Global OLED TV shipments are on track to reach nearly 10 million units annually by 2028, according to new data from UBI Research.

The forecast signals a turning point for the premium TV segment and may trigger a ramp-up in panel production capacity.

OLED TV panels are currently supplied primarily by LG Display (WOLED) and Samsung Display (QD-OLED), with a combined annual output close to 10 million units, which is just enough to meet demand.

However, UBI Research predicts that panel makers will need to expand production lines as global shipments rise, likely beginning around 2028.

UBI Research

Samsung Electronics, which now sources WOLED panels from LG Display, is expanding its OLED TV lineup to better compete with Chinese MiniLED TVs. The move positions Samsung as a potential leader in the OLED space and gives LG Display a strong partner to drive scale and profitability.

UBI also highlighted that OLED panel shipments across medium and large displays, including for automotive, rose 12.2% in Q1 2025, signalling broader momentum for OLED technology.

As OLED TVs continue to dominate the premium market, where image quality and brand status are key, analysts expect strong upward pressure on supply.

If manufacturers move quickly to scale production, the market could exceed the 10 million-unit threshold even earlier.