LG Electronics Inc welcomed Samsung Electronics Co Ltd's aggressive pursuit in the organic light-emitting diode (OLED) TV market as an opportunity for market expansion, while expressing firm confidence in maintaining its industry leadership through technological superiority.
Baek Seon-pill, head of LG Electronics' Display Customer Experience (CX) division, made the remarks during a press conference for the company's 2026 TV lineup held at Ground 220 in Seoul on Wednesday.
Baek Seon-pill, Vice President of the Display Customer Experience (CX) division at LG Electronics' Media System (MS) Business Unit, explains the features of the company's 2026 TV lineup during a briefing held at Ground 220 in Yeongdeungpo-gu, Seoul, on March 25. / LG Electronics
According to market researcher Omdia, LG Electronics held the top spot in the global OLED TV market in 2025 with a 45.7% revenue share. Samsung Electronics narrowed the gap, reaching a 34.4% share. In terms of unit shipments, LG Electronics continues to dominate nearly half of the market at 49.7%.
"Given the expansion of the OLED TV market, we still welcome Samsung Electronics' entry," Baek said when asked about the rival's presence. "Industry grows stronger when there is open competition. We will enjoy this competition while striving to defend our number one position."
However, Baek took a sharper tone regarding Samsung's product strategy. "It appears there is a trend of following various designs and items of the OLED TVs we have invested in," he noted. "As the leader, our task is to stay ahead of those chasing us."
Regarding the collaboration between China's TCL and Japan's Sony, Baek highlighted LG's hardware control. "Sony uses Taiwanese chips because they lack their own chipset, but we control our hardware with our proprietary Alpha 11 AI processor," he said, expressing confidence in LG's superior hardware control performance.
LG identified its "clinical data" accumulated over 13 years and its dedicated System-on-Chip (SoC) competitiveness as the keys to maintaining its lead. Baek explained that data from over 20 million OLED TVs sold is embedded in their chipsets, distinguishing LG's control capabilities from competitors like Sony.
For its mass-market strategy, LG opted to "maintain premium value" rather than engage in excessive price cuts. Comparing OLED to the luxury car brand "Lexus," Baek stated, "The price will likely never drop to the level of an [entry-level] Avante." Even with the future introduction of entry-level SE panels, the company plans to maintain its core picture quality philosophy while differentiating specifications like refresh rates for different retail channels.
In the LCD market, LG is pushing "Micro RGB Evo." The company plans to transplant picture quality algorithms and dedicated chipsets proven in OLED to its LCD lineup to secure a clear advantage over Chinese manufacturers.
Baek also explained that cost reduction is being achieved through "design optimization" rather than lower quality. "By improving power efficiency and reducing heat, we are lowering costs without compromising quality, such as by removing expensive aluminum heat sinks through technological advancement," he said.
LG Electronics is also accelerating its transition from a hardware manufacturer to a "software platform company." According to Baek, the company's webOS platform has surpassed 200 million cumulative devices, with monthly active users (MAU) reaching 130 million. The company is expanding its ecosystem by supplying the OS to over 700 international brands that lack their own operating systems.
The Media System (MS) Business Unit, which oversees LG’s TV business, recorded an operating loss of 750.9 billion won in 2025. Addressing the outlook for the first quarter of this year, Baek said, "Despite external variables, we are cautiously expecting a turnaround based on our improved constitution compared to last year. While volatility in logistics costs and exchange rates remains, we expect better results than in 2025."
"We will not fear competition and will provide the best solutions by leveraging our strengths," Baek concluded. "We will continue our efforts to defend the top spot in OLED."
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