Key Takeaways
1. LG aims to become the top manufacturer of high-end TVs globally, focusing on premium OLED and QNED technologies.
2. LG leads the OLED TV market, shipping 3.2 million units last year, including the new G5 series starting at $2,499.
3. The G5 series is positioned in the luxury market, requiring LG to enhance its mini LED technology to compete with Samsung.
4. LG needs to increase OLED TV shipments to surpass Samsung’s QLED dominance, while also facing competition from affordable Chinese brands.
5. Innovation in processing and software, including the Alpha 11 AI chip and webOS platform, will be key to LG’s competitive strategy.
During the recent 2025 OLED-QNED TV New Product Briefing, LG revealed its ambition to be the top manufacturer of high-end TVs in the world.
These premium TVs typically feature costly display technologies, such as OLED and LG QNED with mini LED backlighting, and usually have price tags that exceed $1,500.
LG’s Dominance in OLED TVs
LG has established itself as the clear leader in the shipment of OLED TVs, having focused on large OLED panels much earlier than Samsung. Last year, LG shipped 3.2 million OLED TVs, including the well-received G4 series, which has now been succeeded by the G5 series.
The new G5 OLED TV series begins at a price of $2,499, while the G4 models are now available for significantly less, with prices dropping over 30% to about $1,796 for a 55-inch G4 OLED TV on Amazon.
The Premium TV Market Challenge
This pricing for the G5 series firmly places them in the luxury TV market that LG is determined to dominate. However, to achieve this goal, LG must advance its mini LED technology, where Samsung currently has the upper hand, or greatly increase its OLED TV shipments.
“We are striving for the top position in premium TV sales and shipments, and we are very close,” LG stated during its OLED-QNED product presentation.
Last year, sales of high-end TVs reached 13.5 million units, and LG needs to find a way to surpass Samsung’s QLED stronghold in this market, while both companies face competition from Chinese brands such as TCL and HiSense in the more affordable segments.
Competing Through Innovation
LG has expressed its plans to excel in processing capabilities and software, featuring its own Alpha 11 AI chip and the well-regarded webOS platform, both of which are advantages that its rivals do not possess.
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