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.

Samsung’s 115” Micro RGB R95. Image simulated for illustrative purposes. Cables not shown.

Samsung Australia has today announced pricing and availability of its ground-breaking Micro RGB R95 display – the  115” Micro RGB TV – which is set to redefine ultra-premium TV experiences by bringing colour beyond cinema-standards to Australian homes. Priced at $41,999, Samsung Micro RGB R95H will roll out nationwide, gifting premium consumers an opportunity to unlock incredible viewing experiences in time for Christmas.

Incredible Colour Expression Beyond Mini LED and Mini RGB

Samsung’s 115” Micro RGB R95 TV utilises individually controlled red, green, and blue micro RGB LEDs—each less than 100µm in size[1]—arranged in an ultra-fine pattern behind the panel. To contextualise the incredibly small size of these Micro RGB LEDs: a Micro RGB LED in Samsung’s R95 is approximately 1/2 the size of a Mini LED[2]. As a result, the Micro RGB R95 is the first Samsung ultra-large TV to support 81 bit processing (27 bitX3) and has received VDE’s certification for Micro RGB Precision Colour. The result is an ultra-large, ultra-premium TV that can deliver hyper realistic picture quality with exceptional colour accuracy.

“In making Micro RGB display technology a reality for Australian consumers via the new Micro RGB R95 TV, Samsung is offering an ultra-large home cinema experience that goes beyond  expectations by unlocking new levels of colour accuracy, contrast and immersive content experiences,” said Simon Howe, Director – Audio Visual, Samsung Australia. “Supported by Vision AI and Samsung’s Glare-Free technology,[3] Micro RGB reinforces our commitment to provide a screen for virtually every experience, tailored to suit various needs.”

Samsung’s 115” Micro RGB R95 TV sets a new benchmark by incorporating the following features:

• Micro RGB AI Engine[4]: Powered by AI, the Micro RGB R95’s engine optimises picture and sound in real time, enhancing colour output for a lifelike and immersive experience. The Micro RGB AI Engine also supports the best of Samsung Vision AI capabilities and R/G/B Colour LED local dimming, creating an overwhelmingly vivid picture.
• Micro RGB Precision Colour: Certified by VDE for Micro RBG Precision Colour, it finely and precisely controls colours that delivers picture quality almost indistinguishable from reality.
• Glare-Free Technology[5]: Designed to help reduce reflections, Samsung’s certified anti-glare technology minimises discomfort from glare enabling a clear, comfortable and focused viewing experience in various indoor lighting environments.
• Metal SuperSlim Design: Incredibly sleek and minimalistic premium profile which elevates home décor, blending seamlessly into virtually any space. With a width measuring 35.7mm top to bottom and weighing 90.5kgs overall, the Micro RGB R95 is Samsung’s thinnest and lightest 115″+ RGB TV in Australia[6].
• Samsung Art Store: Transform the Micro RGB R95 TV into an expansive 115” gallery, with classic pieces coming to life in Pantone Validated, ultra-precise Micro RGB colours[7].
• Security and Longevity: Secured by Samsung Knox and supported by a 7-year free Tizen OS Upgrade program, ensuring up-to-date security and software enhancements.

Samsung Micro RGB R95 will also feature Samsung Vision AI supporting personalised viewing experiences in addition to endless free content via Samsung TV Plus[8], console-free gaming through Samsung Gaming Hub[9], and seamless smart home control via SmartThings[10].

The 115” Samsung Micro RGB R95 will be available via Samsung.com/au and leading retailers nationwide for $41,999 AUD. To stay updated on the latest information about the Micro RGB R95, register your details via https://www.samsung.com/au/tvs/micro-rgb-tv/

[1] Each R, G and B is the smallest available in any LED TV as of 24 October 2025

[2] Dimensions measured from the front of the LED

[3] * The R95F 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. 31/12/2025.

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

[5] The R95F 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. 31/12/2025.

[6] As of 27 October 2025. Compared to Hisense 116″ RGB-Mini LED which measures 40mm wide and weighs 102kgs with the stand.

[7] Stream complimentary curated art or additional artworks available via subscription. Internet connection required. Offering 30 refreshed artworks monthly through Art Store Streams and over 70 ambient content supported complimentary throughout the year.

[8] Channel number counts including Samsung TV Plus and Plex (third-party app) are current as of January 2025. Internet connection and Samsung account required.

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

[10] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit www.samsung.com/au/apps/smartthings/ for a list of current compatible devices.

Samsung Neo QLED 8K QN990F Glare-Free TV. Image simulated for illustrative purposes. Cables not shown.

Australian summer is a season characterised by long-days and unmissable sporting moments. While around 43 per-cent of Australians say they like to watch these moments at home on the TV to bond with family and friends[1], new insights from Samsung Australia reveal one in five respondents won’t invite guests around to their house because of on-screen glare[2]. In fact, over half Australians (58%) claim they HATE on-screen glare[3], with 53 per-cent of 18-35 year old viewers admitting to abandoning shows mid-way through due to distracting reflections[4].

Further Samsung insights reveal that half of respondents (49%) draw their curtains during the day to avoid on-screen glare – this number hitting 100% for respondents living in the Northern Territory[5]. Moreover, two in five (41%) respondents say they always turn off all the lights in the room before they watch television, while almost half (49%) of viewers aged 18-25 years must sit in a specific spot where the glare won’t ruin their show[6].  

According to Simon Howe, Director- Audio Visual, Samsung Australia, living on one of the sunniest continents in the world is usually a fact Australians get to brag about. However, as Australians increase their appetite for bigger TV screen sizes[7], more people are becoming fed-up with having to rearrange furniture and performing ‘lights-out’ rituals around the house before they can relax in front of the television.

Responding to consumer demand, Samsung developed a ‘made for Australian homes’ Glare-free display technology that uses an embossed coating to scatter ambient light across wider diffusion patterns, providing reflection-free viewing experiences, day and night[8]. The certified result reduces on-screen reflections while maintaining the incredible brightness, object sharpness, and colour accuracy Samsung TVs are renowned for. 

“For around 100 years, the television has brought Australians together to watch moments that matter and to unwind in the comfort of their home. Over the years, modern home designs have made our living spaces brighter while our TV screens have gotten bigger, taking on-screen glare from being a mild annoyance to a daily frustration,” said Mr. Howe.

“Samsung’s Glare-Free technology isn’t just a technical innovation; it’s a response to how Australians live and is based on a belief that the technology in our homes should work with the environment it’s placed in, not against it.” 

In 2025, the TV continues to be the heart of the Australian home with almost three-quarters (72%)[9] of Australians agreeing their TV plays a vital role in their daily lives. New Samsung insights reveal nearly a quarter (23%) of respondents would buy a bigger TV if glare from windows wasn’t an issue while over a third (37%) are willing to swap their current TV for a glare-free option tomorrow[10]. 

Winner of 2025 Canstar Blue Innovation Excellence Award for being a “game-changing breakthrough” with the “potential to improve the everyday lives of customers”, Samsung’s Glare-free display technology is available on Samsung OLED S95F, Neo QLED 8K QN990F, Neo QLED 8K QN900F, Neo QLED QN90F, The Frame Pro, and The Frame. With screen sizes across the Glare-free TV line-up spanning 43-inches up to 98-inches, Samsung has a Glare-free TV option to suit various Australian lifestyles.

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

[1] Samsung commissioned research by Pure Profile, conducted July 2024. N= 1,001

[2] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[3] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[4] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[5] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[6] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[7] Based on Samsung internal data

[8] Samsung Glare-Free TVs including Neo QLED QN990F, Neo QLED QN900F, Neo QLED QN90F, The Frame Pro 2025, The Frame 2025, and OLED S95F have 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. 31/12/2025

[9] Samsung commissioned research by Pure Profile, conducted July 2024. N= 1,001

[10] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040