3 Minutes
Samsung looks set to extend an era of dominance in the global TV industry — 19 years at the top and counting. New market data shows the company holding firm across overall sales and the premium TV segment, while its push into OLED is starting to pay off.
Numbers that keep Samsung comfortably ahead
Market research firm Omdia's Q3 2025 figures paint a clear picture: Samsung captured roughly 29% of global TV sales last quarter, up slightly from 28.6% a year earlier. That margin puts the company well ahead of rivals in overall volume.
- Samsung: ~29% global sales share (Q3 2025)
- LG: 15.2%
- TCL: 13%
- Hisense: 10.9%
Samsung is especially dominant in the super-large TV segment (80 inches and up), accounting for about 29.2% of sales there — a clear advantage in a category where size and premium features command higher margins.
Why the premium market is Samsung’s stronghold
If you follow where the money is, Samsung is sitting in the right place. The brand took more than half of sales in the premium price tiers: roughly 53.1% of TVs priced $2,500 and above, and about 52.9% of units over $1,500. In short: high-end buyers keep choosing Samsung.
The OLED battle: LG still leads, but Samsung is closing in
OLED has long been LG’s specialty. In Q3 2025 LG retained the top spot in OLED TVs with a 45.4% share, marking 13 years of leadership in the technology.
But Samsung is not standing still. The company has ramped up annual OLED launches and its Q3 2025 OLED share reached 34.9% — a steady increase as Samsung presses to narrow the gap with LG.
What this means for consumers and the industry
For buyers, competition between Samsung and LG means more choice and faster feature rollouts: brighter panels, improved HDR performance, and more affordable OLED options are all on the horizon. For the market, Samsung’s continued lead underscores how brand strength, distribution, and a diverse product lineup still matter — even as Chinese makers like TCL and Hisense win share at lower price points.
What to watch next
- Samsung’s next OLED introductions and whether they push the company past the 35% OLED threshold.
- LG’s response with new OLED innovations or lower-cost models to protect its lead.
- How TCL and Hisense evolve their portfolios to move further into mid and premium tiers.
Imagine walking into a store in 2026: you’ll likely find Samsung still prominent in the largest screens and premium racks, while LG continues to be the default for OLED purists. The numbers suggest Samsung is on track to celebrate two decades at the summit — but the OLED race and pressure from Chinese brands make the next few years worth watching.
Source: sammobile
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