Samsung Electronics and LG Electronics are intensifying competition in the 'artificial intelligence (AI) TV' market, engaging in a back-and-forth over their market share in the organic light-emitting diode (OLED) TV sector.
Young Seok-woo, head of Samsung Electronics' Visual Display Business, noted at the AI TV new product launch event 'Unbox & Discover 2025' held in Seocho District, Seoul, on the 7th, that 'the company's market share for domestic OLED TVs of 77 inches and above is about 60%,' adding, 'we maintain our leadership in large TVs both domestically and globally.'
At last year's event, Young stated, 'In the case of ultra-large OLED TVs of 77 inches and above, we have already surpassed the market share of our competitor (LG Electronics),' sparking a previous exchange with LG Electronics over market share.
In response to Young’s comments, LG Electronics immediately countered. The LG Electronics side stated, 'The data presented by Samsung Electronics differs from the actual domestic market share,' asserting, 'In fact, Samsung Electronics' market share in the 77-inch and above OLED TV market (from January to March) is one-third of LG Electronics’ level,' citing data from market research firm Omdia.
Additionally, LG Electronics added, 'The GfK data does not reflect sales figures from LG Best Shop, which sells the most LG Electronics products, or subscription sales.' According to Omdia, in the Asian market excluding China and Japan, LG Electronics holds a 74.2% share of the 77-inch and above OLED TV market based on shipment volume, ranking first, while Samsung Electronics’ share is 20.9%, placing it second.
The rivalry between Samsung Electronics and LG Electronics extends to the entire 'AI TV' market. On the 11th of last month, Samsung Electronics issued a press release announcing the start of pre-sales for its '2025 AI TV new products' to coincide with LG Electronics' '2025 LG OLED·QNED TV new product briefing' event.
On the same day, LG Electronics announced through a press release that it had begun selling AI-equipped OLED TV new products in eight European countries before the start of Samsung Electronics' TV new product announcement event.
Meanwhile, Samsung Electronics recorded a 28.3% market share in terms of revenue in the global TV market last year, maintaining its number one position for 19 consecutive years since 2006. LG Electronics ranked second with 16.1%.