Display technology and monitor market trends

The display market in mid-2026 shows a divergence between declining traditional television sales and significant growth in high-end monitor segments.

In the Chinese television market, retail volume fell 12.7% year-on-year in the first half of 2026. Despite the volume decline, the market is shifting toward value-reconstruction, characterized by rising average unit prices and a preference for larger screens. Mini LED technology is seeing increased penetration, particularly in the 85-inch-plus segment.

By July 2026, shipments from the top 10 professional television ODM factories declined 4.3% year-on-year, a trend attributed to the exhaustion of sports marketing momentum and high memory chip spot prices. While market leader MOKA saw a 17.0% year-on-year decrease, TPV reported a 57% increase. In the panel market, LCD television panel prices declined in August, though the rate of decline narrowed; analysts suggest prices may stabilize through October as brands like Samsung pursue annual targets.

Conversely, the global OLED monitor market experienced substantial growth in the second quarter of 2026, with shipments increasing 26.1% over the previous quarter and nearly doubling compared to Q2 2025. Drivers include new model releases, the Chinese ‘618’ shopping festival, and demand from internet cafes. Asus leads the market with a 23.1% share, followed by Samsung (13.1%) and MSI (12.8%). Within this segment, the premium QD-OLED market is seeing aggressive price reductions due to competition from manufacturers like ASRock, HP, and MSI, with some 27-inch models dropping nearly 50% in price.