Competition forces Samsung to sell its TVs for lower prices in Q1 2025

Healthy competition in the marketplace tends to favor customers. As companies jostle for market share, the prices tend to come down, and that ultimately helps customers get better products for less money.

That was the story in Q1 2025 for Samsung's TVs. A new report indicates that the average selling price for Samsung's TVs fell in the first quarter of this year. Samsung wasn't the only one to experience it, LG saw its TV average selling price decline too.

Samsung has traditionally pursued a premium-first strategy in the TV market. Yet, with global demand on the decline and Chinese TV makers aggressively competing on price, the decision was likely made to protect market share and put short-term profits on the back burner for now.

A report from Samsung indicates that the average selling price for its TVs declined by 6% in the first quarter of this year compared to the annual average for 2024. LG's decline was marginally lower at 5.5% compared to its 2024 average.

Samsung had to pursue a more aggressive discounting strategy to counter the weakened consumer sentiment amid fears of an economic downturn. The overall retail selling price was thus hit because mid-range models outsold high-end products.

We may see this strategy continue in the ongoing quarter as well. It's worth pointing out here that Samsung's 2025 flagship OLED TV, the S95F, starts at $2,299. It's a full $300 cheaper than the S95D which started at $2,599.