Already being creamed of OLED TV market share by Samsung LG Electronics  is now moving to buy Samsung quantum dot OLED (QD-OLED) panels from their arch rival Samsung in an effort to stay competitive in the fast growing premium gaming monitor market.

LG Electronics is set to source critical display panels from longtime rival Samsung in a move that underscores intensifying competition, and their growing vulnerability — in the global OLED market as well as in the gaming monitor market.

According to industry sources, LG will begin purchasing Samsung Display’s quantum dot OLED (QD-OLED) panels for upcoming gaming monitors, marking a notable shift in strategy for the South Korean tech giant who is struggling to stay competitive in both the TV and monitor display market.

The LG monitors that house Samsung manufactured  displays are expected to launch in the second half of the year, will include 27-inch and 32-inch models, with initial procurement volumes estimated at around 10,000 units.

The decision highlights a key technological gap: LG Display is currently unable to produce panels with the 160 pixels-per-inch (PPI) density required to stay competitive in the high-end gaming segment. As a result, LG is turning to Samsung’s more advanced QD-OLED technology — despite the companies’ long-standing rivalry.

The move comes as LG struggles to maintain its footing in the OLED market, where analysts say it has been losing ground to Samsung. Industry observers point to weaker marketing and brand perception as contributing factors, particularly in key markets.

Samsung Monitors proving popular because of display quality.

QD-OLED and LG’s existing WOLED technology both fall under the OLED umbrella but differ significantly in performance. Samsung’s QD-OLED panels use blue OLED combined with quantum dots to deliver superior color accuracy, while LG’s WOLED panels rely on white OLED with color filters — a design that has faced limitations in achieving higher pixel density.

In a twist of irony, Samsung has simultaneously been increasing its use of LG OLED panels across much of its TV lineup — leveraging LG’s manufacturing strengths while capitalizing on its own stronger brand positioning to win over consumers.

Samsung Display’s QD-OLED business has seen explosive growth. The company announced that cumulative shipments of its QD-OLED monitor panels surpassed 5 million units in March 2026, reflecting an average annual growth rate exceeding 320% since production began in late 2021. Major customers already include Samsung Electronics, Dell and HP — with LG now joining that list.

The broader monitor market remains vast, with annual shipments around 130 million units. OLED penetration, however, is still relatively low at roughly 2%, leaving significant room for expansion. TrendForce reports OLED monitor shipments reached 2.74 million units last year — up 92% year-on-year — with a further 51% growth expected this year.

Despite the opportunity, LG faces stiff competition. ASUS currently leads OLED monitor shipments with a 21.6% share, followed by Samsung Electronics at 19.3%, while LG trails at 12.6%.

Analysts say the increasing cross-supply between Samsung and LG reflects a broader shift in the industry, driven in part by aggressive competition from Chinese manufacturers dominating the LCD market. As a result, former rivals are prioritizing technological advancement and survival over traditional rivalries.

With demand for premium monitors surging — fueled by remote work trends and a growing base of high-spending consumers — the battle for OLED dominance is intensifying. For LG, sourcing panels from Samsung may be a necessary step to stay in the race — but it also signals just how high the stakes have become.