Samsung’s Frame TV has been a runaway success, turning what was once a blank black rectangle into a stylish digital canvas. With its matte, anti-glare screen and access to iconic artworks, the Frame has become a best-seller since its 2017 debut.

Samsung’s Frame TV

Now, LG Electronics is trying to copy Samsung by moving into the same same space with its new Gallery series—despite the fact that Hisense and TCL, which manufacture LG’s LCD models, already selling similar products.

Facing mounting competition in the OLED market, LG is betting on design appeal to attract buyers. Like Samsung, the company is offering access to famous masterpieces, including Vincent van Gogh’s A Wheatfield, with Cypresses and Georges Seurat’s Bathers at Asnières. The platform also features contemporary digital content such as artwork inspired by popular games like Assassin’s Creed and Rainbow Six.

The concept closely mirrors Samsung’s approach: when the TV isn’t being used to watch shows or movies, it transforms into a digital art display. LG adds the option of pairing visuals with music or ambient soundscapes.

However, the move comes with trade-offs. LG TVs are known for pushing targeted advertising directly to screens and for collecting viewing data, which the company sells to third-party marketers. Access to the artwork collection also requires a monthly or annual subscription through LG’s Gallery+ service.

The new Gallery TVs will debut this week at IFA 2025 in Berlin. LG says the service will roll out initially on its 2025 OLED and LCD ranges in 150 countries, with older models gaining access once the webOS platform is upgraded to version 25. Updates for 2022–2024 models are scheduled between late 2025 and early 2026.