Samsung Gains Ground in OLED TV Market, Challenging LG’s Dominance

The global OLED TV market is experiencing steady growth, with Samsung emerging as a significant challenger to long-time leader LG. Recent data indicates a shift in market share, particularly in North America, as Samsung expands its OLED offerings and appeals to a wider consumer base.

Samsung’s Rise in the OLED Market

Samsung Electronics overtook LG Electronics to become the top OLED TV supplier in North America in the first quarter of 2025, according to Omdia. Samsung’s market share grew from 14% in Q1 2023 to 50.3% in Q1 2025. This rapid growth follows Samsung’s re-entry into the OLED market in 2022, initially offering models powered by QD-OLED and WOLED panels.

Globally, Samsung maintained its position as the leading TV manufacturer in 2024, holding a 28.3% market share, a position it has consistently held since 2006, as reported by OMDIA. The company sold 8.34 million QLED TVs in 2024, capturing 46.8% of the global market.

Samsung’s success extends to the premium TV segment, with a 49.6% market share for TVs priced at $2,500 and above, and a 28.7% share in the ultra-large TV segment (75 inches and above).

LG Remains the Global OLED Leader

Despite Samsung’s gains, LG Electronics remains the global leader in OLED TV shipments. LG’s strength lies in its control over OLED panel production. In 2025, LG sold approximately 3.22 million OLED TVs.

Market Trends and Future Outlook

The overall OLED TV market grew from 6.07 million units in 2024 to 6.43 million units in 2025, representing a roughly 6% increase. This indicates a stable, gradual growth pattern rather than a dramatic surge.

Samsung is focusing on attracting gamers by adding support for Nvidia G-SYNC Compatible to its 2025 OLED models, and expanding this support across its entire range in 2026 alongside AMD FreeSync Premium/Premium Pro. This aims to position Samsung TVs as viable gaming monitors.

LG is responding by focusing on price competitiveness, introducing OLED panels marked as SE (Special Edition) that reduce production costs by removing the polarizing layer, allowing for more affordable OLED options. LG is also continuing to innovate in design, with the upcoming OLED evo W6 “wallpaper” TVs, aiming for a thickness of around 9mm.

Competition from MiniLED TVs

Both Samsung and LG face increasing competition from Chinese manufacturers in the MiniLED TV market. This competition is expected to intensify in 2026, particularly in the mid-range segment, potentially driving down prices and increasing consumer choice.

The year 2026 is expected to be marked by further refinement of strategies, competitive pricing, and aggressive competition, especially in the mid-range market.