Made for Australians: Five Reasons Samsung TVs Are Designed for Australian Lifestyles

From sun-filled living rooms to bigger screens, art-inspired interiors and endless entertainment, Australians have their own way of watching TV.

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.