LG and Samsung hoping to launch 4,000 nit OLED TVs by 2025

Mike Wheatley

There are growing signs that MicroLED may soon emerge as the display technology of choice in premium TVs, but in the meantime OLED is likely going to improve.


Insiders say that OLED display makers such as LG Display and Samsung Display are hoping to deliver even brighter panels next year, reaching a total of 3,700 nits.

That’s according to a report by Flatpanels HD, which was recently allowed to see a prototype of LG Display’s 2025 OLED panel. Although that panel is still under development, it’s already capable of hitting 3,700 nits, the publication reported. Given that LG still has plenty of time to work on the tech, it’s not impossible that next year’s premium OLED TVs could go ever brighter, in excess of 4,000 nits.

In case you’re wondering, nits is the main measurement of brightness used by the TV industry, with one nit equating to the equivalent of one candle per square metre.

One of the main criticisms of earlier generation OLED TVs is that they were never quite able to match LCD displays in terms of brightness, but that is clearly no longer the case. In recent years, OLED panels have made significant strides in brightness, with the launch of the first 1,000 nit OLED.EX panel in 2022, followed by the introduction of LG’s Micro Lens Array technology in 2023, which boosted that to over 2,000 nits. At the same time, Samsung Display has managed to match those improvements with its alternative QD-OLED panels. What’s more, both companies say their premium 2024 OLED TVs will be able to deliver 3,000+ nits of brightness.

The rapid pace of improvements has led to some speculation that OLED may be close to reaching its limits in terms of brightness, but neither LG or Samsung feel they have gotten there yet. With the development of newer, more efficient materials, both companies say they’re looking forward to cranking up the brightness even more, while also increasing the energy efficiency of their TVs.

Whether or not a 4,000 nit OLED TV is necessary is another question. The reality is that most movies and TV shows are mastered at below 1,000 nits, though some are processed at much higher numbers than that. To cater to this demand, Sony recently announced a new, 4,000 nits mastering monitor for post-production processes. However, it’s noteworthy that Sony recently opted to focus its efforts on Mini-LED display technology, primarily because it doesn’t believe OLED will be able to match the trend for mastering movies at much higher brightness levels.

A second argument in favour of brighter OLED televisions is that the increased output is needed to offset ambient light conditions. Although 800 nits looks fantastic in a darkened room, it’s not nearly as impressive in a bright, sunsoaked environment. By boosting the brightness of their OLED panels, LG and Samsung can make TVs that look much more impactful in any setting.

A third reason for increased brightness in OLED comes down to simple bragging rights. LG and Samsung are constantly squabbling over who’s TVs are the best, and the ability to claim brighter brightness is seen as a major trump card by both brands when it comes to marketing their products.