Samsung research reveals almost half of Australians are suffering from ‘TV Envy’

June 12, 2024
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  • 60% admitted to rearranging room furniture to avoid TV glare
  • 46% admit to suffering ‘TV Envy’ when comparing their TV set to friends and family
  • 40% of Australians can’t go a day without watching TV


Samsung Electronics Australia has today released new research[1] revealing Australians’ relationships with their televisions are becoming more prominent in line with advancing technology, with the TV playing a significant role in stress relief and even evoking ‘TV envy’.


The research[2] commissioned by PureProfile also found that in the sunny Australian climate, 3 in 5 consumers (60%) admitted to rearranging furniture to avoid glare while watching TV. Additionally, 46% of Australians can’t go a day without watching TV, while 55% are relying on their TVs to decompress and ‘wind down’ after a day’s work.


“The television is a central feature of the home that plays a significant role in daily life, however, our research reveals the glare of the sun’s rays is an inconvenience experienced by more than half of the nation. Advancements in TV technology — like our world-first glare free certified OLED anti-glare technology[3] — are making the viewing experience that much better for consumers, with Samsung committing to delivering innovative products that offer Australians a screen that truly suits their needs and living spaces,” said Simon Howe, Director of Audio Visual at Samsung Electronics Australia.


The Anti-Glare Debate

Over one-third (37%) of the nation agree there is a ‘prime seat’ in the lounge that avoids TV glare, a seat which can sometimes cause family arguments.


In fact, two in five (40%) of Australians surveyed believe that they are at most risk of glare in comparison to other countries, and the same number (40%) will even wait until the evening to watch their favourite show to avoid the risk of sunlight-glare impacting their viewing experience.


“Our recently released Samsung S95D OLED 4K Smart TV was built for Australian conditions,” added Howe, with the new OLED Anti-Glare technology helping to preserve colour accuracy and helping to reduce reflections while maintaining image sharpness to ensure an immersive viewing experience, even in brightly lit rooms[4].


Bigger Is Better

46% of the nation is suffering from ‘TV envy’ after comparing the size and quality of their own TV with that of friends and family.


Over one-third (35%) of Australian’s wished they had gone bigger when making their TV purchase. This is especially important when it comes to sports. Samsung’s 2023 research revealed that Australian’s were opting to tune in from home to watch sports on their own ‘big screens’, with 42% now owning a screen over 60 inches, and 11% over 75 inches — putting them right on the side lines of their favourite matches.

More than Viewing

The report also revealed that the use of the TV has evolved from simply viewing shows and movies. Some may hit the yoga mat, read a book, or go for a relaxing massage, however the research revealed that over half (55%) are using their TV to de-stress after work. And while 57% of those asked said that the TV is for streaming their favourite TVs and shows, almost one-quarter (24%) are using the TV to listen to their favourite music.


A Screen for Every Experience

With the TV wants and needs of Australians continuing to evolve, Samsung’s 2024 range of Neo QLED, OLED and QLED TVs deliver big screen premium viewing up to 98-inches, bolstered by a range of powerful, AI driven features to deliver impeccable big screen picture and sound quality — all from the leading global TV brand for 18 consecutive years[5].


Committed to delivering innovative products with features designed to ‘WOW’, Samsung’s 2024 AV range offers a variety of premium home cinema solutions, empowering Australians to choose a screen that truly suits their needs and living spaces.


To find out more about Samsung’s award-winning range of TVs and soundbars, visit

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

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

[3] The S95D range has been independently verified as OLED Glare Free: Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC (UL Solutions), Certificate Number: V647799 – 01/03/2024.

[4] Some glare may still be present dependent on viewing conditions and location of installation. Picture quality may vary depending on quality and resolution of source content and viewing conditions.

[5] Source – Omdia, Feb-2024. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

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