Samsung challenges LG for top spot in global OLED TV market

Models pose with Samsung Electronics' OLED TV at its headquarters in Seoul, Thursday. Courtesy of Samsung Electronics

By Baek Byung-yeul

Samsung Electronics is challenging LG Electronics for the top spot in the global TV market by launching organic light-emitting diode (OLED) TVs in Korea.

Samsung introduced its new TV lineup for this year, Thursday, including seven Neo QLED TVs and three OLED TVs in the domestic market.

The OLED TVs were released in three sizes ― 55, 65 and 77 inches ― at a product unveiling event at its office in Seoul. It was the first time in 10 years that Samsung had introduced OLED TVs in the domestic market.

The company launched 55-inch and 65-inch OLED TVs in the North American and European markets in 2022.

Samsung has topped the global TV market in terms of the number of sales for 17 consecutive years until 2022. Now, the company aims to take ground in the OLED TV market where LG has an over 60 percent share.

Samsung said it improved the brightness and color expression of its OLED TVs. “With our dominant TV technology, the OLED TVs show more natural and clearer colors than existing OLED TVs,” a staff of the company said during the event.

Equipped with AI technology-based Neural Quantum Processor, the new TVs can show high-quality pictures with 4K resolution.

It remains to be seen whether Samsung will be able to expand its presence in the OLED TV market. A day before the launch event, LG also held unveiled products in Seoul, introducing its new OLED TVs.

One of the executives of LG said, “We welcome a rival joining the OLED TV market, because this can expand the size of the market.”

As it does not require backlighting, OLED TVs have lower power consumption and have a thin panel design. Samsung said its OLED TVs are only 11-millimeters thick.

The company also introduced seven Neo QLED 8K TVs. To meet consumers' desires for larger screens, Samsung's 98-inch QLED TV costs 12.7 million won ($9,624).