The transparent display market is expected to grow from USD 412.2 million in 2018 to USD 3,744.8 Million by 2024, at a CAGR of 44.5%. The transparent displays allow the user to view through the screen, yet display digital images and information on the screen. The advent of novel technologies in the market has brought in the OLED display screens which have a transparency rate of about 44% which increases the ‘see-through factor’ unlike other LCDs. Automated technologies in several industries are increasing the transparent display market demand in recent years. For instance, the automotive industry is increasingly considering the user experience and prioritizing the drive experience in recent years. Such factors have propelled the manufacturers to utilize the transparent screens in the vehicles, which significantly reduces the strain of focusing the required information regarding navigation. With the advancing technologies, the increasing implantation of screen-fewer displays is gaining popularity in the offices and IT sectors which are currently hindering the overall growth of the Transparent Display industry.
COVID 19 Analysis:
The COVID widespread have severely impacted the growth of several industrial verticals. The industrial sectors were reducing their major expenses in recent times. A recent study shows that ad spends were reduced by nearly 9% on average in European countries. Whereas Germany and France have reduced their advertisement expenses by 7% and 12% respectively. Such factors have significantly affected the overall growth of the Transparent Display industry.
The leading market player LG is vigorously working on their upcoming project amidst the prolonged lockdown to develop the OLED screens that are to be installed in the subway stations. The primary purpose of the project is to aid the passengers in finding their locations, digital maps, and other navigating information related to the region. The development of the infrastructure in several countries is the primary growth-stimulating factor during the pandemic.
Several industrial sectors are looking for energy-efficient solutions, since Transparent displays operate with minimal energy consumption, the demand for transparent displays in recent years has increased.
The retail sector, commercial sectors, entertainment, and advertising sectors are increasingly investing to develop the business. The increasing demand for smart wearable, smart glass and consumer electronics, interactive devices in developed countries have hugely impacted the Transparent Display Market growth.
The developments in transparent displays are rapidly progressing, especially in changing the hardware components of the transparent displays. The replacement of hard square panels with flexible smooth display screens is emerging in the transparent display market. The advancement in the nanoparticle utilized in the transparent displays is also impacting the overall growth of the Transparent Display market growth.
The transparent displays were initially used by the pilots and military forces due to the costs incurred in the manufacturing of the devices. However, in recent times, the OLED transparent displays are gaining popularity with the increasing investments in the huge displays, advertisement panels in high-tech malls, industries, and several industrial verticals. The increasing development in the automotive sector is presenting lucrative opportunities for the Transparent display market growth.
The manufacturing of the components required is fluctuating in recent years, especially the costs involved in the manufacturing of OLED displays is higher which is restraining the overall growth of the Transparent Display industry. The increasing price of the raw materials has significantly impacted the price of the OLED transparent displays.
The developers find it hard to remove the backlighting in the electronics, and the technological limitations in terms of limited viewing angle, especially in the cockpit applications are hindering the overall growth of the Transparent Display industry.
The revenue of the display panels is highly reliant on the selling prices of the display screens, which is highly connected with the prices and shipment volume, production, and price of the raw materials. The fluctuation of the selling price of the transparent display panels in recent times is considered as the major challenge for the transparent display market growth.
The complicated setups for the screen to display the digital images and videos are considered as the primary challenge for the overall growth of the Transparent Display industry. The tiling components, aligning the tiling components, mounting onto the wall, designing are some of the factors that are considered as major challenges for the Transparent display market growth.
Cumulative Growth Analysis:
The transparent displays were increasingly used in the conference halls and advertising verticals in recent times, as they attract the viewers and draw attention quickly due to the precise contrast of the light emitted. The advent of OLED transparent screens is currently increasing the Transparent Display market demand. The OLED displays have self-lighting pixels which are divided into four sub-pixels, out of which one is a clear sub-pixel that drives the transparency in the screen. The varied end-user applications of the Transparent Display market and the ongoing research in the industry to develop the viewers’ experience are the major driving factors.
The increasing development of airports, metro, and other transportation facilities has increased the usage of digital signage in recent years. On the other hand, contrary to the general opinion, the transparent displays consumers lesser power compared to the LED or LCD screens. They consume only 10% of the power that is required for the traditional LCDs. Such factors have propelled retailers to invest in the technology. The Transparent Display market value was at USD 412.2 million in the year 2018 and is expected to surpass the market value of over USD 3,744.8 million by 2024 while registering a CAGR of 44.5% in the forecast period.
Value Chain Analysis:
The Transparent display systems were intensively used in the automotive sectors and in the cockpits where the position of the pilot would be critical, where the pilot would not want to refocus to view outside the screen, especially minutes before landing. The collimated images were generally used in such cases to enhance the clarity of the information shown on the screen. However, the applications of transparent displays are increasing the recent times. To name a few, they are increasingly utilized in room dividers in offices, conference rooms/halls, storefront windows, glass countertops, museums, ticket booths, possibly every place where there are clear windows or glass.
The tiling components were used to protect the intersections of the display screen, additionally, the base plates were used to protect the edges of the display screens that attach to the ceilings or tables, or walls. Some of the leading market players are coming up with hard-core glass surfaces, such as gorilla glass which offers higher durability to withstand harsh environments and higher traffic environments. Additionally, such developments have increased the perceived contrast up to 300 percent which makes the displays more legible and impactful to the viewers. Such developments in the industry have impacted growth in recent times.
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Presently, the Asia-pacific region is holding the highest transparent display market share and is expected to remain in the leading position owing to the rapid technological developments in the countries such as China, Japan, and South Korea. The growing commercial and retail sector in these countries and the growing urbanization are pushing the advertising industries in these regions. The changing lifestyle and increasing disposable income are the primary driving factors for the Transparent Display market growth in these regions. The end-user applications in the Asia-pacific region are projecting increasing demand for windshield displays in the automotive industries, advertisement displays in the retail shops, and other commercial sectors
On the other hand, countries like Japan are increasingly exploring opportunities to expand the transparent display market growth. For instance, in the year 2018, Dai Nippon painting has developed the projection screen which has the look and feels like the clear glass surface, which is intensively utilized as a powerful marketing tool in the advertising industry
In the year 2018, LG Company has released their transparent LED screen display which is extremely flexible and can be attached to any flat see-through surface like glass or windows. This attachment facility helps the users to enjoy the screen as they like and customize it.
The recent endeavor is to apply the OLED displays in public transports, especially in trains. The trains generally have an array of windows that can be converted into OLED screens. Recently, LG company has released the Transparent OLED screens in one of the Chinese cities, the transmittance of the OLED is about 40%, thus the windows will be slightly tinted, however, the passengers could still view through the windows and the displayed information on the window screens.
This report has covered:
|Market Size||USD 3,744.8 Million|
|Forecast Units||Value (USD Million)|
|Report Coverage||Revenue Forecast, Competitive Landscape, Growth Factors, and Trends|
|Segments Covered||Display Size, Resolution, Technology, Product, Vertical|
|Geographies Covered||North America, Europe, Asia-Pacific, and Rest of the World (RoW)|
|Key Market Opportunities||The adoption of transparent displays in digital signage is expected to enhance the growth of this market in the coming years.|
|Key Market Drivers||
Frequently Asked Questions (FAQ) :
Global transparent display market is projected to grow at approximately 44.5% CAGR during the assessment period (2019-2024).
The valuation of the global transparent display market is estimated to increase to USD 3,744.8 MN by the end of 2024.
Increasing demand for advanced display technologies and the growing landscape of consumer electronics industry are the major factors driving the growth of the global transparent display market.
The Asia Pacific region holds the largest share in the global transparent display market, followed by North America and Europe, respectively.
Samsung Display (South Korea), Universal Display Corporation (US), Planar Systems (US), Evoluce GmbH (Germany), Pro Display (UK), Hangzhou Hikvision Digital Technology Co., Ltd (China), Globus Infocom Ltd. (India), Japan Display Inc. (Japan), LG Electronics (South Korea), Optinvent (France), Crystal Display System (UK), Pilot Screentime GmbH (Germany), Panasonic Corporation (Japan), ClearLED (US), BenQ (Taiwan), Kent Optronics (US), and NEC Display Solutions (Japan), are some of the top players operating in the global transparent display market.