Samsung has shifted its approach to OLED TVs, moving from long-term resistance to notable sales increases. Recent data shows this change paying off in the premium segment.
Samsung’s OLED Shift Gains Speed
Samsung held back on OLED TVs for close to ten years after a brief early effort around 2013. High costs for certain panel types led the company to step away, while LG became the main supplier in the category. Samsung returned in 2022 using its QD-OLED panels, which combine quantum dots with OLED for improved color and brightness.
In 2025, Samsung sold around 2 million OLED TV units worldwide. This marked a 38.1% rise from 2024, according to market research firm Omdia, as reported by Korean outlet ETNews and FlatpanelsHD on February 19, 2026. The overall TV market stayed level during this period, making the OLED segment stand out.
The global OLED TV market expanded by about 6%, reaching 6.43 million units in 2025 from 6.07 million in 2024. Samsung’s growth rate led the industry in this area.
LG remained the top seller with 3.22 million units in 2025, a small increase from 3.18 million the year before. Sony came in third with 560,000 units, down 15.5% year-over-year. These figures point to Samsung closing the gap in market share.
OLED panels deliver advantages like perfect black levels through individual pixel control, wide viewing angles, and quick response times. These features set them apart from miniLED LCD options, which rely on zone-based backlighting.
Samsung’s focus has paid off in key regions. Earlier data showed the company surpassing LG in North American OLED revenue and unit sales during parts of 2025.
Looking Ahead to 2026
Samsung plans to broaden its OLED range in 2026 with more models, including lower-priced options. This follows expansions announced at CES 2026, where the company highlighted brighter panels and longer panel life in flagship models.
The premium TV space continues to draw attention as consumers seek better picture quality in larger sizes. Samsung’s push into OLED aligns with this demand, even as competitors like Chinese brands concentrate more on LCD technologies.
Also Read: OxygenOS 17 Leak Points to Smoother UI and Better Battery
