Tomasz Wadowski
The TV market has just experienced a historic moment. According to a report by Omdia, Samsung Electronics has, for the first time, sold more OLED televisions than Mini-LED models – and this is despite earlier forecasts that favored the dominance of the latter technology. What prompted the giant to abandon its long-standing strategy and opt for OLED? And does Mini-LED still have a chance for a comeback?
From Skeptic to Leader: Samsung and its Tumultuous Romance with OLED
For years, Samsung avoided OLED panels like the plague. Following unsuccessful attempts with RGB OLED in 2012, the company focused on developing other lines of televisions, such as Neo QLED (Mini-LED), proclaiming them the "technology of the future." Everything changed in 2022 with the launch of the first QD-OLED televisions, followed in 2023/2024 with the purchase of WOLED panels from LG Display. The result? In 2024, the sales of OLED TVs from the Koreans (1.44 million units) surpassed Mini-LED (1.4 million).
Check out our review of the OLED television with a matte screen: Samsung S95D!
Mini-LED on the Defensive: Samsung Losing Ground
Although Samsung continues to promote 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 TVs with more dimming zones and lower prices. It may sound like a paradox, but it is precisely the competition from the Chinese that has forced Samsung to seek an advantage in OLED—a technology it previously criticized.
Check out our review of the Mini-LED TV: Samsung QN85D
The king does not die... unless he changes his strategy
Samsung has proven that it can surprise the market, but questions still hang in the air. Is investment in OLED a long-term plan or a temporary maneuver? Will Mini-LED regain its glow due to competitors? One thing is certain: in an era of dynamic changes, only flexibility guarantees a spot on the podium. And the fight is just heating up!
