Tomasz Wadowski
Debutant who devoured the champion
Samsung decided to enter the OLED market only in 2022, and did so very cautiously, as it appeared with just one model: the S95B based on its own QD-OLED technology. Meanwhile, LG had already solidified its position as a leader and was offering a full range of OLED televisions, maintaining dominance in this segment virtually uninterrupted for over a decade. No one at that time anticipated that in just three years, the situation could change so dramatically. And 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 34.5% share.
New strength in numbers
It's no longer just an interesting fact from reports, but hard numbers showing a change in leadership. Samsung currently accounts for 50.3% of OLED TV revenue in the USA, which represents an increase from just 14% in the first quarter of 2023. In terms of units sold, the lead is also clear – 45.2% for Samsung, compared to 42% for LG. This does not seem like a coincidence, but rather a consistently executed strategy for market takeover. And although the differences in sales are not gigantic, 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 rival's offering, which includes G5, C5, B5 and M5 (that is G5 with the “Zero Connect Box” for a cable-free installation). However, the key point is that Samsung is combining technologies – the top models are based on its own QD-OLED, while the mid-range models are already using WOLED panels… sourced from LG Display. Thus – Samsung is purchasing technology from its competitor to use it against them. A bold move, but effective.
We invite you to a film that discusses what interesting things LG, Samsung, and other brands have prepared for this year! A summary of CES 2025!
Europe next to conquer!
North America fell first, but Samsung has more plans. Europe, the largest OLED market in terms of revenue, is the next target to secure. For now, LG still holds the advantage here – according to Omdia, it commands a hefty 56.4% of the market in terms of units sold. However, the pace at which Samsung is increasing its 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 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 there. Therefore, 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 back down. On the contrary – it seems that they are just getting started.
