South Korean giant Samsung is rapidly catching up with LG in the OLED TV sector. In just two years, its market share has risen from 3.1 percent to 23.5 percent – a meteoric rise that could shake up the hierarchy that has existed for more than a decade. Does this rise really threaten LG’s dominance? Take a closer look at the technological battle shaping the high-end TV market.
Samsung’s strategic return to the OLED market
Let’s be honest, when it comes to OLED televisions, the name LG immediately springs to mind. And rightly so! The brand has established itself as the absolute benchmark in this area and even supplies panels to its competitors. But now Samsung has decided to shake up this established order.
After almost ten years of absence from this particular segment, Samsung has made a remarkable comeback in 2022 with the S95B. A bold venture that has paid off – and how! According to market research company Omdia, Samsung’s share of the OLED TV market has exploded from 3.1% in 2022 to 23.5% in 2024.
This spectacular growth can be explained by a two-pronged strategy: While the brand focused almost exclusively on its QLED technology, it decided to expand its offering by reintroducing OLEDs to its catalog. A decision that has won over consumers in France and around the world.
I remember well the skepticism that accompanied Samsung’s return to the OLED market: many thought LG had too much of a head start to worry about. Well, the data tells a very different story!
LG maintains its dominant position, but for how much longer?
Rest assured, LG fans: your favorite brand is still at the top of the OLED TV Olympus. With an impressive 52.4 percent market share, LG remains the undisputed industry leader. And that’s no small feat! The brand has managed to stay at the top for twelve years in a row – a reign that deserves respect.
But Samsung’s shadow is getting bigger and bigger. If we add up the market shares of the two South Korean giants, we arrive at 76% of the global OLED TV market. A true duopoly that leaves little room for other players in the industry.
Analysts believe that 2025 will be a decisive year: Sales of the two brands combined are estimated at 6.55 million sets, an increase of 7.8% on the 6.07 million sets sold in 2024.
Forecasts for 2025
Samsung’s forecasts are particularly optimistic. The brand could sell 1.4 million OLED televisions in 2025, which would mean an increase of 10% compared to 2024. This growth is higher than that of the market as a whole and suggests that Samsung could continue to nibble away market share from its competitors.
The question is: how fast will this catch-up happen? If the current trend continues, LG could see its supremacy seriously threatened in the coming years.
Key factors for Samsung’s rise to power
What explains Samsung’s extraordinary success in the OLED TV market? Several factors play a role here:
- Smart technologicaldiversification: instead of abandoning QLED technology, Samsung has chosen to offer its customers both options.
- A sophisticated connected ecosystem that enables seamless integration with the brand’s other devices.
- Design innovations that appeal to an audience looking for aesthetically pleasing televisions
Samsung’s marketing strategy has also played an important role. By positioning its OLED TVs as high-quality yet affordable products, the brand has been able to appeal to a broader customer base than is traditionally the case with LG.
Did you know that Samsung also has a manufacturing advantage? Thanks to its Samsung Display division, the manufacturer controls the entire value chain, from the design of the panels to the final assembly of the TVs. This vertical integration allows it to optimize costs and accelerate the development of new technologies.
The challenges facing the two South Korean giants
Despite their impressive growth, the road ahead is not without its pitfalls for Samsung and LG. The two brands face a number of challenges that could affect their development:
The potential impact of import taxes
The latest protectionist measures, in particular the new tariffs imposed by the Trump administration, are likely to weigh on the performance of both manufacturers. These tariffs could lead to higher prices for European and American consumers, which will have a direct impact on sales volumes.
It is still too early to assess the exact consequences of these measures, but they are an important variable to take into account when making medium-term forecasts.
The rise of Chinese manufacturers
Samsung and LG are engaged in a fierce battle at the top, but they also have to watch out for themselves. Chinese manufacturers such as Hisense, TCL and Xiaomi are entering the market for high-end televisions with increasingly powerful products at aggressive prices.
This competition could shake up the market in the coming years and force the two South Korean giants to innovate further and keep costs under control.
- An uncertain economic climate could limit the purchase of expensive electronic devices
- The need for constant innovation to justify the replacement of televisions
- Increasingly important environmental issues
The future of the OLED TV market
The duel between Samsung and LG is part of a broader trend in the television market. OLED technology, which has long been considered the domain of the top class, is gradually being democratized with entry-level models being offered for less than 1,000 euros.
This increasing accessibility partly explains the growth of the overall market and represents an opportunity for the two South Korean giants to expand their customer base.
In addition, the rise of streaming platforms and the popularity of large screens in French and European households create a favorable environment for growth in the sector.
I find it fascinating to see how quickly display technologies are evolving. Just a few years ago, OLED was considered a niche technology reserved for wealthy enthusiasts. Today, however, it has established itself as the gold standard for anyone looking for a high-quality viewing experience.
Should you buy an OLED TV from Samsung or LG in 2025?
The question you’re probably asking yourself is: is it better to opt for a Samsung or LG OLED TV in 2025? The answer depends on a number of factors.
If you’re looking for experience and technological maturity, LG still has a slight advantage. The brand benefits from its historical experience in the OLED sector and has proven expertise in picture quality and software features.
Samsung, on the other hand, is characterized by its particularly sophisticated connected ecosystem. If you already own other Samsung devices (smartphones, tablets, etc.), integration with a Samsung TV will be much easier.
Ultimately, both brands offer very good quality products and the difference often lies in details or personal preference. It’s best to compare the individual models that interest you, taking into account your specific needs and budget.
And don’t forget that price is still a decisive factor. With Samsung gaining ground in this segment, increased competition could lead to a more aggressive pricing policy that will benefit consumers. Keep an eye out for special offers throughout the year.
The battle between Samsung and LG OLED TVs has only just begun and we consumers can only win. Whatever happens, one thing is certain: the TV market remains as dynamic as ever, with constant innovations that are changing the way we consume audiovisual content.