According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006.[1] This continued success is driven by the company’s commitment to premium and ultra-large screen innovation, as well as the introduction of cutting-edge, AI-powered TVs.

“Samsung’s 19-year reign as the global TV market leader has been made possible by the trust and support of our customers,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to shape the future of the TV industry with innovations like AI-powered TVs, delivering products and services that meaningfully enrich people’s lives.”

Samsung Electronics secured its position as the global leader in the TV market for the 19th consecutive year (Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.)

Dominance in the Premium and Ultra-Large TV Segments

Samsung solidified its leadership in the high-end TV market, particularly in the premium ($2,500+) and ultra-large (75-inch and above) segments:

• Premium ($2,500+) TVs –Samsung captured a 49.6% global market share, accounting for nearly half of the global premium TV market.[1]

• 75-inch and above –Samsung led the ultra-large category with a 28.7% global market share.[2]

QLED and OLED TV Success

Samsung also maintained its leadership in the QLED and OLED segments, reinforcing its dominance in the premium TV industry:

• QLED TVs – With 8.34 million units sold, Samsung commanded a 46.8% global market share, further strengthening its leadership in this category. The global QLED market also saw significant growth, surpassing 10% of total TV sales for the first time.[3]

• OLED TVs – Samsung’s OLED sales reached 1.44 million units in 2024, securing a 27.3% global market share. This marks a year-over-year (YoY) increase of 42% and 4.6% in unit sales and market share globally, respectively, reflecting strong consumer demand for Samsung’s OLED innovations.[4]

Transforming Home Entertainment With AI and Art

At CES 2025, Samsung unveiled Vision AI, a breakthrough in AI-powered screens that extends beyond traditional entertainment. By analyzing user preferences, intents and habits, Vision AI delivers a seamlessly personalized viewing experience that shapes the future of smart home displays.

Samsung is also expanding its Samsung Art Store — originally available exclusively on The Frame — to Neo QLED and QLED models this year, providing more consumers with access to a personalized digital art experience.[5]

[1] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[2] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[3] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[4] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[5] Subscription is required to enjoy all the art from the Art Store. Requires Samsung account and internet connection.

Samsung Electronics Co., Ltd. today announced that it plans to open Samsung Game Portal, an online store specializing in gaming, on Samsung.com in more than 30 countries around the world, starting with the U.S., the U.K., Germany, France, Italy, Spain and Brazil in late June.

The Game Portal is a one-stop online store for gamers designed to significantly increase the convenience of browsing and purchasing products such as smartphones, TVs, gaming monitors and high-performance SSDs. It also provides customers with a variety of gaming-related content in one place, fine-tuned to their preferences and experiences.

In 2021, Accenture, a leading global professional services company, published an illuminating gaming-related study. The study found that half of the gaming population are cross-platform gamers who use more than one device to play, spending an average of 16 hours a week gaming, as well as eight hours a week watching gaming-related video content and six hours a week participating in gaming-related communities.

In response to these customer trends, Samsung has designed the Game Portal to provide an impressive variety of content, such as gaming product information, domestic and international expert reviews, product purchase benefits and offers, product utilization ideas that help users enjoy games more, and game-related news.

“Gaming has become an important part of consumers’ lifestyle, not just entertainment, especially for Millennials and Gen Z,” said Evelyn Kim, Executive Vice President of the D2C Center at Samsung Electronics. “We will implement various initiatives to provide customers with a superior gaming experience, from purchase to use, by providing an environment that makes it enjoyable and easy to purchase gaming-related products.”

Notable products to be available on the portal are the Galaxy S23 Ultra, which is optimized for mobile gaming with its high-performance Snapdragon® 8 Gen 2 Mobile Platform for Galaxy and 5000mAh battery; the Neo QLED TV, which allows users to enjoy cloud gaming without a separate console through the Samsung Gaming Hub; and the Odyssey OLED G9 monitor, which provides an unparalleled immersive gaming experience with its 49-inch curved OLED screen. Another impressive offering is the 990 PRO SSD, which delivers sequential read and write speeds of up to 7,450 and 6,900 MB/s for faster loading of PlayStation and DirectStorage PC games.

To celebrate the launch of the Game Portal, Samsung is offering[1] discounts on bundles of gaming devices, as well as a variety of regional purchasing incentives centered on its recently launched Odyssey gaming monitor and Neo QLED 8K products.

The gaming industry is one of the few sectors that continues to grow. Given this trend, Samsung has been engaged in various activities to strengthen its leadership in the industry, including enhancing the competitiveness of its gaming-related products and services. Opening the Samsung Game Portal is a key move in this direction that paves the way for further growth. For more information, please visit https://www.samsung.com/game-portal.

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[1] Purchase benefits may vary by country.

As the size of the average screens at home has evolved, so has the technology within them. This provides users with greater detail, colour and motion so content looks even more brilliant in this larger format.

Ushering in the Era of Premium Viewing With Neo QLED 4K

At the forefront of premium screens lie Samsung Neo QLEDs — with state-of-the-art Mini LED and Quantum dot technology that offers superb contrast and vivid, accurate colour reproduction. The exceptional picture quality of the Neo QLEDs is even more evident when taken to a larger screen.

The QN100B 98” — Samsung’s Neo QLED 4K — offers consumers the pinnacle of ultra-fine light control thanks to Quantum Matrix Technology powered by a massive grid of Quantum Mini LEDs. This allows viewers to see every single detail on the screen, even in the darkest of scenes, with deeper colour and contrast. Subtle nuances in light and colour are analyzed and shifted scene by scene so that each and every frame is of the highest quality.

Beyond its unrivaled performance as a television for consumers’ favourite movies, shows and games, this screen has been praised by many industry experts and users as well. IMAX recently commended the massive 98” Neo QLED 4K for its performance in their critical reference environment producing a highly accurate precise image.

“After calibrating and reviewing this new model TV, I can tell you that we were excited to see how closely the image quality matches our reference mastering monitor that we use in post-production finishing work,” said Bruce Markoe, the SVP and Head of Post Production at IMAX Corporation. “We see value in using very large, high-quality displays in mastering content for IMAX Enhanced masters. Having a large sized screen with proper image quality creates the best way to apply and utilize our DMR technology during the mastering process.”

Bruce Markoe, the SVP and Head of Post Production at IMAX Corporation

A reference monitor is a specialized display device used for colour grading during post-production. Reference monitors must produce a highly accurate image so teams can create the most precise, high-quality output possible.

In order to provide an outstanding cinematic experience, IMAX films are produced with cameras up to 16K resolution, which means the mastering monitor used must be extremely accurate in order to accurately display the creators’ intent.

Elevate the Premium Viewing Experience With Neo QLED 8K

Stepping above and beyond the already high-performing Neo QLED 4K, consumers find Samsung Neo QLED 8K. These screens offer the dazzling picture quality users have come to expect from Samsung in even more brilliant 8K resolution. Powered by Neo Quantum Processor 8K, the state-of-the-art upscaling neural networks ensure that all content is displayed with utmost precision and immaculate picture quality.

As streaming platforms begin to offer content optimized for a larger 1.9:1 screen ratio, perfect for an immersive cinematic experience, having an 8K TV with premium picture quality is a sure-fire way to future-proof a home entertainment set up.

Premium TV Sales Are on the Rise With Neo QLED 4K and 8K

In fact, more content, better features and more things to do on your TV mean the trend of purchasing larger and larger TV screens is not simply expected to continue to even to grow. According to Omdia, the over-80-inch TV market is expected to grow from 2.8 million units in 2022 to 3.5 million units in 2023 — over 24%.

Samsung’s premium TV lineup has also helped solidify its leadership in the TV industry for an impressive 17 years. In 2022, Samsung sold a staggering 9.65 million units of QLED and Neo QLED TVs, bringing the cumulative sales to 35 million units since its QLED product launch in 2017.

Samsung also dominated the ultra-large TV segment in 2022, reporting 36.1% and 42.9% in terms of market share for TVs over 75-inches and 80-inches respectively.

“Neo QLED offers one of the most premium viewing experience for large screens over 75-inches, and we believe they are the future of home entertainment,” said Seokwoo Yong, Executive Vice President and Deputy Head of Visual Display Business at Samsung Electronics. “As more content and features become available to consumers, Neo QLED 4K and 8K TVs will help consumers get the most out of these new contents while providing breathtaking visuals packed with lifelike details.”

The newest brand campaign from Samsung continues with three new video spots showcasing the real, meaningful connections Canadians can make using Samsung technology. In the latest campaign spots, basketball star athlete Fred VanVleet, creative producer Mr. KOA, and content creator Isabelle Cheng, are leaning into their personal passions and crafts to illustrate how Canadians can “Do The SmartThings!” with connected devices that seamlessly work together.

Whether interacting with a fan, tackling a photo shoot, or creating delicious-looking food content, Fred, Isabelle, and Mr. KOA are all utilizing the power of Samsung products and SmartThings to make these experiences more efficient and enriching. We recently caught up with the stars of the videos to learn more about the meaningful connections they experienced with others through Samsung technology.

In the latest spot, up and coming basketball star and Team Canada athlete, Deniya Prawl, plays video games on her Neo QLED TV online with another gamer – not knowing that on the other end of the line is the star athlete Fred VanVleet, who surprises her with a call on her Samsung Galaxy Z Flip4. You can watch the latest video here.

We sat down with Deniya, Isabelle and Mr. KOA to learn more about their experiences with Samsung’s meaningful connections campaign, and how they themselves continue to leverage connectivity in their everyday lives.

What role does Samsung technology play in helping you perfect your craft?

Mr. KOA: The Samsung Galaxy lineup’s ease of use and customization features not only help me get all my work done efficiently, they make things look the way I want to, and make my experiences enjoyable.

Isabelle Cheng: My phone is central to my job as a food-focused content creator! I love my Samsung Galaxy S22 Ultra.

Deniya Prawl: My Samsung TV helps me watch all of my favourite basketball games, learning from other amazing players.

How does technology help you balance your day-to-day life?

Mr. KOA: I live a very fast-paced and extremely unpredictable lifestyle. I absolutely rely on technology to keep me organized, to help edit and design work, as well as visual capabilities to present to clients.

Isabelle Cheng: To be honest, I would be completely lost without technology. I use my Samsung Galaxy Watch Active to track my sleep, workouts, and even make sure I get enough water – especially helpful when I’m busy. For work, I always tell people I live and die by my calendar. Being able to have all my appointments and other info at my fingertips on my phone is critical.

Deniya Prawl: Because I’m a basketball player, it’s so important for me to study the game. Watching games or footage from practice using technology helps improve my IQ and learn different moves.

Can you tell us about your experience building connections in your vignette?

Mr. KOA: Being surprised by my cousin on my Samsung Galaxy Z Flip4 was definitely an unexpected but welcome surprise – especially when we met in person! I recently made the decision to pick up my entire life and move from Toronto to LA at the start of this year. The transition has been quite challenging, and I hadn’t seen friends or family for almost a year. Being able to connect so easily and quickly was incredible.

Isabelle Cheng: I was able to connect with a good friend of mine that moved to Vancouver. When someone who is important to you moves across the country it can be difficult. I was so shocked when she surprised me on video chat as I was expecting someone else. It was easy to connect the Galaxy Z Flip4 to Samsung The Frame TV so I could chat comfortably on such a large screen. Even better was when she ended up surprising me in person!

Deniya Prawl: It was a great experience to connect with Fred live using my Galaxy Z Flip4! I’ve watched him play for so many years and I’m a huge fan – I was so surprised and grateful for the experience.

Provide an example of a meaningful connection that technology has enabled for you.

Mr. KOA: I recently launched a dating card game called THE FIRST DATE GAME. Thanks to technology, the game has been able to reach thousands of people – all from something I created at home.

Isabelle Cheng: Over the past two years, technology was essential to help me stay connected to my friends and loved ones who I wasn’t able to see. Having technology makes those times feel a lot less lonely until you’re able to hug in-person again.

Deniya Prawl: A lot of my family lives in Jamaica, and they all use Samsung devices, which helps us communicate with each other despite the distance.

Samsung has long been innovating across its mobile, home entertainment, home office and digital appliance products, to help Canadians curate intuitive, integrated experiences. To learn more about Samsung’s meaningful connections campaign, click here.

In order to understand more about how those innovative features of the Neo QLED transcend technological hurdles to meet user’s growing demands for next-level quality displays, Samsung sat down with the next-generation TV developers to find out more.

▲ (From left to right) Engineers Bonggeun Lee, Kyehoon Lee, and Minhoon Lee from the Visual Display Business at Samsung Electronics

The Beginning of QLED: the Quantum Mini LED

The culmination of a range of leading innovations, the journey to developing the Neo QLED began with the creation of the Quantum Mini LED, a light source just 1/40th the height of conventional LEDs. Samsung’s engineers managed to reduce the size of the LED down to almost that of a dust particle, and applied a micro layer that softly disperses light into the LED itself, allowing the chip to emit and disperse light on its own. The resulting self-emitting LED removes the noise possessed by previous technologies and enables the era of natural, smooth display presentation.

“In those TVs that utilize the typical LEDs, there is an additional lens that has to sit on top of the LED so that the light can be dispersed, so our focus for our new LED product was on allowing it to disperse light independently,” noted Engineer Minhoon Lee. “Not only is the Quantum Mini LED smaller and more space-effective than its predecessors, but it also does not require the extra lens layer, allowing us to align more LEDs together in a more compact manner.”

As the Quantum Mini LED is just 1/40th the height of previous LEDs, the engineers encountered many hurdles in the production process. There was not enough equipment available to work with these new LEDs that were of such a minute size, and the production process was inevitably intricate and tricky. “Not only is the Quantum Mini LED small, but we also needed to ascertain the accurate location of where electricity enters the LED in order to align the tens of thousands of elements around it,” said Engineer Kyehoon Lee. “This meant that expertise and advanced technologies became key. Samsung already has the know-how when it comes to developing next-generation displays, including micro LED products, so we could address this issue by applying existing Samsung processes that deal specifically with microfine elements.”

Presenting Fine Details Through Precise Control: the Quantum Matrix

Local dimming is a technology that enables better picture quality by optimizing the brightness appropriately and dimming or brightening parts of the screen that respectively need to be adjusted through distinguishing the screen backlights into multiple zones. Increasing the on-screen contrast not only provides life-like watching experiences but it also significantly reduces the amount of electricity used. Samsung has championed local dimming technology for a long time and has been able to improve and advance this technology through dedicated research and development efforts. As a result, the Neo QLEDs feature an evolved and optimized local dimming technology – Quantum Matrix.

However, if the lens that is used to disperse the light on top of an LED is removed and the backlights are exposed, wouldn’t this result in users being able to notice the changes in brightness and contrast happening? The engineers had already considered this, and tackled this obstacle by including even more precise adjustment into the Quantum Matrix’s processes.

Neo QLED increases the luminance scale to 12-bit with 4,096 steps. When the light level on-screen is not detailed enough, it can result in an impression of lag or freezing, and the light could be absorbed by nearby local blocks. However, Quantum Matrix technology is able to express a colour at dozens of different levels without any glitching and present it with no blooming. If you enjoy playing games on your TV, for example, you will be able to easily distinguish a foe in a dark cave with your own eyes.

“The range of brightness that the human eye can see is called the dynamic range,” noted Minhoon Lee. “When it comes to Quantum Matrix, the light can be adjusted within a 4,096 level range, meaning that this dynamic range has also been maximized.”

“The human eye is very sensitive, so we are helping each colour to play its own role and show itself as it is instead of getting mixed up with other ones,” continued Minhoon Lee. “In addition, Quantum Matrix technology brings the extra electricity that isn’t being used in darker parts of the screen to the brighter parts so that the concentration is maximized. With this technology, we’ve achieved brightness of up to 4,000 nits[1] with the Neo QLED.”

Quantum Matrix technology not only precisely controls all those Quantum Mini LEDs, but it also controls the light source for each individual content. “This technology works by analyzing the content source being played so that users can enjoy even more vivid, realistic experiences,” noted Engineer Bonggeun Lee. “For instance, if there is a scene on-screen that requires a maximized sense of dimension, the technology will provide a sense of depth by focusing the light on the object that is at the front while darkening the background. It is a completely different technology from something as simple as lights that just turn on and off.”

More Detailed AI Upscaling: the Neo Quantum Processor

When it comes to enjoying an immersive viewing experience, content picture quality is just as important as a next-level display. In order to ensure that users can enjoy high-quality content even if the original source is of a lower resolution, and regardless of local internet speed, Samsung’s engineers developed a picture quality engine to automatically convert any content to an optimized picture quality – the advanced AI-powered Neo Quantum Processor.

The innovation key to the Neo Quantum Processor’s high performance is that its neural network has been increased from 1 to 16. This allows the processor to map different contents by their type, significantly enhancing its upscaling capability[2]. “The Neo Quantum Processor works like this: the selected video’s attributes will be analyzed in real-time by the processor, and then the most optimized neural network out of the 16 available will be applied for the best possible upscaling result,” explained Bonggeun Lee. “This means that each one of the 16 neural networks is capable of playing a different role so that the processor can perform even more detailed upscaling.”

The processor’s method of filling the gaps between low-resolution and high-resolution contents has also become more precise. If the gap between the pixels is widened, then simply copying and pasting the same pixel repeatedly will make the video unclear and blurry. With the Neo Quantum Processor, the correlation is constantly analyzed through neural network learning and the change between pixels is estimated to fill in the gap between pixels in a way that is as close to reality as possible. This allows for a pattern to be analyzed in real-time and the best possible upscaling solution to be applied to the content, regardless of the resolution of the input video (be it SD, HD, FHD or 4K).

The Epitome of Samsung’s Display Innovation: 2021 Neo QLED

Samsung’s TVs have been number one in the global market for 15 consecutive years[3]. This achievement illustrates the synergy between the different innovations the company develops for each of its products, and how they work together to consistently provide the viewing experiences that users expect. The Neo QLED, a TV in a whole new league of its own, was made possible only due to the company’s existing work into developing advanced display technologies.

“Neo QLED isn’t simply a display made out of small LEDs,” highlighted Engineer Kyehoon Lee. “From including small yet effective elements to developing precise screen control, there are so many different technologies that have converged in the Neo QLED to bring beautiful display screen experiences to users. We’re very excited to see how our team’s efforts in research and development over the years have finally led to such an achievement in display technology.”

Each year, the trends within the display business change. When developing the Neo QLED, all the engineers agreed that the trend they paid the most attention to was “the bigger, the better”. Out of the many factors that users consider when purchasing a TV, size is always at the top of the list. The engineers expect that the market is set to move forward with this mindset, too.

“In the past, some people felt uncomfortable with large-screen TVs, as they wouldn’t be able to see all the pixels on-screen vividly and this led to visual discomfort,” noted Bonggeun Lee. “However, Neo QLED is a TV that has reached the technological level that allows for satisfying viewing experiences across the board. In line with the leading trends within the TV market that prioritize ultra-large screens, we will continue to work towards realizing the perfect picture quality on a large screen.”

Samsung’s Neo QLED, which presents its contents to users as if it were actually right there in front of their eyes, has been realized with the aim of opening up a new era for displays. Following this, it won’t be long until we can all enjoy next-level viewing experiences right in our own living rooms.

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[1] Maximum brightness may vary by model.

[2] 8K / 4K AI Upscaling enhances content to near-8K / near-4K picture quality. Based on laboratory testing. Viewing experience may vary according to types of content and format.

[3] Source – Omdia, TV Sets Intelligence Service, Jan-2021. Ranking in terms of unit shipments for 15 years consecutive years ending 2020. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.