Last month, market data showed that Samsung had, for the first time, claimed the top spot in the North American OLED TV market. LG says not so fast.
In a press release, LG claims that it still sells one out of every two OLED TVs in North America.
- "In addition to being the World's No. 1 OLED TV brand1 for 12 consecutive years, LG Electronics continued its legacy of excellence with its announcement today that in the first quarter of 2025, their North American (U.S. and Canada) OLED TV sales ranked No.1 (51%), with one out of every two OLED TVs sold in North America being an LG OLED, according to market research firm Circana, LLC. That equates to more unit sales than all other OLED manufacturers combined," said LG Electronics USA.
Who's right?
While LG cites data from market research firm Circana, Samsung refers to figures from another highly regarded market data firm, Omdia.
The key difference lies in how market share is measured: Samsung quotes share by revenue (total dollar value of OLED TVs sold), whereas LG focuses on unit share (number of TVs sold).
According to Omdia, Samsung held a 50.3% revenue share in the North American OLED TV market in Q1 2025, compared to 34.5% for LG.
According to Circana, LG led in unit sales with a 51% share during the same period.
The discrepancy seemingly stems from a situation where LG sells more OLED TVs overall, but Samsung sells higher-priced models, such as larger screens or premium flagship TVs.
Also read: OLED TV demand surges in world's largest TV market
Competition is good news
Regardless of who is ahead, competition in the OLED TV segment has intensified after Samsung entered the arena in 2022 with QD-OLED TVs and later expanded it line-up to include three OLED ranges, some with WOLED panels.
The increased competition is a win for consumers, particularly those eyeing larger OLEDs in the 77 and 83-inch range. Prices for these sizes are expected to come down as production ramps up and costs decrease this year and onward, according to industry sources.
Nearly all major TV brands now offer OLED TVs in some form. TCL is the notable exception but it is actively exploring inkjet-printed RGB OLED panels.
UBI Research expects OLED TV shipments to reach almost 10 million by 2028, up from approximately 6 million in 2024.
