Australians spent almost 60 million hours displaying artwork on Samsung’s The Frame televisions during the first half of 2026, according to new data released by Samsung Australia.

The figures cover TVs where the Samsung Art Store was used for at least 15 minutes between January and June.

New South Wales and Victoria account for 57 per cent of Australia’s installed The Frame TVs, giving the two states more units combined than the rest of the country.

The Northern Territory, however, is showing the fastest growth in The Frame ownership, according to Samsung’s data.

Samsung says Australia is now among the top five countries globally for The Frame usage per capita.

The Kiss (The Lovers) – 1907-1908 by Klimt, is housed at the Österreichische Galerie Belvedere in Vienna, Austria, and is available to view on your Samsung Art TV via Samsung Art Store

Classic artists remain particularly popular with Australian users, with collections featuring Vincent van Gogh, Claude Monet and Winslow Homer among those frequently viewed.

Samsung has also expanded its Louvre collection, adding works including Leonardo da Vinci’s Mona Lisa to the Art Store.

The Art Store provides access to more than 5,000 artworks from more than 800 artists, with collections from institutions including The Metropolitan Museum of Art, Museum of Modern Art, Musée d’Orsay and the Louvre.

Samsung originally launched The Frame in Australia in 2017 as a television designed to double as a digital art display when not being used for conventional viewing.

The company has since expanded the concept across a wider range of TVs. The Samsung Art Store is now available on selected Micro RGB, OLED, Neo QLED, QLED, Mini LED and Movingstyle products as well as The Frame and The Frame Pro.

The 2026 The Frame range is available in screen sizes from 43 inches through to 98 inches, giving users the option to display artwork at increasingly large scale.

Storm at Sea off the Norwegian Coast (1837) by Andreas Achenbach is available to view on your Samsung Art TV via Samsung Art Store

Samsung is also using the latest usage figures to support a new Australian promotion.

Customers who buy an eligible The Frame or The Frame Pro between 22 October and 18 November 2026 can register for one of 1,300 one-year Samsung Art Store vouchers, valued at $59.90.

Registrations close on 2 December or earlier if all available vouchers are claimed. Proof of purchase is required and registration does not guarantee a voucher.

Samsung’s Australian data also highlights growing interest in locally connected artwork, including work by Gurindji Waanyi artist Sarrita King, alongside international collections.

The figures suggest Samsung’s original pitch for The Frame as both a television and digital display is continuing to resonate, particularly as the Art Store expands beyond a single TV range and into more of the company’s premium television portfolio.