Samsung Electronics has knocked LG Electronics off of its perch in the OLED TV segment in North America, selling more TV sets than its rival for the first time.
That’s according to the latest market data from Omdia, which covers the first quarter of this year. The report comes after it was revealed that Samsung shipped more OLED TVs than Neo QLED Mini-LED models for the first time, last year.
Omdia’s data highlights the rapid progress Samsung has made in the OLED TV market. The world’s top television maker only entered the segment for the first time in 2022, and it initially only sold a single model, contrasting with the incredible variety of OLED sets offered by LG, which has led the market from the beginning.
Samsung’s first-ever OLED TV was the S95B, based on Samsung Display’s QD-OLED display technology, but the company has dramatically expanded its lineup. Starting in 2023, it began selling mid-range models based on LG Display’s WOLED, as well as its own QD-OLED offerings, which are now used exclusively in its flagship products. With more models and more sizes on offer, the company has managed to surpass LG within just three years.
ETNews, which first reported the data, points out that LG has led the OLED TV industry for more than a decade, regularly selling millions more televisions than the likes of Sony, Panasonic and Philips. Those brands could never compete with LG, perhaps partly because they relied on LG Display for their OLED panels, and partly because they never offered as much variety as the Korean company.
But Samsung is a different proposition. This year, for the first time, the company unveiled three different OLED models – the Samsung S95F OLED TV, the S90F and the S85F, and they’re available in bigger sizes too, with the company set to offer 83-inch models for each one.
To see what the S95F OLED TV is capable of, check out our review here:
With three models, Samsung is more or less on an equal footing with LG, which offers the G5, C5 and B5 OLED TVs. LG does have another model called the LG M5 OLED TV, but this is essentially the same as the G5, only it features a “Zero Connect” box that does away with the need for cables.
According to Omdia, Samsung increased its share of OLED TV revenues in North America from 14% in the first quarter of 2023 to 50.3% in the same period in 2025, compared to just 34.5% for LG. The company also came out ahead of LG in terms of total shipments, accounting for 45.2% of all OLED TV sales in the region, compared to just 42% for LG.
For Samsung, the next step will be to try and increase its dominance over LG in the North American market for the full year. It’s not clear yet if it will, for both brands’ 2025 OLED TVs are only just starting to hit the stores now, and it remains to be seen which will prove more popular with consumers. According to HDTVTest’s reviews, both models deliver such exceptional picture quality that there’s very little to choose between them.
Here's our review of the LG G5 OLED TV:
Another question pertains to whether or not Samsung can catch up with LG in other markets. For instance, LG is still top dog in Europe, which is the world’s largest OLED TV market in terms of revenue, accounting for approximately half of all OLED TV sales worldwide. According to Omdia’s report, LG holds a 56.4% share of the European OLED TV market in terms of units shipped, as of the first quarter.
No doubt, Samsung is also looking to surpass LG in its domestic market of South Korea, as a matter of prestige.
