SEOUL, South Korea — Samsung Electronics solidified its position as the world’s top television manufacturer in the first quarter of 2025, while LG Electronics retained its lead in the high-end organic light-emitting diode (OLED) TV segment, according to industry data released on May 20. However, both South Korean giants face intensifying competition from lower-cost Chinese rivals.

Market research firm Omdia reported that Samsung maintained its No. 1 ranking in the global TV market, leading in both shipment volume and revenue. The company, which has held the top spot for 19 consecutive years, is poised to mark two decades of dominance in 2025. Samsung’s success is driven by its focus on premium products, including Neo QLED, OLED, ultra-large, and lifestyle-oriented TVs. Its revenue share edged up to 30% from 29.3% a year earlier.

LG Electronics secured the second spot in revenue share at 15%, down slightly from 16.6% the previous year, but continued to dominate the premium OLED TV market, capturing a 52.1% share of shipments. OLED TVs, known for their superior color accuracy and contrast, are a cornerstone of the luxury TV market. LG shipped 704,400 OLED units in the quarter, a 12.4% increase from 626,700 units a year ago, with its share rising 0.6 percentage points.

South Korea, a global hub for electronics innovation, has long been led by Samsung and LG in consumer electronics, particularly TVs. Their focus on premium offerings contrasts with the strategies of Chinese manufacturers like TCL, Hisense, and Xiaomi, which are gaining ground with affordable models.

In shipment volume, Samsung held a 19.2% share, followed closely by TCL (13.7%) and Hisense (11.9%). LG, with a 10.7% share, ranked fourth, trailing Chinese competitors due to their aggressive low-price strategies. Combined, TCL, Hisense, and Xiaomi accounted for 31% of global shipments, narrowly surpassing the 29.9% combined share of Samsung and LG.

LG’s strength in OLED TVs, which command higher profit margins, sets it apart. The company led the ultra-large OLED segment, with a 54.9% share in 70-inch-plus models and 63.6% in 80-inch-plus models. In the premium TV market—units priced above $1,500—OLED TVs accounted for 44.8% of shipments, up 3.5 percentage points from last year. LG predicts OLED TVs will exceed 50% of the premium market this year, cementing their status as the gold standard for high-end TVs.

LG’s total TV shipments, including OLED and LCD models, reached 5.09 million units, with a 15% revenue share. The company emphasized its “dual-track” strategy, leveraging both OLED and premium LCD QNED TVs to strengthen its leadership in the global premium TV market.

The global TV market showed signs of recovery, with shipments rising 2.4% year-over-year to 47.48 million units, the first increase in four years. OLED TV shipments surged 11% to 1.35 million units, outpacing overall market growth. Omdia forecasts a modest rise in annual TV shipments to 208.9 million units in 2025, with OLED shipments expected to grow 7.8% to 6.55 million units.

Chinese manufacturers’ rise poses a challenge to Samsung and LG, particularly in price-sensitive markets. TCL (13.3% revenue share), Hisense (10.9%), and Skyworth (3.7%) trailed Samsung and LG, while Xiaomi ranked fifth in shipment volume at 5.4%. As competition heats up, the South Korean duo is doubling down on innovation and premium branding to maintain their edge.

“LG OLED TVs and QNED TVs are our twin pillars in the premium TV market,” an LG spokesperson said. “We’re committed to reinforcing our global leadership.”

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