Samsung is now looking forward to shifting its strategy to focus on the premium OLED TV market, delivering customers superior technology and picture quality, to strengthen its position in the global TV market.
For almost two decades, Samsung has been leading the global TV market, but now it’s facing challenges to maintain its leading position, as Chinese manufacturers are selling affordable LCD TVs to reach more customers. This forces the company to revamp its push into the premium OLED TV market.
A new report from Korean media reveals that, according to a research firm, Omdia, Samsung’s OLED TV shipments were 12.3% in the first half of 2025, which is a great achievement for the firm, as it has seen its shipments exceed 10% share for the first time. Samsung sold out 39.4% of OLED TV models priced over $1,500. This figure shows that the company is actively increasing its OLED TV sales.
According to the report, the company is now expecting to sell 2 million units of OLED TVs this year, compared to its previous target of 1.8 million units. It also revealed that it has signed a contract to buy 5 million OLED panels from LG Display over five years, ending in 2028, which will be efficient for it to secure a continuous supply of panels for its premium TVs.
Samsung is aiming to surpass Chinese rivals in the cheap LCD market to focus on premium OLED TVs, which is expected to be significant for the company to strengthen its position. Although this shift is already in process, as the company’s OLED sales hit a record high, and they even briefly beat rival LG in North American OLED sales in Q1 2025. It will be interesting to see whether Samsung will continue to lead the global TV market.