Samsung unveils upgraded AI-powered OLED TVs
Samsung Electronics Co. showcased its new lineup of OLED TVs with advanced AI features and aims to surpass LG Electronics Inc. in South Korea's OLED TV market. Samsung presented 14 models across six sizes at the “Unbox & Discover 2025” event. Samsung, in its third year in the OLED TV segment, is focusing on AI capabilities to boost its presence, starting in its home market. Samsung holds a 28.3% share in the overall TV market, while LG Electronics follows with 16.1% share. LG posted record first-quarter revenue, despite a slight decline in operating profit.
Yong Seok-woo, head of Samsung’s visual display division, presented its latest OLED TV lineup at the "Unbox & Discover 2025" event held at the Samsung Store in Gangnam. The new lineup features advanced artificial intelligence features and includes 14 models across six sizes ranging from 42 to 83 inches, with the addition of 42-inch options for the first time.
In its third year in the OLED TV segment, Samsung is aiming to boost its presence in the market, starting with its home market of South Korea. The company's ambition is to overtake its local rival, LG Electronics Inc., in the OLED TV market in South Korea.
Samsung's OLED TV Market Strategy
Samsung is focusing on offering a broader lineup of OLED TVs powered by AI capabilities. The company believes that by expanding its range of premium TVs, it can increase its market share despite competition from LG Electronics, which currently dominates the OLED TV market both domestically and globally.
Yong Seok-woo, president of Samsung’s visual display division, emphasized the company's commitment to growing its share in the premium TV market. He pointed out that despite economic uncertainties, the demand for premium TVs, including OLED models, continues to rise.
According to research firm Omdia, Samsung holds a 28.3% share of the overall TV market based on 2024 sales, making it the leading player. LG Electronics follows with a 16.1% share.
Growth of OLED TV Market
OLED TVs are gaining popularity due to their superior picture quality and brightness compared to traditional LCD models. The global OLED TV market has seen significant growth, reaching $10.9 billion in 2023 from $7.5 billion in 2020, reflecting the increasing demand for high-end displays.
Yong Seok-woo highlighted that global TV shipments are expected to reach around 40 million units this year. Samsung aims to expand its market share by focusing on premium products despite potential limitations in volume growth.
Samsung's TV Lineup Expansion
Samsung has expanded its AI-enabled TV lineup to include quantum dot display (QLED) and The Frame, in addition to its ultra-large premium model, Neo QLED TV. The lineup now consists of 61 models across 14 series for 2025, up from 34 models across nine series last year. The AI features include AI Home, AI Assistant, and AI-powered viewing optimization.
Mid-Market Expansion and Tariff Considerations
To counter the competition from Chinese brands like TCL and Hisense, Samsung is ramping up its mid-market TV offerings. The company plans to expand its mid-market products across all its TV lineups this year.
To navigate the US tariff hikes, Samsung is diversifying its manufacturing base beyond Mexico and Vietnam. The company operates TV plants in various countries, including Brazil, Thailand, Indonesia, India, Egypt, and others.
Meanwhile, LG Electronics achieved its highest-ever first-quarter revenue with 22.74 trillion won ($15.5 billion) in sales. However, its operating profit declined by 5.7% year-on-year to 1.26 trillion won.
To contact the writer, email Chae-Yeon Kim at Why29@hankyung.com. Yeonhee Kim edited this article.