Katarzyna Petru
The war for dominance in the OLED TV market has just picked up pace. In May 2025, news broke that Samsung had dethroned LG as the leader in the OLED TV market in North America for the first time. It seemed that after years of dominance, LG was giving way to its rival from across the pond. But... LG says: hold on a minute.
“Not so fast” – replies LG
Just a few weeks after Samsung announced its success, LG issued its own press release, clearly stating: we are still selling every second OLED TV in the USA and Canada. The company cites data from research agency Circana, which reportedly confirms that in the first quarter of 2025, as much as 51% of sold OLEDs in North America are LG products. This means that LG has not only not been dethroned, but still controls half of the market – at least in terms of the number of units sold.
Who is right? It all depends… on how you count
Samsung, on the other hand, refers to data from the renowned company Omdia – and this indeed shows the advantage of the Korean giant. But in a different category: revenue share, not the number of units sold. In this comparison, Samsung captures 50.3% share, while LG only has 34.5%. So the picture is clear: Samsung sells more expensive models, often larger and more technologically advanced, while LG still dominates in terms of the number of units sold – though they may also be more affordable models like the B or C series.
Consumers Win Here
Putting aside the battle for data and percentages, one thing is certain – competition works in favour of buyers. Since Samsung entered the OLED market in 2022, the segment has started to grow rapidly. Today, Samsung already offers three OLED lines, including models with WOLED panels, developed by… LG Display. This arms race between manufacturers has led to the prices of large OLED TVs – 77 and 83 inches – beginning to fall, and their availability increases year by year. Moreover, even companies like TCL, which previously did not offer OLEDs, are seriously considering entering this market. Rumours mention tests with inkjet-printed RGB OLED technology.
According to data from UBI Research, global sales of OLED televisions are expected to grow from around 6 million units in 2024 to nearly 10 million in 2028. North America remains the largest and most important market – and that’s where the most interesting battle is taking place. Whether it's Samsung or LG – ultimately, we, the consumers, come out of this war victorious. With each new release, we get more for less, and the picture quality in our living rooms is reaching levels we could only dream of just a few years ago!
