In 2024, Samsung extended its reign as the leading TV maker to 19 consecutive years, while LG continued to lead the OLED TV market. Hisense, TCL and Sony round out the top-5.
According to data from market research firm Omdia, Samsung captured a 28.3% share of global TV revenue in 2024, down from 30.1% in 2023.
LG ranked second (16.1%), TCL third (12.4%), Hisense fourth (10.5%) and Sony fifth (5.4%), based on revenue. In 2021, Sony had a 9.5% market share. In terms of unit sales, Hisense and TCL have both surpassed LG, according to TrendForce.
OLED grows, 'QLED' slows
In 2024, Samsung sold 1.44 million OLED TVs, marking a 42% year-over-year increase. Samsung’s OLED TVs use either Samsung Display's QD-OLED and LG Display's WOLED panels.
The company sold 8.34 million "QLED" LCD TVs, flat versus 2023 despite the "QLED" label being slapped on nearly all mid-range LCD TVs nowadays.
In the market for TVs larger than 80 inches, both LG and Samsung have been surpassed by Hisense and TCL. In response, Samsung is countering this year by launching 100- and 115-inch models.
LG leads OLED segment
Despite Samsung’s aggressive push into the OLED market in 2022 and securing a 23.7% market share in 2024, LG maintained its lead with 3.18 million OLED TVs sold, capturing 52.4% of the global OLED market.
In the premium TV segment ($1500 and above), OLED TVs accounted for a 45% market share, despite the weak competitive position against affordable, large-sized LCD models. OLED's share is projected to exceed 50% in 2025.
8K TV sales were too low to be separately listed in the data.
A total of 6.07 million OLED TVs were sold globally in 2024, a 8% increase. The overall global TV market grew by 3% to 208.83 million units, marking the first growth in three years.
