The battle for the living room is moving beyond picture quality as TV manufacturers now competing on design, lifestyle features and digital art ecosystems.

Samsung’s Art Store is now home to more than 5,000 digital artworks, showing the company’s strong position in the lifestyle TV category, Meanwhile TCL has expanded its Nxtvision range with three new models designed to challenge Samsung’s popular The Frame series.

Samsung’s Art Store, originally developed for its The Frame TV, now offers access to thousands of curated artworks from more than 800 artists, including collections from institutions such as the Louvre, Art Basel and The Whitney Museum of American Art.

The platform has also expanded beyond The Frame, with selected Samsung QLED, Neo QLED, MicroLED and OLED models now featuring access to the service. The company has made a push to make artwork and personalisation a broader part of the TV experience.

The TCL A400 Pro.

Samsung’s success with The Frame has led to increased competition in the category, with TCL launching its 2026 Nxtvision range, including the A400 Pro, A400U and A400 models. Much like The Frame, the new TVs are designed to operate as digital art displays when not being used for traditional TV viewing. They feature access to an Art Gallery platform with artwork, AI-generated images and ambient content.

The premium Nxtvision Pro and A400U models have miniLED technology with up to 1,344 local dimming zones, while the range also includes ultra-slim mounting options and matte display finishes that are aimed at those consumers who seek a more integrated home design aesthetic.

While TCL and other competitors are targeting the same design-conscious customer as Samsung, Samsung has built a strong lead through its partnerships with cultural institutions and established Art Store.