New research from Samsung Australia indicates a whopping three quarters (72%) of Australians believe the right technology and entertainment setup can make watching sport at home feel just as special as being in the stadium[1]. As demand for major sporting events continues to outpace ticket availability, and factors such as travel and accessibility influence attendance[2], Australians are increasingly turning to at-home, immersive viewing experiences. In fact, 83% of Australians said they would like to transform an unused room or garage into the ultimate entertainment destination.[3]

Australians’ passion for sport remains as strong as ever, but the way they choose to experience it is evolving. Samsung research found that 91% of Australians believe watching from home offers a more comfortable and convenient experience, while 79% have opted to watch sport or entertainment from home due to the increasing cost of attending live events.[4] The findings underscore a growing shift towards premium at-home entertainment – spanning connected set-ups made up of displays, sound and appliances – where comfort no longer requires compromising the atmosphere of game day.

“For Australians, sport is far more than entertainment. It’s a cultural ritual that brings families, friends, and communities together, and technology is increasingly enhancing the experience, and bringing sport to life in Australians’ homes. We’ve observed a growing demand for premium at-home viewing experiences, with more Australians investing in smart consumer electronics, helping them feel closer to the action – this spans multi-display set-ups made up of TVs, through to smartphones and appliances,” said Phil Gaut, Head of Consumer Electronics, Samsung Australia.

“That’s exactly why Samsung designs its TVs with innovations such as Glare-Free technology for our bright rooms, AI-powered picture enhancement to elevate every moment, alongside connected home appliances and surround audio to deliver a stadium-like experience from the comfort of home, all controlled from the palm of one’s hand via a Galaxy mobile. Whether it’s footy finals, cricket season or a major international event, Samsung is helping Australians experience every moment as it was meant to be seen. It’s truly an exciting time for Samsung as we develop products made for Australians’ spaces, lifestyles and passion-points, and bring immersive experiences to our homes, and surrounded by loved ones.”

Bringing the stadium home

As Australians invest more in their at-home entertainment experiences, the research reveals that creating the ultimate viewing environment is about more than just watching the game. More than half (59%) of Australians believe a big-screen TV is essential[5], highlighting a growing desire to recreate the convenience and atmosphere of a premium venue at home. This is backed by new Samsung insights that 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 makes content look more lifelike[6].

Creating that stadium-like atmosphere at home starts with the screen itself. To meet growing demand for immersive viewing experiences, Samsung expanded its range of 98-inch-plus TVs from four models in 2025 to up to 10 by the end of 2026 across Micro RGB, The Frame, Neo QLED and Mini LED ranges. The expanded lineup gives Australians more choice across screen sizes, display technologies and price points, making it easier to bring a larger-than-life viewing experience into a wider range of homes and entertainment spaces[7]. To recreate the atmosphere of being at the stadium, nearly a third (31%) believe an immersive sound system is essential, helping deliver the roar of the crowd, every commentary call and key match moment straight into the home[8].

Food and drink are also key ingredients for the ultimate at-home fan zone. More than two in five Australians (43%) say having a dedicated fridge for food and drinks is a must-have feature, yet many face practical challenges when hosting.[9] One in five (21%) say constantly running back and forth to the kitchen disrupts the viewing experience, while 19% struggle with having enough fridge space to keep food and drinks on hand for guests.[10] This highlights a growing desire for entertainment spaces that keep everything needed for game day within easy reach, and is in line with Samsung’s commitment to smart refrigeration solutions spanning its Family Hub to Side-by-Side.

Today’s viewing experience extends well beyond one main screen, with 72% of Australians also using their phone or another device while watching live sport, movies or entertainment at home.[11] Whether it’s messaging friends and family, checking scores, stats and updates, or engaging with content online, second-screen habits have become a core part of how Australians watch. Second-screen usage comes in tandem of multi-screen smartphones, and growth in the foldable form factor. In fact, more than one in four (28%) use an additional screen to watch replays, highlights, bonus content or other entertainment simultaneously[12], showing the increasing demand for the Galaxy Z series, and connected experiences that help fans stay engaged without missing a moment.

With these factors in mind, many are looking beyond the living room and unlocking the potential of underutilised spaces to create dedicated entertainment zones. More than two in five (41%) see their garage as a space with entertainment potential[13], while 40% admit it is currently used primarily for storage.[14]

Samsung’s top tips for making the ultimate fan zone made for Australians

As Australians look for new ways to elevate their game-day experience in underutilised spaces, Samsung’s connected ecosystem of TVs, audio, mobile and home appliances is helping transform how sport is enjoyed at home. Whether hosting friends and family for footy finals, following live scores across multiple matches, or simply creating a more immersive viewing experience, Samsung’s latest innovations are designed with passionate sports fans in mind.

Big screen, matched by big sound:

Samsung Micro RGB R95H 4K Samsung Vision AI TV

• Australians love big screens, meaning every seat in the house is a good one helping fans feel closer to every moment of the action.
• With Samsung Vision AI for intelligent picture enhancements and Glare-Free technology, clear visibility and vibrant picture quality in a variety of lighting conditions is achievable.

Samsung Q-Series HW-Q930H Soundbar

• Create a powerful, stadium-like audio experience – optimised via intelligent Adaptive Sound – that scene-by-scene helps bring every crowd roar, commentator call, and match-winning moment to life.
• Experience the true environment via SpaceFit Sound, tailoring the experience to the space’s unique acoustics, making viewers feel part of the action.

Extra fridge room for gameday refreshments:

Samsung AI Home Side-by-Side Refrigerator

• Effortlessly elevate hosting by curating meals with Samsung Food suggested recipes, and keep drinks cool with Power Freeze, helping hosts spend more time with guests and less time making trips to the kitchen.
• Enjoy the game guilt free, knowing AI Energy Mode is working behind the scenes to reduce energy consumption.

Full ecosystem in the palm of your hand:

Samsung Galaxy Z Fold8 Ultra

• The ultimate productivity companion for sports fans – keep across scores, the group chat and live news with multi window, multi-tasking.
• Manage the TV, soundbar, refrigerator setting from the palm of your hand through the SmartThings app.

Availability

Samsung proudly produces a range of TV, sound solutions, home appliances and smartphones that are made for Australians love of entertainment, sports and group gatherings. This footy finals season find out more about Samsung’s full range of home entertainment products at samsung.com/au.

[1] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016 – (72%)

[2] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[3] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[4] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[5] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

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

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

[8] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[9] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[10] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[11] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[12] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[13] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[14] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

From busy mornings to summer entertaining and weekend meal prep, Australian homes have their own rhythms. Samsung appliances are designed around the way Australians actually live, with capacity, connectivity, and efficiency built-in to help make everyday life more convenient, and more personalised to suit every unique Australian lifestyle.

Samsung’s made for Australians approach to appliances is resonating with local consumers with Samsung’s refrigerator line-up voted ‘Top Value’, ‘Most Reliable’, ‘Top Performance’, and ‘Most Recommended’ in the 2026 Finder Customer Satisfaction Awards[1]. Samsung’s Top Load Washing Machines were also voted ‘Most Loved’ by Australians[2] indicating that local consumers want large capacity, connected appliances that support their routines easily, intelligently, and reliably over the long term.

Here are five ways Samsung appliances are made for Australians.

Made for Australians with big families and big plans

Samsung insights show that Australian families want more flexibility from their appliances. In the kitchen, one in three (38%) Australians wish they had more fridge space for summer entertaining, and more space for storing bulk cooked meals in the winter (34%). In the laundry, over a fifth of Australians (30%) say they’d wash more in a single load if they had a bigger capacity washer[3]. Samsung’s ultra-large capacity refrigerators such as the 809L Bespoke AI Family Hub+, and washers and dryers including the 19.5kg Bespoke AI Combo are made for families who want to do more – from getting ahead on the week to hosting a house full of guests – without compromising on space.

Samsung’s Bespoke AI Combo is the largest all-in-one laundry solution in Australia, capable of up to 30% energy saving via AI Energy Mode[4]. Image simulated for illustrative purposes. Cables not shown.

Made for Australians who love to entertain

What’s more Australian than opening your home to friends and family? More than half of Australians have told Samsung that having drinks chilled and platters prepped before guests arrive is key to being a great host[5]. Samsung’s range of Bespoke French-Door refrigerators are designed to make hosting effortless, with flexible shelving and an in-built Beverage Centre featuring an Autofill Jug[6] and Auto Ice Maker[7]. That means more room for platters, more cold drinks on hand, and less last-minute preparation, freeing up more time to spend with guests.

Samsung’s range of French-door refrigerators offer flexible shelving to meet various storage needs. Image simulated for illustrative purposes. Cables not shown.

Made for Australians who need things done quickly

From school uniforms to fancy delicate fabrics, Australians are looking for smarter ways to tackle laundry and care for their clothes. Samsung insights reveal that one in three (36%) believe smart devices are key to unlocking greater control over daily tasks[8]. Samsung’s AI-powered Bespoke laundry appliances like the 12kg Bespoke AI Front-load Washer take the effort out of washing with Super Speed cycles[9], Auto Dispense, fabric detection[10] and SmartThings connectivity[11], helping Australians stay in control at home or on the go.

Made for Australians who prioritise energy efficiency

If you feel frustrated when the fridge door is left open because it wastes energy, you’re not alone. 71% of Australians feel the same[12] and believe smart devices can play a role in helping to reduce energy and water bills. This is an area where Samsung’s AI-powered appliances excel; from adapting water levels and temperature to each wash load, to monitoring and managing energy use through SmartThings, to achieving 10 Star Energy ratings on select Bespoke AI Dryer models like the 17Kg AI Heat Pump Dryer[13]. It’s a smarter approach to running the home, putting control back in Australians’ hands.

Samsung’s range of home appliances can connect via SmartThings, giving you a central platform to manage and monitor your home. Image simulated for illustrative purposes.

Made for Australians who love when things work better together

Two in three Australians believe appliances that work better together make household tasks easier[14]. Samsung agrees and has spent nearly a decade connecting compatible appliances through SmartThings[15] to build personalised AI ecosystems across the home. By learning routines, remembering preferred settings and anticipating what help is needed next, Samsung appliances are designed to help Australians spend less time managing their home, and more time living in it.

From bigger families and busy entertainers, to Australians chasing efficiency and a more connected home, these insights reflect what Samsung has spent years learning about the way Australians actually live: great appliances aren’t one-size-fits-all.

To check out Samsung’s range of Home Appliances, visit samsung.com/au/home-appliances/

[1] Samsung’s Refrigerator line-up voted Top Value, Most Reliable, Top Performance and Most Recommended. Finder Customer Satisfaction Awards, 2026. n= 50,000.

[2] Samsung’s Top Load Washing Machines voted Most Loved by Australians. Finder Customer Satisfaction Awards, 2026. n= 50,000.

[3] Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[4] Tested on the WW90DG6U34LE Samsung washing machine comparing results with AI Energy Mode turned on (0.34971kWh) and off (0.51471kWh). Tested with 5kg load on Cotton Cycle with dry powder detergent at 40°C. Actual energy saving may vary, depending on variables including the wash cycle, type of detergent, laundry materials and settings.

[5] (58%) Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[6] Bisphenol A (BPA) is found in polycarbonate plastics and epoxy resins, which are often used in food and beverage containers, and has been linked with possible adverse health effects.

[7]Select models only. Check out the range via www.samsung.com/au

[8] (36%) Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[9] Super Speed cycle thoroughly washes up to a 5kg load in just 39 minutes with dynamic drum rotation and Speed Spray to help remove detergent quickly and reduce rinse time. Based on using Super Speed at the default settings with a 5kg load

[10] Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together.

[11] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The supported OS specification, required storage space, and other usage environment for the SmartThings app can be found on the app download page in each app store. SmartThings has compatibility constraints, and the compatible environment may be updated periodically. Supported OS specifications and app screen configuration may change with app updates.

[12] Nature Research, CE One insights commissioned by Samsung Australia, April 2025. Nationally representative, n=1,012.

[13] Tested in accordance with IEC 61121:2013/8kg Wash load/Cotton Cupboard with Heat pump (DV80F5E4HGW) vs. without Heat pump (DV80H4100CW). Individual results may vary.

[14] (67%) Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[15] Available via the SmartThings App on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. T&Cs apply.

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.