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.

According to a report from Taiwan’s TechNews, despite running at a loss in the first half of the year, BOE believes that its target of shipping 120 million OLED panels still has a chance of being achieved. As the industry enters the traditional off-season in the fourth quarter, strict adherence to production capacity by panel manufacturers is expected to help stabilize panel pricing.

BOE mentioned that the price increases witnessed over the past few months were primarily driven by panel manufacturers, who maintained their bargaining power in price negotiations. This upward pricing trend continued into the third quarter. However, as the industry enters the off-season in the fourth quarter, some price fluctuations may occur. Nevertheless, panel manufacturers are expected to adjust their production capacity downward, making any potential price reductions manageable.

Furthermore, next year holds a brighter outlook for panel demand, with the average TV size projected to increase to 51.6 inches, compared to 50.2 inches in 2023, driving an 8% annual growth in TV demand for the coming year, compared to this year’s 3%. Replacement cycles are expected to contribute to overall demand for laptops and monitors next year.

In the first half of this year, BOE shipped approximately 50 million flexible OLED panels, marking a 76% year-on-year increase. The largest customer accounted for 43% of the total shipments. BOE believes there is still an opportunity to achieve the annual target of shipping 120 million panels. While the OLED business experienced an overall loss in the first half of this year due to increased capacity from second-tier suppliers and intensified entry-level competition, recent months have seen signs of a bottoming-out rebound in prices. Coupled with seasonal order increases, profitability is expected to continue to improve next year.

(Photo credit: BOE)

TrendForce’s latest report, “AMOLED Technology and Market Status”, reveals that OLED, the next generation of digital displays, has not only taken hold of the smartphone market but is also beginning to make its move into other applications. Organic OLED materials are the core of the industry supply chain, accounting for 23% of the cost of making smartphone panels. An increasing penetration rate has allowed the global value of OLED materials to be estimated at US$2.23 billion in 2022, with a YoY growth rate of 30%. Production values are expected to reach US$3 billion by 2025, owing to the support of manufacturers.

OLED light-emitting components are either based on polymers or small-molecule materials. Polymers have poor solubility in organic solvents, which results in impure color and poor film uniformity. However, when combined with printing technology, the high aperture ratio can fit more materials and compensate for the poor lifespan and efficiency of polymers. Small-molecule materials have purer color and exhibit higher brightness, which can be applied to larger-generation OLED production. However, they are currently limited to developing FMM and vapor deposition machines.

OLED production begins with synthesizing intermediates from raw monomers. Then, the intermediates are processed to become precursors before finally being sublimated and purified into terminal OLED materials. When raw monomers are synthesized chemically into intermediates, there’s a gross margin of about 10–20%. These are mainly supplied by Chinese manufacturing companies such as Jilin OLED Material, Ruilian New Materials, Aglaia Tech, and Shenzhen Mason. Terminal materials are produced via sublimation and purification and their structure will not change through subsequent production. Therefore, the chemical structure, processes, and formulas are essential to trade secrets for terminal material manufacturers. The purity of these materials after sublimation is expected to be very high, meaning that technological barriers are also very high, allowing for gross margins as high as 60–70%. The technology and patents are concentrated within a few foreign manufacturers. However, the booming market has led to an influx of upstream manufacturers, gradually breaking down past technological barriers. Some Chinese manufacturers have been able to achieve mass production of precursors and terminal materials, and are now actively competing in the supply chain and driving growth.

Apart from two electrodes, the structure of an OLED component consists of organic light-emitting materials, including the main host (light-emitting layer), guest material (dopant), and functional layers (with electron or hole transport properties). DuPont and LG Chemical are the major manufacturers of red OLEDs, while Samsung DSI and Merck mostly produce green OLEDs. UDC has a monopoly on red and green phosphorescent dopant materials due to patent barriers. Blue light-emitting materials used to be primarily supplied by Idemitsu Kosan and Merck. Recently, LG’s next generation OLED evo TV uses deuterium-based blue emitter materials—supplied by DuPont and LG Chemical—to improve blue light-emitting efficiency. Its precursors are supplied by Ruilian New Materials.

Besides established manufacturers like Tokuyama, Idemitsu Kosan, and LG, Chinese manufacturers are also beginning to enter into the market to supply functional layers, such as Laite’s Red Prime. Samsung and UDC are planning to commercialize blue phosphorescent materials in 2024 in order to address the lifetime issues of blue OLEDs. Many new technologies, such as South Korean materials manufacturer, Lordin’s, patented Zero Radius Intra-Molecular Energy Transfer (ZRIET) rely on the efficiency of energy transfer between the main host and dopant, which is highly dependent on the distance between them. When that distance approaches zero, the quantum efficiencies of the molecules will not be affected at all. Therefore, efficiency can be improved by controlling the speed of energy transfer between the internal molecules of the material. Lordin has synthesized a material that maintains the respective characteristics of the main and dopant materials as well as a high energy transfer rate, which is expected to produce OLEDs that will be four times more efficient.

TrendForce believes the next stage of mobile terminal products will shift from folding smartphones to smart wearables, IT, and automotive applications, which will place more stringent demand on OLED components. The layout of panel manufacturers is becoming clearer thanks to brand endorsements. LG, Samsung, and BOE are all aggressively competing for priority for the Tokki G8.7 evaporation machine to gain an advantage in expanding application. The accelerated commercialization of blue phosphorescent materials and more innovative technologies, such as Samsung’s vertical evaporation developed with ULVAC, eLeap lithography, and printing processes to improve the aperture ratio will help push the expansion of OLEDs in the display industry. Meanwhile, costs will become more competitive as more Chinese manufacturers enter the market.

TrendForce’s research shows that material shortages, logistical delays, and relief subsidies for the American people not only supported global TV panel shipments in 1H21, but also drove an extended rise in quotations. However, as end product inventory climbed, stocking momentum fell rapidly in 2H21, not only inducing a sluggish peak season, but also bringing about a 1H22:2H22 shipment ratio that deviated from historical precedent. Shipment volume was not the only performance statistic to fluctuate in 2021. Originally planned factory closures were also delayed due to market demand, again transforming the entire industry landscape.

Looking forward to 2022, the global display production capacity of large generational fabs in 2022 will continue to grow through OLED production capacity generated by Korean panel manufacturers, the extension of LCD production, and continuing injection of maximum production capacity into the market from certain LCD production lines originating from panel manufacturers in other regions. Thus, overall TV panel supply is expected to spike dramatically. Although demand in emerging markets has recovered, TV panel quotations are also more prone to manipulation by branded panel companies than in 2021. A certain amount of momentum is expected in the end market for the stocking of TV panels. However, considering continually rising shipping and logistics costs, the unresolved global inflation issue, and life gradually returning to normal will inhibit the shipment performance of TV sets, demand for panels will also see an impact.

Therefore, after considering a number of factors, TrendForce expects global TV panel shipments to reach 281 million units in 2022, with an annual growth rate of 4.3%. As panel makers continue to implement a strategy of increasing panel size and overall shipments increase, positive growth is expected in size of shipped area.

The current global Gen5 and above large generational fab LCD panel supply and demand model shows that the growth rate of demand area cannot keep up with the growth rate of supply area and the shortfall between supply and demand in 2022 will be larger than that in 2021, which also suggests that panel manufacturers will meet tougher challenges in 2022. It is worth mentioning that there are still several key factors to be observed in 2022. For example, the closing schedule of LCD production lines at Korean panel factories, the adjustment of TV and IT panel capacity allocation, and the impact of the pandemic and war on whole device demand and component supply will all be key indicators of display industry trends leading into 2022.

（Image credit: Samsung）

Despite their similar physical dimensions, notebook panels and tablet panels entail drastically different market conditions. Being two of the strongest performers in the relatively oligopolistic tablet market, Apple and Samsung collectively possess a nearly 60% market share, thereby forcing other brands to adopt a relatively passive strategy that prioritizes conserving market share over adopting emerging technologies. In contrast, the notebook computer market has remained competitive throughout the years, with market leaders HP, Lenovo, and Dell holding the absolute advantage in the commercial notebook segment. Even so, Acer and Asus still enjoy some degree of dominance in the consumer segment, not to mention the fact that Apple has carved a niche market of its own thanks to the absolute differentiation of MacBooks from the rest of the field.

With greater diversity of brands comes greater competition in the market. As such, companies must now continue to refresh their product specs and product ranges in order to stay competitive. In this regard, Mini LED products would appear to be likelier to see adoption in the notebook computer market than in the tablet market. It should be pointed out that SDC (Samsung Display Co.) holds the sole patent for OLED tablet panels – the main competitor of display solutions featuring Mini LED backlights and LCD panels. Although SDC is still figuring out its medium- and long-term strategies in the tablet market, it has been relatively aggressive in capturing share in the notebook market. For instance, SDC’s OLED notebook panels have been gradually cannibalizing market shares from LCD notebook panels since 2021. To date, more than four million notebook computers featuring Samsung’s OLED panels have been shipped, accounting for a nearly 2% market share. In addition, almost all mainstream notebook brands have started carrying their respective lineup of OLED notebooks.

The meteoric rise of OLED models in the notebook market this year can primarily be attributed to SDC, which is the sole supplier of OLED notebook panels. Whereas SDC previously allocated most of its production capacity for OLED (Rigid OLED) panels to smartphone displays, the successive ramp-up of Gen 6 production lines for OLED (Flexible OLED) panels in China has resulted in a hypercompetitive market with plummeting quotes that both placed significant downward pressure on the existing price band of rigid OLED panels and negatively affected demand for rigid OLED panels. Given that the aforementioned factors are unlikely to reverse course, SDC has therefore decided to reallocate their production capacity for rigid OLED panels from smartphone displays to notebook displays instead, since the former has continued to decline as an added value while the latter appears to have much more potential for growth.

Incidentally, SDC has spent considerable time cultivating its presence in the notebook computer market. The company formerly positioned its OLED solutions exclusively in the flagship market segment, with UHD/4K being the only resolution available on its OLED notebook panels. The adoption of these products was lukewarm at best due to OLED panels’ prohibitive prices and the very limited target audience for UHD models. Moving to 2020, however, SDC adopted a more ambitious approach to the notebook market and subsequently released a host of OLED panels featuring Full HD resolution in accordance with the mainstream market’s demands. By doing so, SDC was able to not only substantially lower its OLED notebook panel quotes, but also align its products with the enormous total addressable market of mainstream notebook consumers, in turn skyrocketing notebook brands’ willingness to adopt OLED panels.

Not only have OLED displays enjoyed a longstanding presence in the high-end smartphone and TV segments, but most consumers also generally understand that OLED panels are superior to traditional LCD panels with respect to such specifications as color saturation, contrast levels, and even physical thickness. For notebook computer brands, adopting OLED panels in their displays allows said brands to cut down on costs that would otherwise have to be spent on either educating the average consumer on popular science topics related to display technology or marketing the brands’ display solutions, as OLED displays’ superior specs are already widely known. That is why almost all mainstream brands, ranging from Asus to HP and Dell, have released OLED-equipped notebook computers, some of which even boast consumer-oriented product positions and consumer-friendly retail prices.

On the other hand, although the integration of Mini LED backlights significantly bolsters LCD panels’ traditionally weak contrast levels, significant marketing costs are required to ensure consumers understand the benefits of this new backlighting technology. While OLED solutions are already widely recognized in the market, Mini LED products’ vast marketing costs represent a significant competitive weakness against OLED products. Furthermore, manufacturing costs of display solutions that feature Mini LED backlights and LCD panel modules are about 30-50% higher than those of equivalent solutions featuring OLED panel modules due to the former’s complex design, high number of components, and limited economy of scale. Hence, high manufacturing costs are yet another obstacle preventing brands from investing in Mini LED development.

（Image credit: PikiWizard）