Samsung Electronics Co., Ltd. today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row¹.

According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership², reinforces Samsung’s position at the forefront of the home entertainment industry.

Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.

The lineup will include:

• HW‑Q990H flagship soundbar, the successor to the HW‑Q990F
• All‑in‑one soundbar HW‑QS90H
• Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers

“At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”

¹  Omdia Q4 2025 Public Display Report, by unit sales.

²   Samsung is ranked No.1 selling soundbar brand for 12 years (2014-2025) @2026 Furturesource Consulting

Through collaboration with Rainbow Robotics, Samsung will further strengthen its foundation in the development of advanced robot technology. Rainbow Robotics was founded in 2011 by researchers from the Korea Advanced Institute of Science & Technology’s (KAIST) Humanoid Robot Research Center who developed the first two-legged walking robot “Hubo” in Korea.

By combining Samsung Electronics’ AI and software technology with Rainbow Robotics’ robotics technology, the collaboration plans to accelerate the development of intelligent advanced humanoids.

Samsung will also form a synergy council with Rainbow Robotics to strengthen leadership in the advanced robot global business, with the council expected to serve as a bridge to foster the growth of both companies by developing future robot technologies and core business strategies, and identifying and assessing market demand.

With the collaboration, Samsung plans to utilize Rainbow Robotics’ collaborative robots, dual-arm mobile manipulator, and autonomous mobile robots for manufacturing and logistics automation tasks. These robots can greatly improve their work capabilities by learning and analyzing situational data and environmental variables that occur in the field through AI algorithms. Rainbow Robotics is expected to actively enter overseas markets by utilizing Samsung’s global sales infrastructure.

Establishment of Future Robotics Office

Samsung also established a Future Robotics Office reporting directly to the CEO. The office will focus on developing future robots including humanoid robots, aiming to secure competitiveness in new technologies for future robots that will advance current paradigms and transform them into a key growth engine.

Dr. Jun-Ho Oh, a founding member of Rainbow Robotics and honorary professor at KAIST, will serve as an advisor to Samsung and head of the Future Robotics Office after retiring from Rainbow Robotics. Dr. Oh will provide robotics technology and business expertise to Samsung’s future robot development from his deep experience in industry-academia collaboration.

The DX Division, headed by Vice Chairman and CEO Jong-Hee Han, will comprise of the Visual Display Business, Digital Appliances Business, Health & Medical Equipment Business, MX Business and Networks Business. The naming reflects the Company’s longer-term future-oriented business structure and stronger global leadership.

With services and solutions that meet the needs of users as well as a wide range of products – from TVs and appliances to smartphones and network equipment – the Company will focus on providing leading experiences for customers.

Under the DX Division, the Company expects to strengthen synergies among the diverse businesses and create differentiated products and services.