Samsung OLED TV Sales Surge as Brand Shifts Strategy

Samsung’s OLED television sales are accelerating rapidly. New industry data reveals a significant jump in market share. The company is strategically pivoting towards premium displays.

This shift responds to intense competition in the traditional LCD TV market. According to Omdia, Samsung is on track to double its OLED sales this year.

Samsung’s Remarkable OLED Sales Growth

Samsung’s OLED TV sales have shown impressive growth. In the first half of 2023, they represented just 5.5% of total TV sales. That figure climbed to 9.7% in H1 2024.

By the first half of 2025, OLED TVs breached a key milestone. They now account for 12.3% of Samsung’s television business. This consistent growth highlights a major strategic shift.

The unit sales numbers are even more striking. Samsung sold one million OLED TVs in 2023. This number rose to 1.4 million units in 2024.

Industry forecasts predict continued expansion. Omdia projects two million units will be sold in 2025. Sales are expected to reach three million by 2026.

The Technology and Market Forces Driving Change

Samsung re-entered the OLED market in 2022 with QD-OLED technology. This new panel type solved many historical OLED problems. It offered higher brightness and reduced burn-in risks.

The improved technology also came with better production economics. This made high-end OLED TVs more affordable for consumers. The S95 series and more accessible S90 line expanded market reach.

Chinese manufacturers are dominating the LCD TV segment. They offer feature-rich models at aggressively low prices. This has eroded Samsung’s market share in traditional television sales.

The competitive pressure is forcing a strategic reevaluation. Samsung is now prioritizing the premium OLED segment. This move aims to secure a stronger market position.

A New Competitive Landscape in Television

Samsung’s rapid growth is reshaping the high-end TV market. The company is quickly closing the gap with LG, the longtime OLED leader. This sets the stage for a fierce two-horse race in premium displays.

The broader industry impact is significant. Other television manufacturers may follow Samsung’s lead. The entire market could see accelerated innovation in display technology.

Consumers ultimately benefit from this competition. They gain access to better technology at more competitive prices. The television viewing experience continues to improve annually.

Samsung’s aggressive push into OLED technology marks a pivotal moment for the television industry. The company’s rising Samsung OLED TV sales demonstrate a successful strategic pivot. This transition will likely define the premium TV market for years to come.

Info at your fingertips

What is QD-OLED technology?

QD-OLED is a hybrid display technology combining quantum dots with OLED. It delivers superior brightness and color volume compared to traditional OLED. Samsung Display developed this innovative panel type.

How does Samsung’s OLED market share compare to LG?

LG remains the current leader in OLED television sales. However, Samsung is rapidly closing this market share gap. Industry projections show Samsung could challenge for leadership soon.

Why are Chinese brands affecting Samsung’s strategy?

Chinese companies offer high-specification LCD TVs at lower prices. This has significantly pressured Samsung’s traditional TV business. The competitive dynamic forced a strategic shift toward premium OLED technology.

What was Samsung’s first OLED TV model?

Samsung first entered the OLED market in 2013 with the KN55F9500. It was the world’s first 55-inch OLED television at that time. Production challenges and high costs led to its discontinuation.

Are modern OLED TVs still prone to burn-in?

Modern QD-OLED panels have significantly reduced burn-in risks. Improved pixel refresh technology and screen savers help prevent image retention. Most users will not experience this issue with normal use.

Trusted Sources

Omdia, Maeil Kyungjae