Samsung’s Renewed Focus on OLED TVs Is Paying Off

Samsung Electronics is successfully countering fierce competition from Chinese manufacturers by aggressively expanding its OLED television lineup. New market data reveals that OLED TVs now make up a record portion of the company’s total shipments. This strategic pivot is helping Samsung secure its dominance in the lucrative premium TV market.

The Korean tech giant had previously prioritized its QLED and Neo QLED technologies. However, the overwhelming market pressure from affordable Chinese LCDs forced a strategic reassessment. According to Reuters, the company’s renewed commitment to OLED is now yielding significant results.

OLED Shipments Break Company Records

Market research indicates that OLED TVs accounted for 12.3% of all TVs shipped by Samsung in the first half of the year. This marks the first time the company’s OLED shipments have crossed the 10% threshold of its total volume. The shift underscores a major change in the company’s product strategy.

The impact is most pronounced in the high-end segment. In the premium TV category, defined as sets priced at $1,500 and above, Samsung’s OLED models contributed a substantial 39.4% of sales. This demonstrates strong consumer acceptance of its newer offerings like the 2025 S95F model.

Strategic Shift Reshapes the Premium TV Battle

Samsung’s move effectively reignites its rivalry with LG Electronics, a longtime champion of OLED technology. For LG, OLED TVs drive over 77% of its premium TV sales. Samsung’s growing presence in the space sets the stage for a head-to-head battle between the two Korean giants in the high-margin premium segment.

The strategy also insulates Samsung from brutal price wars in the LCD market. Chinese competitors have flooded that segment with aggressively priced models. By moving upmarket, Samsung is leveraging its brand strength and technological prowess to maintain profitability and market leadership.

The data confirms that Samsung’s strategic bet on OLED technology is a clear success. This pivot is crucial for the company to maintain its leadership position. The premium TV landscape is now a direct contest between Samsung and its established rivals.

Info at your fingertips

What percentage of Samsung’s TVs are now OLED?

In the first half of the year, OLED TVs made up 12.3% of Samsung’s total TV shipments. This is a record high for the company and the first time it has exceeded 10%.

How do Samsung’s OLED sales compare to LG’s?

While Samsung is growing, LG remains heavily reliant on OLED. Over 77% of LG’s premium TV sales come from its OLED models, making it the established leader in that specific technology.

Why did Samsung start focusing more on OLED TVs?

Samsung shifted its strategy to compete in the premium market and counter intense competition from Chinese brands in the LCD segment. This move allows it to avoid price wars and focus on high-end, high-margin products.

What are Samsung’s sales targets for OLED TVs this year?

The company has set an ambitious target. It expects to increase its OLED TV sales from 1.8 million units to 2 million units by the end of the current year.

Which Samsung OLED TV model was highlighted?

The report specifically mentioned the 2025 S95F model as a key driver of sales in the premium category. This model represents the latest in Samsung’s OLED technology.