Samsung Electronics Co., Ltd. today released findings from its annual TV Awareness Study, which reveals that TVs are now the entertainment hub of the home, driven by the increasing popularity of big screen TVs fast becoming the new normal, with quality and product specifications topping the list as the most important factors influencing TV purchases.

The study was conducted as part of Samsung’s efforts to better understand consumers in the region and their needs pertaining to TV Screen technologies. Over 1,920 consumers aged 25 to 64 across eight markets in the Southeast Asia and Oceania (SEAO) region were surveyed in the third quarter of 2023^[1].

Yohan Zondak, Head of Visual Display for Samsung Southeast Asia & Oceania, said, “As we look towards the future of entertainment in the home, the findings from our latest annual TV Awareness Study reaffirms our views that consumers are passionate about the content that they want to view, and importantly, ensuring that they have a high-quality and premium viewing experience. As a pioneer and industry leader in the TV industry, we remain committed to pushing the boundaries of innovation and to transform the way people consume content, as well as to provide our customers with the best TV experiences in the years to come.”

Big Screen TVs are the New Normal

Across the region, while consumers were generally satisfied with their TVs, large screens were more popular than ever with consumers, with 30% of consumers owning TVs of 53” sizes and above. In particular, big screen sizes such as 98” are becoming the new norm, as survey results show purchases of even larger TVs of 60” and above has grown more than 10% as compared to the previous year. At the same time, a whopping 55% of consumers surveyed indicated their intent to purchase bigger TVs^[2] in the future as compared to their current ones.

Product specifications such as sound quality and smart features played key roles in driving big screen TV purchases such as those from the Neo QLED 8K range. This shows that while consumers are not shying away from purchasing larger TVs as the centerpiece of their living rooms, screen sizes alone are not the sole driving factor in purchase decisions.

TVs are the Entertainment Hub of the Home

Across the SEAO region, 87% of consumers are proud owners of a Smart TV^[3], with growth in smart TV ownership observed from the year before.

It is no surprise that TVs are primarily being used as the main tool for consumers to enjoy a cinematic experience of their favorite content, powered by the latest features. The study found that consumers across SEAO find most value in new TVs that allow them to enjoy high quality content (72%), support all of the latest technology and features (71%), and provide them with the most cinematic and immersive experiences possible (69%).

The 2024 Neo QLED 8K is positioned to reinforce this trend, thanks to the introduction of a next-generation AI processor, the NQ8 AI Gen3, which enables unprecedented performance upgrades in a TV designed to be the ideal centerpiece of the discerning consumer.

A majority of SEAO consumers also use their TVs for activities other than watching entertainment (58%) such as gaming, playing exercise videos and even displaying paintings, images, and videos when the TV is on standby. In fact, 1 in 4 (24%) consumers use their TV for gaming, with 50% of them preferring to play their favorite games on a console. This has been a key focus for Samsung TVs in recent years, with numerous gaming features added such as a more immersive gaming bar, new mini-map auto detection that allows easier control of the mini map during gameplay, AI auto-setting to optimize the picture and sound quality to the type of game being played, and more.

Quality and Product Specifications Take Priority

Despite a challenging economic climate in 2023, the study found that picture and sound quality as well as durability (92%) still ranked ahead of the breadth of product specifications (80%) when it comes to factors influencing the final purchase decision, with price and value (39%) coming up a distant third.

Samsung’s premium yet durable QLED 4K TVs are designed with such purposes in mind. Taking consideration of consumer preference for quality and features, Samsung’s latest 2024 TVs and screens will also come with greater compatibility across various devices within the ecosystem, allowing a more integrated connection between TVs and smartphones or wearable devices for a greater level of customization, accessibility, and convenience. Features such as Mobile Smart Connect transforms your smartphone into a multi-functional remote for greater control over your screens, while the 360 Audio feature is now expanded to Samsung TVs and screens, letting users connect Samsung Galaxy Buds to TVs for more immersive audio. For more information on Samsung’s latest QLED, MICRO LED, OLED and Lifestyle display lineup, please visit here.

^[1] The Samsung 2023 TV Awareness Survey was conducted from 31 August 2023 to 24 September 2023. It surveyed 1,920 respondents through a consumer panel, aged 25 to 64, who intend to buy a TV in the next six months, from the following 8 markets: Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam.

^[2] 55% of consumers intend to buy TVs of sizes 53” and above in 2023.

^[3] Smart TV is defined as a category of TVs that come with smart features such as built-in apps, web browser, mobile app control etc.

Samsung Electronics Singapore unveiled its 2024 lineup of Neo QLED 8K, Neo QLED and OLED TVs, as well as the latest sound systems at its Unbox & Discover 2024 Singapore launch held at the iconic Jewel Changi.

This year’s lineup kicks off the AI TVs era through the introduction of a next-generation AI processor poised to redefine the perception of smart display capabilities. In addition to bringing improved picture and sound quality, the new lineups provide consumers with AI-powered features focusing on inspiring and empowering individual lifestyles.

This year’s lineup kicks off the AI screen era through the introduction of a next-generation AI processor poised to redefine the perception of smart display capabilities. In addition to bringing improved picture and sound quality, the new lineups provide consumers with AI-powered features focusing on inspiring and empowering individual lifestyles.

“We are entering a new era of AI, with the technology bringing great potential to improve and add value to our daily lives in both simple and useful ways,” said Steven Koh, Senior Director, Consumer Electronics Business (TV/AV), Samsung Electronics Singapore. “We are excited to wow our consumers with our most cutting-edge TVs, now enhanced with AI, which will not only deliver amazing visual and audio quality for consumers to better enjoy the content that they all love but will also be the ideal centrepiece in consumers’ homes, connecting all compatible devices to offer users a smart and seamless living experience.”

Expect More Wow with Samsung’s New 2024 AI TV Line-up

The QN900D Neo QLED 8K TV and Q990D soundbar delivers exception audio and visual quality enhanced by AI.

This year, Samsung is introducing AI technologies to its TV line-up to deliver elevated enhancements for consumers’ home entertainment setups.

Samsung’s newest Neo QLED 8K and 4K TV lineup are equipped with technology that deliver lifelike picture quality and premium audio experiences. The 2024 Neo QLED 8K range, with the QN900D sitting at the top, features Samsung’s latest and most innovative TV processor yet: NQ8 AI Gen3, which has a neural processing unit (NPU) that delivers unprecedented performance upgrades by utilizing 512 neural networks, versus 64 neural networks on last year’s flagship model.

The Neo QLED lineup brings a suite of picture quality and design enhancing features, including 8K AI Upscaling Pro^[1], which leverages NQ8 AI Gen3 for enhanced 8K upscaling, sharpening low resolution content so that it is displayed in ultra-high resolution. AI Motion Enhancer Pro solves common issues in fast-paced sporting contents — such as ball distortion — by streaming high-resolution sports matches through this feature^[2] powered by NQ8 AI Gen3. The feature automatically detects the sport type and uses deep learning to properly detect the type of ball and enhances the visual accordingly. For consumers who like watching high-adrenaline action content, Real Depth Enhancer Pro adds details to fast-moving scenes with the help of AI to precisely control mini-LEDs by detecting the part of a scene that the human eye would naturally focus on, bringing it to the foreground. This way, images are more lifelike as there is more depth to the onscreen content. Infinity Air Design complements Neo QLED 8K’s impeccable picture quality with a screen only 12.9mm in depth^[3], allowing for an immersive viewing experience that focuses on high resolution and outstanding sound quality. It also offers a unique mirror effect in which the TV appears to hover in its surroundings.

At the same time, the Neo QLED 8K lineup offers exceptional audio quality, with Q-Symphony allowing users to connect multiple wireless speakers and a soundbar to a TV or projector for perfect audio synchronization across shows, movies, and playlists^[4]. Users can also take advantage of Active Voice Amplifier Pro, a proprietary AI dialogue booster that utilises exclusive deep-learning technology to significantly enhance dialogue and voices on screen.

Samsung’s S95D OLED TV delivers exceptional visual quality with AI-enhanced colour accuracy.

Samsung’s 2024 OLED TVs build on the legacy of last year’s models, with the S95D offering sizes of up to 77-inches for high-detail, a high-frame rate, and intensely vibrant video. New OLED Glare Free’ technology^[5] — specifically designed for 2024 OLED screens — preserves colour accuracy and reduces reflections while maintaining image sharpness to ensure an immersive viewing experience, even in daylight. The OLED-optimised, low-reflection coating overcomes the trade-off between gloss and reflection thanks to a new, specialised hard-coating layer and surface coating pattern.

In addition, the display is 20% brighter than previous models, with deep and rich blacks and AI-enhanced colour accuracy so pure that it is Pantone Validated. In addition to being Samsung’s brightest OLED screen yet, it also features high refresh rates of up to 144Hz for more seamless motion and crystal-clear action on their screens. Samsung also offers the more wallet friendly S90D series, which will be available in various sizes, from 48” to 83’’.

To complete your home entertainment audio experience, the new flagship Q Series (HW-Q990D) soundbar delivers an 11.1.4-channel sound experience with True Dolby Atmos sound at 4K 120Hz, tapping on AI to optimise sound for the perfect experience, whatever your preferred content.

Record for Largest Collection of Used Batteries Set at Unbox & Discover 2024

As part of the launch, Samsung Singapore held the Unbox & Discover 2024 event at Jewel Changi Cloud9 Piazza, where more than 50,000 visitors experienced the new TV and sound systems lineup.

Samsung Singapore successfully collected a total of 3,068 batteries, setting a record for the Largest Collection of Used Batteries, according to the Singapore Book of Records.

Samsung Singapore also set a record for the Largest Collection of Used Batteries, having collected 3,068 batteries^[6] from consumers attending the 2-day event; this was accredited by the Singapore Book of Records. The record was part of Samsung Singapore’s initiatives to raise awareness towards sustainability in partnership with the National Environment Agency and hopes to inspire consumers to adopt sustainability practices in their daily lives.

For more information about the 2024 TV and sound systems line-up, please visit www.samsung.com/sg.

^[1] QN900D only. 8K AI Upscaling for other models.

^[2] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.

^[3] 12.9mm in depth only applies to 65” QN900D.

^[4] Q-Symphony is compatible with select Samsung TVs. Requires HDMI, Optical or Wi-Fi connection to TV.

^[5] UL’s verification validates the ‘OLED Glare Free’ claim by assessing the products against Unified Glare Rating (UGR) testing standard set by the International Commission on Illumination (CIE) and testing standard set by the International Organization for Standardization.

^[6] Accepted batteries include AA, AAA, AAAA, D, C, N, 9-volt, Button cell.