The initial situation of several leading LED display companies

At the beginning of 2026, the LED display industry ushered in a new start. On the new journey of industrial upgrading, it is not only about seeing the direction clearly but also about anchoring the coordinates.

To better understand the industry landscape and explore future directions, Expert Talks Display has specially planned the 'Experts Talk at the Start of 2026' special report, surveying 25 leading LED display companies, presented in three episodes.

Today's release of the previous episode '2026 LED Display Industry Forecast' combines the 2026 industry predictions from 20 leading LED display companies. The responses from each company show highly consistent views across four dimensions: technology evolution, product market, scenario applications, and industrial layout. The core focuses on the implementation of Micro LED/Mini LED technology, the development of COB/MIP packaging technology, the surge in demand for emerging scenarios, and globalization and changes in cost structures. The main consensus is as follows:

1) COB prices continue to decline, and below P1.0 will become the new core of competition.

2) MIP technology will move from the technical verification stage to the period of large-scale production, with an increase in the high-end market share.

3) COG technology will enter small-batch trial production or initial commercialization stages.

4) Prices for micro-pitch products of P1.2 and below will drop significantly, triggering the critical point for 'consumer-level popularization' or 'civilian use.'

5) Markets such as all-in-one machines and LED cinema screens continue to expand.

COB prices continue to decline, and P0.9 is taking over as the new core of competition

In the survey, most companies have two main views on the development of COB technology: first, the price of COB products continues to decline driven by the dual drive of technological maturity and capacity expansion, and the acceleration of substitution and scenario expansion; second, P0.9 products are taking over P1.2 as the new competitive core of COB. The views of some companies are as follows: Unilumin Technology: At present, COB packaging has accounted for more than 40% of the small-pitch LED market, and the trend of large modularity has become the mainstream. Its high brightness and high reliability advantages are significant, forming a professional division of labor with SMD to jointly promote the development of display technology. Zhaochi: The continuous entry of panel factories has accelerated the expansion of industry capacity and technology popularization. At present, as the main force in the market, the price of P1.2 has bottomed out in 2025, and the industry capacity and demand are dynamically balanced in 2026. At the same time, with the expansion of market volume, P0.9 products are taking over as the new core of competition. Haijia: In 2026, COB packaging Micro LED is expected to become mainstream in the field of high-end commercial displays, with a market share expected to exceed 40%. This is due to the gradual overcoming of yield and cost problems, as well as the reliability verification brought about by the continuous investment of leading manufacturers. With the advancement of large-scale production, the cost will continue to decrease, and it will accelerate the replacement of traditional SMD small-pitch and high-end LCD splicing solutions with more stable performance, better image quality and total cost of ownership in high-end conference rooms, command centers and other scenarios. Xida Electronics: After more than ten years of development, COB technology has established significant advantages in terms of production capacity, product stability and applicable scenarios. Entering 2026, COB is expected to further consolidate its mainstream position in the field of small-pitch displays, and dominate the market below P1.0 as the pixel pitch continues to shrink. Zhongqi Optoelectronics: The rapid development of the industry is also accompanied by new challenges. There are three key variables in the current industry: first, COB competition continues to intensify, Micro in Package introduction speed accelerates, and technology iteration cycle is shortened;Second, the fluctuation of raw material prices has intensified, bringing greater uncertainty to the LED display market; third, the application of COB continues to diversify, extending from professional displays to more consumer scenarios, which places higher demands on companies' product definition capabilities and channel layout. Hikvision: Major panel manufacturers such as HKC, BOE, and CSOT are actively deploying in the COB display field with advantages in their industrial chains and scale, strongly promoting the mass production process of COB. Currently, the continued decline in COB prices is mainly driven by two core factors: first, a breakthrough improvement in production yield; second, the cost dilution brought by the scale effect in upstream chips. This "cost deconstruction" driven by internal momentum has significantly lowered the price threshold of COB products while maintaining performance advantages. By 2026, with the complementary integration of MIP and COB technologies, the industry will enter a "cost-performance critical point." Overall, COB products are gradually becoming more general-purpose, while MIP products are gradually becoming mainstream due to their technological advancement. Future of Xuxian: This year, the price of P1.25 COB products is expected to drop to the 6,000–7,000 yuan range, while P0.9 products will fall below 10,000 yuan. As the cost threshold significantly decreases, the application range of COB technology is expected to rapidly extend and popularize from the commercial market to household scenarios. Zhifang: With the continual miniaturization of chip sizes, the maturity of COB packaging technology, and the emergence of scale effects, the manufacturing cost of Mini LED direct-view products is expected to decrease further. At the same time, the continuous release of production capacity by leading domestic manufacturers has intensified market competition, jointly driving down terminal product prices and accelerating the replacement of traditional displays in various application scenarios.

MIP technology will enter a period of large-scale growth, with an increasing share in the high-end market

Enterprises generally predict that 2026 will be a key turning point for MIP to "large-scale commercialization". And with the increase in yield and cost reduction of mass transfer, MIP will further expand more and larger application markets from high-end displays. Some companies' views are as follows: Leyard: Micro LED technology will enter a critical stage of large-scale commercial implementation and cost optimization. With the increasing maturity of MiP packaging technology, it solves the problem of consistency and yield of Micro LED in large-area applications, which will promote the penetration rate in high-end conference rooms, professional control rooms, high-end retail and other scenarios, and the scale effect will be significantly revealed. Xida Electronics: Although Micro LED is in its infancy, MIP packaging is accelerating its high-end market with its advantages of high brightness, high stability and image quality. Although cost challenges remain, with the maturity of technology and scale expansion, it is expected that MIP will significantly expand its capacity in the high-end commercial and home theater fields in 2026 and establish its core position. At the same time, LED displays are replacing traditional LCD solutions by relying on the advantages of brightness, durability and customization, especially in the field of outdoor and commercial display. In the future, with the two-wheel drive of COB and MIP technology, LED display will continue to deepen the penetration of subdivided scenes and reshape the display ecological pattern. Driven by capacity expansion, cost reduction, scene expansion and industrial chain collaboration, MIP is expected to become the core technology path for LED display to upgrade to micro-pitch and high-definition, and continue to penetrate in high-end commercial display, consumer electronics, automotive and other fields. With the continuous improvement and maturity of the industrial chain, MiP technology will enter a new stage in 2026, promoting its wide application in small and micro pitch markets, such as command centers, XR virtual shooting and other scenarios. The automotive and cinema fields may become key breakthrough areas, and the development of MiP technology will further greatly improve the performance of display equipment. Kinglight crystal stage: In 2026, the MiP market size is expected to achieve rapid growth of more than 80%. With the advancement of large-scale mass production, its technology is becoming increasingly mature, cost competitiveness continues to increase, and market recognition continues to increase. At present, MiP has covered the mainstream market from micro pitch to P2.0, and the penetration rate is gradually increasing. In the future, this technology will further expand to high-end commercial, virtual shooting and creative display, becoming the preferred solution for these scenarios. Ming Microelectronics: MIP/AMIP technology is continuing to iterate rapidly, promoting MLED to enter a broader market, and this trend is expected to initially emerge in 2026. With the development of technology, the market demand for related complete system solutions is gradually becoming clear. In this process, integrating mature technologies in the field of LCD display has become an important path and inevitable stage to promote industrialization. Note: MIP in this article includes Mini level and Micro level

COG technology will enter the small batch trial production phase

Some companies mentioned that COG technology will enter small-scale trial production or the preliminary stage of commercialization, breaking through for higher-end applications. The views of some companies are as follows: Qingsong Optoelectronics: By 2026, the industry will focus on technological cost reduction, the volume release of standardized products, and the deepening of professional markets. Among them, COG technology will enter the small-scale trial production stage, with its cost greatly narrowing the gap with same-pitch COB products, paving the way for Micro LED applications in the high-end market. Xuxian Future: COG technology will enter the preliminary commercialization stage, but limited by mass transfer efficiency and line yield, it is difficult to replace existing solutions on a large scale.

The price of ≤P1.2 ultra-fine pitch products will drop significantly, potentially triggering the critical point of 'civilian use'.

Unilumin Technology: Micro-LED has completed a key turning point in mass production, with a yield ≥of 99.99% and a 40% decrease in module cost compared to 2024. Haijia: It is expected that by 2026, the average price of small-pitch LED products below P1.2 will drop by about 35%, mainly due to the localization of core components and structural cost reduction driven by packaging technology progress. The cost reduction will reshape the application boundaries, allowing small-pitch LEDs to rapidly expand from professional scenarios such as control rooms and conference rooms to high-end retail, art displays, luxury theaters and other civil fields, directly compete with high-end projection and LCD displays, and open a real era of "scene penetration". Hongli Display: Micro LED will rely on MOB packaging technology to enter the field of commercial display, accurately adapt to high-end needs with high pixel density, and achieve initial commercialization. Lehman Optoelectronics: Breakthrough in key bottlenecks in Micro-LED mass production Module costs will drop by more than 20% compared to 2025, small-batch terminals will be implemented, material localization rates will increase to 80%, and the cost linkage of chips, substrates, and packaging links will decrease, and the price of terminal products will gradually enter an acceptable range. The demand for high brightness and low power consumption in AR/VR near-eye displays, the demand for small size and high pixel density in smart wearables, and the high reliability requirements of splicing screens in the commercial market have jointly promoted Micro-LED from the laboratory to mass production. Hikvision: With technology iteration and cost reduction, the previous P1.8 pitch budget can support P1.5 and even smaller pitch displays, promoting the accelerated penetration of micro-pitch LEDs. However, this is also accompanied by an often overlooked challenge - the large-scale deployment of ultra-large resolution screens puts forward higher requirements for the data scheduling and processing capabilities of back-end control systems. The future competition will not only be a competition for screen hardware, but also a contest for the efficient management and presentation of massive visual data. The control system architecture ushered in a new round of upgrades. With the evolution of display spacing to smaller scales such as P1.5 and P0.9, the amount of information carried per unit area has increased geometrically, and the traditional point-to-point control mode is difficult to match the needs of ultra-high-definition display of 8K and above. At the same time, traditional display manufacturers have increased their layout in the field of LED direct display, and continue to innovate in terms of image quality optimization, algorithm improvement and hardware system. Colorlight: The application of MLED in the consumer field will continue to make breakthroughs, such as MLED display technology in the high-end TV market, peak brightness, color gamut coverage, color accuracy accuracy and other technical parameters will also be improved, the application of MLED technology will gradually mature, and industry-related standards will gradually improve. With the large-scale application of MIP technology and the application of MLED intelligent manufacturing production lines, the overall cost of the MLED market will decline, but with the changes in global industrial metal prices, the price of MLED products may remain relatively stable.

The all-in-one machines and cinema screens markets continue to expand, with niche markets experiencing a boom

In the research, companies are highly consistent in their optimistic outlook on the explosive growth of three specific application scenarios: film and television applications, education and conference all-in-one machines, high-end commercial, and command and dispatch. Among them, all-in-one machines for the conference/education market—standardized, de-engineered LED all-in-one machines (especially COB all-in-one machines)—will rapidly penetrate corporate meetings, education, and home markets due to the advantage of "plug-and-play," replacing traditional projectors and splicing screens. Some company perspectives are as follows: Zhaochi: The growth rate of COB all-in-one machines is accelerating, with commercial conference and education scenarios becoming the core of growth. The digital transformation of enterprises and the advancement of educational informatization have sharply increased the demand for high-definition displays and interactive experiences; COB all-in-one machines, with the advantages of seamless splicing and low failure rates, precisely align with these trends, driving market expansion. NationStar Optoelectronics: AI large model all-in-one machines, as intelligent infrastructure with "hardware-software collaboration and out-of-the-box usability," are becoming the core carriers driving the universal application and industry implementation of AI. Driven by both policy support and market demand, the market is entering a phase of explosive growth. From a development perspective, all-in-one machines will continue to evolve toward high efficiency, low power consumption, and easy deployment, forming a scenario-based product matrix for different industries. With technology maturation and cost reduction, their application will also expand from rapid deployment to deep industry penetration.，It has gradually become a key support platform for enterprise digital transformation. Qingsong Optoelectronics: As a benchmark product for "de-engineering", LED all-in-one machine will continue to replace traditional splicing screens, and global shipments are expected to climb to the range of 15,000-18,000 units, rapidly penetrating the corporate conference and education markets. Xuxian Future: It is expected that this year, the 135-inch all-in-one machine market will usher in significant growth, of which the penetration of the household field is expected to further accelerate. Hongli Display: The size of Mini LED chips will be reduced to less than 50μm, significantly reducing the cost of direct display and entering large-scale applications. In the context of accelerating digital transformation of enterprises, the demand for commercial scenarios such as conferences and command and control continues to grow. With the outstanding advantages of "plug and play and convenient deployment", small and medium-sized Mini LED direct display all-in-one machines are expected to achieve a rapid increase in turnover. As the cost of standard products is expected to drop by 10-15%, the coverage of all-in-one application scenarios is expected to increase by about 15%, and market penetration will be further deepened. Virtual shooting and LED movie screens are mainly driven by the industrialization of short dramas, the demand for film and television cost reduction and efficiency increase and policy support. Some companies have the following views: Leyard: The process of substituting LED movie screens for traditional projection is accelerating significantly. It has formed a generational advantage in brightness, contrast and color performance, and tens of thousands of traditional projection screens still exist in the country, constituting a considerable stock substorion market. As Leyard and other companies promote their products through DCI certification and work with Huaxia Film Group and other institutions to carry out marketing, the industrial ecology of LED movie screens is becoming more and more mature, which will further accelerate their popularization in the cinema market. Lehman Optoelectronics: LED virtual shooting and movie screen scenes exploded. According to the data, the number of new installations of LED movie screens increased by 75%, 6-20 meters giant screens became the mainstream, and the penetration rate of cinemas increased from 5% in 2025 to 12%. The demand for virtual studios grew by more than 60%, and the new volume of movie screens increased by 75%. Many places around the world have introduced subsidy policies for the film and television industry to support the construction of LED virtual studios, and the cost of the screen is decreasing year by year, and the price of the whole screen is expected to drop by about 10% in 2026; LED screens are 100% compatible with mainstream film and television production software such as Unreal Engine 5 and Maya, supporting real-time rendering and dynamic scene switching, lowering the threshold for film and television production, and attracting small and medium-sized film and television teams to adopt it can increase by 30%. Alto Electronics: The outbreak of the short drama industry is strongly driving the demand for virtual shooting. The number of projects approved has surged more than 30 times in two years, and the increase in budget has driven the procurement boom of LED shooting equipment, superimposed on the construction of global cultural tourism short drama bases, and it is expected that the market will grow more than tenfold in 2026, becoming a key growth point outside of film and television production. At the same time, the success of overseas projects such as Sphere has accelerated the popularization of LED immersive experience in large spaces in China. The annual landing volume is jumping from 10-20 in the past to 100-200 expected in 2026, driven by commercial cultural tourism projects and cultural facilities(Such as museums and science and technology museums) dual layout. Baolun Co., Ltd.: The demand for XR and virtual production is also rapidly growing under the dual drive of policy and market. With the implementation of the 'Action Plan for the Integrated Development of Virtual Reality and Industry Applications (2022-2026),' the virtual reality industry scale will continue to expand, attracting leading companies in LED manufacturing, gaming, advertising, and visual effects to accelerate the deployment of virtual production studios, driving continuous growth in related market demand. Haijia: It is expected that this year, the global number of LED virtual production studios will continue to grow at an annual rate of over 40%, with the core driving force being the film and television industry's pursuit of cost reduction and efficiency improvement. This transformation not only enhances efficiency but also expands the expressive boundaries for creators. At the same time, the integration of LED screens in cinemas, e-sports, live streaming, and other scenarios is turning its market value from a single growth point into a sustainable industrial foundation. NationStar Optoelectronics: The LED cinema screen market is expected to experience a boom by 2026. The mutual drive of high-end content and equipment upgrades forms a positive cycle, not only accelerating the reshuffling of the cinema industry but also changing profit models through diversified operations such as event broadcasting. Industry upgrades also benefit from the maturation of integrated light-driving technology. Its advantages in installation and display performance, especially the excellent low-gray performance brought by AM driving, provide key support for high-end leasing and cinema applications. Kinglight Crystal: By 2026, the LED cinema screen market will continue its accelerated implementation, with global new installations expected to reach approximately 220 units. With high color gamut, high dynamic range, and ultra-high-definition picture quality, LED screens bring an irreplaceable immersive experience to cinemas, attracting audiences back and expanding to multiple scenarios such as e-sports, launches, and live streaming, thereby enhancing cinema profitability. As technology matures and economies of scale emerge, costs are gradually decreasing, further promoting market adoption. ZhiliFang: The global film and television industry has widely adopted MiniLED displays as XR shooting background walls. Their high refresh rate and high contrast significantly reduce post-production costs. By 2026, with technological standardization and booming content demand (such as the metaverse and industrialized short dramas), virtual production will become one of the fastest-growing sub-segments for MiniLED direct-view displays. Additionally, for high-end commercial and command dispatch scenarios, Micro LED and COB products will accelerate deployment in environments like command centers and smart cities, where extremely high requirements for image quality and stability exist. Some corporate viewpoints are as follows: Baolun Co., Ltd.: Under the wave of urbanization and digitalization, LED displays are accelerating penetration into multiple scenarios. From 2025 to 2031, China's LED outdoor display market will experience rapid growth, with significant segmented potential. Micro LED continues to break into the high-end market, with rising demand in home audio-visual, commercial display, and other fields, combined with the support of the '14th Five-Year Plan' policy subsidies, accelerating commercialization further. Technology evolution is driving LED from “single display” to “intelligent interactive hub” and further expanding to vehicles, laptops, and other broader fields. Aoto Electronics: Display technology is undergoing a key transformation from 'one-way playback' to 'two-way interaction.' Focus Media and others have already experimented with mobile sensor-based interaction.，LED manufacturers are advancing technology research and development simultaneously. By 2026, standardized intelligent interactive display terminals are expected to reach a commercial critical point. Since the monetization path for advertising scenarios is clear and demand is definite, this is expected to become one of the first areas of large-scale application. Industry chain collaboration (such as partnerships between Aoto and equipment manufacturers or advertising companies) is accelerating deployment. Mingwei Electronics: The LED transparent screen market is stimulated by cost and mature basic applications, and is about to enter a period of rapid development. The forms of components, product forms, and application models will begin to develop differently from traditional LED commercial display applications. LED commercial display drive technology has reached a very mature stage, and both the industry and the supply chain need new technological innovations to continue market development. The main trends are device miniaturization, product segmentation, and system standardization. Market demand mainly relies on the factors mentioned above. It is estimated that by 2026, these factors for LEDs will be initially established, with the commercial display market growing by 20% annually. Uniview Technologies: Mini LED and COB have achieved large-scale implementation in high-end commercial and command and dispatch scenarios. As Mini LED costs gradually decrease and reliability improves, they will accelerate the replacement of traditional LCD splicing and projection solutions in high-end commercial displays, emergency command, smart cities, and other scenarios requiring high image quality and reliability. Users are beginning to focus on the performance and image quality requirements of display control devices. The newly introduced distributed-central control system combines the advantages of centralized and distributed technologies, aiming to achieve millisecond-level response and control of tens of thousands of signals. It retains the flexible networking and long-distance transmission capabilities of distributed systems while also offering the simplicity of configuration and fewer failure points found in centralized systems. It has been highly praised in general command centers, monitoring centers, and large data centers for command and dispatch scenarios.