Tomasz Wadowski
Rookie Who Ate the Master
Samsung decided to attack the OLED market only in 2022, and they did so very cautiously, as they launched with just one model: the S95B based on their own QD-OLED technology. Meanwhile, LG already had a strong position as a leader and offered a full range of OLED televisions, dominating this segment almost continuously for over a decade. No one expected that in just three years the situation could change so dramatically. Yet – according to Omdia data for the first quarter of 2025, Samsung captured over half of the OLED TV market in North America, leaving LG with a share of 34.5%.
New strength in numbers
It's no longer just a curiosity from reports, but solid numbers showing a change in leadership. Samsung currently accounts for 50.3% of OLED TV revenue in the USA, up from just 14% in the first quarter of 2023. In terms of the number of units sold, the lead is also clear – 45.2% for Samsung, compared to 42% for LG. This doesn't seem like a coincidence, but rather the result of a consistently executed market takeover strategy. And although the sales differences aren't huge, symbolically – Samsung has dethroned LG on their own turf.
Three series, one goal!
For 2025, Samsung has prepared a full offensive – three OLED models: S95F, S90F and S85F. Each of them is set to be available in larger sizes, up to 83 inches, which was previously the domain of LG. In this way, Samsung has nearly matched the offering of its rival, which offers G5, C5, B5, and M5 (that is G5 with the "Zero Connect Box" for cable-free installation). However, what’s crucial is that Samsung is combining technologies – the top models are based on its own QD-OLED, but the mid-range models are already using WOLED panels... purchased from LG Display. Thus, Samsung is buying technology from its competitor to use it against them. A bold move, but effective.
Join us for a video discussing what interesting offerings LG, Samsung, and other brands have prepared for this year! Discussion of CES 2025!
Europe next to conquer!
North America fell first, but Samsung has bigger plans. Europe, the largest OLED market in terms of revenue, is the next target for acquisition. For now, LG still holds the advantage here – according to Omdia, it commands a substantial 56.4% of the market in units sold. However, the pace at which Samsung is increasing its market share leaves no room for doubt – the offensive is ongoing. For Samsung, conquering Europe is not just a matter of expansion, but also a confirmation of its global leadership in the premium segment.
And what about Korea? There it's all about honour
Let's not forget that both companies are South Korean giants, operating in the same country and competing on every possible front. In Korea, it's not just about sales results – prestige, recognition, and national pride matter. That's why taking the lead in the local market is a symbolic goal for Samsung. After such a strong start to the year, it's hard to imagine that Samsung will take its foot off the pedal. On the contrary – it seems they're just getting started.
