Katarzyna Petru
Do you remember how Samsung claimed for years that OLED in televisions was a dead end? That there were burn-ins, that costs were high, that their QLED was superior? Well, 2026 brought the ultimate proof that the Koreans have just eaten humble pie. And it was the best business decision in their history.
Samsung sold more OLEDs than expected
Results for 2025 (according to Omdia) leave no doubt: sales of 2 million OLED TVs represent an increase of 38.1% compared to 2024, making it a "make or break" year for Samsung as a leader in TV sales. While the TV market has stalled, it is the premium segment that has allowed the Koreans to maintain their leadership position. The math is simple: even with a similar number of total TVs sold compared to last year, the high margins from OLEDs create a financial advantage over the competing brands chasing them.
OLED > Neo QLED
Inside the company, a historic shuffle has occurred. From 2024, OLED TVs are selling better than the models QLED MiniLED (Neo QLED) that were promoted for years. Consumers have ultimately opted for perfect contrast and deep blacks, abandoning the pursuit of mere brightness in LCD panels. It's hard to blame them, as today's OLED screens are bright enough that their previous limitations or concerns about burn-in have become a thing of the past.
This return to roots from 2012, when Samsung announced its first OLED TV, would not have been possible without Samsung Display. It is thanks to the display division and their QD-OLED technology that Samsung Electronics was able to launch its first affordable model, the S95B, on its "own" panel. The production of QD-OLED panels has ended LG's decade-long dominance in the supply of TV panels. Today, it is clear that this was the only right move to avoid ceding ground to competitors.
Interested in Samsung's OLED TVs? Check out our film on the upcoming 2026 innovations!
Why only now?
This is a response to the expansion of brands from China, such as TCL. Chinese manufacturers have dominated the market for cheap LCD TVs with their mass low-cost production. Instead of competing for every unit sold at the lowest prices, Samsung focused on building value in super premium TVs like the matte OLED S95F. Although in terms of quantity the competition from China is getting closer, Samsung has maintained its leading position thanks to high margins on premium models. OLED has become a tool for the company to maintain financial dominance in the global market.
Samsung admitted its mistake in the best possible way: by making billions of dollars off that error and pushing the development of OLED technology like never before. Although they lost a decade resisting organic technology, it is this technology that is saving them today from losing their throne to the Chinese tigers.
Sources: own, OMDIA, ETNews, flatpanelshd
