Samsung is dramatically accelerating its OLED TV business. New industry data reveals the company’s OLED sales are on a steep upward trajectory. This strategic shift comes as the tech giant faces intense competition in the traditional LCD TV market.
According to a report from Omdia, Samsung’s OLED TV sales are set for massive growth. The company is pivoting its focus to the high-end display technology to secure its future in the evolving television landscape.
Samsung’s Rapid Climb in the OLED TV Market
Samsung’s share of OLED TVs within its own sales has more than doubled in two years. In the first half of 2023, OLED models made up just 5.5% of its total TV sales. That figure jumped to 9.7% in H1 2024.
By the first half of 2025, it breached a significant milestone. OLED TVs now account for 12.3% of Samsung’s total television sales. This consistent growth underscores a major change in the company’s product strategy.
The raw sales numbers are even more striking. Omdia states Samsung sold one million OLED TV units in 2023. That number rose to 1.4 million units in 2024.
Future projections are exceptionally bold. The research firm predicts sales will hit two million units in 2025. They are then forecast to reach three million units in 2026.
Strategic Pivot from LCD to OLED Technology
This aggressive push is not happening in a vacuum. Fierce competition from Chinese manufacturers is a key driver. Brands from China now offer LCD TVs with strong specifications at lower prices.
They have mastered LCD technology and production. This has put immense pressure on Samsung’s market share in the LCD segment. That share is now declining significantly.
Samsung’s re-entry into the OLED market in 2022 was a calculated move. Its new QD-OLED panels solved historical problems with the technology. These panels offer higher brightness and reduced risk of screen burn-in.
The company’s S95 series and more affordable S90 line have been well-received. These models have proven superior to LCD TVs in key viewing aspects. This has helped change consumer perception and drive adoption.
Samsung’s expanding OLED TV market share represents a fundamental reshaping of its visual display business, positioning it for a dominant role in the premium TV segment for years to come.
Info at your fingertips
Why did Samsung stop making OLED TVs in the past?
Samsung initially halted OLED TV production due to manufacturing difficulties, high costs, and issues like lower brightness and screen burn-in compared to LCD technology at the time.
What is a QD-OLED panel?
QD-OLED is a hybrid display technology developed by Samsung Display. It combines Quantum Dot color with OLED’s self-illuminating pixels, resulting in higher brightness and more vibrant colors than traditional OLED.
How does Samsung’s OLED TV sales compare to LG’s?
While LG remains a leader in the OLED TV space, Omdia data shows Samsung is rapidly closing the gap. Its sales are projected to grow significantly, potentially challenging LG’s market position in the near future.
What is driving Samsung’s focus on OLED TVs?
The primary drivers are intense price competition from Chinese brands in the LCD market and the superior performance and growing consumer demand for premium QD-OLED display technology.
Are Samsung’s newer OLED TVs still prone to burn-in?
Modern QD-OLED panels from Samsung have implemented technological improvements that substantially reduce the risk of image retention and burn-in compared to older OLED technologies.
Trusted Sources: Omdia, Maeil Kyungjae
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