Samsung readies premium LCD TV to counter China’s rise

Samsung Electronics’ new RGB Micro LED TV, unveiled selectively at CES this January. /Samsung Electronics

Samsung Electronics is considering unveiling its new 110-inch RGB Micro LED TV at IFA 2025, a major electronics trade show in Germany this September. The company showcased a 98-inch version of the model exclusively to business clients at CES in Las Vegas earlier this year and is now debating whether to reveal the larger display to the public. The concern is that competitors might copy the technology. Samsung views the new TV as a crucial buffer against fast-rising Chinese brands and aims to launch it later this year to defend its lead in the premium LCD market.

Samsung is releasing a new LCD TV to defend its global market lead. After entering the OLED segment two years ago with limited success, and as Chinese brands gained ground in the premium LCD market, Samsung has shifted focus back to next-generation LCD technology.

Graphics by Baek Hyeong-seon

TVs come in two types: LCDs, which need a backlight, and OLEDs, which produce their own light. Most LED TVs are actually LCDs using white LED backlights. The budget LCD market is led by Chinese brands like TCL, Hisense, and Xiaomi. Samsung returned to OLED in 2023 and is focusing on selling high-end LCDs like QLED and Neo QLED, while targeting premium buyers with OLED TVs.

OLED TV growth has been slow, while Chinese rivals are catching up fast. According to market researcher Omdia, the global OLED market was worth $10.95 billion last year—only one-eighth the size of the LCD market—and has remained flat for three years. A Samsung official said, “OLED panels cost more than LCDs, and high prices have slowed market expansion.” Many buyers prefer LG’s OLED TVs, which accounted for 52% of shipments last year, compared to Samsung’s 23.5%.

Chinese brands have introduced mini LED TVs with better picture quality and are gaining influence in the high-end LCD market. Samsung’s global TV share dropped below 30% to 28.7% last year, while TCL and Hisense rose to 12.3% and 9.7%.

After leading the global TV market for 19 years, Samsung is now under pressure. Its TV division declared an emergency for the first time this year and began developing a new flagship, the RGB Micro LED TV. Unlike traditional models that use white LEDs, this TV uses red, green, and blue LEDs for backlighting, improving color accuracy and contrast. Its LED chips are smaller than those in Hisense’s RGB Mini LED TV, unveiled in January.

Samsung plans to place its RGB Micro LED TV at the top of its LCD lineup to solidify its hold on the high-end market, while continuing to strengthen OLED sales with a dual-track strategy.