Samsung, the world's top TV brand, faces intense competition from Chinese rivals who have effectively flooded the market with aggressively priced LCD displays. The company had previously been passively involved in the OLED TV segment, but has taken a more active approach in recent years to counter this onslaught, and that strategy appears to be working.Samsung's renewed focus on OLED TVs is paying offThe latest market research shows that OLED TVs shipped by Samsung accounted for 12.3% of all TVs shipped by the company in the first half of this year. This is the first time that the figure has exceeded 10% of the total shipment volume for Samsung. It's particularly noteworthy that in the premium TV segment of $1,500 and above, 39.4% of sales came from Samsung's impressive OLED TVs like the 2025 S95F. OLED TVs weren't a priority for Samsung until a few years ago. It had effectively left the field open to other players, including local rival LG, which has continued to focus heavily on OLED TVs and has carved out a niche in the market for itself. OLED TVs drive over 77% of all premium TV sales for LG.Samsung had to pivot and embrace OLED TVs as Chinese companies ran away with the market share in the LCD segment which the Korean giant had effectively given up on. Samsung Display, the conglomerate's display-making affiliate, has already moved on from LCD panel manufacturing.Samsung's OLED TVs have been very well received in the market. Consumers love the superior image quality and the very useful software features that the company has developed to make its TVs integral to the Samsung ecosystem. Shipments have been increasing rapidly, and the company ambitiously raises targets each year to reach an even more dominating position. According to the report, Samsung expects its OLED TV sales to increase from 1.8 million units to 2 million units this year.The post Samsung’s OLED TV offensive against its Chinese rivals is working appeared first on SamMobile.