Tomasz Wadowski
The television market has just experienced a historic moment. According to an Omdia report, Samsung Electronics has sold more OLED televisions than Mini-LED models for the first time – despite earlier forecasts that predicted the dominance of the latter technology. What prompted the giant to abandon its long-standing strategy and focus on OLED? And does Mini-LED still have a chance for a comeback?
From Skeptic to Leader: Samsung and a Tumultuous Romance with OLED
For years, Samsung avoided OLED panels like the plague. After unsuccessful attempts with RGB OLED in 2012, the company focused on developing other lines of televisions such as Neo QLED (Mini-LED), declaring them the “technology of the future.” Everything changed in 2022 with the launch of the first QD-OLED panel TVs, followed by the acquisition of WOLED panels from LG Display in 2023/2024. The result? In 2024, the sales of OLED televisions from the Koreans (1.44 million units) surpassed Mini-LED (1.4 million).
Check out our review of the OLED TV with a matte display: Samsung S95D!
Mini-LED on the defensive: Samsung losing ground
Although Samsung still promotes Neo QLED, the data speaks for itself: Mini-LED sales are down for the third consecutive year (from 2.3 million in 2022 to 1.4 million in 2024). The blame lies not only with the success of OLED but also... Chinese competition. TCL and Hisense are offering Mini-LED TVs with more dimming zones and lower prices. It may sound like a paradox, but it is the competition from the Chinese that has forced Samsung to seek an edge in OLED – a technology it previously criticized.
Check out our review of the Mini-LED TV: Samsung QN85D
The king doesn't die… unless he changes strategy
Samsung has proven it can surprise the market, but questions still linger. Is investing in OLED a long-term plan or a temporary manoeuvre? Will Mini-LED regain its shine thanks to competitors? One thing is for sure: in an era of dynamic changes, only flexibility guarantees a spot on the podium. And the fight is just heating up!
