Katarzyna Petru
Rookie that ate the master
Samsung decided to attack 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 established a strong leadership position and was offering a full range of OLED TVs, holding this segment almost continuously for over a decade. No one then suspected 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
This is no longer just a curiosity from reports, but hard numbers showing a change in leadership. Samsung currently accounts for 50.3% of OLED TV revenue in the USA, which is 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 doesn’t look like a coincidence, but rather like a consistently executed strategy to take over the market. And while the differences in sales are not massive, symbolically – Samsung has dethroned LG on their own turf.
Three series, one goal!
For 2025, Samsung has prepared a whole offensive – three OLED models: S95F, S90F, and S85F. Each of them is to be available in larger sizes, up to 83 inches, which was previously the domain of LG. This way, Samsung has nearly matched the offerings of its rival, which includes G5, C5, B5, and M5 (that is, G5 with the “Zero Connect Box” for a wireless installation). However, the key point is that Samsung combines technologies – the top models are based on its own QD-OLED, but the mid-range models are already based on WOLED panels... purchased from LG Display. So, Samsung is buying technology from the competitor to use it against them. A bold move, but effective.
We invite you to a video that discusses what interesting things LG, Samsung, and other brands have prepared for this year! Overview of CES 2025!
Europe is 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 seize. For now, LG still has the advantage here – according to Omdia, it holds as much as 56.4% of the market in units sold. However, the pace at which Samsung is increasing its shares leaves no doubt – the offensive is ongoing. For Samsung, capturing Europe is not only a matter of expansion but also a confirmation of global leadership in the premium segment.
And what about Korea? There, it's all about honor
Let's not forget that both companies are South Korean giants, operating in the same country and competing on every possible front. And in Korea, it's not just about sales results – prestige, recognition, and national pride matter. 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.
