Samsung is going after LG for glory in Korea’s OLED TV market

LG stuck with OLED TVs while Samsung tried its hand at other display panel technologies. That provided the former with the impetus it needed to establish a firm hold over the local OLED TV market in their home country of South Korea.

Samsung has only recently made a return to OLED TVs, launching multiple models over the past few years, and expanding the lineup considerably in 2025. The company now has a stated goal of ensuring that it becomes the leading OLED TV brand in South Korea within this year.

Samsung re-entered the OLED TV market in 2022. It has been diligently improving the lineup since then, with the latest models being full of not just display advancements but also AI functionality, which the company feels will drive purchase decisions going forward.

Its new 2025 OLED TV range includes the S85F, S90F and S95F. The entire lineup comes with three AI features, including AI Assistant, AI Home, and AI Viewing Optimization. With AI Assistant, users can access Click to Search and identify actors, details about a particular movie or TV show, and even real-time translation for subtitles. AI Home is a new and advanced way to control smart home devices while Viewing Optimization brings 4K and 8K video upscaling for low-resolution videos.

The company is confident in the diverse lineup of OLED TVs launched this year. Lim Sung-taek, VP and GM of Samsung Electronics Korea, said that with the lineup expanded to cover sizes from 42-inch to 83-inch this year, and the AI features provided, “we will be the first place in the domestic market this year.”