With QD-OLED, WOLED, miniLED LCD, and a full range of large-sized TV models, Samsung Electronics dominated the segment for high-end TVs last year, according to Counterpoint Research.

LG Electronics still commands more than 50% of the OLED TV market, but Samsung is growing rapidly in OLED TVs.

Samsung's rekindled interest in OLED TVs helped it achieve a 45% market share in 'premium TVs', or high-end TVs, last year, according to a report by market research firm Counterpoint Research, which recently acquired Display Supply Chain Consultants (DSCC).

LG ranked second with a 20% market share, TCL third with 11%, Hisense fourth with 11%, and Sony fifth with 5%.


 Source: Counterpoint Research

What is a premium TV?
Counterpoint did not specify how it defines a 'premium TV', but in the past DSCC included all TVs with "advanced display technology", defined as OLED, QD-OLED, miniLED LCD, quantum dot LCD, and large-sized TVs.

However, this definition comes with some caveats. While some quantum dot LCD TVs are high-end from a picture quality perspective, most are not, as they utilize edge LED backlights. Additionally, while large-sized LCD TVs are typically expensive, they are not always 'high-end' in terms of picture quality.

Still, Samsung maintains a comfortable lead in the market, while TCL and Hisense are experiencing growth driven by their home market of China.

- "Premium shipments for the year decreased 1% annually but increased to 10% of the overall market helped by a surge in China, which grew by an astonishing 39% and 49% in shipments and revenues, respectively. A clear shift towards MiniLED LCD TVs by key Chinese OEMs coupled with aggressive pricing and promotions helped to drive the segment domestically," said Counterpoint Research.

In the overall TV market (units), Samsung also led in 2023 with a 16% market share, followed by Hisense and TCL, each with an 11% share, and LG with a 10% share. When measured in revenue, Samsung's market share was 30.1% last year, according to market research firm Omdia.


 Source: Counterpoint Research