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Samsung sold 1.01 million OLED TVs in 2023, a 22.7% market share (sales)

19 Feb 2024 | Rasmus Larsen |

After years of LG leading the segment, Samsung is starting to make its presence felt. The company will launch an expanded OLED TV lineup in 2024.

The sales figure was revealed as part of Samsung's announcement that it has maintained its position as the leader in the TV market for the 18th consecutive year, with a 30.1% market share in terms of sales (revenue), according to market research firm Omdia.

- "We are proud to be recognized as the market leader in the global TV sector for 18 consecutive years, a testament to the enduring trust and loyalty our customers place in Samsung," said SW Yong, President and Head of Visual Display Business at Samsung Electronics. "We are deeply committed to advancing the industry, moving beyond exceptional picture quality to offer more meaningful and valuable experiences."

The full Omdia report was not published, so at this time, we have no insight into the other positions in the top-5.

Driven by premium TVs

Samsung attributed its lead in the TV market last year to a strategic focus on premium and large-screen TVs, driven by "QLED" LCD and OLED TV models. The company said that sales of "QLED" reached 8.31 million units last year, but it is a largely meaningless statistic since "QLED" is just a marketing term for an increasing variety of LCD TVs, now spanning small edge-lit LCD TVs to premium miniLED zone dimming LCD TVs. Even 'lifestyle' models like The Frame are included in "QLED" sales numbers. More noteworthy is the revelation that Samsung recorded 1.01 million unit sales of OLED TVs in 2023, representing a sales (revenue) share of 22.7%. This was achieved with just 55–77-inch QD-OLED TVs and a few larger WOLED models in select countries. Also read: Samsung and LG Display ink 5-year deal for OLED and LCD TV panels

Samsung S95D

Samsung will introduce new 2024 OLED TVs soon including the S95D with anti-glare coating. Photo: FlatpanelsHD

OLED sales projected to surge

Samsung added that its "market share in the OLED sector is projected to surge in 2024". The company will introduce its first 42- and 48-inch OLED TVs globally, with LG Display WOLED panels, as well as a 83-inch (W)OLED. The three 2024 OLED ranges are S85D, S90D and S95D. LG Electronics maintained its position as the leader in the OLED TV segment with a 53% share in 2023, its 11th consecutive year in front. Omdia's data also revealed Samsung's strong presence in the large TV segments. - "Samsung asserted notable leadership in the premium TV sector – specifically for TVs over 75 inches and priced above $2,500. The company has recorded an impressive 60.5% market share in terms of sales for TVs priced over $2,500, while also maintaining a lead with 33.9% sales share for TVs over 75 inches. In addition, thanks to robust sales of 98-inch models, TVs over the 90 inches have maintained the lead with a 30.4% market share," the company said. Overall, 2023 saw sluggish TV sales, with less than 200 million units sold worldwide.

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