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 Electronics Co., Ltd. has retained its position as the world’s leading gaming monitor brand for the sixth consecutive year, according to the latest data from the International Data Corporation (IDC).

Based on total revenue, Samsung captured a leading 21.0% share of the global gaming monitor market in 2024,^[1] reaffirming its dominance in a fast-evolving, performance-driven industry. Samsung also ranked first in the global OLED monitor segment for the second year in a row, reaching a 34.6% market share just two years after launching its first OLED model.^[2]

“Samsung’s momentum in the gaming display market reflects our relentless pursuit of innovation and deep understanding of what today’s gamers need,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “From immersive 3D experiences to industry-leading OLED performance, we’re shaping the future of gaming.”

Samsung’s continued growth is fueled by its powerful Odyssey gaming monitor lineup, which sets the standard for immersive and high-performance gaming through a variety of models:

• Odyssey 3D (G90XF model): A revolutionary 27” monitor that delivers immersive glasses-free 3D gaming, powered by eye-tracking and proprietary lenticular lens technology. With seamless 2D-to-3D video conversion via Odyssey 3D Hub, a 165Hz refresh rate and an ultra-fast 1ms GTG response time, the monitor redefines interactivity and realism.
• Odyssey OLED G8 (G81SF model): A cutting-edge 27” or 32” 4K 240Hz OLED gaming monitor that delivers exceptional colour accuracy and ultra-fast performance through advanced QD-OLED technology. It features the industry’s highest pixel density in its class, a 0.03ms GTG response time, and Samsung OLED Safeguard+ to protect against burn-in.
• Odyssey OLED G6 (G60SF model): An industry-first 27” QHD QD-OLED monitor with an ultra-fast 500Hz refresh rate and a 0.03ms GTG response time — planned for launch in the second half of 2025. The Odyssey G6 extends Samsung’s leadership into the competitive gaming segment, bringing elite-level speed and responsiveness.

At the core of this next-generation lineup is Samsung’s proprietary Quantum Dot OLED technology, which enhances colour accuracy, contrast and brightness across all viewing angles — making it the preferred choice for gamers seeking both stunning picture quality and elite performance. The performance of all three monitors is further enhanced by being NVIDIA G-SYNC Compatible and having support for AMD FreeSync Premium Pro,^[3] which reduce stuttering, choppiness and lag for the ultimate OLED gaming experience.

The Odyssey 3D and the Odyssey OLED G8 are now available for purchase in Singapore. More information available here. The Odyssey OLED G6 will be available in Singapore soon, with more information to come.

For more information about Samsung’s gaming monitor lineup, please visit https://www.samsung.com/sg/

^[1] IDC Worldwide Gaming Tracker Q4 2024, Gaming monitor classification is based on IDC criteria: monitors with refresh rates over 144Hz (since Q2 2023) or over 100Hz (prior to Q2 2023). Rankings are based on value amount.

^[2] IDC Worldwide PC Monitor Tracker, Q4 2024 (Based on value amount, OLED Total).

^[3] NVIDIA G-Sync Compatible and AMD FreeSync Premium Pro support are currently available on the Odyssey 3D and the Odyssey OLED G8, and are planned for the Odyssey OLED G6 on its launch.

Quantum dots have attracted attention as next-generation material for a wide range of applications including displays, medical devices and solar cells. In 2014, Samsung Electronics developed the world’s first no-cadmium quantum dot material and successfully commercialized quantum dot technology with its SUHD TVs. Since 2017, the company has continued to build on its legacy of quantum dot mastery through QLED — its own quantum dot TV series. Samsung Newsroom explored how quantum dots are taking Samsung displays to the next level.

Quantum Dots: The Next Generation of Display Innovation

Quantum dots are ultra-fine semiconductor particles that are tens of thousands of times thinner than a human hair. Since inception, their physical characteristics that allow them to provide the highest level of color accuracy and brightness among existing materials had them positioned to revolutionise display technology.

When used in displays, quantum dots support a wide color gamut that closely matches colors perceived by the human eye and facilitate pixel-level light adjustment for more accurate black levels. Emitting light in all directions, quantum dots deliver uniform luminance and consistent color from any viewing angle while minimising blue light exposure for a more comfortable viewing experience.

What Sets Quantum Dot TVs Apart: Content, Film Quality and No-Cadmium Technology

The TV industry continues research and development into the commercialisation of quantum dots as the material becomes a game-changer in display technology. For that reason, a variety of quantum dot TVs have hit the market recently — offering a wide range of options to customers.

However, key differences in quantum dot TVs lie in how the technology is implemented and the overall quality of the display. To ensure a premium viewing experience, factors such as the amount of quantum dot content, the quality of quantum dot film and the use of no-cadmium materials must be considered.

Quantum Dot Content

The true quality of a quantum dot TV is defined by its quantum dot content. The quantum dot film requires a minimum of 3,000 parts per million (ppm) of the material to achieve the vivid, rich picture quality and color expression that only quantum dots can deliver.

Quantum Dot Film

Samsung QLEDs eliminate the need for a separate phosphor layer, enhancing light and energy efficiency while delivering more vivid colors. A quantum dot OLED (QD-OLED), which consists of a thin-film transistor (TFT) layer,^[1] a self-emitting light source and a quantum dot film that uses the light emitted from the light source, takes a step further enhancing picture quality. In either case, a dedicated quantum dot film that contains sufficient quantum dots is key in delivering top-class picture quality and longevity.

No Cadmium

In the early stages of developing quantum dot TVs, cadmium was essential to achieving the key benefits of quantum dots such as color reproduction and contrast ratio. At the time, cadmium was considered the most efficient material for producing quantum dots.

However, cadmium’s toxicity became a significant obstacle to the commercialisation of quantum dot technology. The element posed serious threats to the environment — making its widespread use difficult despite being the most suitable material for implementing quantum dot technology.

In response to this challenge, Samsung developed the world’s first no-cadmium quantum dot material in 2014 and successfully commercialised quantum dot technology with its SUHD TVs in the following year to open a new era of quantum dot TVs.

10 Years of Quantum Dot Innovation and Leadership

Samsung has quickly recognised the potential of quantum dot technology and led innovation in the global display market over the past decade through continuous research and investment.

Samsung began researching and developing quantum dot technology in 2001 — at a time when there was limited research on non-cadmium materials. Achieving vivid colors required making the nano-sized particles uniform, but the lack of technology and research made mass production extremely challenging.

Despite these obstacles, Samsung succeeded in creating a no-cadmium nanocrystal material in 2014. Since then, the company has accumulated extensive expertise — registering more than 150 patents — and continuously worked on advancing the technology. Samsung’s long-standing commitment culminated in 2015 when the company unveiled the world’s first SUHD TVs with no-cadmium quantum dot technology.

Samsung’s QLED lineup was revealed in 2017, setting a new standard for premium TVs that overcame the limitations of OLED TVs. By applying metal quantum dot technology, Samsung achieved the Digital Cinema Initiative’s color standard DCI-P3 and achieved 100% color volume for the first time in the world — thereby presenting unparalleled color expression. Notably, the use of inorganic quantum dot technology protected the screens from burn-in^[2] to ensure consistent picture quality over time.

Following its success in developing a red light-emitting element for displays in 2019, the company enhanced the luminous efficiency of blue self-emitting QLEDs — considered the most challenging to implement among the three primary QLED colors^[3] — to an industry-leading 20.2%.

“Discovering a blue material for self-emitting QLEDs and demonstrating industry-leading performance at the device level were significant achievements of this research,” said Dr. Eunjoo Chang, a fellow at Samsung Advanced Institute of Technology. “Samsung’s distinctive quantum dot technology has once again overcome technical barriers.”

This cutting-edge advancements led to the launch of the QD-OLED TVs, making history at CES 2022 by winning the Best of Innovation award for integrating quantum dot technology and OLED displays.

Samsung remains dedicated to advancing quantum dot technology through continuous innovation. The company continues to invest in leading display technology — from QLED to Neo OLED — by offering high brightness, color accuracy and frequency. Driven by Samsung’s unrivaled quantum dot innovations, the future of display technology is brighter than ever.

^[1] An electronic circuit that adjusts and controls the light-emitting layers

^[2] Occurs when a static image is displayed for too long, causing color distortions or ghost images to remain on screen

^[3] Red, green and blue

Samsung Electronics Co., Ltd. announced that the quantum dot (QD) sheet used in its QD TVs has received certification for compliance with the Restriction of Hazardous Substances (RoHS) directive and has been verified to contain no cadmium by the global certification institute, Société Générale de Surveillance (SGS).

SGS, headquartered in Geneva, Switzerland, is a world-leading testing and certification body that provides services to ensure organisations meet stringent quality and safety standards across various industries, including, but not limited to, electronic products and food.

In addition to receiving recognition from SGS for the no-cadmium technology in Samsung’s QD film, the company’s compliance with the European Union’s RoHS directive assures the safety of the TV viewing experience.

“Samsung’s quantum dot TVs are built on safe technology that complies with restrictions on hazardous substances while delivering unmatched picture quality”, said Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics. “Achieving SGS certification fully validates the safety of our products. With this recognition, we are committed to continuously developing sustainable display technologies.”

Samsung began researching QD technology in 2001, and its ongoing commitment to research and investment has positioned it at the forefront of innovation in the global display market.

After developing the world’s first no-cadmium QD material in 2014, Samsung launched TVs that implemented the technology the following year. Since then, the company has been leading QD technology through continuous technological advancements.

In particular, Samsung successfully created nanocrystal material without cadmium and has secured around 150 patents for the technology. With this extensive expertise and technological progress, the company has ushered in an era of safer QD TVs made with materials that do not contain harmful substances.