After resisting OLED TVs for nearly a decade, Samsung is now seeing strong momentum, with sales of OLED TVs growing 38.1% globally in 2025.
Samsung introduced its first OLED TV in 2012/2013 but eventually abandoned the project due to the high production costs of RGB OLED panels.
This left LG as the sole supplier of OLED TV panels for almost 10 years. Samsung returned to the segment in 2022 with the launch of QD-OLED – its own panel technology.
The right move
Samsung's return appears to have been well-timed, as competition intensifies from fast-moving Chinese TV brands. The Chinese brands currently focus on LCD TVs.
According to market research firm Omdia and a report by Korean newspaper ETNews, Samsung sold approximately 2 million OLED TVs in 2025, an increase of 38.1% compared to 2024, even as the total TV market remained flat.
The continued strong growth follows Samsung's OLED TV sales surpassing its "Neo QLED" (miniLED) LCD TV sales starting in 2024. OLED delivers better picture quality due to deep blacks, pixel-level luminance and color control, and fast response time, versus the limited number of dimming zones in Samsung's miniLED LCD models.
LG is still the OLED leader
In 2025, LG sold 3.22 million OLED TVs, up slightly from 3.18 million the year before. Sony ranked third with OLED TV sales of around 560,000 units, down 15.5% year-over-year, indicating that Samsung is gaining share at Sony's expense.
Omdia estimates that the overall OLED TV segment grew by roughly 6%, from 6.07 million units in 2024 to 6.43 million in 2025.
Also read: OLED TVs last longer than LED LCD TVs, long-term test concludes
In 2026, Samsung will once again expand its OLED lineup. It is also expected to launch cheaper OLED TVs, alongside LG.
- Source: ETNews
