Visit any electronics store today, and what will greet you are usually dozens of bright, enticing TVs, each promising to deliver the best visuals for your favorite movies and shows. What truly makes one stand apart from another? What are the most important features that prospective TV buyers in Southeast Asia and Oceania (SEAO) should be looking for?

It is easy to be stumped in today’s crowded TV market. Yet, we might find some answers from a Samsung study of 2,400 TV buyers’ preferences in the SEAO region^[1]. The survey notes that consumers intending to buy a new TV consistently highlight three crucial aspects: Unparalleled screen quality, deeply immersive sound, and seamless connectivity that places the TV at the heart of modern living.

This customer-centric focus is how Samsung has remained the world’s leading TV manufacturer for an unprecedented 19 consecutive years; not just by understanding these user desires, but also in delivering the innovation to match.

Screen quality: The picture matters most

Seeing is believing, and this is especially true for televisions. Among all key buying factors, a clear 59% of TV buyers in the SEAO region1 choose a TV’s picture quality and display technology as the most important consideration when purchasing a TV.

A timeline of Samsung’s Quantum Dot technology.

For those seeking the pinnacle of visual experiences in the living room, Samsung’s top-end Neo QLED 8K and Neo QLED TVs provide class-leading picture quality, driven by flagship Quantum Dot innovation, thus delivering among the highest levels of colour accuracy and brightness available. Samsung’s Quantum Dot technology represents a significant leap forward due to several breakthroughs:

• Rich Quantum Dot Content: Samsung ensures that its Quantum Dot displays contain a high concentration of quantum dots. This is crucial, as the amount of quantum dot material defines the TV’s ability to deliver a vivid, rich picture with the exceptional colour expression characteristic of this technology. Reinforcing Samsung’s technological leadership, its QLED TVs received the ‘Real Quantum Dot Display’ certification from TÜV Rheinland in May 2025, officially verifying that Samsung’s QLED TVs meet global standards for quantum dot display structure.
• Enhanced Efficiency and Colour: Samsung QLED TVs eliminate the need for a separate phosphor layer, a design choice that enhances light and energy efficiency while simultaneously delivering more vibrant and purer colours.
• Commitment to Sustainability and Safety: A landmark achievement was Samsung’s development of the world’s first no-cadmium Quantum Dot material in 2014, successfully commercialising the technology the following year. This pioneering work in no-cadmium technology has been a core part of Samsung’s Quantum Dot story, ensuring breathtaking visuals without relying on hazardous materials, thus providing a safer viewing environment for consumers. Our efforts align with the EU’s Restriction of Hazardous Substances (RoHS) Directive^[2], which aims at restricting the use of hazardous substances in electrical and electronic equipment. As of March 2025, this no-cadmium effort was certified by the global certification institute Société Générale de Surveillance (SGS).

These advancements, stemming from over a decade of research and investment, ensure that Samsung’s Quantum Dot TVs provide not only spectacular colour and brightness but also do so responsibly.

Sound: Immerse me in the action

Just as important as stunning visuals are the audio quality that envelops the viewer, transforming the act of watching TV into an immersive experience. In the Samsung study, consumers pointed to the importance of sound quality in TV’s built-in speakers, with two in five considering it as a key buying factor. Today’s new TVs must offer immersive entertainment, whether you are catching the explosive action in a Hollywood blockbuster, or trying to discern the subtle dialogue between characters in a drama series.

High quality audio is critical to ensuring an even more immersive TV experience.

Sound is more crucial to the entertainment experience today, and the latest developments in surround sound technology by Samsung are achieving exactly that. Samsung’s premium Neo QLED TVs feature new top-channel speakers that deliver a next-level Dolby Atmos experience that will immerse viewers inside the action with multi-dimensional sound. This creates a soundscape where audio moves with on-screen action, adding incredible realism.

To ensure dialogue remains clear and not drowned out, Samsung’s Active Voice Amplifier Pro offers AI-powered voice enhancements to make sure viewers hear clear crisp and intelligible dialogue. The technology analyses background sounds, voice clarity, and ambient noise, and isolates voices from TV sound.

Adding another layer of auditory immersion is Object Tracking Sound (OTS). With this technology, Samsung TVs rely on AI-powered action tracking to deliver vividly realistic 3D sound through multi-channel built-in speakers or supported add-on soundbars, placing viewers right in the middle of their favorite content.

For a more personal experience, pairing Samsung TVs with Galaxy Buds enables 360 Audio mode^[3], offering spatial 3D sound with enhanced head tracking for truly immersive listening.

Connectedness: Your TV at the cen of simplified living

Beyond picture and audio, specifications play a significant role in TV purchase decisions. Within this category, smart features and functions stand out, with 22% of TV buyers in SEAO deeming them important. This is unsurprising, as the TV is increasingly serving as a central hub for the connected home, used for everything from sharing photos from a phone to controlling smart home devices.

At the core of this connected experience on Samsung TVs is the Tizen operating system built in SmartThings Hub, recently updated to reflect the new One UI Tizen^[4] update. It links various devices effortlessly through a common software experience, where diverse connected devices can collectively learn from usage behaviors to make interactions seamless.

Access useful information throughout the day with Daily Board, which is customisable with widgets such as Weather, Home Status, Energy, Notes, Tips, and more!

The Daily Board^[5] app, available on the new Samsung Vision AI and AI TVs, allows users to approach the screen (even when off) or use voice commands like “Hi Bixby” to activate and check useful information like the status of connected smart devices, play music on Spotify and even apply new wallpapers.

Crucially, Samsung provides seven years of updates for the Tizen software for free^[6]. This commitment ensures that your Samsung TV stays current with the latest features, apps, and security updates, offering new experiences throughout its lifetime and future-proofing your investment.

Go with the market leader

TV buyers today are spoilt for choice when it comes to picking the right screen for their living room, bedroom, or study. In this crowded space, Samsung has stayed ahead of the competition through constant innovation and deep commitment to meeting customer needs. Our latest Neo QLED and QLED TVs, for example, with their superior image and sound quality and advanced connected experiences, are a direct response to what consumers tell us they desire.

This customer-centric approach is the cornerstone of Samsung’s success and the reason it has been the world’s leading TV manufacturer for 19 straight years. In fact, there might not be any hidden secret after all – it is simply about understanding what customers truly want and delivering innovation that enriches their every day.

^{[1] The Samsung 2024 TV Awareness Survey was conducted in October 2024. It surveyed 2433 respondents through an Online Survey and Online Discussions (Samsung Members Connect), 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] The EU Restriction of Hazardous Substances (RoHS) Directive restricts the use of cadmium in electronic equipment to 100 ppm or 0.01% by weight in homogeneous materials.}

^{[3] Galaxy Buds 360 audio (Galaxy Buds 2 Pro / 2 / Pro / Live)}

^{[4] 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 are available for up to 7 years from the product’s release year starting in 2023. Availability, features, contents, apps and services are subject to change without notice and may vary by product, model or region. The upgrade does not cover hardware related performance, features or durability. Requires internet connection. Data charges may apply.}

^{[5] Supported widgets vary by region. Listen to the music of mobile Spotify app with connecting to TV.}

^{[6] Availability of updates may vary depending on the model and region. In Singapore, the seven-year update policy applies only to 2024 TV models and newer.}

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.

List of Featured Articles

[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 optimises 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.

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 optimisation 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.”

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 analyse 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 customisable 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 customisable photo frame,” and gave the device an “Editor’s Choice” distinction.

At the top of the soundbar lineup is the HW-Q990D, which analyses audio and uses AI to optimise 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/sg/

Samsung Electronics, the world’s leading TV manufacturer for 18 consecutive years, has commenced this year’s 2024 Southeast Asia Tech Seminar in Bangkok, Thailand. From April 23 to 24, Samsung will showcase its cutting-edge 2024 lineup, featuring AI-powered technologies that offer enhanced picture, sound and customization.

Since 2012, Samsung’s global Tech Seminar sessions have served as a platform for sharing detailed information and exclusive product experiences. As part of its ‘Screens Everywhere, Screens for All’ vision, Samsung plans to present innovations that deliver industry-leading viewing experiences and user-friendly features.

The 2024 Southeast Asia Tech Seminar in Bangkok follows a successful series kickoff in Frankfurt, Germany this February. At this event and upcoming seminars in regions such as Latin America, Samsung will present new TV and monitor technologies, as well as lifestyle products:

• Samsung’s 2024 Neo QLED 8K includes the latest NQ8 AI Gen3 Processor, which enables a vivid and more precise picture through its 512 neural networks—eight times as many as its predecessor. It supports features like 8K AI Upscaling Pro and AI Motion Enhancer Pro for the best Neo QLED 8K visuals to date.
• The 2024 Samsung OLED TV upscales content to 4K resolution thanks to the NQ4 AI Gen2 Processor, and features OLED Glare Free technology. Certified by Underwriters Laboratories Inc. (UL), the technology reduces light reflection on the screen to provide a more immersive viewing experience with fewer distractions.
• Music Frame is a new lifestyle product that functions as a frame-shaped speaker. It can be used as a frame on the wall by inserting images or photos into its replaceable photo frame.
• Samsung Knox, applied to Samsung TV, achieved a ‘Common Criteria’ certification, recognized by 31 countries this February as strengthening TV security measures in terms of software and hardware.

“We can present some of Samsung’s key AI TV technologies during the Tech Seminar,” said Yongjae Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “We are not only showcasing the differentiated AI TV technology from competitors but also doing our best to protect customer’s various personal information.”

For more information on Samsung’s 2024 TV and monitor lineup, please visit www.samsung.com/.

Samsung Electronics has once again demonstrated its dominance in the global TV market, marking an unprecedented 18-year streak at the forefront of the industry.

Market research firm Omdia reported that Samsung has achieved a 30.1% share of the global TV market in 2023, reinforcing its status as the industry leader since 2006. This success is largely due to the company’s strategic focus on premium and large-screen TV categories, driven by its cutting-edge QLED and OLED models.

Since its launch in 2017, Samsung’s QLED TV lineup, including the latest Neo QLED models, has surpassed cumulative sales of 40 million units. In 2023 alone, the QLED lineup achieved sales of 8.31 million units.

Samsung asserted notable leadership in the premium TV sector – specifically for TVs over 75 inches and priced above $2,500. The company has recorded an impressive 60.5% market share in terms of sales for TVs priced over $2,500, while also maintaining a lead with 33.9% sales share for TVs over 75 inches. In addition, thanks to robust sales of 98-inch models, TVs over the 90 inches have maintained the lead with a 30.4% market share.

Building on its success in the ultra-large and high-end TV market, Samsung has also made significant strides in the OLED sector. The company’s OLED TV lineup recorded 1.01 million units sold in 2023, capturing a market share of 22.7%. With the expanded OLED lineup in 2024, Samsung’s market share in the OLED sector is projected to surge in 2024.

“We are proud to be recognized as the market leader in the global TV sector for 18 consecutive years, a testament to the enduring trust and loyalty our customers place in Samsung,” stated SW Yong, President and Head of Visual Display Business at Samsung Electronics. “We are deeply committed to advancing the industry, moving beyond exceptional picture quality to offer more meaningful and valuable experiences.”

At CES 2024, Samsung Electronics unveiled the groundbreaking NQ8 AI Gen3 processor, heralding the start of the AI Screen Era. The advancement in state-of-the-art chipsets and capabilities is set to redefine the smart TV domain, integrating sophisticated AI powered by Tizen OS to establish AI screens as center of the smart home innovation.

2024 is shaping up to be another year of significant innovation for Samsung. With advancements in processors and cutting-edge AI features, Samsung is on course to further transform home entertainment and set new benchmarks in the TV industry.