Samsung Overtakes LG to Become Top OLED TV Brand in North America

Samsung has taken the top spot in the North American OLED TV market for the first time. The Korean firm overtook its compatriot LG to become the biggest TV brand in the region in the first quarter of this year. It led the market in both volume and revenue in Q1 2025.

Samsung becomes the biggest OLED TV brand in North America

According to market research firm Omdia, Samsung ranked No. 1 in North America’s OLED TV market in the first quarter of 2025. The company secured a 50.3% market share in sales revenue and 45.2% in volume, significantly increasing its lead compared to the same period last year.

In fact, Samsung has registered an exponential growth in OLED TV sales in North America over the past couple of years. Its Q1 2023 market share (by revenue) was just 14%, while the Q1 2024 share came in at 36%. This year, its sales share rose by 14.3 percentage points, while volume share jumped by 12.5 percentage points.

Samsung’s rapid growth has directly affected its compatriot and TV industry rival, LG. The latter’s market share (by revenue) in the first quarter dropped from 59.2% in 2023 to 44.2% in 2024 and then 34.5% in 2025. Interestingly, LG is still close to Samsung in terms of sales volume, capturing 42% of the market in Q1 2025.

This shows Samsung TVs have significantly higher ASP (average selling price), which reflects a significant demand for its premium TVs. The company recently expanded its OLED TV lineup in the North American market, offering more size options. This has allowed it to cater to a broader range of consumer needs across various price segments.

LG might find it hard to bounce back and dethrone Samsung

This is the first time LG has conceded the North American OLED TV market’s lead to Samsung. However, this has been coming for a while, ever since Samsung re-entered the market in 2022. For the whole of 2024, its annual volume share rose from 21.5% to 30.1%, while LG’s share declined from 59.0% to 53.7%. In terms of revenue, Samsung climbed from 27.7% to 33.0%, while LG dropped slightly from 49.9% to 49.2%.

Now, Samsung’s strong performance in Q1 2025 suggests it is well-positioned to continue gaining ground in North America, making it difficult for LG to bounce back. The company’s strategic product diversification, combined with competitive pricing and aggressive marketing, appears to be paying off. If you are eyeing a Samsung TV, the company is currently running TV Theme Weeks, a limited-time event offering major discounts across several models.