As the Global No.1 TV brand for 20 years[1], Samsung has developed a deep understanding of how Australians watch, live and entertain, designing TV experiences around the needs and preferences that make Australian homes and lifestyles unique.

Here are five key reasons Samsung TVs are made for Australians.

1. Made for Australian Homes: certified Glare-free technology

Samsung OLED S95H with certified Glare-Free display.[2] Image simulated for illustrative purposes. Cables not shown.

Australians live in the sunniest continent on the planet[3], but all that natural light can create one of the biggest frustrations when watching TV: on-screen glare. More than half of Australians (58 per cent) say glare is one of their biggest TV frustrations[4].

Samsung’s certified Glare Free[5] technology is designed to help Australians enjoy their favourite content with fewer distractions. By diffusing light, it helps reduce reflections on screen, making it easier to see what’s being watched in bright, sun-filled living rooms.

It’s a Samsung innovation designed around a distinctly Australian reality: our homes are beautifully bright, and our TVs need to work with that light, not against it.

2. Made for Australian Preferences: Bigger is Better

Samsung’s 98-inch The Frame TV. Image simulated for illustrative purposes. Cables not shown. Customisable Frames sold separately.

Australians aren’t just going bigger, they’re going ultra-large. As TVs have grown in size and become more accessible, the big screen is increasingly becoming the centrepiece for how Australians come together, whether that’s watching sport, settling in for movie night or gaming with mates.

Size makes a real difference to the home entertainment experience. For Australians who love gathering around for big moments with friends and family, a larger screen can mean a more immersive experience while giving everyone in the room a great seat and viewing angle.

Samsung insights show that 60% of Australians believe the bigger the TV screen, the more immersed they feel in what they’re watching, while 68% agree bigger screens make content look more lifelike[6].

Ultra-large screens are also becoming more accessible, with Samsung expanding its 98-inch-plus range from four options in 2025 to up to 10 by the end of 2026 across Micro RGB, The Frame Art TV, Neo QLED and Mini LED ranges. This means Australians have more choice across sizes, TV types and price points, providing an ultra-large screen option to more Australian living spaces[7].

3. Made for Australian Lifestyles: Art Store

“Portrait of Lisa Gherardini, wife of Francesco del Giocondo, known as the Mona Lisa or La Gioconda” (1503–1519) by Leonardo da Vinci on The Frame. Image simulated for illustrative purposes. Cables are not shown.

For Australians who want their homes to reflect their personality, Samsung pioneered a range of Art TVs in The Frame and The Frame Pro TVs that transforms the TV into a piece of art when it’s not being watched. But not just any art. Samsung partnered with leading galleries and artists around the world to build The Art Store[8] to bring Australians access to works from The Louvre, The Met, MoMA and Tate.

Fast forward almost a decade, Australians now consume more The Frame TVs per capita than any other country in the world[9], exploring more than 5,000 artworks from over 800 artists via The Art Store[10].

In response, Samsung has expanded Art Store beyond The Frame to two-thirds of its TV range[11], allowing Samsung Micro RGB, OLED S95H, Neo QLED, QLED, Mini LED, and Movingstyle owners to welcome da Vinci’s Mona Lisa into their living room.

4. Made for Australian Entertainment: Built-in, Ready to Go

Samsung OLED S90H. Image simulated for illustrative purposes. Cables are not shown.

From family viewing to solo streaming, Australians have more ways to entertain themselves than ever. Samsung brings many of those options together, with 200+ subscription free Samsung TV Plus channels[12], top streaming apps, and Xbox Game Pass[13] and Gaming Hub[14] built in.

That means more entertainment is ready to go from the moment you switch your TV on, giving the whole family near endless ways to relax, watch and play without adding unnecessary complexity.

5. Made for Australian Viewing: Vision AI

Vision AI Companion on a Samsung TV. Image Simulated for illustrative purposes. Cables not shown.

With near endless streaming choices at our fingertips, deciding what to watch can sometimes be the hardest part of the night.

Samsung’s Vision AI is designed to make the viewing experience more personal. It learns viewing habits, optimises picture and sound settings and recommends what to watch next, helping Australians spend less time searching and adjusting, and more time enjoying.

Further, Vision AI Companion (VAC) brings together Samsung’s broadest range of AI service platforms, including Bixby and Perplexity to make the TV experience more intelligent and personalised[15]. Designed to work alongside users as an entertainment companion, VAC can help guide what to watch while watching Samsung TV+ channels, what to eat, and what to listen to, extending the role of the TV beyond viewing alone[16].

Unlike AI designed for individual devices and users, Samsung Vision AI Companion is purpose-built for the communal TV screen[17] using various LLMs to share visualised, intelligent responses adapted to Australian questions and requests[18]. An upgraded version of Bixby sits at the core of Vision AI Companion which enables more natural dialogue, deeper contextual understanding, and personalised responses.

Samsung insights show that shared experiences with family around the TV is particularly important for Australians, with half of respondents claiming their TV brings their family closer together for quality time[19]. In fact, 45% of respondents say the TV enables them to spend more time together, while 41% of respondents say the TV enables them to share passions and interests with their families[20].

Vision AI Companion is available on Samsung’s entire 2026 TV range as well as being available on select 2025 models – Q7F or above[21].

Supported by 7 years of Tizen upgrades, together, these innovations reflect what Samsung has spent 20 years learning as the world’s No.1 TV brand[22]; great TV experiences aren’t one-size-fits-all.

From bright Australian homes and a preference for bigger screens, to design-led spaces and the way Australians discover and enjoy entertainment, Samsung continues to create TV experiences made for the way Australians live.

And after seven consecutive years as Australia’s Most Loved TV Brand, as voted by Australians in Finder Australia’s Customer Satisfaction Awards, that understanding continues to put Samsung at the heart of Australian living rooms.

[1] Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] *The S95H has been independently verified as Glare Free (Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC. (UL Solutions), Certificate Number:  V166045 – Exp. 31/12/2026

[3] Australia is the sunniest continent on the planet: ABC News, 10 August 2015.

[4] 58% of respondents HATE on-screen glare. Samsung commissioned research by Pure Profile, conducted August 2025. N=1,040.

[5] Independently verified as Glare Free (Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34) by UL LLC. (UL Solutions), Certificate Number: V166045 – Exp. 31/12/2026.

[6] Samsung TV Viewing research, conducted by PureProfile Research in March 2024. Nationally representative of Australians 18+, n=1,002.

[7] Based on internal sales data as at September 2026

[8] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[9] Based on internal sales data as at September 2026.

[10] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[11] TV models exclude S90H, S85H, U8000H and U9000H.

[12] Ad-supported streaming service with content subject to change without notice. Available for free on Samsung Smart TVs since 2016.

[13] Xbox Game Pass Ultimate subscription and compatible controller required. Fees apply.

[14] A controller may be required depending on the specific game being played on the Gaming Hub. Internet connection, additional gaming service subscriptions and third party apps (depending on game or service) may be required. Content services are subject to change without notice. Requires Samsung Account.

[15] Services are subject to change and may be suspended or ceased without notice. Not all languages, accents, dialects and expressions are recognised. Internet connection and Samsung account required. Data usage and subscription fees may apply.

[16] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Not all accents, dialects, and expressions are recognised. Availability of features may vary. Available on 2025 Q7F and above, and 2026 TVs.

[17] User interface subject to change without prior notice.

[18] Perplexity, and other Samsung Vision AI Companion services terms apply and may require account login. Free and subscription-based versions available.

[19] 100 years of TV, Pure Profile, 2024. N=1,001 – ‘Q15 – In what ways has TV brought your family closer? 51% ‘Spending more quality time together.

[20] 100 years of TV, Pure Profile, 2024. N=1,001 – ‘Q15 – In what ways has TV brought your family closer? 51% ‘Spending more quality time together.

[21] Feature accessible by the AI button for 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[22] Global No.1 TV brand for 20 years. Source – Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

The new 27-inch Movingstyle Portable Smart Touch Screen. Image simulated for illustrative purposes. Cables are not shown.

The days of the whole family gathering around a single television fighting for control of the remote could be numbered, with Samsung insights revealing a growing appetite amongst Australians for TVs that are portable and flexible enough to move with the household, rather than being anchored to one room.

One in four (26%) Australians say they now reach for their laptop, tablet or smartphone to watch a major broadcast event[1]. This insight reveals the modern device expectation of portability and instant access is extending to the family TV, which is finding itself being used by various members of the family beyond entertainment across the day.

Far from the structured family routines of the 1950’s when Australia experienced its first TV broadcast[2], Australian households today support flexible, fluid lifestyles of work, gaming and fitness alongside entertainment and relaxation at any given time. Of this lifestyle evolution, Samsung insights reveal 24% of Australians now use their TV to listen to podcasts or music, while almost one in five (16%) use their TV for fitness workouts, and 42% turn to it for gaming[3]. Further use cases of the TV also include supporting work at home and displaying art to elevate home décor.[4]

According to Simon Howe, Director – Visual Display, Samsung Australia, the insights show that Australians aren’t necessarily watching less TV, rather they’re watching differently. As Australian lifestyles have evolved, so too must the TV adapt to fit around the way Australians live and the content they’re engaging with.

“The TV has traditionally been designed around the room it sits in and has undergone various transformations over the years to help the TV elevate and optimise those spaces. But Australians aren’t living room by room anymore and the content they’re watching isn’t always shot in landscape formats,” said Mr Howe. “They might be working in one space, streaming vertical social content in another, bonding with family somewhere else, and switching between other activities throughout the day. It’s time to rethink the assumption that a TV has to stay in one place or compromise full-screen experiences to support family life.”

Samsung’s answer is the Movingstyle, a new 27-inch portable Smart Touch Screen TV that rotates between horizontal and vertical orientation and can be moved from room to room,[5] adapting to activities across a household – from a vertically filmed workout video in the morning, to a recipe propped up in the kitchen at lunchtime, to a portable workstation in the afternoon, to an evening relaxation device.

According to Mr Howe, the Movingstyle’s design responds to a broader shift in Australian tastes, not just behaviour. Samsung insights show that 63% of Australians want technology that suits their personal style[6]. Further, one in ten (10%) are craving TVs designed to be rollable, flexible and portable[7].

“Samsung has been the global number one TV brand for 20 years[8] because we put consumers at the heart of our innovations. Looking at these insights, the Movingstyle is a signal of where household screen design is heading, truly made for Australians and how they live.”

Availability

The Movingstyle is available nationwide via Samsung’s online store and leading retailers with an RRP of $1,999.00.

For more information on Samsung’s AV lineup and to access launch offers, please visit https://www.samsung.com/au/tvs/

[1] Pureprofile Research, commissioned by Samsung, September 2024. N=1,001

[2] Source: https://www.naa.gov.au/help-your-research/fact-sheets/introducing-television-australia-1956

[3] Pureprofile Research, commissioned by Samsung, August 2025. N= 1,040

[4] 5.6% displaying art or ambient visuals, 5.6% for work or productivity. Pureprofile Research, commissioned by Samsung, April 2026, n=1,020

[5] Not designed for outdoor use. The MovingStyle is not water or dust resistant. Viewing experience may vary depending on various factors including content type, format and environment.

[6] Pureprofile Research, commissioned by Samsung, April 2026. N=1,020.

[7] Samsung Brand Attitude Study, commissioned by Samsung, 2024. N=1,000

[8] Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

Samsung displaying its comprehensive gaming ecosystem at Gamescom 2026 in Cologne, Germany

Samsung Electronics Co., Ltd. today announced that it will be displaying its comprehensive gaming ecosystem spanning PC, console, and mobile games at Gamescom 2026, which is one of the world’s largest gaming events taking place in Cologne, Germany from 26 – 30 Aug.

Across a 1,090-square-meter exhibition space, Samsung will present its full package of gaming devices under its theme of “#PlaySamsung,” which includes gaming monitors, mobile devices, and SSDs. The experience will offer visitors hands-on experiences with popular game titles across a variety of genres and play environments.

Samsung is welcoming visitors to #PlaySamsung to experience the full package gaming experience.

“In this day and age, gaming goes far beyond the games themselves to encompass high-quality, personalised gaming experiences,” said Stephanie Choi, Executive Vice President and Head of the Global Brand Center at Samsung Electronics. “Through our integrated ecosystem we’re presenting at Gamescom 2026, Samsung is providing users with a way to take their gaming to the next level.”

Samsung will also unveil its 2027 Odyssey gaming monitor lineup and new portable SSD products at Gamescom, demonstrating how its broad portfolio of devices and technologies delivers more immersive and connected gaming experiences.

Full Gaming Lineup Spanning Monitors, Televisions, Mobile Devices, and SSDs

The space will consist of four dedicated exhibition zones: the Odyssey Zone, Galaxy Zone, Gaming Hub Zone, and T1 Zone. Each will be tailored to different products and gaming environments, allowing visitors to explore a variety of gaming scenarios firsthand.

Samsung’s Odyssey Zone featuring comprehensive lineup of gaming devices to deliver high-quality gaming experience.

The Odyssey Zone will bring together a comprehensive lineup of gaming devices centered around Samsung’s gaming monitors, as well as high-performance SSDs and headsets designed to deliver high-quality gaming experiences. Featured products include:

• Odyssey G8 (model: G80HS), Samsung’s first 6K gaming monitor.
• Odyssey OLED G8 (model: G80SH), featuring 4K resolution and a refresh rate of up to 240
• Odyssey 3D (model: G90XF), the glasses-free 3D gaming monitor.

Samsung will bring Call of Duty: Modern Warfare 4 to its booth for an early hands-on experience during Gamescom 2026.

Visitors can experience Samsung’s latest Odyssey gaming monitors by playing popular titles including Activision’s Call of Duty®: Modern Warfare® 4, Pearl Abyss’ Crimson Desert and CD PROJEKT RED`s Cyberpunk 2077, which features HDR10+ GAMING[1] to provide vivid graphics that capture the developers’ original intent. Cyberpunk 2077 and Cronos: The New Dawn will be available to play on the Odyssey 3D gaming monitor, as well. Additionally, the Odyssey Zone will highlight the high-performance 9100 PRO SSD — designed to enhance gaming performance. Together, these products will allow visitors to experience the synergy across Samsung’s gaming devices for a more vivid and immersive gaming experience.

Odyssey Zone will feature the 91000 Pro SSD designed to enhance gaming performance.

At the Galaxy Zone, visitors will be able to explore Samsung’s mobile gaming ecosystem, designed to enable fast and seamless gaming anytime, anywhere. Featured products include:

• Galaxy Z Fold 8 Ultra and Galaxy S26 Ultra, powered by a customised mobile processor —Snapdragon® 8 Elite Gen 5 Mobile Platform for Galaxy[2] to deliver powerful gaming performance
• Galaxy Buds 4 Pro, which includes a low-latency gaming mode.
• New ultra-fast and portable SSD products with next-generation interfaces.

Samsung’s Galaxy phones designed for seamless gaming experience anytime, anywhere.

Visitors will be able to try the mobile devices firsthand with globally popular games across a variety of genres, including Genshin Impact, Asphalt Legends, Honor of Kings, and more.

Experience the console free gaming experience at Samsung’s Gaming Hub at Gamescom 2026.

Meanwhile, at the Gaming Hub Zone, visitors will be able to experience Samsung Gaming Hub, which enables direct access to cloud gaming through compatible televisions and monitors without connecting to a separate console or downloading games. Products on display include the Samsung OLED TV (S95H model), and Galaxy S26 Ultra.

Samsung has also partnered with global esports team T1 to present the T1 Zone, where visitors will be able to try the equipment used by world-renowned League of Legends player “Faker”, Sang-hyeok Lee.

Visitors can use the same gaming equipment as renowned League of Legend player “Faker” in Samsung’s T1 zone.

Bringing the Energy of Korean PC Café Culture to Gamescom Through a Variety of Events

Samsung is also bringing the atmosphere of a Korean PC café to Gamescom 2026, creating a unique experience space for global visitors interested in K-culture.

Beyond showcasing its latest technology, the company will host a variety of on-site programs and participatory events including influencer gaming matches and product-reveal events. Visitors can register on the web application and complete missions throughout the booth to earn points redeemable for rewards, such as popular Korean snacks.

Samsung is also preparing a Spatial Signage event, which will utilise glasses-free 3D displays to create immersive experiences. When visitors stand in front of the display after selecting a T1 team member, Spatial Signage will create the impression of meeting that player in real time.

On 27 – 28 Aug, the World Finals of the #PlayGalaxy Cup in PUBG Mobile will take place on a stage within the booth as 10 elite teams who advanced through global preliminary rounds compete to determine the champion. The stage will host a variety of programs, including a special match between popular gaming influencers, an interactive racing program, and SSD influencer talks.

On 27 Aug, Samsung will also unveil the full lineup of 2027 Odyssey gaming monitors featuring industry-first technologies and launch its new portable SSD products.

[1] To use HDR10+ GAMING, the content must be HDR10+ GAMING compatible, and additional settings may need to be adjusted depending on the content.

[2] Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated.

(From left) “Vienna Viewed from the Belvedere Palace” (1758/61) by Bernardo Bellotto the Elder on OLED TV, “Summer” (1563) by Giuseppe Arcimboldo on The Frame and “The Tower of Babel” (1563) by Pieter Bruegel the Elder on Micro RGB TV at Kunsthistorisches Museum in Vienna. Photo: Seniad Kasupovic. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd., and the Kunsthistorisches Museum in Vienna today announced a new partnership to bring 43 carefully selected masterpieces from the museum’s collection to Samsung Art Store.[1] Starting today, art enthusiasts worldwide will be able to access these iconic works in stunning 4K resolution exclusively on compatible Samsung TVs.[2]

“The Kunsthistorisches Museum is not merely an institution — it’s a symbol of Austrian cultural identity and is our neighbor, our partner and our home,” said Dario Casari, President of Samsung Austria and Samsung Switzerland. “This partnership represents something truly special for Samsung— by combining these world-class cultural treasures with Samsung’s cutting-edge display technology, we’re creating a unique bridge between history and innovation, bringing Vienna’s artistic legacy to audiences around the globe.”

(From left) “Vienna Viewed from the Belvedere Palace, known as “Canaletto View” (1758/61) by Bernardo Bellotto on OLED TV and “The Art of Painting” (1665-1668) by Johannes Vermeer on Micro RGB TV at Kunsthistorisches Museum. Photo: Seniad Kasupovic. Image simulated for illustrative purposes. Cables not shown.

Masterpieces From Bruegel to Vermeer Now Available Digitally

The Samsung Art Store collection features some of the most significant works from the Kunsthistorisches Museum’s painting gallery, including:

• Several paintings by Pieter Bruegel the Elder, including the famous “The Tower of Babel”
• Johannes Vermeer’s “The Art of Painting”
• Gustav Klimt’s “Nuda Veritas”
• Canaletto and Bellotto’s iconic views of Venice and Vienna
• Giuseppe Arcimboldo’s “Summer”
• Works by Rubens, Velázquez, Caravaggio, Titian, Rembrandt and Raphael

Thanks to high-resolution digital rendering, viewers can appreciate the finest details of these extraordinary works. Bruegel’s “The Tower of Babel” reveals countless architectural and technical details, while Vermeer’s “The Art of Painting” impressively showcases the artist’s distinctive use of light and precision.

“The Tower of Babel” (1563) by Pieter Bruegel the Elder on The Frame Pro. Image simulated for illustrative purposes. Cables not shown.

Bringing World-Class Cultural Heritage Directly to the Home

With the Kunsthistorisches Museum joining the Samsung Art Store platform, Samsung continues to expand its premium portfolio of international cultural institutions. Existing collaborations with renowned museums such as the Louvre in Paris, the Prado Museum in Madrid, and the MUNCH Museum in Oslo already offer users access to unique art collections directly on their Samsung TVs[3].

Samsung Art Store offers a curated selection of thousands of international artworks displayed in native resolution with precise colour calibration. Users can personalise their viewing experience by selecting artworks according to style, period or mood, transforming their living spaces into their own digital gallery.

“We are delighted to join Samsung Art Store and share our unparalleled collection with a global audience,” said Dr. Jonathan Fine, General Director of KHM-Museumsverband. “By making these masterpieces accessible to everyone, regardless of location, we can engage a wider public. This digital experience will fascinate viewers and inspire them to encounter the original artworks in person at our museum in Vienna, bridging the gap between digital accessibility and the irreplaceable experience of standing before the originals.”

Back row, from left: Manuel Laporta Osante, Head of TV/AV – Samsung Austria, Verena Eisner, Deputy CFO – The Kunsthistorisches Museum Wien, Antonio Marques, Strategy Product Manager – Samsung Austria. Front row, from left: Paul Frey, General Manager – The Kunsthistorisches Museum Wien, Dario Casari, President – Samsung Austria and Samsung Switzerland.

[1] Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification.

[2]  Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, and Q7F. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame, The Frame Pro and The Movingstyle. Availability of Samsung Art Store may vary by model. Subscription and internet connection required

[3] Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, and Q7F. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame, The Frame Pro and The Movingstyle. Availability of Samsung Art Store may vary by model. Subscription and internet connection required.

Call of Duty: Modern Warfare 4 on Samsung TV and Odyssey Monitor. Image simulated for illustrative purposes. Cables not shown.

Call of Duty is a critically acclaimed and award-winning franchise that has become one of gaming’s most recognised intellectual properties. The collaboration marks another step in Samsung’s efforts to expand next-generation gaming experiences across TVs, monitors, soundbars, Wi-Fi speakers and connected gaming services.

“We are pleased to be the official TV, monitor, soundbar and Wi-Fi speaker partner for Call of Duty: Modern Warfare 4, bringing players a more immersive experience through Samsung’s premium display and audio technologies,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “We will continue working with leading developers to strengthen gaming experiences across our display portfolio.”

HDR10+ GAMING[1] Brings Greater Detail to Gameplay

Samsung and Call of Duty will integrate HDR10+ GAMING into Call of Duty: Modern Warfare 4. The technology helps deliver more accurate colour and contrast[2], supporting the immersive visual experience that reflects the creative intent of the developers.

“Samsung’s display and gaming technologies provide an exciting way to experience Call of Duty: Modern Warfare 4,” said Cody Neal, Head of Partnerships at Activision. “Partnering with Samsung allows us to showcase the game with clarity, scale and responsiveness that complement the intensity at the heart of Call of Duty.”

Modern Warfare 4 will officially support a 32:9 super ultrawide aspect ratio, allowing Samsung Odyssey G9 users to experience a wider format giving players a broader sense of space in-game.

Call of Duty: Modern Warefare 4 on Samsung Odyssey Monitor. Image simulated for illustrative purposes. Cables not shown.

Samsung Gaming Hub Streaming Call of Duty: NEXT

As part of the collaboration, Samsung Gaming Hub users will be able to watch Call of Duty: NEXT live through Samsung Gaming Hub on 21 Aug at 9 am PST / 22 Aug at 3 am AEST. Ahead of the event, a tune-in banner promoting Call of Duty: NEXT will be featured in the Samsung TV Gaming Hub masthead.

Samsung will also distribute Beta Early Access codes for Call of Duty: Modern Warfare 4 through the Samsung Promotion app. The codes will give selected players an opportunity to experience the Modern Warfare 4 Beta from Aug. 21-25, before the Open Beta begins, starting 28 Aug through to 1 Sep. Users can check for Beta Early Access code availability and event details on the Samsung TV Gaming Hub[3].

Samsung Gaming Hub allows users to access major cloud gaming services, including Xbox Cloud Gaming[4], as well as other game-related content, in one place. With it, users can access supported services and content without switching devices.

Gamescom 2026: Samsung Odyssey To Showcase Speed and Detail of Modern Warfare 4

Additionally, Samsung will bring Call of Duty: Modern Warfare 4 to its booth for an early hands-on experience during Gamescom 2026, taking place 26 – 30 Aug in Cologne, Germany. As one of the world’s leading events for computer and video games, Gamescom brings together players, creators, publishers and technology brands from across the industry.

At the event, Samsung will provide Call of Duty: Modern Warfare 4 Vault Edition Battle.net game codes to select players who visit its booth[5]. Visitors will also be able to play the highly anticipated title ahead of its official 23 October release on premium Samsung Odyssey gaming monitors. Built for modern gaming, Odyssey monitors give players the visual clarity and smooth performance needed for competitive play and cinematic moments.

For more information, visit www.samsung.com/au.

[1] HRD10+GAMING compatible monitors include Odyssey OLED G8 32 inch G80SD Gaming Monitor, 57″ DUHD Odyssey Neo G9 G95NC Gaming Monitor, and 27″ Odyssey OLED G6 G60SD QHD 360Hz Gaming Monitor. To use HDR10+ GAMING, the content must be HDR10+ GAMING compatible, and additional settings may need to be adjusted depending on the content.

[2] Compared to non HDR10+ supported gaming content.

[3] Beta codes will be available from 17 August through the Samsung Promotion App  and a banner displayed in the Samsung Gaming Hub. Limited beta codes available on a first come, first served basis. Samsung Account ID and device information required.  

[4] Supported features and games may vary by country and model. An internet connection, additional gaming service subscription and compatible controller are required. Samsung Account required for network-based smart services, including streaming apps and other smart features

[5] A total of 500 codes will be distributed through selected on-site activities. Details on how to win and claim codes will be announced on-site. The rules, tasks, and number of codes distributed may be subject to change depending on the on-site situation.

 With wins across TV, Mobile Phones and Home Appliance categories and awards for reliability, quality, performance and value, the accolades reflect a wide-spread consumer belief that Samsung continues to deliver some of the most recommended and most loved consumer electronics products for Australians.

Unchallenged for seven years, Samsung has once again achieved the title of Australia’s ‘Most Loved TV brand’; the only brand to win this award since Finder launched the category in 2020. Samsung’s continued leadership reflects its commitment to offering a diverse range of AI-powered displays – from Micro RGB, OLED and Mini LED panels to TVs featuring Glare-Free coatings, Art Store, and competitive gaming features across various screen sizes – to ensure there is a screen to suit every Australian lifestyle and living space.

Samsung also claimed Australia’s Most Recommended Mobile Phone brand, while retaining the title of ‘Top-Quality’ Mobile Phone brand for the second consecutive year. The winning accolades closely follow the announcement of Samsung’s new expanded Galaxy Z series line-up, opening a new chapter of foldable smartphone experiences built to enhance productivity, discovery, and self-expression for Australians.

“It’s an honour to be recognised by Australians for making smartphones that consumers are proud of and can confidently recommend to their friends and family,” said Eric Chou, Vice President of the Mobile eXperience (MX) Division at Samsung Australia. “At Samsung, we are proud to bring a range of smartphones and tablet devices that offer features and form factors to suit every Australian, offering consumers choice and reliability via devices designed to continually personalise and optimise to user needs over time.”

Samsung also delivered an exceptional performance in home appliances, with Samsung’s Refrigerator line-up securing a sweep across four categories including ‘Top Value’, ‘Most Reliable’, ‘Top Performance’ and ‘Most Recommended’. Furthermore, Samsung’s Top Load Washing Machines were voted ‘Most Loved’ by Australians’, demonstrating a preference by Australians for large capacity connected appliances that can support individual and family routines and lifestyles easily, intelligently and reliably over a long period of time.

Beyond these wins, Samsung also collected a further 48 Highly Commended awards including three in Mobile Phones, five in Tablets, one in TV, eleven in Refrigeration, eighteen in Laundry and four in Air Purifier categories.

“Samsung is focused on developing innovations across the home that feel like they have been made for Australians. It’s incredibly reassuring to see our TVs and home appliances recognised so strongly by the people who use them every day,” said Phil Gaut, Director of the Consumer Electronics Division at Samsung Australia. “Collecting consecutive wins in TV and laundry categories tells us we’re delivering real value, whether that’s via TVs designed to deliver art in bright Australian living rooms or appliances built to care about what Australians do like saving time, money and energy everyday.”

According to Taylor Blackburn, personal finance specialist at Finder, Samsung continues to stand out year after year as a brand that continues to deliver products Australians trust, recommend and genuinely love.

“Our Finder Customer Satisfaction Awards survey 50,000 people – this is not a small sample size. Samsung’s repeated success across multiple categories across multiple years shows a clear pattern; Australians value reliability, quality and performance,” said Blackburn. “Whether it’s TVs, mobile phones or home appliances, consumers are rating Samsung highly. It’s no mean feat to be loved, trusted and recommended..”

In 2026, Finder independently surveyed over 50,000 Australians, asking them to rank the products and brands they use everyday across categories of most loved, best value, most reliable, great performance, easy to clean, easy to use and most recommended. Australian’s preferences are recognised as part of Finder’s Customer Satisfaction Awards program, helping further Australian consumers identify the products and brands that may suit their lifestyles as voted by like-minded consumers.

For further information on Samsung’s range of consumer products, visit: https://www.samsung.com/au.

 To view further results from Finder Australia’s 2026 Customer Satisfaction Awards, visit: https://www.finder.com.au/finder-awards/customer-satisfaction-awards

Note to the Editor:

Samsung Australia – Full list of 2026 Finder’s Customer Satisfaction Awards

This is the first question many people ask when they need to purchase a new washer, oven, or refrigerator — and price is often the first thing to grab their attention. But what keeps consumers satisfied years after a purchase is something else: confidence that the appliance will continue to perform day after day, year after year.

Samsung Electronics’ recent global consumer survey suggests exactly that. When asked to rank the factors they consider most important when purchasing home appliances, respondents placed durability second only to product price. Nearly half (48%) identified long-term durability as a top consideration, and 36% said its importance has increased compared with three years ago.[1]

Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

The message is clear: consumers are thinking far beyond the moment of purchase. They are looking for products they can rely on over the long run.

And perhaps that’s why, Samsung appliances don’t perform solo — they sing in harmony. Dependability is shaped not only by the hardware inside an appliance, but also by the support that helps it perform at its best over time. Like a well-rehearsed choir, key elements work together behind the scenes to help Samsung appliances stay dependable throughout their lifespan: long-term software support, proactive care, and durable core components.

Keep Performance in Tune: Up to Seven Years of Software Updates

Even the best hardware can benefit from staying up to date.

Samsung provides up to [2] for supported home appliances through over-the-network (OTN) updates. These updates help keep appliances current with the latest software improvements or bug fixes after they have been installed in the home.

The result is an experience that continues to improve over time. Appliances can gain new features and services upon availability without requiring users to replace the product itself.

Just as a familiar song can sound fresh with a new arrangement, Samsung appliances can continue delivering new experiences throughout their lifecycle.

Listen Before Problems Become Louder: Remote Management through SmartThings[3]

Every great performance needs someone paying attention behind the curtain.

Samsung’s (HRM)[4] service helps provide proactive care by monitoring appliance status with customer consent.[5] Connected appliances can send diagnostic information that helps identify potential issues before they become larger concerns.

When service is needed, the same data can help support fast and efficient assistance, helping users get back to their daily routines sooner.

Rather than waiting for something to go wrong, Samsung appliances work quietly in the background to help keep everything running smoothly.

Samsung’s Home Appliances within the SmartThings ecosystem. Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

Never Miss a Beat: Durable Components

Of course, reliability starts with the parts that do the heavy lifting every day.

Key Samsung appliances, including refrigerators and washing machines, feature AI Inverter technology in critical components such as compressors and motors. Drawing on Samsung’s , these components intelligently adjust their operation according to usage conditions.

By continuously adapting to real-world usage, these components help improve efficiency, reduce wear and support long-lasting performance.

It’s a bit like a skilled choir knowing exactly when to raise or lower its voice – delivering the right performance at the right moment without missing a beat.

Achieve Home Appliance Harmony: Reliability That Lasts

People may not see software updates working in the background. They may not notice diagnostic data helping prepare a service visit. And few will ever watch an inverter motor adjusting itself in real time.

But what they do notice is when the appliances they depend on simply keep doing their job.

Reliability may not be the loudest feature in the room. But it is often the one people remember the longest and appreciate the most.

And that’s another reason why Samsung appliances continue to earn and maintain trust in homes around the world.

[1] Based on Samsung’s DA Global Usage & Attitude survey conducted in July 2025 across seven countries including United States, Brazil, Germany, France, Italy, India and Thailand.

[2] Wi-Fi-enabled Samsung home appliances will be eligible for software updates for up to seven years after launching, starting from models launched in 2024. Software updates are provided for up to 7 years from each appliance project’s initial launch, regardless of the local launch date. These are provided to appliances excluding cases where hardware limitations, such as memory or chip performance, may restrict the updates.

[3] A Wi-Fi connection and a Samsung account are required. For a list of compatible connected devices, visit https://www.samsung.com/au/smartthings/

[4] HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[5] Includes both fault and non-fault diagnosis. The fault diagnosis is based on an error code on the product while the non-fault diagnosis is a perceived defect that occurs as a usability issue without generating an error code. Certain issues can be detected by AI based on the operational data, regardless of whether it generates an error code or not.

Amazon Prime Video shown on the Samsung Neo QLED QN70H. Image simulated for illustrative purposes. Cables not shown

“As home viewing options become more diverse, users are prioritising elite viewing standards and greater levels of immersion,” said Taeyong Son, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By collaborating with Prime Video, we are bringing HDR10+ ADVANCED to home entertainment systems for the first time, we are elevating the home viewing experience all over the world.”

HDR10+ ADVANCED is the next evolution of the HDR10+ standard and is specifically designed to empower today’s advanced televisions which have achieved ever larger screen sizes up to 115-inches, higher peak brightness, and greater colour depth than their predecessors, while satisfying the requirements of leading content distribution services. The standard preserves the creator’s intent across compatible displays while delivering a more dynamic, lifelike viewing experience for supported content.

It also introduces two powerful capabilities for customers. Enhanced Overall Brightness uses statistical metadata to make fuller use of today’s premium TV brightness capabilities, delivering brighter, more precise HDR across the full tonal range3. Additionally, AI-driven tone mapping preserves shadow detail in darker scenes and delivers the heightened brightness that sports and action content demands[3].

Meanwhile, Intelligent Motion Smoothing utilises scene-by-scene metadata to allow compatible displays to dynamically adjust motion processing, preserving the cinematic feel of film content while delivering smooth, natural motion for sports, action and other fast-moving scenes.

“At Prime Video, we’re dedicated to providing the best possible viewing experience, and HDR10+ ADVANCED represents a meaningful step forward for our customers,” said BA Winston, Vice President of Technology at Prime Video. “With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene, and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices.”

The collaboration builds on the successful launch of HDR10+ on Prime Video in December 2017, when Prime Video became the first streaming service provider to offer HDR10+ to customers. The launch made Prime Video’s entire HDR library available in HDR10+ on Samsung’s 2017 UHD TV lineup, using dynamic metadata to deliver enhanced contrast and colour. Since that launch, the HDR10+ standard has grown to encompass 183 adopter companies and more than 22,000 certified products[4].

HDR10+ ADVANCED will be integrated into Samsung’s product lineup starting with 2026 TV models, with support planned for future products as the HDR10+ ecosystem continues to grow. The rollout builds on Samsung’s 20-year leadership in the global TV market[5], reflecting the company’s continued commitment to advancing display technology and bringing premium viewing experiences to consumers worldwide.[6]

For more information on Samsung TVs, please visit www.samsung.com/au. For more information about HDR10+ ADVANCED, please visit hdr10plus.org/advanced.

[1] HDR10+ ADVANCED is not supported when Filmmaker Mode is enabled.

[2] HDR10+ ADVANCED will be available on the following models: R95H, S95H, S90H, R85H, S85H, LS03HW, LS03H, and QN80H.

[3] Compared to HDR10+. Viewing experience may vary according to types of content and format.

[4] For more information, visit https://hdr10plus.org/hdr10_faq/how-much-hdr10-content-is-available-on-amazon-prime-video/

[5] Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[6] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. Results are not an endorsement of Samsung.

“Portrait of Lisa Gherardini, wife of Francesco del Giocondo, known as the Mona Lisa or La Gioconda” (1503–1519) by Leonardo da Vinci on The Frame

Samsung Electronics Co., Ltd. today announced that 34 brand new artworks from the Louvre’s collection are joining Samsung Art Store, making a total of 51 masterpieces from one of the world’s most celebrated museums available to Samsung Art Store users worldwide[2]. The collection includes Leonardo da Vinci’s “Mona Lisa,” along with some of the Louvre’s most renowned artworks, offering users unprecedented access to centuries of art through compatible Samsung Art TVs[3].

The collection features some of the Louvre’s most celebrated masterpieces, including Eugène Delacroix’s “Liberty Leading the People,” Paolo Veronese’s “The Wedding Feast at Cana,” and Jean-Auguste-Dominique Ingres’ “La Grande Odalisque”. These iconic works are complemented by paintings from major European masters such as Caravaggio and Jacques-Louis David, alongside distinguished examples of French Neoclassical and Academic painting, including Dominique Papety’s “Greek Women at the Fountain” and Nicolas Poussin’s “Orpheus and Eurydice” — representing a major expansion of Samsung’s curated digital gallery.

“Greek Women at the Fountain” (around 1841) by Dominique Papety on Samsung OLED S95H[4]

This partnership with the Louvre further strengthens Samsung Art Store’s growing portfolio of leading museums and cultural institutions. As one of the world’s most visited museums, the Louvre is home to some of history’s most important artistic treasures, and with Samsung Art Store expanding access to this iconic museum collection, users can discover and display masterpieces on compatible Samsung TVs and displays.

Samsung Art Store offers subscribers access to a curated library of artworks from leading museums and artists worldwide. Available on Samsung Art TVs, the service enables users to discover up to 5,000 artworks and enjoy museum art from the comfort of their home.

The Louvre collection is now available globally through Samsung Art Store, including in Australia.

[1] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[2] The Louvre collection is now available globally through Samsung Art Store including Australia. Exceptions include the MENA 18 countries: United Arab Emirates, Bahrain, Algeria, Egypt, Israel, Iraq, Jordan, Kuwait, Lebanon, Libyan Arab Jamahiriya, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkiye, Yemen.

[3] Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, and Q7F. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame, The Frame Pro and The Movingstyle. Availability of Samsung Art Store may vary by model. . Subscription and internet connection required.

[4] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.

Conversations That Connect the Whole Household

Unlike AI designed for individual devices, Samsung Vision AI Companion is purpose-built for the communal screen. It’s designed to bring everyone closer together, turning everyday moments into shared experiences.

the core of Samsung Vision AI Companion is an upgraded version of Bixby that enables more natural dialogue, deeper contextual understanding, and personalised responses. Samsung Vision AI Companion, delivers answers, accompanied by helpful visuals and related content[2]. There’s no need to navigate complicated menus or use additional devices. Everything happens right on the screen.

How to access and use Visions AI Companion

To launch[3] Vision AI Companion, press the AI button on your 2026 TV Samsung smart remote or long-press the Home button if your compatible 2025 TV smart remote doesn’t have an AI button.

Once you have opened Vision AI Companion, press and hold the microphone button to talk to Bixby and interact with the companion.

You can also select and navigate to related queries and AI-generated answers.

You can launch the AI Companion when you’re watching content on select sources including live TV and Samsung TV Plus.

Conversational and Visual Intelligence

What sets Vision AI Companion apart is its ability to answer questions and requests with visualised, intelligent responses through multiple AI agents by simply pressing the AI button on your remote control.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience. That understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation – no commands, no menus, no typing.

Samsung’s First Multi-AI Agent TV Platform Supported in 10 Languages

As an open, multi-AI agent platform, Vision AI Companion combines various LLMs (large language models), including Perplexity, Gemini and Samsung’s Bixby voice assistant to share visualised, intelligent responses adapted to user questions and requests[4].

Other features include:

• AI Gaming Mode: Enhances gameplay with responsive, AI-powered optimisation for picture and sound[5].
• Generative Wallpaper: Creates dynamic, personalised visuals for the TV, adapting to user preferences and moods[6].
• AI Picture, AVA (Active Voice Amplifier) Pro, and AI Upscaling Pro: Automatically optimise picture and audio quality, ensuring every scene looks and sounds its best[7].

With one of the broadest language offerings for conversational AI on a TV or monitor, Samsung Vision AI Companion supports 10 languages, including Korean, English, Spanish, French, German, Italian, and Portuguese bringing advanced AI capabilities to more people in more places.

Samsung Vision AI Companion[8] is integrated across nearly Samsung’s entire current 2026 , including Micro RGB, OLED, Neo QLED, Mini LED TVs and The MovingStyle[9], and Smart Monitors lineup[10]. The platform is built on One UI Tizen, with up to seven years of OS software upgrades to maintain security and deliver new features over time.

Driven by Samsung’s commitment to making advanced technology part of daily life for more households, Vision AI Companion puts the TV at the center of a connected home—ready to help, inform, and adapt as your needs evolve.

To learn more, visit www.samsung.com/au/tv

[1] Provides AI created content, with accuracy not guaranteed. Not all accents, dialects, and expressions are recognised. Availability of the AI features may vary, depending on the nature of the content. Available on 2025 Q7F and above, and 2026 TVs.

[2] Information based on current viewing available and Samsung TV Plus channels. Provides AI created content, with accuracy not guaranteed. Not all accents, dialects, and expressions are recognised. Availability of the AI features may vary, depending on the nature of the content. Available on 2025 Q7F and above, and 2026 TVs.

[3] Users will need to review and accept the Privacy Notice the first time they use the service.

[4] Services are subject to change and may be suspended or ceased without notice. Not all languages, accents, dialects and expressions are recognised. Internet connection and Samsung account required. Data usage and subscription fees may apply.

[5] Picture quality of upscaled content will vary depending on the quality and resolution of source content and may not apply to PC connection and Game Mode.

[6] Generative Wallpaper: Requires internet connection and Samsung Account. Number of daily attempts may be limited. This feature is not supported on OLED models.

[7] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.

[8] Availability of Vision AI Companion may vary depending on market and model. For Smart Monitors, Vision AI Companion is only available on M70 and above.

[9] Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.