Samsung Electronics moved to strengthen its premium leadership by sharply increasing sales in OLED (organic light-emitting diode) TVs as well.
According to market research firm Omdia on the 18th, Samsung Electronics sold about 2 million OLED TVs last year. It was the highest annual figure since the product launched in 2022. The growth rate in sales was also the industry's best at 38.1% year over year.
The industry says marketing centered on the premium lineup and lineup expansion drove sales. Samsung broadened its product range to widen choices across price points. There was strong response to the "Glare Free" technology, which reduces light reflections and glare during viewing to enhance clarity, and high refresh rate–based gaming performance was seen as capturing gaming demand. In the U.S. consumer outlet Consumer Reports, the QN65S90F, QN65S95F, QN65S90D, and QN65S95D were selected as the "best TVs."
Samsung Electronics will apply Nvidia "G-SYNC Compatible" certification across the entire 2026 OLED lineup to synchronize graphics card frames with refresh rates. The aim is to reduce screen tearing and stuttering to improve gamer quality. It will also equip select OLEDs with "Samsung Art Store" for the first time, expanding the experience of subscribing to art content.
The global OLED TV market grew about 6%, from 6.07 million units in 2024 to 6.43 million in 2025. Competition in premium TVs is expected to intensify. Last year's top seller was LG Electronics (about 3.22 million units). No. 3 Sony sold about 560,000 units, down 15.5%.