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Samsung and LG are ramping up their OLED TV sales in response to the rapid market share growth of Chinese brands in the premium TV segment.
According to a Counterpoint Research report, while Samsung Electronics maintained its lead in global premium TV shipments in Q1 2025, its market share dropped by 11% compared to the previous year. LG Electronics also saw a decline, falling from 23% to 16% and slipping from second to fourth place.
Meanwhile, Chinese manufacturers Hisense and TCL more than doubled their shipments year-over-year, capturing 20% and 19% market share, respectively. Their rise in the premium TV market is largely driven by a focus on high-end LCD TVs, particularly mini LED models.
"Due to the cost difference between OLED and LCD panels, consumers often face a choice between a smaller OLED TV or a larger mini LED TV. As a result, more buyers are opting for mini LED," the report noted.
To counter this trend, both Samsung and LG are expanding their OLED TV lineups and boosting marketing efforts.
- Samsung has expanded its OLED TV portfolio to 14 models, ranging from 42 inches to 83 inches. The company also launched a 2025 OLED TV ad campaign and introduced a trade-in program called "Samsung OLED Upgrade."
- LG is differentiating its offerings by highlighting AI features and wireless AV transmission solutions to stay competitive.
According to a Counterpoint Research report, while Samsung Electronics maintained its lead in global premium TV shipments in Q1 2025, its market share dropped by 11% compared to the previous year. LG Electronics also saw a decline, falling from 23% to 16% and slipping from second to fourth place.
Meanwhile, Chinese manufacturers Hisense and TCL more than doubled their shipments year-over-year, capturing 20% and 19% market share, respectively. Their rise in the premium TV market is largely driven by a focus on high-end LCD TVs, particularly mini LED models.
"Due to the cost difference between OLED and LCD panels, consumers often face a choice between a smaller OLED TV or a larger mini LED TV. As a result, more buyers are opting for mini LED," the report noted.
To counter this trend, both Samsung and LG are expanding their OLED TV lineups and boosting marketing efforts.
- Samsung has expanded its OLED TV portfolio to 14 models, ranging from 42 inches to 83 inches. The company also launched a 2025 OLED TV ad campaign and introduced a trade-in program called "Samsung OLED Upgrade."
- LG is differentiating its offerings by highlighting AI features and wireless AV transmission solutions to stay competitive.
