Samsung Display and LG Display, two major South Korean screen manufacturers, experienced a notable turnaround in 2025 by increasing their combined market share for the first time in eight years. This shift comes after a prolonged period of decline, largely attributed to aggressive expansion and lower-priced offerings from Chinese competitors. The companies showcased their commitment to high-end OLED technology at MWC2026 in Barcelona, with Samsung Display unveiling a small AI-powered robot featuring a round OLED screen, highlighting their focus on advanced applications and innovative form factors [1].
Industry analysts attribute the regained momentum to a strategic pivot toward premium segments, including OLED panels for smartphones, tablets, automotive displays, and emerging AI-powered devices. This approach has enabled Samsung Display and LG Display to differentiate themselves from Chinese rivals, who dominate the low- and mid-range segments through cost competitiveness. The adoption of next-generation features and investment in R&D are seen as key factors in securing their positions in the value-added segment of the market [1].
Financial data from 2025 confirms the increase in combined market share for Samsung Display and LG Display, coinciding with rising global demand for OLED panels driven by consumer interest in high-end electronics and new product categories. Analysts emphasize that targeting premium applications is crucial for maintaining profitability and technological leadership amid intensifying price competition [1].
Looking ahead to 2026, the outlook remains cautiously optimistic. Both companies are expected to continue expanding their high-end display offerings and leveraging their technological expertise to counter the rise of Chinese manufacturers in the global market [1].
CONCLUSION
Samsung Display and LG Display have successfully reversed an eight-year decline in market share by focusing on high-end OLED applications and innovative product categories. Their strategic shift positions them to maintain profitability and technological leadership despite ongoing competition from Chinese rivals. The outlook for 2026 is cautiously optimistic, with continued expansion in premium segments expected.