Samsung leads global TV market as it rolls out World Cup‑themed 20‑Star campaign

Samsung Electronics maintained its position as the world’s top TV supplier, accounting for 31.3% of global TV sales in the first quarter of 2026. The company’s share rose by 1.3 percentage points year‑on‑year and it dominated the premium segment, holding 53.4% of sales for TVs priced above $2,500 and about half of all sales for units above $1,500. OLED models grew 28.8% in the quarter, giving Samsung a 40.1% share of that category, while North America contributed a 46.1% sales share.

To celebrate 20 consecutive years as the global No. 1 TV brand, Samsung launched a "20‑Star" advertising campaign ahead of the FIFA World Cup. Developed by BBH Singapore, the film features giant stars flown across European skies and unveiled in a stadium, symbolising two decades of market leadership. The rollout spans 25 European markets and includes social‑first sketches with former footballer Thierry Henry highlighting TV features. The campaign ties Samsung’s brand narrative to the football‑focused excitement of the World Cup year.