Michał Stekla
The war for the throne in the OLED TV market has just gained new momentum. 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 LG's dominance, it was giving way to its rival from across the aisle. But... LG says: hold on a second.
“Not so fast” – LG responds
Just a few weeks after Samsung's success was announced, LG issued its own press release, clearly stating: we are still selling every other OLED TV in the USA and Canada. The company cites data from the research agency Circana, which is said to confirm 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 devices sold.
Who is right? It all depends… how you count
Samsung, on the other hand, cites data from the reputable 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 ranking, Samsung achieves a 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 devices sold – although these may also be more affordable models like the B or C series.
The Consumer Wins
Setting aside the battle over data and percentages, one thing is certain – competition works in favor of buyers. Since Samsung's entry into the OLED market in 2022, the segment has begun to develop dynamically. Today, Samsung offers as many as three lines of OLEDs, including models with WOLED panels, a technology developed by… LG Display. This arms race among manufacturers has caused the prices of large OLED TVs – 77 and 83 inches – to start dropping, and their availability is increasing year by year. Moreover, even companies like TCL, which previously did not offer OLEDs, are increasingly considering entering this market. Rumors are circulating about tests with inkjet-printed RGB OLED technology.
According to UBI Research, global sales of OLED TVs are expected to rise from around 6 million units in 2024 to almost 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. Because with each new release, we get more for less, and the picture quality in our living rooms reaches levels we could only dream of just a few years ago!
