Tomasz Wadowski
The television market has just experienced a historic moment. According to an Omdia report, Samsung Electronics has for the first time sold more OLED televisions than Mini-LED models – and this despite earlier forecasts that favoured 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 revenge?
From Sceptic to Leader: Samsung and its 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), proclaiming them as the "technology of the future." Everything changed in 2022 with the debut of the first televisions featuring QD-OLED panels, and then in 2023/2024 with the purchase of WOLED panels from LG Display. 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 is losing ground
Although Samsung still promotes Neo QLED, the data speaks for itself: Mini-LED sales have fallen 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 offer Mini-LED televisions with more dimming zones and lower prices. It may sound paradoxical, but the competition from the Chinese has forced Samsung to seek an advantage in OLED – a technology it previously criticised.
Check out our review of the Mini-LED TV: Samsung QN85D
The king does not die… unless he changes strategy
Samsung has proved that it can surprise the market, but questions still linger in the air. Are investments in OLED a long-term plan, or a temporary manoeuvre? Will Mini-LED regain its shine thanks to competitors? One thing is certain: in an era of dynamic changes, only flexibility guarantees a place on the podium. And the battle is just heating up!
