Samsung and LG are reportedly arguing over who sells more big-screen OLED TVs. Both companies say they are the best at selling large TVs, mainly new smart TVs that use artificial intelligence (AI). The two tech giants are competing in both the OLED TV and AI TV markets.
Samsung and LG engaged in a war of nerves over the large TV market share
During the recent “Unbox & Discover 2025” event held at Samsung Gangnam in Seocho-gu, Seoul, Samsung announced its latest OLED TVs bundled with Vision AI — the company’s AI technology for TVs. The head of Samsung Visual Display Business Division, Yong Seok-woo, said Samsung has about 60% of the market in South Korea for OLED TVs that are 77 inches or bigger. Yong further added, “We are maintaining our domestic and global lead in large TVs.”
However, LG did not agree with Yong’s statements and said that Samsung’s numbers were wrong. Based on data from Omdia, which studies markets and shares sales numbers, LG said Samsung only had about one-third of LG’s sales for large OLED TVs in South Korea from January to March this year. It also added that LG had a 74.2% share of the OLED TV market for 77-inch or bigger TVs in Asian countries (excluding China and Japan) last year. Samsung was far behind with a 20.9% market share.
It is worth noting that we are talking about the OLED TV market for sizes 77 inches and above. Speaking of the overall global TV market, Samsung has been leading the market share for 19 years in a row. Last year, Samsung sold the most TVs in the world, with 28.3% of the global market share. In comparison, LG came in second position, with a 16.1% share.
Samsung and LG are competing in the AI TV race
This argument between the two companies is also spreading into the AI TV market. Last month, LG held an event to show its new 2025 OLED and QNED TVs. But on the same day, Samsung sent out a press release saying it had started pre-orders for its 2025 AI TVs.
LG quickly responded — it sent out its own press release saying that it had already started selling its new OLED TVs with AI features in eight European countries. This shows that LG is working hard to be the leader in the global TV market, while Samsung wants to maintain its top spot. Healthy competition between two rivals is always good for consumers, so we are glad to see both companies pushing the boundaries of innovation.
