According to a South Korean media report on September 10, Samsung Electronics is in discussions to purchase over 4 million LCD TV panels from BOE next year. This represents 10% of Samsung Electronics' annual purchase of 40 million LCD TV panels. This figure is more than double BOE's projected 4% share of Samsung Electronics' TV LCD panel market this year.

Samsung Electronics is currently discussing its supply targets for TV LCD panels for next year with major panel manufacturers: China Star Optoelectronics (8 million to 9 million units in the late stage), HKC (6 million units in the early to mid-term), and BOE (4 million units in the early stage). China Star Optoelectronics' figures appear to include panels produced at the Guangzhou LCD factory it acquired from LG Display.

In addition to TCL CSOT, HKC, and BOE, Sharp, Innolux, and AUO also supply Samsung Electronics with TV LCD panels. Market research firm Omdia predicts that Samsung Electronics' TV LCD panel market share by panel manufacturer in the first quarter of this year is as follows: CSOT 19%, Sharp 18%, HKC 15%, Innolux 14%, AUO 14%, LG Display 11%, CSOT 4%, and BOE 4%.

If BOE can supply more than 4 million units next year and secure a 10% market share, it could potentially overtake LG Display this year. While this figure is smaller than the 10 million TV LCDs BOE supplied to Samsung Electronics annually in the past, it could mark a turning point in BOE's efforts to expand its business with Samsung Electronics. 

BOE's TV LCD panels for Samsung Electronics are expected to primarily utilize IPS (In-Plane Switching) technology to improve viewing angles. IPS LCD panels produced by TCL Huaxing at its Guangzhou LCD fab (acquired from LG Display) and supplied by BOE could potentially carve up market share for Samsung Electronics. To date, only LG Display and BOE produce IPS LCD panels. The remaining panel manufacturers use VA (Vertical Alignment) technology to improve viewing angles.

Samsung Electronics and BOE previously discussed expanding LCD display supply in May. At the time, BOE reportedly proposed supplying more than 20 million LCD displays for Samsung TVs over a three-year period, from 2026 to 2028. The turning point in the deal expansion came in early July, when senior officials from Samsung Electronics and BOE held a face-to-face meeting.

Samsung Electronics expects its total LCD and OLED TV shipments to reach approximately 30 million units this year. The company has reportedly lowered its TV shipment target for this year from 38 million to 36 million units. Samsung Electronics expects annual TV shipments to remain around 30 million units in 2023 and 2024.