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OLED Penetration in Smartphones to Exceed 50% in 2023
As costs continue to decline, it is projected that OLED technology will reach a 50% penetration rate in the smartphone market by 2023. Additionally, OLED is gradually making inroads into applications such as TVs, laptops, and tablets. According to TrendForce analysis, the current landscape of OLED technology presents various opportunities and challenges depending on the application. In the realm of smartphones, the number of OLED smartphone products is on the rise, and the technology is taking on diverse forms, including rigid OLED screens, OLED curved displays, and OLED foldable displays.
TrendForce predicts that by 2023, the penetration rate of OLED foldable smartphones will reach 1.6%, with sales volume increasing from 12.8 million units in 2022 to 18.26 million units. With advancements in OLED display specifications and increasingly competitive pricing, OLED foldable smartphones are poised to become mainstream in the market. Currently, the penetration rate of OLED foldable smartphones is relatively low, primarily because OLED technology has not fully met user demands for larger screens within the same form factor while maintaining affordability. This marks a significant development trend for foldable smartphones in the future.
In response to the ever-evolving landscape of smartphone screens and high consumer demand, panel makers are taking a multi-faceted approach to upgrading OLED technology. To achieve full-screen displays while ensuring quality in screen visuals and camera functionality, certain brands have begun utilizing hole-punch screens, integrating the camera beneath the display – a prime example being the iPhone 14 Pro series with its Dynamic Island. On the other hand, companies like Samsung, BOE, and CSOT are opting to forego punch holes altogether. Instead, they are enhancing screen transparency and incorporating the camera beneath the display by rearranging specific display area pixels and reducing size.
Panel makers are enhancing OLED technology to improve both lifespan and efficiency. They are adopting LTPO technology to dynamically adjust screen refresh rates, reducing power consumption. Additionally, for foldable screens, companies are eliminating polarizers, using color filters to reduce reflection, and switching to ultra-thin glass cover panels. These optimizations are in response to the varied demands of smartphone applications, and they signal the continued growth of OLED in future smartphone uses.
In the realm of TV, TrendForce thinks that COVID-19, geopolitics, and rising shipping costs, furthermore, companies have been focusing on the development of larger-sized TVs, particularly in the 65, 77, and 85-inch categories, causing the overall decline in the TV market in recent years. The OLED TV market is primarily dominated by Korean manufacturers LG and Samsung. TrendForce projects that in 2023, OLED TVs will account for approximately 2% to 3% of the overall TV market.
TrendForce suggests that Samsung and LG are currently enhancing OLED technology by adopting new materials and incorporating quantum dot technology to improve OLED’s luminous efficiency. This has led to an increase in the cost of OLED technology, which in turn has limited the widespread adoption of OLED TVs. However, with factors such as depreciation of production machinery, improved yield rates for OLED products, and streamlining of the production process, it is expected that OLED TV prices will gradually decrease in the future.
Monitor
In 2023, OLED display shipments are expected to reach approximately 530,000 units, marking a 342% increase by YoY. However, OLED displays are projected to hold only a 2% to 3% market share in the overall display market. Within the OLED display market, LG is poised to surpass Dell and become the brand with the largest market share due to its proactive deployment of OLED product lines and diversified product offerings, along with strong demand for 27-inch products in the market.TrendForce states that the future of OLED displays lies in larger sizes, necessitating the use of higher-generation panel production lines for efficient and cost-effective OLED panel manufacturing.
Notebook, Tablet
In the laptop and tablet arena, as compared to smartphones and televisions, the application of OLED technology has been relatively limited. However, according to TrendForce, OLED technology is beginning to transition into IT-related applications. This includes innovations such as OLED Tandem device structures, as well as recent developments like JDI’s photolithography eLeap and Visionox’s ViP. These advancements are set to significantly enhance OLED performance and lifespan. When these technologies are ready for deployment, they are expected to effectively reduce OLED costs and substantially increase OLED panel penetration in the IT market.
Notably, Apple has already integrated OLED technology into its iPad products, and the Apple brand’s influence is expected to drive other brands to adopt OLED technology, accelerating OLED’s penetration in the IT market.
Automotive display
In the realm of automotive displays and other applications, TrendForce envisions a future for OLED technology characterized by transparency, extended lifespan, and versatility to meet the demands of foldable displays, automotive displays, and transparent displays. In automotive displays, OLED features such as high brightness, wide viewing angles, high contrast, and a broad operating temperature range make it suitable for applications like rear-seat entertainment systems and in-car infotainment displays. In the realm of transparent displays, OLED’s high transmittance and ability to display real-time information make it suitable for use in automotive windshields, windows, and A-pillars. Additionally, in the domain of stretchable displays, flexible OLED screens can be stretched and slid while maintaining a consistent thickness.
