Samsung and LG have reaffirmed their leadership in the global TV market, achieving significant milestones in 2024. According to market research firm Omdia, Samsung retained its position as the global TV market leader for the 19th consecutive year, while LG continued its dominance in the OLED TV segment for the 12th straight year.
Samsung’s Market Leadership
Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one position it has held since 2006. This success is attributed to the company’s focus on premium and ultra-large screen innovations, alongside advancements in AI-powered televisions.
- Premium and Ultra-Large TVs: Samsung led the premium TV market (priced at $2,500+) with a 49.6% market share. In the ultra-large TV segment (75 inches and above), Samsung held a 28.7% market share.
- QLED and OLED TVs: Samsung sold 8.34 million QLED units, securing a 46.8% market share. The global QLED market also saw significant growth, surpassing 10% of total TV sales for the first time. In the OLED segment, Samsung sold 1.44 million units, achieving a 27.3% market share, marking a 42% year-over-year increase in sales.
AI and Art Innovations
At CES 2025, Samsung unveiled Vision AI, a groundbreaking AI-powered technology designed to personalize the viewing experience by analyzing user preferences, intent, and habits.
Additionally, Samsung expanded its Art Store, initially exclusive to The Frame, to include Neo QLED and QLED models, offering more consumers access to personalized digital art.
LG’s OLED Dominance
LG Electronics has maintained its leadership in the global OLED TV market for the 12th consecutive year. In 2024, the company shipped 3.18 million OLED units, securing 52.4% of the OLED TV market share.
In the premium TV market (priced at $1,500+), OLED TVs accounted for 45% of shipments, an increase of 8.5 percentage points from the previous year. LG expects OLED TVs to exceed 53.8% of the premium market share in 2024.
- Ultra-Large OLED TVs: LG held a 57.5% share of the ultra-large OLED TV segment (75 inches and above), with shipments of ultra-large OLED TVs reaching an all-time high of 16% of the total OLED TV market.
- Innovations: LG introduced a wireless solution capable of transmitting 4K (3,840 x 2,160) video at 144Hz without delay, an AI-powered webOS platform, and new brightness enhancement technology to improve visual quality.
Global TV Market Growth
The global TV market saw a growth of over 3% in 2024, reaching 208.83 million units. This marked the first growth in three years. OLED TV shipments, led by LG, grew by more than 8% to 6.07 million units, outpacing the overall market growth.
Speaking about Samsung’s market leadership, Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics, said,
Samsung’s 19-year reign as the global TV market leader is a testament to the trust and support of our customers. We remain committed to driving the future of the TV industry with innovations such as AI-powered TVs, ensuring our products and services add meaningful value to people’s lives.