Curved TVs, which appeared in the early 2010s, promised to revolutionize home cinema, offering an immersive experience inspired by IMAX. However, within a few years they practically disappeared from stores. Why did this technology, which was actively promoted by the largest manufacturers, fail? Let's try to figure it out.
The emergence of curved TVs
The idea of curved screens originated in movie theaters, where panoramic projection screens created an immersive experience that enveloped the viewer’s field of vision. IMAX theaters, with their huge curved screens, inspired TV manufacturers to bring the experience into the home. A key technological breakthrough came with the advent of OLED displays in the early 2010s. These flexible, thin panels with deep blacks and high contrast made it possible to create curved screens while maintaining image quality. Curved LED panels were developed in parallel, which were cheaper but less flexible and required complex backlighting to provide uniform illumination.
At CES 2013, Samsung introduced a 55-inch curved OLED TV (model KN55S9C), promising “image depth comparable to IMAX.” The screen had a slight curve, with the side edges facing the viewer, creating a sense of expanded field of view.
LG showed off a curved OLED TV (model 55EA9800) with a screen just 4mm thick, emphasizing natural colors and no distortion when viewed from the center. Both brands positioned the new products as premium. Marketing stands were filled with movie and sports broadcast demonstrations to show the immersive effect.
By 2014, Samsung and LG had expanded their range, releasing models with diagonals from 55 to 78 inches, using both OLED and LED technologies. In 2014, about 800,000 curved TVs were sold, mainly from Koreans, who captured 90% of the market.
Other manufacturers have caught on: Sony joined in 2014 with curved LED TVs that supported 4K and 3D. Panasonic entered the curved TV segment in 2015 with LED models, and also introduced its first curved OLED TV, the TX-65CZ950, a 65-inch 4K model with a panel from LG Display.
TCL, Hisense, Sharp, and Skyworth also started producing curved TVs, but mainly for Asia. Their market share remained small.
Sales peaked in 2015, when 1.2 million curved TVs were sold, according to the NPD Group. However, demand fell by almost half in 2016. Consumers began to prefer flat 4K TVs, which were cheaper and more versatile. Sony and Panasonic were the first to stop producing curved TVs in 2016, followed by LG in 2017. By 2018, even Samsung's new curved models were almost nonexistent, although limited editions were still being produced, and stockpiles were being sold until 2020. By 2021, the technology had completely disappeared from mass production and retail by major brands, ending its short history.
Read also: “The Story of Failure”: Why 3D TVs Disappeared.
Why did curved TVs, which started so loudly, quickly disappear?
Reasons for the failure of curved TVs
Despite promises and aggressive marketing, curved TVs have failed to gain mass popularity.
Weak immersion effect
Manufacturers touted curved TVs as a way to create a movie theater experience, comparing them to IMAX. They promised that the curved screen would “wrap around” the viewer, creating a sense of depth. But in reality, the immersion effect was weak and only worked under harsh conditions.
Most curved TVs had screens of 55-65 inches. These sizes were too small to create the feeling of a large cinema. In IMAX, the screen fills almost the entire field of view, and at a distance of 2-3 meters (as is usually watched at home) the TV looked like a regular screen with a slight bend. Tests in 2014 showed that the bend added almost no “depth” to the picture.
Another problem was the need to sit strictly in the center. Only in this position did the image seem a little more voluminous. If the viewer watched from the side or with friends, the picture quality dropped: the colors faded and the contrast decreased. This was especially noticeable on LED TVs, which were used by most manufacturers. Users complained that the curved TV was only suitable for one person, and for family viewing it was inconvenient.
In addition, the curved screen distorted the image. Straight lines, such as the markings on a football field or horizons in films, seemed slightly curved. This was annoying when watching sports or games, where clarity is important. Such distortions made the picture unnatural, especially for content shot for flat screens. As a result, the promised “cinema effect” turned out to be more of an advertising exaggeration.
Lack of suitable content
For curved TVs to show their benefits, they needed content made specifically for them. But movies, TV shows, and TV shows were made for flat screens. Samsung and LG showed demos at trade shows that emphasized the curve, but in real life, there was almost no such content. Standard movies and shows on curved screens looked the same as on flat screens, or even worse due to distortion. Without special movies or games, the benefits of the technology remained invisible, reducing its value to buyers.
Manufacturers couldn't agree on standards for curved screens, as they did with 4K or HDR. As a result, content didn't adapt and the technology remained unsupported, which was another reason for its failure.
High price and competition
Curved TVs were immediately positioned as a premium product, and their price tag scared many buyers away. Producing curved screens, especially OLED, was expensive due to the complex process of bending the panels without losing quality, which increased costs.
Read also: “The Story of the Collapse”: Why Plasma TVs Disappeared.
At the same time, conventional flat 4K TVs were rapidly becoming cheaper, while still offering a crisp, high-resolution picture. HDR technology, which appeared in 2015, made the picture brighter and more colorful, which was noticeable even to non-specialists. Flat TVs, including OLED and QLED, combined 4K and HDR without the hassle of curved screens. Consumers preferred flat models for their versatility and price.
Added to this was consumer skepticism. In 2014-2016, 3D TV technology failed due to uncomfortable glasses and a lack of movies. This made people wary of new “revolutionary” ideas. Many saw curved TVs as just a publicity stunt, not a real improvement. As a result, consumers opted for the tried and tested and affordable flat 4K TVs.
Inconvenience in use
Curved TVs created many problems in everyday life. They were difficult to fit into the interior. When mounted on the wall, a noticeable gap remained between the edges of the screen and the wall, which looked untidy. Users complained that the TV “sticks out” on the wall. Installation often required special brackets, which were quite expensive, which increased costs. On the stand, curved TVs took up more space than flat ones due to their greater depth.
Another inconvenience was glare. The curved surface of the screen reflected light from lamps or windows more strongly than flat TVs. In bright rooms, for example, with large windows, this made it difficult to watch movies or play games. Glare was especially noticeable on LED screens with a glossy finish.
Where have curved screens taken root?
Although curved TVs didn't live up to expectations, the technology has found its niche in computer monitors, especially for gamers and professionals like designers and video editors. Unlike TVs, monitors are viewed from a close distance—usually 0.5-1 meter. This is ideal for immersive viewing, as the curved screen fills the field of view. Modern monitors often have wide screens and a curve that makes gaming and work more immersive.
Another advantage is color accuracy. When a person sits close to the monitor, they look at the edges of the screen at the correct angle, which preserves brightness and contrast. This is important for gamers and professionals who work with graphics. Users note that curved monitors help them focus better. Samsung and LG, seeing the failure of TVs, redirected their efforts to monitors, and by 2020 curved screens had become the standard in gaming lines.
