More than a Device – the Integral Role TVs play in a Household

From little children captivated by their favorite cartoons, to couples unwinding with a romantic film, friends sharing their excitement over major sporting events and families gathering for blockbuster action movie nights together, the television has never been just a screen. More than just another electronic device, TVs have earned an important spot in households, bringing people together, shaping shared experiences, and creating lasting memories. Beyond entertainment, TVs have provided something more meaningful – quality time with the ones who matter.

It’s no surprise then, that when consumers consider purchasing a new TV, quality and durability rank among their top priorities. After all, they are not simply buying a device, but investing in a centerpiece of their homes – one that will stand the test of time, creating more special moments in the years to come.

Samsung’s 20-year run as the World’s top TV brand[1] reflects a legacy carefully built on maintaining our commitment to provide high quality visual experiences for the long-term. This expertise in the display sector also extends beyond TV screens. Reinforcing our leadership in another household’s touchpoint, we have recently retained our position as the world’s No. 1 gaming monitor brand for the seventh consecutive year[2].

Across the region, AI is now changing the TV’s role from passive display to active companion and consumers are navigating an ecosystem crowded with AI-powered devices, platforms, and services. However, due to a lack of intentional and effective integration into existing infrastructure, it can still be challenging for promising AI solutions to deliver the trustworthy and tangible value they claim to offer.

What Two Decades of Leadership Really Means

In market after market, and year after year, consumers have chosen Samsung not simply because of feature innovation, but because our solutions perform as promised. That consistency is supported by service networks, software updates, and retailer partnerships. Samsung’s reputation for reliability and innovation is also driven by word-of-mouth between family and friends – which our research[3] has identified as the top information touchpoint for consumers considering Samsung.

The market is now more competitive than at any point in Samsung’s 20-year run as the World’s top TV brand[4]. But we welcome the competition; it is what has kept us sharp. We know that the brands that will define the next 20 years will be those which can balance the pursuit of innovative technology with consistent delivery of experiences that consumers can trust in.

AI, Designed for the Long Game

At the core of Samsung’s 2026 lineup is Vision AI — a platform that works in the background, analysing content, user preferences, and the viewing environment in real time to automatically optimize picture and sound. This is not a feature you switch on, but is intelligence built into the device architecture itself, from the Micro RGB’s AI Engine Pro which renders precise colour reproduction frame by frame, to system-level integration that ensures hardware and software work as one. Harnessing this depth of integration allows us to deliver experiences that continually adapt to be meaningful for every user.

Building on this foundation is Vision AI Companion, the conversational layer that transforms the TV from a display that responds to commands into one that delivers a more natural and conversational experience. Where Vision AI handles what you see and hear, Vision AI Companion responds to what you ask and say. It understands contextual, casual prompts the way a friend might: “Can you recommend a movie for me to watch tonight?” or “What’s the recipe for that dish on screen?”. Far from being a search engine mapped onto a remote control, it functions through natural conversations.

Together, they represent a trust signal that AI is not reserved for only premium buyers. Vision AI and Vision AI Companion are not limited to flagship models but available across nearly Samsung’s entire 2026 4K and above TV line-up, from the Micro RGB 130-inch down to Crystal UHD TVs, not as a luxury add-on, but a standard part of the Samsung TV experience.

This long-game approach extends to how we protect and sustain that experience over time. As consumers embrace AI more deeply, the user experience must be grounded in the principle that access to personal information is limited to the specific task at hand.

Operating within a robust, hardware-level security framework like Samsung Knox ensures that personal data remains protected on-device and is shared only when required. And because a television is considered a long-term investment for most households, our TVs are built on the One UI Tizen[5] platform that comes with up to seven years[6] of OS software upgrades — maintaining security and delivering new features over time, so that consumers can be confident that today’s purchase remains fully supported well into the future.

Establishing Dependable Experiences in the AI Era 

The region’s openness to advanced technology, multi-generational households, passion for sports and gaming, and diverse content ecosystem mean that serving SEAO consumers well requires a carefully curated product portfolio with offerings that meet their needs

It has required listening closely and responding precisely. Features like AI Soccer Mode[7] — built for the biggest international sporting moments of the year — and the Samsung Art Store’s ever-expanding collection from global and regional curators were not accidental innovations. They were thoughtfully and intentionally designed based on two decades of understanding how people really live with their televisions. And of course, naturally made available in SEAO for our regional consumers.

Twenty years ago, Samsung made a promise to consumers around the world: to deliver television experiences worthy of their trust, their living rooms, and their passions. That promise has not changed. What has grown is our capacity to honour it, through deeper technology, stronger partnerships, and a more nuanced understanding of what consumers across diverse markets truly need. Vision AI is the most powerful expression of that commitment to date.

As we celebrate twenty years as the world’s leading TV brand, we do so with a clear sense of what that tenure means and what it demands. It reflects a track record of delivering on what we set out to do, and the confidence to continue maintaining that trust by ensuring that every innovation we bring to market makes life in homes across the globe, including SEAO, richer, smarter, and more connected to the things that matter most. That is the standard that we will hold ourselves to for the next twenty years and beyond.

For more information, visit: https://www.samsung.com/my/

[1] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia

[2] Global No. 1 Gaming Monitor in 2019 to 2025 Source data: IDC Quarterly PC Monitor Tracker 2025 Q4 (Based on Value Amount)

[3] Samsung’s annual IFC SEAO TV Awareness Study 2025 was conducted with 2000 participants, aged 25 to 64 years old in November 2025, 8 countries including Australia, Indonesia, Malaysia, New Zealand, Thailand, the Philippines, Singapore and Vietnam.

[4] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia

[5] One UI Tizen: Content and services may vary by region and are subject to change without notice. Agreement to Smart Hub Terms and Conditions and Privacy Policy is required before use. Some content and services require registration and subscription. Requires Samsung account. Tizen OS upgrades will be provided for up to 7 years, starting from release year. Please note that this upgrade does not cover the TV’s hardware performance, features or durability. Upgraded features may vary depending on the specifications and model. Requires internet connection. Data charges may apply.

[6] Tizen OS upgrades are available for products released from 2023 and will be supported for up to 7 years starting from the product release year. Please note that the upgrade does not cover hardware-related performance, features or durability. Features provided through upgrades may vary depending on model, region, product launch year and other factors.

[7] AI Soccer Mode Pro: AI technology designed to detect and optimise soccer content only. Availability and performance will vary according to several factors including source content and application in use.

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. 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)

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% market share, accounting for nearly half of the global premium TV market.
• 75-inch and above – Samsung led the ultra-large category with a 28.7% market share.

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

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, intent 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.

For more information, please visit: https://www.samsung.com/my/

▲ Samsung presented its future of AI technology, highlighting four key pillars: “On-Device AI,” “Connectivity,” “Personalized” and “Openness,” which are fully integrated with Knox Security, Bixby and Tizen OS.

Vision AI: Bringing Personalized AI to the Center of Daily Life

The Vision AI Zone provided an overview of Samsung’s signature AI features, presenting technologies that transcend the traditional role of TVs to now deliver personalized experiences tailored to users’ preferences and different environments. Some of the standout features that drew a crowd included Generative Wallpaper, which uses AI to create customized digital displays.

▲Generative Wallpaper uses AI to generate high-quality 4K images that match users’ preferences, optimized for large screens. This feature enables users to create personalized digital displays that reflect their home’s ambiance, emotions and individual tastes.

Next-Generation Screens: Turning Everyday Life Into a Premium Experience

Also showcased were some of our latest advancements in display technology. Innovations included the HoloDisplay, a floating screen that uses 3D technology to project images in lifelike detail, and the MICRO LED Beauty Mirror, a unique form factor that provides customized beauty solutions.

▲ The Next Generation Screen Experience Zone showcased Samsung’s latest advancements in display technology.

▲ The HoloDisplay employs Samsung’s anti-distortion and anti-reflective technologies to produce screens that appear to float, unlocking new possibilities for display applications. Its innovative design and advanced functionality earned it a Best of Innovation award at CES 2025.

▲ Visitors were captivated by the interactive experience of analyzing skin conditions and receiving personalized beauty solutions through the MICRO LED Beauty Mirror. Developed in collaboration with Amorepacific, the display analyzed skin types and provided recommendations. With its exceptional image clarity and reflectance, the MICRO LED Beauty Mirror also earned a Best of Innovation award at CES 2025.

▲ The Transparent MICRO LED was featured in a bezel-less design on three sides, resembling an elegant glass frame. This seamless design allows it to blend naturally into any space, transforming the environment into a gallery-like setting.

Lifestyle Screens: The Intersection of Technology, Art and Utility

Samsung also unveiled a range of lifestyle products combining aesthetic appeal with practical benefits. Highlights included The Frame and The Frame Pro, which transform everyday spaces into personal art galleries, and The Premiere 5, which sets a new standard for home cinema.

▲ Equipped with Neo QLED technology, The Frame Pro boasts a high-definition screen with sharp contrast, even in bright sunlight. Additionally, with Wireless One Connect, installation is hassle-free.

▲The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector, offers touch interaction functionality on the display it projects, enabling users to engage in touch-based activities such as drawing and playing puzzle games. The Premiere 5 delivers a super large screen of up to 100 inches with exceptional image quality from just 43 centimeters away.

▲ The sheer size of Samsung’s 115-inch TV was enough to capture visitors’ attention. The expanded lineup of supersized TVs, ranging from the 98-inch models of the QN990F and QN90F to the 100-inch model of the QN80F and the 115-inch model of the QN90F, offers a truly immersive viewing experience.

Game-Changing Monitors: Displays for Work, Play and Beyond

Samsung also presented a lineup of cutting-edge displays designed to transform personal, professional and entertainment spaces. Among them was the Odyssey gaming monitor series, offering an immersive gaming experience with its impressive refresh rate and advanced 3D technology.

▲The Odyssey 3D (model G90SF) utilizes lenticular lenses and AI technology to transform 2D content into 3D, delivering new levels of immersion.

▲The 37-inch ViewFinity 37 is optimized for desk environments, offering vivid image quality and enhanced convenience.

Samsung’s next-generation display advancements showcased at CES 2025 go beyond technological innovation — they are thoughtfully designed with the user in mind, combining convenience, practicality and a reimagined approach to smart living. By seamlessly integrating cutting-edge technology, refined design and personalized features, these solutions offered visitors a unique and engaging experience. Looking ahead, Samsung continues to pave the way for smarter, more convenient lifestyles.

For more information, visit: www.samsung.com.my

Don’t miss out on the hints we’ll be dropping on Samsung’s latest 2025 TV, register here: https://www.samsung.com/my/tvs/ceshandraiser/

“As people look to get more out of their food — with help from their appliances — we’re thrilled to be upgrading Samsung Food with different types of powerful new functionality,” said Moohyung Lee, EVP and Head of Customer Experience Team for Digital Appliances Business at Samsung Electronics. “Moving forward, with a key focus on user experiences, we will continually enhance the platform with AI and other technologies to support the preparation of meals that are easier, simpler and healthier.”

▲ Samsung Food

Benefit From Customized Food Experiences

Samsung Food is a holistic food platform available on various Samsung devices, including and beyond home appliances. Samsung Food+, the premium subscription service[3] of Samsung Food, elevates the experience by integrating a health profile and goals, providing personalized meal plans with recipe recommendations. And now, AI is being added to bring differentiated functionality to users around the globe.

Samsung is making food preparation more convenient by rolling out the Vision AI technology for Samsung Food+, which allows users to add items to their Food List by simply snapping a photo of their food items with a smartphone. This functionality means that users owning Bespoke refrigerators with a Family Hub screen[4] without AI Vision Inside — the internal camera that recognizes food items that goes in and out of the fridge — can now also easily add items with photos to their Food List.

Other benefits of the Samsung Food+ subscription service include automatically adding purchased ingredients to the Food List when users check out at the store or online, and searching for recipes based on the contents of the Food List. Users can also get alerts to help them use the items before the manually set use-by-date, helping reduce food waste.

Samsung Food+ further provides the meal plans based on users’ Food List to support sustainable food practice goals by personalizing each plan based on the ingredients in users’ Food Lists, prioritizing those nearing use-by-date. And with the new “Search with Your Food List” feature, recipes using the ingredients listed in their Food Lists will show on top of the search results to help users with ideas on what can be made with what they have. Recipe recommendations are also provided based on the Food List. And whatever has been used from the Food List is recommended to add on the Shopping List. This intelligent approach helps inventory maintenance and reduces food waste while ensuring fresh, tasty meals.

▲ Samsung Food’s Search with Items from User’s Food List

Reach Health Goals With Personalized Meal Plans

Samsung Food now features enhanced tools designed to support users to better maintain their health and to reach wellness goals. The platform provides nutrition-focused meal plans that track and monitor caloric intake within daily meal schedules, whether for recipes or individual food items. It offers “Tailored for You” plans[5], delivering weekly recipe and snack recommendations based on users’ nutritional needs[6], chosen diets and previous recipe preferences. The system tracks macronutrient intake within daily meal plans and allows customizable calorie and macronutrient targets for individual health objectives. While Samsung Food users receive three days of recommendations per week, paid and subscribed Samsung Food+ users benefit from a full week of recommendations, with the intelligent platform also factoring in the manually set use-by-dates of ingredients.

▲ Samsung Food’s “Tailored for You” Meal Plan Service

Now available in eight languages across 104 countries[7], Samsung Food will ensure that all updates are accessible in each of the eight languages and region of availability.

[1] Samsung Food is a mobile application that is downloadable on any smartphone platform. Samsung account log-in is required.

[2] As of July 2024.

[3] $6.99 per month

[4] All models of Bespoke Family Hub refrigerators support Samsung Food service with Wi-Fi connection and Samsung account connection.

[5] This feature is provided based on the users’ personal details, profile information, information that the users voluntarily provide about their food, dietary and nutritional preferences, health data and more. Full list of collected information and usage can be found at Privacy Policy (UK) – Samsung Food

[6] Nutrition goals are set and recommended based on research and studies done by various organizations such as The World Health Organization (WHO), The 2020-2025 American Dietary Guidelines, The U.S. Department of Agriculture (USDA), and Master of Science qualified Registered Nutritionist-Dietitian (RND).

[7] The Samsung Food app supports English (U.S.), English (U.K.), German, Spanish (Spain), Spanish (Mexico), French, Italian and Korean. Supporting languages may be added at a later date.