Samsung Electronics was in a celebratory mood last month after the emergence of data that suggested it had surpassed LG Electronics as the number one seller of OLED TVs in the U.S. But now, LG says it’s not true.
The company has just published a press release in which it claims to still be number one in the North American market, saying it still sells more than 50% of all OLED TVs in the region.
In the release, LG also notes that it has been the world’s top OLED TV brand for 12 consecutive years, and says that dominance still extends to North America, where it accounted for 51% of all sales in the first quarter of 2025 – meaning more unit sales versus every other OLED TV brand combined.
The confusion stems from the fact that LG is getting its data from a market research firm called Circana, whereas Samsung’s claims are based on research from Omdia. And it’s notable that the two market researchers are citing different data. Omdia’s data refers to market revenue, or the total dollar value of all OLED TVs sold, whereas Ciracana’s numbers refer to the number of OLED TV shipments, rather than the money their sales generate.
Omdia’s data, published in May, suggests that Samsung does lead the North American OLED TV market in terms of revenue, with a 50.3% market share, whereas LG only generated 34.5% of the total revenue. But in terms of the literal amount of TVs being sold, LG is still some way ahead.
The discrepancy is likely because LG sells many different kinds of OLED TVs, including its flagship G5 OLED and more affordable models such as the B5 OLED TV in this year’s 2025 range, whereas Samsung only has a limited selection of higher-end models.
While LG is still claiming to hold onto its North American crown – and indeed its global leadership – it may soon find itself playing second fiddle. Samsung seems to be expanding its range of OLED TVs each year – in 2025, it launched three different models for the first time, including the flagship S95F OLED TV, the S90F and the mid-range S85F.
Still, the struggle for OLED TV dominance is a good thing for consumers, as it means the two rivals are forced to compete on price – hence, the cost of premium OLED TV models is only going to decrease as the competition intensifies.
Consumers should of course note that they’re not just limited to Samsung and LG, for most major brands these days offer OLED televisions. For instance, Sony this year launched the new Bravia 10, which is based on Samsung’s QD-OLED display technology, while Philips has the OLED+950 and OLED+910 to choose from, based on LG’s most advanced WOLED panel. The biggest brand that doesn’t offer any OLED TVs of any kind is TCL, but we can expect that to change in the coming years as the company pushes ahead with its own inkjet-printed RGB OLED display technology.
