Twenty years in technology feels like a lifetime. Looking back, two decades ago we were just discovering what YouTube was, and most of us still had a bulky, gray box in our living rooms.
Despite the rapid pace of change, one constant has endured: Samsung Electronics’ leadership in the global television market. This dominance, surviving economic downturns, streaming revolutions, and shifting consumer habits, underscores the company’s ability to anticipate and adapt to evolving trends in consumer electronics.
Recent data from the consultancy Omdia confirms Samsung’s continued success. In 2025, the South Korean giant closed the year with a 29.1% share of the global television market in terms of value – meaning nearly one-third of all money spent on televisions worldwide went to Samsung. Remarkably, the company has maintained this leading position consecutively since 2006. This isn’t simply luck; it’s a testament to engineering prowess and, above all, foresight.
The “Bordeaux” That Changed Everything
To understand how Samsung reached this position, we demand to go back to 2006. That was the year of the Bordeaux TV. At the time, Samsung recognized something that now seems obvious, but was revolutionary: a television wasn’t just a screen, it was a design object. With lines inspired by a wine glass, this model moved the TV out of the entertainment center and into the realm of interior décor. It was the starting gun for a marathon of innovation that left the competition struggling to keep pace.
Carolina Simões de Almeida, Samsung’s marketing lead in Portugal, notes that this leadership reflects a trust built over decades. And when entering a store today, the perception of Samsung as the “safe bet” in screen technology is deeply ingrained in the Portuguese consumer.
A History of Disruption: From LED to Artificial Intelligence
Samsung didn’t just sell screens; it defined what screens should do. Looking at the historical milestones, it’s easy to spot why other brands have spent twenty years playing catch-up:
- 2009: The widespread introduction of LED televisions. Suddenly, TVs became thinner and more efficient.
- 2011: The birth of Smart TVs. The screen ceased to be passive and became a computer connected to the network.
- 2017: The launch of The Frame. Samsung created a new category: Art TV. When turned off, it’s a painting; when on, it’s a cinema. A brilliant concept.
- 2020: The arrival of MICRO LED. A self-emissive technology that remains the “holy grail” of brightness and contrast in large sizes.
But as a tech blogger who tests these devices, what fascinates me most isn’t the past, but what’s happening now in 2026. Samsung is betting big on what they call AI Screen. It’s no longer just about pixels; it’s about processors that analyze image and sound in real-time, correcting flaws in the original content so that everything appears to be filmed in 8K, even when watching older videos. This represents a significant leap in image processing and enhancement.
The Future is Micro RGB and Generative AI
The strategy for the coming years appears well-defined. Samsung recently announced the world’s first Micro RGB TV, raising the bar for color accuracy to levels previously only seen in Hollywood studio monitors. At the same time, they are democratizing Mini LED technology, bringing “almost OLED” contrast to more affordable price ranges through the Neo QLED line.
Interestingly, despite their leadership, Samsung hasn’t stopped investing in OLED. The brand’s current lineup combines the best of both worlds: the deep blacks of OLED with the incredible brightness of Quantum Dots. For gamers or sports fans watching in brightly lit rooms – as is common in many Portuguese homes – this balance is crucial.
Is the “Hype” Justified?
I’m often asked: “Is Samsung really better, or is it just marketing?” The short answer is that consistency wins. You can locate an isolated model from another brand with a more aggressive price or a superior technical detail, but Samsung’s ecosystem – from the Tizen operating system to integration with Galaxy mobile devices – creates a user experience that’s particularly difficult to beat.
Twenty years at the top doesn’t happen by chance. Samsung has successfully transformed a utilitarian appliance into a design piece, a gaming hub, and now, an intelligent assistant with AI. For us, consumers, this fierce competition led by Samsung only brings benefits: larger screens, better resolutions, and prices that, adjusted for inflation, have never been so attractive for the quality we receive.
What was your first “flat” television? Do you still remember, or are you part of the generation that only knows 4K and Smart TV?
