LG Electronics has officially launched its 2025 OLED TV lineup in Europe, following North America and South Korea. The strategy aims to maintain its position as the global leader in organic light-emitting diode (OLED) TV market for 13 consecutive years by promoting 'five major AI features' that enhance accessibility and usability compared to previous product lines.
LG Electronics announced on the 7th that it began sales of the 2025 OLED TV new products in eight European countries, including the United Kingdom, Germany, Switzerland, and Hungary, earlier this month. As a result, the number of countries where the 2025 LG OLED TV has been launched has increased to over 20. LG Electronics is currently expanding its sales regions based on a phased rollout plan for approximately 150 countries.
With the European launch, positive reviews from prominent overseas media are also continuing. French tech media Les Numériques gave the LG OLED Evo (G5) a score of 5 out of 5, praising it as 'one of the best TV products of 2025, offering excellent picture quality, outstanding gaming performance, and high maximum brightness levels.'
British TV review media HDTV Test praised it as 'a TV that shows intense sunlight and the atmospheric cloud detail surrounding it,' while British IT media T3 awarded high marks to the new brightness enhancement technology of the LG OLED Evo (G5), stating that 'the OLED technology of 2025 has reached the stratosphere.'
LG Electronics explained that it has elevated the customer experience of TV viewing with 'tangible' five major AI features, including AI Concierge and AI Search, through a dedicated button on the Magic Remote. The AI Concierge feature suggests customer-specific keywords, such as connecting game consoles and watching soccer highlights, based on usage patterns throughout the day; it can be accessed by simply pressing the AI button on the remote briefly during TV viewing.
AI Search is a feature that understands customer utterances and infers intent based on a large language model (LLM) for searching. For example, it recommends movies set in Paris when a user requests, 'Show me good movies to watch before going to Paris.' An AI chatbot helps resolve simple issues that arise while using the TV, and the AI Custom Screen and Sound Wizard suggests settings tailored to the customer's preference from approximately 1.6 billion screens and 40 million sounds. Additionally, the Voice ID feature distinguishes users by voice, allowing for account switching with just a word and providing optimized content and picture mode according to the viewer.
The 2025 LG OLED TV is also characterized by new brightness enhancement technology that alters the display algorithm and the organic compound layer structure, resulting in more than three times the brightness compared to the standard OLED TV (B5) and maximizing contrast with 'Perfect Black' that consistently expresses deep black regardless of ambient light.
Meanwhile, LG Electronics plans to further solidify its leadership in the global premium TV market through its 2025 OLED TV. According to market research firm Omdia, LG Electronics recorded a 52.4% market share in terms of shipment volume in the global OLED TV market last year, marking its 12th consecutive year in first place.