In a dramatic shift in the global TV power balance, Samsung Electronics has seized the crown in the fiercely contested OLED market—long dominated by rival LG Electronics—after being named the best TV brand of 2026 by Consumer Reports, one of the world’s most influential consumer authorities.

The ranking marks a symbolic and commercial victory for Samsung, which has spent years playing catch-up in OLED. Now, it is overtaking LG on its own turf.

The influencial US Consumer Report awarded Samsung’s 65-inch OLED TV an industry-leading score of 91, citing superior wide-angle viewing, standout motion performance, and class-leading sound quality—key battlegrounds in the premium TV segment.

For LG, once the undisputed leader in OLED, the result underscores a growing erosion of its dominance. Samsung has been aggressively clawing back market share, particularly in the high-stakes US market, where competition among premium brands is at its fiercest.

Last week LG Electronics launched its 2026 OLED TV lineup in their home Country South Korea cutting domestic prices on several OLED models as they desperately try to reel in Samsung.

The entry-level 65-inch OLED (B6) pricing has been slashed along with their top-tier 83-inch G6.

Compared with last year’s equivalent models the pricing drop is significant especially as Chinese brands are also stripping TV share away from LG.

The momentum shift began in 2025, when Samsung effectively dethroned LG in OLED sales, posting a staggering 38.1% year-on-year growth to reach around 2 million units shipped. That surge signaled not just a comeback, but a full-scale offensive.

Samsung is now doubling down. Its expanding OLED lineup—including the S90H and S85H series—aims to tighten its grip, with new models expected to hit markets like Australia imminently.

At the heart of Samsung’s 2026 strategy is its push into AI-powered televisions. Its new “Vision AI” processors are designed to transform TVs into central smart home hubs, enhancing both picture quality and functionality—an area where Samsung is betting it can out-innovate LG.

Despite intensifying pressure from rising Chinese competitors TCL and Hisense—particularly in mid-to-large screen categories—Samsung remains firmly in control of the premium tier. The company held a 29.1% share of the global TV market in 2025, and commands over 50% of sales in TVs priced above $2,500 in early 2026, driven by its QD-OLED and 8K portfolio.

Industry analysts say the Consumer Reports endorsement cements Samsung’s technological edge at a critical moment.

“This isn’t just a ranking—it’s validation,” one analyst noted. “Samsung has not only entered the OLED arena—it’s now setting the pace.”

For LG, the message is clear: the OLED war is no longer theirs to lead.