Samsung Electronics and LG Electronics, the world’s top two television manufacturers by revenue, are intensifying their rivalry in the organic light-emitting diode (OLED) TV segment. While liquid crystal display (LCD) models still account for a significant share of the global market, Chinese companies have been expanding their presence with competitively priced LCD offerings. In response, South Korean firms are shifting their focus to the premium TV category, with OLED at the center of the competition.
OLED continues to gain traction in the high-end market. According to market research firm Omdia, OLED TVs accounted for 47% of global premium TV sales—defined as models priced above 2.2 million won ($1,500)—in 2024, up from 36.8% in 2022.
LG Electronics has long dominated the OLED segment, but Samsung Electronics has stepped up its efforts by unveiling a broader range of models. The two companies are now competing head-to-head in a market Omdia expects will reach 16.8 billion won ($11.37 million) in 2025. The outcome of this competition could significantly affect their positioning in the premium TV landscape.
At a recent product launch, Lim Seong-taek, executive vice president of Samsung Electronics’ said the company aims to claim the top spot in the domestic OLED TV market. While Samsung remains the global TV market leader overall, its OLED share still trails LG. Based on shipment volume, Samsung holds a 23.7% share of the global OLED TV market, compared with LG’s 52.4%. To close the gap, Samsung plans to expand its OLED lineup from 10 to 14 models this year. The company is also upgrading its product performance by integrating artificial intelligence technologies that upscale low-resolution content and reduce screen reflection. Samsung’s OLED TVs will also feature AI-powered services such as real-time translation and viewing history analysis as part of its broader strategy to boost market share.
Since becoming the first company to commercialize OLED TVs in 2013, LG Electronics has consistently maintained its lead in the segment. Earlier this month, the company launched new OLED models in eight European countries, including the United Kingdom, Germany, and Switzerland. LG has released its 2025 OLED lineup in roughly 20 countries to date and plans to expand to 150.
LG has also improved display brightness in its latest “LG OLED Evo” models by redesigning the stacked structure of its organic compounds. The new models deliver up to three times the brightness of conventional OLED TVs. The company is further reinforcing its leadership by adopting wireless high-definition video transmission and AI-driven, user-personalized platforms, positioning OLED as the core of its premium product lineup.
OLED continues to solidify its presence in the premium TV segment. Among LG’s high-end offerings, OLED models now account for 74.9%. Samsung has also seen rapid growth, with the share of OLED models in its premium lineup rising from 7.1% in 2022 to 31.8% in 2024.
The intensifying competition between Samsung and LG in OLED is also driven by the growing influence of Chinese manufacturers. Brands such as TCL, Hisense, and Xiaomi have expanded their foothold in the LCD market with affordable products, increasing their combined global market share from 24.3% in 2022 to 29.2% in 2024. During the same period, Samsung and LG’s combined share of the global LCD TV market fell from 44.7% to 40.5%.
Samsung’s full-scale entry into the OLED sector is expected to accelerate market expansion. South Korean companies also maintain a technological edge, as Chinese manufacturers still lag in OLED capabilities. While Chinese display makers such as BOE produce small-sized OLED panels, they have yet to advance in large-screen technology. Currently, LG Display manufactures 80% of the world’s OLED TV panels, reinforcing South Korea’s stronghold in the sector.
