LG Dominates US OLED TV Market as Samsung Struggles to Catch Up

LG has solidified its position as the leader in OLED TV technology in the United States, leaving rival Samsung scrambling to gain ground in this lucrative premium market segment. Recent reports show LG’s OLED models sweeping top rankings from influential consumer publications, highlighting the company’s technological edge and market dominance.

LG’s OLED Supremacy

LG’s OLED EVO televisions have captured the top spots in Consumer Reports’ latest TV rankings, with multiple models scoring 90 points or higher - the highest ratings awarded since 2019. This impressive showing demonstrates LG’s mastery of OLED technology, which offers superior picture quality through perfect blacks, infinite contrast, and vibrant colors.

The company’s success stems from years of investment and refinement in OLED panel production. LG Display, a sister company to LG Electronics, has become the world’s leading manufacturer of large OLED panels, giving LG TVs a significant advantage in quality and supply chain efficiency.

Key Features of LG’s Top-Rated OLED TVs

  • Perfect black levels and infinite contrast ratio
  • Wide viewing angles with minimal color shift
  • Low input lag and fast response times for gaming
  • Support for multiple HDR formats including Dolby Vision
  • AI-powered processors for improved upscaling and image processing

Samsung’s OLED Challenges

While Samsung remains a dominant force in the overall TV market, its late entry into OLED technology has left it playing catch-up in this premium segment. The company long championed its QLED technology as an alternative to OLED, but market preferences have shifted decisively towards OLED for high-end displays.

Samsung has only recently begun producing its own OLED TVs, using a variation called QD-OLED (Quantum Dot OLED). While these models have received positive reviews, they have yet to match LG’s market share or top consumer rankings consistently.

Factors Hindering Samsung’s OLED Progress

  • Limited production capacity compared to LG Display
  • Higher manufacturing costs leading to less competitive pricing
  • Fewer years of experience in optimizing OLED for TV applications
  • Brand association with QLED technology potentially confusing consumers

The Importance of the US Premium TV Market

The United States represents a critical battleground for TV manufacturers, especially in the high-end segment. Market research indicates that the US accounts for nearly 30% of global TV shipments priced at $1,500 and above, and over 31% for those priced over $2,500.

This concentration of premium sales makes the US market highly lucrative, driving intense competition and innovation among top brands. Success in the US often translates to increased brand prestige and market share globally.

Looking Ahead: The Future of OLED TV Competition

As OLED technology continues to mature, several factors will shape the competitive landscape:

Technological Advancements

Both LG and Samsung are investing heavily in next-generation display technologies. LG is working on improving OLED efficiency and brightness, while Samsung is refining its QD-OLED technology to better compete with traditional OLED.

Manufacturing Scale

LG’s head start in OLED panel production gives it a significant advantage in manufacturing efficiency and cost. Samsung will need to rapidly scale up its OLED production to remain competitive in pricing and availability.

Brand Perception

LG has successfully positioned itself as the leader in OLED technology. Samsung will need to leverage its strong overall brand in TVs to convince consumers of its OLED expertise.

Alternative Technologies

Emerging display technologies like MicroLED could potentially disrupt the premium TV market in the coming years, presenting both challenges and opportunities for LG and Samsung.


The battle for OLED TV supremacy in the US market is far from over. While LG currently holds a commanding lead, Samsung’s resources and technological prowess ensure that competition will remain fierce. Consumers stand to benefit from this rivalry as both companies push to innovate and improve their OLED offerings.