Televisions of the Future will be Bigger and Better

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Samsung’s QLED Technology Enhances Consumer Experience and Forges a New Wave of Customer-centric Solutions

The evolution of television has been extraordinary – from tiny black and white bubble-shaped boxes to massive home theatres. Long gone are the days of snow-washed television screens and dulled colours with a family huddled close to the TV. The ubiquitous screen has evolved in line with the content now offered through a myriad of channels.


Consumer viewing behaviour has also evolved, and the demand now is for an enhanced viewing experience. This is one of the main reasons Samsung’s QLED screens are becoming increasingly popular. But, the evolution doesn’t just stop at the intense picture and sound quality.


“We see the consistent acceleration of technology in the day-to-day lives of consumers. It’s because of this that Samsung considers customers’ daily needs and inconveniences to help better inform future television innovation – specifically in the development of new products that add harmony to any busy lifestyle and beautiful design to any home,” says Mike van Lier, Samsung Director of Consumer Electronics.


The television of the future will be a device which can be put up anywhere, new designs will change the notion that the TV must sit still or be fixed in one place. Consumers will no longer need to tailor their lifestyles to their televisions, but will have the luxury of Samsung products that will fit seamlessly and discreetly into their daily life.


Samsung recently invited media to discuss key trends and the outlook for the global television market. These included the rapidly increasing demand for UHD quality large screen televisions, as well as ongoing consumer pain points related to convenience.


“We are moving from speaking about distinct products and technologies such as QLED, to talking about consumer benefits and experiences, about the inspiration behind the innovation, about the positive impact we can have upon the world and about our vision for the future,” says Van Lier.


It was found that the television market is experiencing a shift from FHD to UHD. Between January and August of this year, according to Growth from Knowledge (GfK) and National Purchase Diary (NPD) research firms, revenues for UHD televisions accounted for over 50 percent of the global TV market. Research has shown that consumers want a device that is easier to use and to this end, Samsung conducted research in the US and German TV markets among those willing to purchase a new TV product. The results are detailed below.


Top Pain Points When Using a TV

1 222 Consumers willing to buy a TV 1 574 Consumers willing to buy a TV
23% Complex cables 15% Complex Cables
15% Poor sound 13% Too many TV models
15% Connectivity for devices 13% Connectivity for devices
14% Number of remote controls 12% Poor TV sound
12% Inconvenience for typing 11% Non-smart TV


Based on these trends, Samsung continues to strengthen its leadership in the global TV market. According to GfK and NPD, between January and August 2017, Samsung was the number one player, recording 34 percent of total global television market revenue, higher than the market shares of the second and third largest players combined. The company also recorded 42 percent for big screen TVs, 60-inch and larger, and 38 percent for UHD TVs. Samsung also led in market share based on TV pricing, with 44 percent in TVs, priced over $1 500 (R21 311), and 37 percent for TVs over $2 500 (R35 519).


Samsung’s strategy revolves around providing consumers with the broadest options for big screen TVs, such as QLED TVs and premium UHD TVs in 65-, 75-, 82- and 88-inch sizes, as well as curved and flat screen options. The TV accessories have also received positive reviews, including the clean and clutter-free cable solution, Invisible Connection; auto recognition and control function, Auto Detection and One Remote, providing an easy way to access many different remote controls in one.


“With a significant increase in QLED TV sales globally in the second half of this year, there is no doubt that the position of Samsung as a leading player in the premium TV market continues to grow. Samsung will continue to lead global TV market trends with a business strategy that meets the rapidly changing needs of global consumers,” concludes van Lier.


Click on the link to hear Mike van Lier, Samsung Director Consumer Electronics, talk more about the future of television.


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