Samsung Ramps Up OLED TV Sales to Strengthen Market Lead

While Samsung has led the global TV market for nearly two decades (19 years straight), the competition has heated up lately. It now faces stiff competition from Chinese manufacturers, which are expanding their business through LCD TVs. However, the Korean firm is ramping up its push into the premium OLED TV market. The goal is to maintain its leadership by offering customers cutting-edge technology and better picture quality.

Samsung’s OLED TV share exceeded 10% for the first time

According to research firm Omdia, Samsung’s OLED TV shipments were 12.3% in the first half of 2025. This is the first time the company has seen its shipment exceed a 10% share. Among premium TVs priced over $1,500, OLED models accounted for 39.4% of sales. These figures show that the firm is actively increasing its OLED TV sales.

Samsung reportedly expects to sell 2 million units of OLED TVs this year, up from its previous target of 1.8 million units. The company also reportedly signed a contract to buy 5 million OLED panels from LG Display over a five-year period, ending in 2028. This will help the firm secure a stable supply of panels for its premium TVs

So why is Samsung taking such an aggressive approach? As mentioned above, the main reason is increasing competition from Chinese TV makers. Companies like Hisense and TCL source LCD panels from local supply chains, allowing them to make TVs at lower cost. As a result, their TVs reach the market at an affordable price, attracting buyers.

While Samsung is trying to sell more OLED TVs, LG is already leading and dominating this segment. In the first half of 2025, LG saw OLED TVs account for 32.1% of its TV sales. Earlier this year, Samsung unveiled its latest OLED 4K TV lineup in the US. The series includes the flagship S95F, mid-tier S90F, and entry-level S85F. These models are gaining a lot of attention thanks to their advanced picture processing, glare-reduction technology, and AI features.