Samsung Electronics 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, setting new standards for slimmer, more energy-efficient displays.
• 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 customizable 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 over 33 million pixels — 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 color 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 optimize picture, sound and personalization in real time.

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

Tizen OS Continues To Grow As Reliable Smart TV Platform

Following the launch of Samsung Tizen OS 8.0, the licensing program now includes prominent original design manufacturers (ODMs). This marks an important milestone in the evolution of the Tizen ecosystem and demonstrates strong global demand for Samsung’s acclaimed smart TV platform. In its licensing program, Samsung continues to build strategic partnerships with companies that prioritize high-quality products and reliable support throughout the entire value chain.

Additionally, Samsung Tizen OS will be embedded in new TVs from well-known brands in key markets, enhancing its presence across Europe, North and Latin America, and Australia. Notable new additions include EKO and QBELL (Ayonz) in Australia and Europe, RCA (Kayve Groupo) in Mexico, RCA (Treasure Creek) in the United States and Canada, and Axdia in Germany. Many more brands are expected to join in the second half of 2025 as Samsung continues to expand its strategic partnerships into new markets.

“We are proud to expand our RCA TV portfolio across Mexico and Latin America through our partnership with Samsung’s Tizen OS,” said Jonathan Vera, Head of Marketing & Communications, Grupo Kayve. “The Tizen team provides comprehensive technical and marketing support, enabling an agile go-to-market process.”

“Partnering with Samsung on Tizen OS allows us to deliver high-quality and competitive smart TV solutions to our global brand customers,” said Gerard Louis, Chief Operating Officer (COO) at Axdia,

Premium Content and Connectivity at Core of Tizen OS-Powered Smart TVs

Samsung is also dedicated to continuous platform innovation, introducing smart features such as advanced content discovery, integration with Samsung TV Plus for FAST channel services, cloud gaming capabilities via Samsung Gaming Hub, and seamless multi-device connectivity through SmartThings. These enhancements ensure that licensees benefit not only from proven technology but also from a forward-looking platform that adapts to evolving consumer expectations.

To further differentiate Tizen-powered TVs at retail, Samsung offers tailored marketing kits and digital content toolkits for each region, enabling partners to highlight key attributes such as premium content access, fast performance, and smart connectivity—all backed by Samsung’s robust global brand credibility.

As the Tizen OS Licensing Program evolves to meet the needs of global partners, Samsung is broadening regional coverage, introducing more affordable hardware solutions, and enhancing app availability worldwide. Moreover, partners can gain access to Samsung’s specialized R&D support to confidently bring Tizen-powered smart TVs to market.

“Tizen OS is recognized for its performance, reliability, and innovation,” said Jooyoung Kim, Vice President at Samsung Electronics. “This year, we are focused on expanding our licensing program and creating diverse collaboration strategies for our key partners. We are serious about growing our global partner network and enhancing the ecosystem. By offering expanded regional support, an enriched app ecosystem, and tailored marketing resources, we aim to deliver even greater value to consumers worldwide.”

With Tizen OS extending beyond Samsung’s own TV offerings, the company remains steadfast in its commitment to delivering an open, robust, and premium smart TV experience for consumers around the world.

Now in its 14th year, the seminar provides field experts with hands-on experiences of Samsung’s latest TV lineup ahead of its official release. This year, the seminar will be showcasing technologies related to AI-powered picture quality, immersive sound, and next-generation viewing experiences.

Revolutionizing the Screen Experience With AI

Samsung’s 2025 TVs will feature powerful AI-driven features designed to enhance the user experience. At the heart of this innovation is Vision AI, an advanced platform that personalizes and simplifies the way users interact with their screens. Features such as Click to Search allows viewers to instantly access relevant information about on-screen content, while Live Translate provides real-time audio translations for seamless global viewing. Quick Remote transforms a smartphone into a control hub, offering a more intuitive and connected experience.

Samsung has also introduced a seamless multi-device experience, enabling effortless content sharing and control across Samsung devices. Features like Storage Share, which allows easy file transfers between Galaxy devices and TVs, and Multi Control, which lets users operate multiple Samsung devices with a single keyboard and mouse, create a more connected and streamlined ecosystem.

Next-Generation OLED & Neo QLED Picture Quality

Samsung’s 2025 OLED TVs introduce Glare Free 2.0, minimizing reflections for a crystal-clear and immersive experience. Powered by the NQ4 AI Gen3 Processor and 128 neural networks, AI Upscaling sharpens details with remarkable precision, while OLED HDR technology boosts brightness and contrast.

The 2025 Neo QLED 4K lineup features advanced local dimming for deeper blacks and enhanced HDR accuracy. AI Motion Enhancer, previously exclusive to 8K models, is now available in 4K TVs, delivering ultra-smooth visuals ideal for sports and action-packed content.

Expanding the Lifestyle TV Portfolio

Samsung’s Lifestyle TV lineup continues to push boundaries of design and innovation, blending cutting-edge technology with personalized home aesthetics.

The Frame Pro redefines both entertainment and home décor, now featuring Mini-LED Local Dimming for enhanced brightness and lifelike picture quality. With access to over 3,000 digital artworks via Samsung Art Store, users can instantly transform their TV into a stunning personal gallery. The addition of Wi-Fi 7 ensures seamless installation, reducing cable clutter for a cleaner, more sophisticated setup.

Meanwhile, The Premiere 5 offers a compact yet powerful projection experience with touch interaction, making it ideal for gaming, education, and immersive home entertainment. Designed for versatility, it delivers immersive visuals in a range of environments, from classrooms to home theaters and much more.

Introducing the Next Era of Immersive Sound

Samsung is redefining audio innovation with Eclipsa Audio, the industry’s first IAMF 3D sound technology developed in collaboration with Google. This advanced system optimizes spatial sound by analyzing environmental reflections, delivering a deeply immersive surround sound experience.

At the 2025 Tech Seminar, attendees will be among the first to experience Eclipsa Audio firsthand and see its seamless integration with Samsung’s latest soundbars for a next-level home theater experience.

“At Samsung, we’re committed to making all the devices you use smarter and more connected,” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “Whether it’s using Vision AI to automatically optimize your TV settings or AI-powered services to make activities such as search or home management simpler, we’re showing how technology can feel more personal and tangible than ever before.”

Following the Frankfurt event, Samsung will bring the Tech Seminar series to key regions including Southeast Asia and Latin America, providing more industry professionals with exclusive hands-on previews of its AI-powered display and audio innovations ahead of their market launch.

▲ Kevin Cha from Samsung’s Picture Quality Solution Lab explains how Glare Free 2.0 technology and OLED HDR technology enhance viewing comfort.

▲ Haylie Jung from Samsung’s Picture Quality Solution Lab highlights advanced local dimming and AI-powered enhancements in the 2025 Neo QLED 4K, featuring the NQ4 AI Gen3 Processor.

▲ Steffen Greb from Samsung’s ECSO demonstrates Vision AI and seamless multi-device connectivity across Samsung products.

▲ Deokhwan Kim from Samsung’s Picture Quality Solution Lab demonstrates The Premiere 5’s touch capabilities.

▲ Hyungwoo Kim from Samsung’s Sound Device Lab showcases Eclipsa Audio, Samsung’s 3D audio technology, allowing users to enjoy immersive three-dimensional sound experience.

Central to Samsung’s AI innovations is on-device AI. This technology enables AI to operate independently within the device and does not require a server or the cloud. Users benefit from quick AI response times without needing a network connection, reducing concerns over personal data leakage.

On-device AI has now evolved beyond simple functions to handle demands requiring vast amounts of data — such as generative AI — using only the device’s internal resources.

Samsung Newsroom explores how Samsung is leading the world in on-device AI innovations.

No Cloud Required: Transforming the On-Device AI Experience

Citing the need for speed and security, much of the tech industry has focused on running complex generative AI in an on-device environment. With long-term investments that date back more than a decade, Samsung has already customized AI features for many of its devices and positioned itself front and center in providing on-device AI experiences for everyday life.

Samsung’s Galaxy AI, for example, offers on-device capabilities across the company’s latest mobile devices and tablets.¹ Now supporting a total of 20 languages,² Galaxy AI enables communication without language barriers including real-time conversation interpretation as well as message and web page translation.

For TVs, Samsung leverages its expertise as a global leader in the market to train AI models. Since 2020, the company has continuously enhanced its TV-specific processor with a built-in NPU (neural processing unit). The 2024 Neo QLED 8K model’s NQ8 AI Gen3 processor features 512 neural networks for enhanced image and sound quality. By analyzing and modifying pixels, frames and sound sources, the processor delivers superior upscaling, smooth motion and clear dialogue for a seamless viewing experience in all situations.

The key to on-device AI is minimizing model size while maintaining performance. To achieve this, Samsung has focused on efficient implementation while utilizing specialized AI training data tailored to specific tasks.

▲ Sunmin Kim and Cheulhee Hahm, Master, Visual Display Business, Samsung Electronics explain on-device AI.

Smaller and Faster: Samsung’s AI Optimization Research

As AI technology advances and data processing requirements increase, model optimization has become crucial. In other words, high-performance AI models must be able to operate efficiently within the limits of the devices’ resources — including their processors, memories and batteries — while retaining performance levels and reliability for daily use. Key technologies for this include model compression, hardware optimization and data processing acceleration.

Samsung has secured various technologies in the field of model compression to reduce the size of AI models. The company has succeeded in developing light and fast AI models through techniques like quantization, which enhances response speed by simplifying algorithms and optimizing computation processes; pruning, which removes non-essential elements of a larger model; and knowledge distillation, which transfers knowledge from large models to smaller models.

Samsung also continues to innovate in hardware optimization and data processing acceleration to swiftly and efficiently run AI. For example, flash utilization technology partitions large AI models and significantly reduces memory usage. Additionally, the company has developed patented technology that is expected to assist quick inference on low-end devices without an NPU to broaden AI applications across various products. Further research is underway on increasing inference speeds with speculative decoding, a technology that predicts AI model outcomes, and enhancing computing power by running various hardware simultaneously.

▲ Pruning and knowledge distillation

End-to-End Expertise: From In-house Development to Implementation

With expertise spanning hardware, software, components and end products, Samsung is spearheading on-device AI innovation from research and development to product implementation.

From a device perspective, Samsung’s market leadership in mobile devices, TVs, home appliances and more represents its excellence in both hardware and software. Samsung integrates AI into its own devices, allowing the company to leverage both in-house development and open collaboration with industry partners to create hardware-optimized AI models.

Samsung’s expertise also includes system software to bridge hardware and application software. For example, the Tizen operating system and the NPUs on Samsung TVs power on-device AI for a smarter, more enhanced viewing experience. The company also provides developers with Vision AI and Language AI SDKs, as well as machine learning APIs to facilitate AI model training and inference.

Samsung Research, the company’s advanced research and development hub, is focused on enhancing competitiveness by utilizing specialized expertise from its global network of labs — from AI model structure development and model compression in the U.K. and U.S. to creating AI acceleration solutions in India and Poland.

From a components perspective, Samsung has endlessly driven progress in NPU performance as a leading manufacturer of semiconductors and plans to continue working with its partners to develop new ways of utilizing on-device AI.

▲ Samsung introduced a new AI TV experience at Samsung Developer Conference 2024 in October.

With its on-device AI capabilities expected to expand across more products and services, Samsung is pioneering groundbreaking changes that will see AI technologies transform daily life. In part two of this series, Samsung Newsroom will explore the company’s innovations in personalized AI.

¹ Galaxy AI-supported devices include the Galaxy Z Fold6, Flip6, Fold5, Flip5, Fold4, Flip4, S24 series, S23 series, S22 series, S24 FE, S23 FE, Tab S10 series, Tab S9 series, Tab S8 series, etc.
² Galaxy AI-supported languages include Korean, English, Arabic, Simplified Chinese, Dutch, French, German, Hindi, Indonesian, Italian, Japanese, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish and Vietnamese.

Samsung Electronics today announced the launch of its Generative Wallpaper feature for the 2024 Neo QLED and QLED models, powered by Tizen OS. This new feature leverages AI to create custom 4K images that enhance the TV’s display, offering users a unique way to personalize their viewing experience.

“Generative Wallpaper brings a new dimension of personalization to our customers’ screens, allowing them to customize their TVs in a way that truly reflects their style,” said Cheolgi Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “As we continue to push the boundaries of AI technology, we look forward to transforming the home entertainment experience and evolving how users interact with their screens.”

Through Generative Wallpaper, Samsung will deliver high-quality visuals that seamlessly integrate with home décor and creating a welcoming and immersive atmosphere. The feature will be available through Samsung’s Ambient Mode, which transforms the TV into a canvas for curated visuals, including useful information like weather updates, news and time. To access the feature, users can simply navigate to the ‘Ambient Mode’ menu, select the button and choose from themes such as ‘Happy Holiday’ or ‘Party.’ Samsung’s advanced AI then provides stunning 4K visuals that harmonize with the user’s home environment.

Generative Wallpaper will debut this month in South Korea, North America and Europe, with a global rollout planned for 2025.

IFA 2024 — Europe’s largest consumer electronics trade show held in Berlin, Germany — opened on September 6 with Samsung Electronics showcasing an impressive array of AI-powered products and services under its vision of “AI for All.”

Samsung Newsroom visited the company’s dynamic booth at IFA 2024 to see what innovative technologies captivated attendees.

▲ (Left) Samsung’s exhibit is located in CityCube Berlin in Messe Berlin. (Right) Crowds gathered at Samsung’s IFA 2024 booth.

Leading the Way to a Safer, More Sustainable Future

Upon entering the exhibit, visitors were welcomed by a range of SmartThings solutions — organized into key themes such as Security, Sustainability, Easy Connectivity and Control, Safety and Health as well as B2B Solutions. Each area highlighted SmartThings’ AI capabilities, illustrating how these innovations integrate into everyday life and reflect Samsung’s commitment to building a safer and more sustainable future.

▲ Calm Onboarding helps to manage the entire product journey, from registration to actual use and product maintenance. Meanwhile, Map View allows users to monitor devices in living spaces at a glance.

▲ SmartThings can adjust home appliances to create optimal sleep conditions when the Galaxy Ring determines the user is sleeping.

▲ The B2B-specific SmartThings Pro streamlines operations in residential or commercial spaces by connecting and managing lighting, temperature and humidity controls, cameras, home appliances and other IoT devices.

Personalizing Daily Life Through Bespoke AI Home Appliances

In the Bespoke AI space, guests witnessed the remarkable evolution of Samsung’s home appliances — now more intuitive and customized for spaces around the home. Notably, Samsung unveiled an upgraded version of the smart AI voice assistant Bixby alongside other state-of-the-art technologies that deliver tailored services based on the user’s voice and location.

▲ The 7-inch AI Home on Anyplace Induction helps users see and control their home appliances.

▲ The Bespoke AI Family Hub refrigerator uses AI for image recognition, recipe suggestions and more.

▲ The Bespoke AI Laundry Combo^TM received an A-grade energy efficiency class rating for its washing and drying capabilities.

▲ The Energy Leadership Zone explains to energy-conscious European consumers how Samsung’s AI home appliances and services reduce energy consumption.

Unlocking Next-Level Viewing Experiences

The AI TV space introduced visitors to the newest trends in AI TVs and other technologies that can be implemented around the home. The Transparent MICRO LED impressed with its crystal-clear image quality and high transparency, and the AI home companion Ballie drew attention as well.

▲ The Transparent MICRO LED stands out from other similar displays with its ultra-transparent and bezel-less design.

▲ Ballie offers personalized experiences by playing music or controlling various IoT devices.

▲ Visitors enjoy games on (left) the 49-inch Odyssey OLED G9 and (right) Samsung Gaming Hub on a Samsung AI TV.

▲ (Left) The Music Frame and (right) the 2024 version of The Premiere are displayed at IFA 2024.

Creating a Smarter Mobile Future With Galaxy AI

Finally, guests experienced the latest AI features across the Galaxy lineup in the Galaxy AI Ecosystem space. Showcasing a truly integrated experience, various devices from the Galaxy product family were on display — including the Galaxy Z series, Galaxy Watch, Galaxy Ring, Galaxy Buds and Galaxy Book.

Visitors expressed keen interest in the new levels of connectivity between devices, with some commenting that the practical features are exactly what they’ve been waiting for.

▲ Interpreter allows users to take advantage of both the main screen and cover screen when having a conversation in different languages.

▲ The Galaxy Watch and Galaxy Ring can track users’ health.

▲ The Galaxy Book5 Pro 360 was unveiled at IFA 2024.

Samsung Electronics has transformed people’s lives by popularizing wall-mounted TVs and smart TVs. Long at the forefront of innovation in TV hardware and software, Samsung is now utilizing AI to overcome limitations in the viewing experience and define the next generation of screen experiences.

▲ SW Yong, President and Head of Visual Display Business, Samsung Electronics

How AI Screens are Changing Daily Life

In today’s hyperconnected era, the AI TV is set to become the hub of an AI-powered smart home system — connecting, managing and controlling devices to provide consumers with new levels of convenience for more valuable experiences. Serving as a command center for the AI home, the AI TV allows users to easily monitor and operate connected devices, which can be automatically integrated to the SmartThings ecosystem via Calm Onboarding technology.

To see appliances at a glance, users can simply check the Daily Board on their Samsung AI TVs. The large screen displays 3D Map View to show the status of devices scattered around the home. Meanwhile, energy consumption can be managed by remotely turning off the lights or air conditioner when left on. Cameras and sensors ensure the home is monitored from afar, and users can even play videos to keep their pets entertained.

▲The 8K NQ8 AI Gen3 Processor combines AI sound, AI picture and AI optimization features for a frictionless viewing experience

In addition, AI TVs are offering an ultra-large, high-resolution viewing experience to make users feel as if they are in first-row VIP seats at a stadium, movie theater or concert hall.

The Neo QLED 8K offers 8K AI Upscaling Pro so users can enjoy SD/HD/Full HD high-resolution images at 8K levels. AI Motion Enhancer Pro makes sports content feel even more real and immersive. Meanwhile, Active Voice Amplifier Pro helps users catch every word — from dialogue in a movie amid background music to a sportscaster’s commentary over cheers from a crowd. With these features, the world is entering the era of the AI home cinema and the AI home sports arena.

Furthermore, AI TVs will help make TV more accessible to all. Optical character recognition technology converts on-screen text to audio subtitles in real time for users who are hard of hearing. On the other hand, Relumino Mode configures contents on screen by amplifying contrast, brightness and contours for users with low vision.

AI Screens Lead the Evolution of AI Homes

AI TVs are making new experiences possible — experiences that would have been unimaginable with conventional TVs. To this end, AI homes will evolve with Samsung’s Tizen operating system.

With AI becoming a differentiator in the global home appliance market, operating systems are a key player when incorporating AI into TVs.

Since 2015, Tizen OS has powered hundreds of millions of smart TVs and led the evolution of TVs. Thanks to the platform’s excellent performance, Samsung expanded its capabilities from TV hardware to software.

▲Since its launch in 2015, Tizen has become a dominant OS for smart TVs

Equipped with SmartThings and Tizen OS, Samsung AI TVs will increasingly tailor their services to users’ tastes and lifestyles. Boundaries separating products from service platforms will crumble away to open the ‘Era of Device Platform Innovation.’ Continued upgrades to Tizen OS will ensure quality service in the future.

The key to these personalized, customized experiences offered by AI TVs is on-device AI — in other words, AI that is embedded in the TV with no need for a cloud connection. This technology is more secure than cloud-based AI because personal information wouldn’t be sent out to a server.

Above all, ‘Samsung Knox,’ Samsung’s proprietary security solution, will thoroughly protect devices and personal information so users can enjoy a safe AI home.

The Future of AI: What This Means for Consumers

The rapid evolution of AI raises many social, ethical, economic and legal concerns. But ultimately, AI will evolve in a way that provides greater value for consumers.

Samsung strives to create a new way of life with AI screens by understanding, responding and adjusting to users’ needs — for new screen experiences that were not possible before.

Whether breaking down language barriers during communication, sharing content recommendations or controlling home appliances, AI is already impacting all of our lives. Through continued improvements to its AI screens, Samsung will create a more valuable daily life in the AI home.

Viewers around the world have come to expect more from their TVs. Today, people don’t just flip through channels but also use TVs to access streaming services, workout routines and social media. They even connect their home appliances to their TVs, expanding what used to be a viewing device into the centerpiece of a smart home ecosystem.

These new experiences require open collaboration with service providers and greater compatibility with a plethora of devices. So 10 years ago, Samsung’s Visual Display Business made the bold decision to forgo its tried-and-true closed operating system (OS) and create an open one. That open OS is Tizen.

▲ Since its launch in 2015, Tizen has become a dominant OS for smart TVs.

Hundreds of millions of TVs now feature Tizen, which is poised to bring more artificial intelligence (AI) features into the fold.

Five developers from Samsung Electronics’ Visual Display Business recently shared behind-the-scenes stories with Samsung Newsroom about how they revolutionized the TV experience. Kwangsub Byun, Jeongsik Cheon and Youngsoo Kang helped the transition to Tizen a decade ago. Sunyong Jung and Seoyoung Hwang currently fine-tune Tizen for Samsung’s TVs.

▲ (From left to right) Youngsoo Kang, Jeongsik Cheon, Kwangsub Byun, Sunyong Jung and Seoyoung Hwang

New Wine, New Wineskin

First deployed in 2011, Orsay was the stable, proven OS that Samsung used for its TVs. As a closed platform, Orsay followed the traditional TV model — focusing on effectively handling signals from each physical input with additional services largely depending on features planned, designed and programmed prior to shipment.

A closed operating system is completely owned and controlled by its primary developer testing, maintenance and quality management easier. But this very exclusivity makes it hard for external players to make contributions.

▲ The evolution of Samsung’s TV operating systems

In contrast, the source code in an open operating system is available to the public and can be more freely modified and distributed. This makes it easier to attract third-party developers as well as create and share development tools.

Tizen is an open platform, running on open-source software. This openness was the main reason Samsung decided to make the switch, explained Byun.

“The concept behind Tizen was to bring in various outside developers and expand the ecosystem,” he said. Rather than imagine and create each and every new TV experience, Samsung would commit to its philosophy of open collaboration.

▲ Youngsoo Kang explains the differences between Orsay and Tizen.

Another difference between the two operating systems is the mode of processing, Kang explained. Tizen is capable of carrying out multiple operations simultaneously, whereas Orsay only handled one task at a time.

Kang used a transportation analogy to explain the difference. Orsay is like a bus that many people share, even though each passenger has a different destination.

“Each person boards the bus with their luggage,” he said. “When one rider encounters a challenge, everyone on the bus is affected.”

Tizen, on the other hand, is more like a road that people travel on in their own vehicles.

“Everyone has their own ride,” Kang continued. “If one driver has a problem, it doesn’t affect the other drivers on the road. Each driver can solve their own problems.”

For a smart TV — which must be flexible enough to meet customers’ varied needs — he said Tizen’s multiprocessing capabilities make it a more efficient choice.

“I wondered why we had to take such a tough path when our TV business was doing well with Orsay. But looking back, Tizen was the right way.”
– Youngsoo Kang, Visual Display Business, Samsung Electronics

A Leap of Faith

Buy-in was one thing, but execution was another. A fundamental change such as an OS switch is no small endeavor. Tizen’s multiprocessing design presented several technical complications, and having to comply with open standards added to the challenge. The team was under significant pressure.

“We knew there would be no turning back,” said Byun. “And we were all in. We were going to apply Tizen to all our models, not just some of them.”

Compared to the development of Orsay, not only were processes such as coding, testing and quality checking totally altered, but the sheer number of people involved in the project increased as well. Many of them worked in different time zones.

Yet, there were also advantages to changing to an open-source platform. For one, the work proceeded faster with each step.

“When developing Orsay, developers had to generate lines of code one by one and wait for hours to run simulations,” he added. “Working overnight was a daily routine. We told each other that it was like working with a stone ax.”

With open-source modules and development tools to work with, building Tizen for Samsung TVs became a faster process.

▲ (From left) Orsay developers Youngsoo Kang, Jeongsik Cheon and Kwangsub Byun

To maximize the advantage of an open-source platform, the Tizen team focused on creating a streamlined environment for the developers, publishing the application programming interface (API) and using open standards.

The developers also made efforts to distribute software development kits (SDKs) while opening resources to make the architecture and licensing more accessible. As a result, Samsung Smart TV users now enjoy a wealth of external apps — such as Netflix, Spotify and Apple TV — in addition to Samsung’s own services.

“The transition to Tizen was like breaking out of our shells,” said Kang, one of the more senior developers. “Sometimes I wondered why we had to take such a tough path when our TV business was doing well with Orsay. But looking back, Tizen was the right way. Now, I’m ready for the next step.”

New Smart Experiences Through Tizen

With Tizen, Samsung expanded its sphere of expertise in TVs beyond hardware to software and greatly impacted the TV ecosystem. Tizen is considered the ideal operating system to advance the smart home concept, since it not only connects devices to each other but also gives users access to a broad range of interconnected services and content.

As of the end of 2023, Tizen powered 270 million Samsung Smart TVs — making it one of the most widely deployed operating systems in the TV industry. Given the positive feedback from the market, Jung couldn’t be more proud.

“Samsung TVs are structured very intuitively,” said Jung. “When you look at the menu, you immediately understand the whole interface. There are only a few buttons to press or movements to make to arrange the settings as you want. We’ve drastically reduced the number of steps required to make Tizen superior to other operating systems.”

▲ (From left) Tizen developers Sunyong Jung and Seoyoung Hwang

“Even though it’s an open-source platform, many advantages come from the fact that we developed it ourselves,” Jung continued. “We can freely try out new services and, when they’re ready, provide them right away. Samsung TV Plus is a great example of how we introduced a new streaming and video-on-demand service that’s streamlined with prior TV experiences that users are familiar with. We’re also receiving great feedback about the new Samsung Gaming Hub.”

Tizen has also made smart TV services an important revenue stream. Samsung TV Plus and Samsung Gaming Hub complement TV sales by generating profit after sales, Jung explained.

“We’re constantly making efforts to improve the platform and expand our lineup of licensed products to increase our market appeal,” he said.

“Tizen is a homegrown platform that continues to evolve,” agreed Cheon, who took part in the transition from Orsay to Tizen.

“I want to leave behind something meaningful to those who come after me.”
– Seoyoung Hwang, Visual Display Business, Samsung Electronics

Tizen as an AI Champion

▲ Seoyoung Hwang explains how Tizen will allow AI technology to shine.

AI is becoming the focus of increasing attention in the tech industry. Hwang points out that Tizen played a key role in equipping TVs with AI functions.

“Like upscaling, Samsung TVs have been using AI technology to improve picture and sound quality for many years,” she said. “The processing power and flexibility that Tizen provides is a big part of how that’s possible.”

Thanks to Tizen and some dramatic hardware upgrades, Samsung TVs now offer more AI features that holistically improve the user experience.

“2024 Samsung QLED 8K can recognize game genres and automatically set the best screen mode for a particular game,” she said. “The TV can also personalize content recommendations based on the user’s preferences.”

AI functions on the Tizen platform will soon become more advanced and further heighten the user experience, she added.

Since its launch, Tizen was a flexible operating system that supported various other form factors. For Samsung’s Visual Display Business, smart TVs and monitors, beam projectors and business-to-business signage products like The Wall add to the list of Tizen-powered devices. Jung says that newer devices, such as the AI companion Ballie, will also be equipped with Tizen.

“We can use the high-performance computing resources embedded in Ballie as an edge device to complement various in-home uses,” Hwang said. “This is an exemplary case of using AI technology through hyperconnectivity. To provide various AI services, we need platform technologies such as cloud, on-device and edge. I think the Tizen platform will play a pivotal role in this regard.”

Eyes Ahead to the Future of TV

Tizen was born from a bold decision Samsung made to provide the best experiences to its users. This paved the way for smart TVs. Now, Samsung continues to help foster the use of AI across various form factors.

▲ (From left to right) Youngsoo Kang, Sunyong Jung, Byun Kwangsub, Jeongsik Cheon and Seoyoung Hwang

When asked what Tizen meant to her, Hwang expressed respect for the developers at Samsung who took that initial leap of faith.

“Embedded in Tizen is the wisdom of my senior colleagues who paved the way,” she said. “I want to leave behind something meaningful to those who come after me as well.”

“I think of Tizen as a ladder to the future,” Jung added. “The possibilities are infinite.”

▲Samsung’s 2024 Neo QLED 8K, Neo QLED 4K and OLED TVs received high marks from various professional reviewers

Samsung’s 2024 TV and audio lineup is pushing boundaries, offering state-of-the-art features and innovations that promise an unmatched viewing experience.

▼ Below are some key highlights of the early reviews (listed in alphabetical order):

• [Neo QLED 8K] Expert Reviews, Newsweek, Trusted Reviews, What Hi-Fi?
• [Neo QLED 4K] Expert Reviews
• [OLED] Newsweek, Sound & Vision, Techaeris, Trusted Reviews
• [Music Frame] Techlicious
• [HW-Q900D] Techaeris, Newsweek
• [HW-S800D] Techlicious

Elevate Your Viewing Experience With NQ8 AI Gen3 Processor

Samsung’s 2024 Neo QLED 8K is the full package, including improved 8K upscaling powered by AI for lifelike picture quality. This year, Samsung introduced its latest and most innovative processor yet, the NQ8 AI Gen3 Processor. Housed within the 2024 Neo QLED 8K QN900D, it optimizes both picture and sound to deliver the ultimate 8K experience with a neural processing unit twice as fast as that of its predecessor. The number of neural networks has also increased eightfold, so that no matter what consumers watch they can experience levels of detail and clarity near native 8K content.

▲Key review quotes regarding Samsung Neo QLED 8K from Newsweek, Trusted Reviews, Expert Reviews and What Hi-Fi? in 2024

Outlets such as Expert Reviews praised the QN900D’s processing power, saying, “The new NQ8 AI Gen 3 processor brings its 512 neural networks into play, adding a previously unseen level of imaging potential.” The outlet also highlighted its 8K AI Upscaling capabilities, saying, “This AI-enhanced powerhouse draws out an incredible level of detail regardless of the native resolution and flawlessly upscales anything below 8K to deliver finely rendered images free of any banding or compression artefacts.”

Trusted Reviews also commended the upscaling capabilities of the Neo QLED 8K QN900D, saying, “The amount of detail the upscaler is able to add to already detailed parts of 4K pictures is astonishing; 4K really becomes 8K before your very eyes.” The review also stated, “Its dazzling brightness, remarkable LCD contrast, voluminous color and ground-breaking upscaling processing prove that you don’t need 8K content to benefit from an 8K TV.”

Newsweek marked Neo QLED 8K QN800D an “Editor’s Choice” for the outlet, highlighting the benefits this processor lends to gamers and stating, “The gaming performance is great with the benefit of upscaling, high refresh rates and an AI-powered game mode.”

What Hi-Fi? also chimed in on the quality of Neo QLED 8K QN900D, saying, “Its picture quality improves considerably in just about every way on its predecessor, crucially leaving clear blue brightness water between it and 2024’s top OLED TVs and rewriting the upscaling rule book to remind us in no uncertain terms that 8K TVs don’t have to be fed 8K content to make a difference.” (75-inch QN900D, What Hi-Fi?, 03/2024)

Neo QLED 4K With Vivid Realism and Dynamic Contrast

Joining the 2024 Neo QLED 8K is a refreshed lineup of Neo QLED 4K TVs that is catching reviewers’ attention for its elevated features and viewing experience, powered by the NQ4 AI Gen2 Processor.

Expert Reviews commended the AI-powered TV Neo QLED 4K QN95D, saying, “The new processor helps deliver exceptional AI picture, sound and optimization features, the upscaling and image processing are excellent and add value, as does the equally impressive AI-enhanced motion handling.”

This year’s Neo QLED 4K continues to deliver the ultimate 4K experience, enhanced by features such as Real Depth Enhancer Pro as well as Quantum Matrix Technology, with Expert Reviews noting, “The Samsung QN95D is a fantastic 4K TV that retains the Mini LED backlighting and class-leading local dimming of last year but adds cutting-edge image processing to produce some of the best SDR and HDR pictures you’ll see on a high-end television.”

Stunning Brightness on AI-Powered OLED

Samsung’s 2024 OLED TV portfolio, such as the S95D, offers high levels of detail, high-frame rates and intensely vibrant video display in sizes up to an ultra-large 77-inches, building on the legacy of its predecessor.

This year’s OLED received recognition from several reviewers including Newsweek, which awarded Samsung OLED S95D an “Editor’s Choice” distinction. Techaeris also praised the S95D, noting, “Overall, the Samsung S95D is the best performing OLED TV that I’ve used this year,” while Trusted Reviews commented that “The QE65S95D is for me Samsung’s best looking OLED TV yet, building a gorgeously futuristic feel around its remarkable slimness.”

▲Key review quotes regarding Samsung OLED from Techaeris and Sound & Vision in 2024

Samsung OLED leverages the NQ4 AI Gen2 Processor, the same formidable powerhouse behind the Neo QLED 4K lineup. Samsung’s OLED TVs boast features like the Real Depth Enhancer and OLED HDR Pro, bringing picture quality to new heights. Techaeris rated the S95D with an “Editor’s Choice” distinction and commended Samsung’s upscaling technology by saying, “Powered by Samsung’s NQ4 AI Gen2 processor, Samsung’s AI upscaling has always been one of the best.”

Samsung OLED S95D is 20% brighter than previous models, with deep and rich blacks and AI-enhanced color accuracy applauded by outlets such as Trusted Reviews which said, “Where the 65S95D’s extra brightness really counts is with its contrast performance, as bright highlights of both dark and light images radiate with an intensity I’ve never seen before.” Sound & Vision additionally noted, “This year, Samsung has improved color mapping. It uses AI technology to analyze and present more natural-appearing colors, particularly in skin tone subtleties.”

Samsung’s new OLED Glare Free technology preserves brightness and color accuracy while reducing reflections and maintaining image sharpness to ensure an immersive viewing experience, even in daylight. In its review, Sound & Vision noted, “With the enhanced brightness levels and the stunning matte screen design, the Samsung QN77S95D is among the best-looking and highest-performing OLED televisions tested.” The outlet also awarded the TV with a “Top Pick” distinction.

With features such as Motion Xcelerator 144Hz ensuring smooth motion and quick response rates, Samsung OLED is a gamer’s delight. Sports fans and gamers can enjoy seamless motion and crystal-clear action on their screens. Sound & Vision praised the OLED for this by saying in its review that “When not in use for movies or TV, the Samsung S95D is an exceptional 4K OLED gaming display.” Newsweek also commended the device for its gaming features and noted that “This OLED is perfect for movies and part of an epic gaming setup.”

Create an Immersive Audio Sanctuary in Your Home

Samsung’s 2024 audio lineup offers newly updated models that are fortified with advanced AI algorithms and have garnered significant acclaim for their captivating sound quality and intentionally sleek designs.

New this year is Samsung’s Music Frame, a customizable speaker that provides rich sound and seamless connectivity. Operating as a standalone wireless speaker or paired with a Samsung TV and soundbar, it augments bass and offers high-quality surround sound. Techlicious noted in its review that “The Samsung Music Frame is an innovative and stylish addition to the smart speaker market, successfully combining the functionality of a wireless speaker with the aesthetic appeal of a customizable photo frame,” and gave the device an “Editor’s Choice” distinction.

▲Samsung’s 2024 Music Frame and Soundbar impressed reviewers at Techlicious and Newsweek

At the top of the soundbar lineup is the HW-Q990D, which analyzes audio and uses AI to optimize sound offering the perfect experience across a wide range of content at the comfort at your own home, as Techaeris noted, “Once everything is in place, you don’t need to worry about anything else but finding the right movie to experience the fullness of this soundbar.” Similarly, Newsweek noted, “With 22 speakers and a delightful combination of up-firing and side-firing, the HW-Q990D is a wonderful way to immerse yourself in Dolby Atmos while watching movies or gaming and great surround sound for sports.” Newsweek also gave the device an “Editor’s Choice” distinction and rounded out the review by stating, “The Samsung Q990D is the best Dolby Atmos soundbar you can buy in 2024.”

The ultra-thin HW-S800D brings consumers an enhanced listening experience that is designed to fit seamlessly into any space at just 1.6-inches deep. Techlicious awarded the device with an “Editor’s Choice” distinction, adding that it’s the “Perfect choice for anyone looking to upgrade their TV’s sound without sacrificing style or space,” and “The incredibly thin S800D makes movie-watching immersive and listening to music a joy.”

Samsung continues to redefine the world of home entertainment, reinforcing its legacy as the global leader in the TV market for 18 years and the global leader in soundbars for a decade.

To learn more about Samsung’s 2024 TV lineup, visit https://www.samsung.com.

The 2024 Neo QLED 8K QN900D TV is fitted with the 8K NQ8 AI Gen3 Processor. With its 512 neural networks the chip helps upscale low-resolution content to 8K-like qualities in real-time.¹ Users can experience new channels through a Samsung TV Plus² update and experience strengthened SmartThings connectivity.³ Since security is at the core of the smart home ecosystem, the new AI TV is equipped with Samsung Knox⁴ to strengthen protection measures.

Take a look at how the Samsung AI TV is ushering in a new era of viewing through the infographic^5,6 below:

¹ 8K AI upscaling may not be available when connected to a PC or in AI Auto Game Mode.
² Samsung account required for Samsung TV Plus. Supported Samsung devices and channels may vary by region and are subject to change without prior notice. Additional settings may be required to use these functions.
³ Samsung account and additional settings required for SmartThings functions such as AI Energy Mode.
⁴ Samsung Knox is applied to Samsung TVs through Tizen OS for models after 2015. To maintain security, the TV requires the latest security software updates. Protection is guaranteed for three years after the product’s release date.
⁵ Image is designed for reference only. Results may vary with real use.
⁶ Relumino Mode may not be available for sources not input by DTV or HDMI.

▲ The 8K NQ8 AI Gen3 Processor combines AI sound, AI picture and AI optimization features for a frictionless viewing experience.

Samsung’s AI TV, 2024 Neo QLED 8K QN900D, is equipped with the 8K NQ8 AI Gen3 Processor, the company’s most powerful processor to date, as well as a neural processing unit (NPU) that runs twice as fast as its predecessor. Featuring eight times as many neural networks — 512 instead of 64 — the new AI TV analyzes and optimizes content in real time, delivering superior picture and sound quality and elevating the TV experience to one that places viewers at the center.

Full Immersion With AI Picture Technology

Watching a tennis match with the Samsung AI TV is like getting courtside seats. Every serve and every volley come to life right in the living room.

▲ 8K AI Upscaling Pro brings viewers closer to the content.

This immersive experience is possible thanks to 8K AI Upscaling Pro and AI Motion Enhancer Pro which work together to deliver exceptional clarity by sharpening low-resolution content and minimizing ball distortion and blurring.

▲ AI Motion Enhancer Pro uses deep learning to show the precise movements of a soccer ball during a match.

Revolutionizing Audio

Lifelike audio is equally important — and with AI guiding the experience, dialogue is crystal clear even in loud surroundings. Active Voice Amplifier Pro distinguishes between voices and background noise, cutting through the commotion so viewers hear only what’s important.

▲ Active Voice Amplifier Pro ensures that dialogue is clear and audible.

When watching a movie with Object Tracking Sound (OTS) Pro, viewers are no longer spectators — they’re in the character’s shoes, hearing everything from all directions.

▲ OTS Pro puts viewers in the scene so they hear what the characters hear.

Effortless Fine-Tuning

With AI Optimization, viewers can sit back and relax. This feature automatically fine-tunes the TV’s settings for the best viewing experience. Likewise, gamers don’t have to worry about adjusting the picture or sound with AI Auto Game Mode, which recognizes game titles and genres and automatically optimizes settings for an upgraded experience.

▲ AI Auto Game Mode allows users to focus on their gameplay.

AI Energy Mode conserves energy by using sensors to analyze ambient lighting before automatically adjusting the AI TV screen’s brightness. Similarly, the TV’s processor can identify on-screen motion and alter screen brightness. This feature represents a step toward greater sustainability.

▲ In AI Energy Mode, the screen brightness self-adjusts based on the surrounding lighting.

Meanwhile, Samsung Tizen OS turns the AI TV into more than an entertainment center. A personal curator, the operating system tailors content to users’ preferences while protecting their privacy with Samsung Knox.

▲ Samsung Tizen OS transforms the AI TV into a personal entertainment center.

At its best, technology that enriches lives sits in the background — present, but not intrusive. Samsung’s AI TV continues to evolve to do just that by pushing the frontier of audio and visual experiences, personalized experiences and enhanced sustainability while putting AI to work under the hood.