[REVISION HISTORY]

Global TV & Monitor Competition: Samsung and LG Rivalry

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What changed

2026-09-04 09:58 UTC → 2026-09-07 05:46 UTC · added ~~removed~~

Samsung and LG continue to battle for dominance in the global TV and monitor markets, specifically within the premium OLED segments. Samsung maintained its position as the world's top TV supplier in Q1 2026, capturing 31.3% of global sales and a 53.4% share of the premium segment. In the monitor market, Samsung Display aims to secure approximately 48% of the mid-to-large OLED monitor segment by late 2026. LG remains a leader in OLED shipments and is working to double its large-format OLED monitor market share to 20% by year-end. Throughout August and early September 2026, LG implemented aggressive pricing strategies via a “Back to School” sale and various retailer promotions in the U.S. and Europe. In the U.S., significant discounts were applied to the 2026 C6 OLED evo AI 4K Smart TV lineup, with the 65-inch model seeing a $900 reduction at retailers like Best Buy. The 77-inch LG OLED evo M Series also saw discounts of up to $2,700. The 55-inch LG G5 Gallery Series 4K OLED TV, which utilizes Primary RGB Tandem technology, was noted at a reduced price of $1,199.96, down from a typical $2,500 retail price. In Italy, the 48-inch LG OLED AI B5 reached a historic low of 595€ on Amazon. Additionally, the LG OLED evo AI C5 42-inch Smart TV saw a price reduction in outlet sections from 1,399€ to 743€. LG’s promotional efforts also included a 10% refund on certain purchases through late August, free professional wall mounting, and various discounts on monitors and soundbar bundles. By early September 2026, further significant discounting was observed on Amazon in Italy. An 83-inch LG OLED 4K Smart TV (model LG OLED83C66LB) from the 2026 series was listed with a 43% discount.

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