.