Tomasz Wadowski
Are you wondering who has been dealing the cards in the television market for years? It turns out that one brand has been reigning supreme for almost two decades. According to the latest data from Omdia, Samsung can boast the title of global television sales leader for the 19th year in a row, achieving a market share of 28.3% in 2024. However, this does not mean that the competition is resting – especially in the rapidly growing OLED category, where LG holds the top spot.
Samsung: 19 years of dominance
How did Samsung manage to maintain such an advantage? The key is consistently focusing on the premium segment. Neo QLED and OLED TVs, along with increasingly larger screens, cater to the tastes of demanding users. According to Lee Hun, the vice president responsible for sales and marketing of Samsung TVs, the company plans to continue investing in innovations, including solutions in the field of artificial intelligence.
In this segment, an interesting offering for 2024 is the QN85D model, which is a significantly cheaper option within the Neo QLED family compared to its counterparts from 2023. With this, Samsung aims to reach a larger audience looking for premium TVs at a more accessible price. You can find its test here: QN85D Test.
LG: master in OLED
In the OLED segment, LG remains the undisputed leader, confirming 12 consecutive years at the top of this category. The key role is played by LG Display, the largest manufacturer of OLED panels in the world. In 2024, LG sold as many as 3.18 million OLED TVs, capturing a 52.4% market share in this technology.
It's no wonder that LG expects continued growth in the popularity of OLED televisions in the premium segment, where they already account for 45% of sales (televisions priced above 1500 dollars). The company's forecasts suggest that by 2025, this could be more than half of all sold high-end televisions. Especially since this year they released a really successful series of OLEDs from the B series, which proves that you can have excellent picture quality without spending a fortune. Here you can find its full review by us: LG B4
Samsung is growing in OLED
Although Samsung joined the OLED game only in 2023, in 2024 it has already managed to sell 1.44 million of these televisions (27.3% market share in OLED). The manufacturer focused both on its own QD-OLED production and on WOLED with panels from LG Display, which helped it quickly strengthen its position in this segment.
An interesting fact is this year's S90D model, which – depending on the selected size – can use WOLED or QD-OLED matrices. Of course, you can also find its reviews on our site: S90D Review
New challenges for the giants
According to an Omdia report, in 2024, 288.3 million televisions were sold globally, which means a 3% year-on-year increase. Of this, 6.07 million are OLED televisions (an increase of 8%). Analysts predict that in the coming years, competition in the premium segment will become even more intense – not only between Samsung and LG , but also from other players, such as TCL and Hisense, who are increasingly making their mark in the market and do not intend to back down.
Will Samsung maintain its top position in 2025, celebrating 20 years of uninterrupted dominance? Or will LG further distance its rivals in OLEDs? In all this, we must remember the brands TCL and Hisense, proving that a good premium television does not have to ruin your wallet. One thing is certain: we are in for an exciting battle between giants and ambitious contenders, from which we – the viewers – will benefit the most.
