Large OLED TVs with a screen size of 48 inches are often underappreciated, as it appears that leading manufacturers are indecisive about their affinity towards them.
Philips Shifts Focus to Larger OLED TVs, Leaving Smaller Sizes Behind
In a move aimed at catering to shifting consumer trends, Philips has announced that it will be focusing on larger 77-inch OLED TVs for 2025. The company's decision is based on the growing popularity of bigger screens in the premium TV market, as indicated by the Consumer Electronics Association's 2024 market report. TVs 75 inches and larger now represent 35% of premium TV sales, showing a strong demand for large-format displays.
The change in strategy means that Philips has dramatically reduced the size options for its OLED TVs compared to 2024, when the OLED809 was available in five sizes from 42 to 77 inches. By eliminating smaller sizes like 42 and 48 inches from its main OLED lineup, Philips becomes the only major OLED manufacturer without compact OLED options in 2025.
This decision has disrupted the market for small OLED TVs, particularly for those in urban settings or with limited space who prefer compact panels with immersive features like Ambilight. Buyers may now have to look elsewhere or rely on leftover stock from previous models.
While the sweet spot for OLED TVs remains at 55- and 65-inches, the lack of smaller sets like 42-inch and 48-inch sizes may not appeal to all consumers. Philips aims to anchor its 2025 mid-range OLED lineup around large sizes and value-focused models like the OLED760, which starts at 55 inches but goes up to 77 inches. The OLED760 technically offers more HDMI 2.1 ports to appeal to gamers and value-conscious consumers.
Meanwhile, competitors like Sony, LG, and Samsung continue to offer smaller OLED sizes to serve these segments. LG, for instance, launched a 48-inch version of its entry-level B-series OLED last year and a 48-inch version of its flagship G-series this year. Samsung and Panasonic have also recently entered the compact OLED TV market with the S90F and Z90B models.
The author, a fan of Philips TVs, particularly the OLED809, notes that the outcome of Philips' XL OLED gamble remains uncertain. The author expresses a personal preference for more 48-inch OLED TV models on the market, as they can deliver a cinematic experience without taking up too much space.
However, the limited proportion of overall TV sales that 48-inch OLEDs make could be a reason for Philips and Sony's hesitance to commit to newer 48-inch OLEDs. The author also notes that Sony continues to rely on the A90K as its smaller OLED model, which was launched in 2022, while the A90K TV remains expensive and is starting to lag behind due to Sony's recent picture processing upgrades with newer processors.
No official UK availability has been announced for the entry-level OLED TV coming in a 48-inch screen size. The reviews for the Samsung S90F and Panasonic Z90B are promising and are potentially challenging LG's longstanding Award-winning model.
In conclusion, Philips' strategy focuses on the larger screen premium segment in response to consumer preference trends. However, this decision risks alienating customers who want smaller compact OLED TVs. Competitors like Sony, LG, Samsung, and others continue to offer smaller OLED sizes to serve these segments, leaving a market gap that Philips is no longer filling in 2025.
- Philips aims to position itself within the premium TV market by focusing on larger 77-inch OLED TVs in 2025.
- The company's decision is driven by the Consumer Electronics Association's report on growing popularity of bigger screens in the premium TV market.
- The change in strategy has reduced the size options for Philips' OLED TVs, as smaller sizes like 42 and 48 inches are now absent from their main lineup.
- The decline in smaller OLED TVs may prompt buyers to explore alternative brands or rely on leftover stock.
- The managed absence of smaller OLED sizes by Philips has created a market gap when compared to competitors like LG, Sony, Samsung, and others who still offer mini-sized OLED TVs.
- As technology progresses, home-and-garden lifestyle enthusiasts and tech enthusiasts will eagerly await upcoming news and reviews about compact OLED TV offerings from Philips and other brands in the future.
