Source – Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd. today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.

Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.

Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.

“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation

Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:

• 2009: The company accelerated the global transition to LED TVs.
• 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing.
• 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home.
• 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customisable digital art canvas.
• 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology.
• 2018: 8K TVs delivered approx r 33 million pixels[1] — four times the resolution of 4K.
• 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and colour accuracy in ultra-large screens.

Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs

Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.

Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimise picture, sound and personalisation in real time.

With two decades of proven global leadership, Samsung remains one of the most consistently recognised and trusted TV brands worldwide, offering industry-leading technology across multiple price tiers, screen sizes and display innovations.

[1] Native 8K content availability is very limited. Picture quality of upscaled content will vary. Real 8K Resolution is defined as having 7,680 x 4,320  pixels, 4K Resolution is 3,840 x 2,160

Samsung Electronics Australia has today unveiled the first TV of its 2024 AV line-up, with the debut of the highly anticipated OLED S95D. As the pinnacle product of Samsung’s OLED range, the S95D is available in 55-inch, 65-inch and 77-inch screen sizes from all major retailers nationwide.  In 2024, Samsung, the Global No.1 TV brand for 18 years running,[2] has set a new standard in home entertainment, unveiling the world’s first ‘OLED Anti-Glare technology[3].

Leading the charge for what will be a highly anticipated 2024 AV line-up, the New ‘OLED Anti-Glare technology[4] – specifically designed for the S95D – preserves colour accuracy and helps reduce reflections while maintaining image sharpness to ensure an immersive viewing experience, even in brightly lit rooms – making it built for Australian conditions. The OLED-optimised, low-reflection coating helps to overcome the trade-off between gloss and reflection thanks to a new, specialised hard-coating layer and surface coating pattern.

The Samsung S95D OLED has been verified as ‘Glare Free’ by Underwriters Laboratories (UL), a leading independent safety science company. UL’s verification validates the ‘Glare Free’ claim by assessing the products against Unified Glare Rating (UGR) testing standard set by the International Committee on Illumination (CIE). The S95D OLED utilises a unique display with anti-glare and anti-reflection properties to help deliver optimal brightness and provide excellent picture quality with reduced glare – even in brightly lit rooms[5].

Jeremy Senior, Vice President, Consumer Electronics, Samsung Electronics Australia said, “We know Australians take great pride in their living and entertainment areas, with the TV often the centrepiece of not just the room, but Australians’ homes. With that in mind, as we unveil our latest innovation, we’re thrilled to introduce a new era of television viewing that promises to redefine entertainment standards. Our insights show that Anti-Glare technology is a top priority for consumers when purchasing a TV, and at Samsung, we’re proud to play a part in redefining the landscape by bringing this world-first feature to our OLED range. With many Australians’ living in bright or light-filled rooms, this new technology helps to ensure Australians can enjoy a low interruption viewing experience, regardless of their TV preference”

In 2024, the future of OLED is bright, as the S95D is powered by the-NQ4 AI Gen2 Processor, enabling it to upgrade content and mesmerise viewers with stunning brightness and colour accuracy.

With over 8 million specially engineered self-illuminating pixels comprising three subpixels (Quantum Dot red and green, and OLED blue) and no white subpixels in sight; the Samsung S95D OLED is intensely cinematic[6]. Paired with the NQ4 AI Gen2 Processor perceptional colour mapping technology, Samsung OLED has earned the accolade of being the World’s First Pantone ®-Validated HDR OLED.

Featuring Quantum HDR OLED Pro, powerful processing, and 4K upscaling, content displayed on the S95D is instantly transformed into incredibly sharp 4K resolution, bringing out incredible detail that is up to 70% brighter than OLED HDR+, resulting in richer contrast, brighter brights and deeper blacks[7].

The S95D also includes Motion Rate 200 which helps minimise blur and judder from fast moving scenes to ensure a sharp and smooth viewing experience whilst watching live sports and action movies⁵. In addition to this, the S95D is a gamer’s delight, equipped with 4K 144Hz VRR for ultra-smooth gameplay, providing crisp visuals at incredibly high speeds[8].

At the top of the Samsung OLED range, the S95D not only offers a truly superb viewing experience but a sleek, slender Infinity design. At just 11.2mm in depth its slim profile is the perfect complement to virtually any room, whilst also boasting a sophisticated metal trim, and remaining virtually bezel-free. The design is matched by premium sound, featuring True Dolby ATMOS[9] for cinematic sound and Object Tracking Sound, creating a rich audio environment that follows the on-screen action enabling Australians to truly immerse themselves in the best of big screen entertainment.

Recommended retail price:

Samsung OLED 4K S95D (55-inches, 65-inches, 77-inches)

• 77-inchesRRP: $9,281.00
• 65-inchesRRP: $5,800.00
• 55-inchesRRP: $4,640.00

The S95D is available from all major retailers and Samsung.com from Monday 18 March. Visit the Samsung website for more information on the Samsung OLED range: https://www.samsung.com/au/tvs/oled-tv/

[1] 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.

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

[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] Picture quality may vary depending on quality and resolution of source content and viewing conditions.

[5] Some glare may still be present depending on viewing conditions and location of installation.

[6] Picture quality may vary depending on quality and resolution of source content and viewing conditions.

[7] Compared to OLED HDR+. Source content must be HDR10+ format. The Range of Quantum HDR claims luminance based on internal testing standards and is subject to change according to viewing environment or specific conditions.

[8] Requires compatible gaming PC supporting 4K resolution, 144Hz motion rate and Variable Refresh Rate.

[9] Source content must be Dolby Atmos® enabled for Dolby Atmos® playback. Samsung define ‘True Dolby Atmos’ as featuring an upwards-firing directional speaker for three dimensional sound.

Samsung has been announced as the winner by Australia’s most visited comparison website Finder’s 2021/22 Retail Awards for Best Rated TV Brand and Best Rated Microwave Brand.

This is the third consecutive year Samsung TVs have been rated Best Brand by the comparison site and second for Samsung microwaves, having first claimed the title in 2019.

The Finder Retail Awards are conducted in partnership with research house, Dynata, to survey thousands of Aussie consumers on their favourite brands across a range of categories. The awards recognise exceptional product experience including ease of use, performance, quality and value for money.

The award wins validate Samsung’s commitment to ensuring that Australians have access to the best technology and appliances that truly make their lives easier.

Jeremy Senior, Vice President Consumer Electronics, Samsung Electronics Australia comments: “Samsung takes pride in its continual pursuit to provide products with meaningful innovation. It’s an honour and a privilege to be commended by Finder and our customers in relation to how much they are enjoying Samsung TVs and microwaves.”

“Over the past few years we’ve relied on our homes and the products within them more than ever and to be awarded by Finder for the third year in a row for TV and second time for microwave is a testament to the focus and drive Samsung has on offering products that make Australians lives easier.”

Finder’s retail expert Kate Browne said, “Samsung is easily one of Australia’s most well-known brands and it’s not hard to see why. Samsung showed that they can deliver on the features that really matter to consumers. Factors like ease of use, good performance and value for money can all make for a really positive experience when setting up your home.

Samsung TVs were top rated for picture quality and sound quality, while also receiving a 100% recommendation rating from customers surveyed.

Samsung was also recognised as a finalist for Best Rated Robot Vacuum Cleaner Brand and Best Rated Washing Machine Brand.

For full information on Samsung’s range of consumer electronics, see here: http//www.samsung.com.au/

To view the results of Finder’s Retail Awards 2021/2022, see here: https://www.finder.com.au/finder-retail-awards