For the first time, Samsung sold more OLED TVs in North America than its arch rival LG, during the first quarter of 2025, as part of a planned expansion this year.
We recently received market data from Omdia revealing that Samsung sold more OLED TVs than its "Neo QLED" miniLED LCD TVs in 2024.
And now, just 3 years after (re)entering the OLED TV market in 2022, Samsung has for the first time overtaken LG in North American OLED TV sales in a quarter, according to Omdia via Korean outlet ETNews.
LG has been the market leader in the OLED segment for 12 years, ahead of Sony, Panasonic, Philips and others.
Expanding fast
Samsung recently launched three new OLED TV lineups – S95F, S90F, and S85F – and plans to expand each with a 83-inch variant this year. These models, which are a mix of QD-OLED and WOLED panels, go head-to-head with LG’s B5, C5 and G5 ranges.
Omdia's data shows that Samsung is rapidly increasing its OLED TV revenue share in North America, rising from 14% in Q1 2023 to 50.3% in Q1 2025.
Q1 2025 market shares (revenue) in North America
| Q1 2023 | Q1 2024 | Q1 2025 |
|---|
| Samsung Electronics | 14.0% | 36.0% | 50.3% |
| LG Electronics | 59.2% | 44.2% | 34.5% |
Data: Omdia via ETNews. Chart: FlatpanelsHDLG still leads the largest market
Despite the shift in North America, LG remains the leader in Europe, which is the world’s largest OLED TV market. Europe accounts for over half of all OLED TV sales globally, while North America represents roughly 20%.
In Europe, LG held a 56.4% unit market share of OLED TVs sold in Q1 2025.
Earlier this year, Samsung announced its goal to overtake LG in OLED TV sales in South Korea in 2025.
Samsung's 2025 OLED TVs – dealers & prices
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