LED's success is LCD's loss as post-pandemic world drives technology changes

The surge in demand for LED video displays continues as LED displays offer increased competition for LCD videowalls, high-brightness outdoor displays, and large format flat panel displays, especially as panel supply issues persist through the first half of 2021. According to Omdia's latest report in the LED Video Displays Intelligence Service, the first quarter of 2021 saw an increase in LED video shipments of 7.9% year-over-year. Further growth is expected for the remainder of 2021, as key shifts are occurring within the overall ProAV industry, with the type of display technology utilized in certain applications changing based on new requirements in a post-pandemic world.

In the corporate sector, conference and meeting room requirements have changed to reflect reconfigurations based on social distancing, allowing employees returning to the office to have more space during meetings. Therefore, a meeting room previously equipped with a 55" or 65" LCD display may need to upgrade to an even larger format 75" or 86" LCD display, or perhaps an interactive touch display to allow for seamless collaboration between in-person and remote employees. Alternately, display vendors are also strongly promoting all-in-one LED video displays for corporate applications, with many of these displays boasting diagonal screen sizes over 100" with comparable resolution that is better suited for the evolved meeting room environment.

Additionally, traditional LED video brands are recognizing the importance of diversifying their product lineups to not only sell custom solutions, but also offer bundled or all-in-one LED video displays with embedded controllers as an alternate option for expansion into other vertical markets. More opportunities in retail stores, houses of worship, and even high-end residential applications are emerging for these types of all-in-one LED products due to the reduced installation complexity and lower cost than a custom LED solution.

Figure 1: Technology comparison for applications by display area (sqm) in 2020

Source: Omdia Public Displays Market Tracker – Q4 2020, Omdia LED Video Displays Market Tracker – Q4 2020

Control rooms and other mission-critical applications still utilizing rear projection technology are now transitioning to LED video displays in greater numbers. The majority of control rooms in 2020 reported shipments within the 1.50-1.99mm pixel pitch category, but Omdia has observed a steady shift to <=0.99mm and 1.00-1.49mm pixel pitch categories over the past several quarters. Since there is significant overlap in the control room sector for both LCD and LED video technology, Omdia also refers to display area comparisons by different applications. In 2020, the overall control room sector utilized 60% of total display area with public displays, compared to 40% of total display area using LED video displays. In 2021, Omdia expects a greater shift in command and control room applications to LED video displays as compared to LCD counterparts.

Interestingly, high brightness LCD displays used in outdoor and semi-outdoor applications within the signage and information display category saw a fourth consecutive quarterly increase in 1Q21, with a lift of 15.5% quarter-over-quarter. However, as panel supply issues may have some short-term impacts on high brightness LCD products, certain retail, transportation, and public space applications may see more opportunities transitioning from high brightness LCDs to LED video displays.

Overall, more opportunities for LED video displays continue to emerge as further expansion into different vertical markets is made possible by new product launches and more competitive pricing to fulfill the needs of different end users.

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The Digital Signage & Professional Displays Spotlight Service is a comprehensive set of data and analysis, which provides market insights on multiple aspects of flat panel displays technology and industry trends.

The LED Video Displays Intelligence Service provides market insights and industry trends on multiple aspects of LED video displays technology. This service provides comprehensive data and analysis including the latest strategies for key players.