A Micro RGB TV is on display at Samsung Gangnam in Seoul on August 12, during a media briefing on Samsung Electronics’ ‘Micro RGB TV.’ Featuring next-generation display technology, the Micro RGB TV applies an RGB color backlight with micro-sized red, green, and blue LEDs arranged at ultra-fine intervals on a 115-inch large screen. (Yonhap)
SEOUL, Aug. 17 (Korea Bizwire) — Samsung Electronics and LG Electronics saw a continued decline in the average selling prices (ASPs) of their televisions during the first half of 2025, as global demand stagnated and competition from Chinese manufacturers intensified.
The pricing shifts reflect a strategic push by the two South Korean tech giants to defend market share and expand their mid-range product offerings.
According to the companies’ semiannual reports released on Sunday, Samsung’s TV ASP dropped approximately 4% compared to its 2024 average, while LG’s fell by 2.5%, following a 3.8% decline the previous year.
The downward trend in prices comes as both companies reported lackluster performance in their TV divisions. Samsung’s Visual Display unit posted 7 trillion won in second-quarter sales, a 7% drop from a year earlier and a 10% fall from the previous quarter.
LG’s media and entertainment division, which includes its TV business, reported a second-quarter operating loss of 191.7 billion won, swinging into the red from an operating profit of 126.8 billion won during the same period in 2024.
The slump is widely attributed to a combination of global economic slowdown and aggressive pricing by Chinese rivals, who are buoyed by state support.
The 2025 OLED TV recently unveiled by LG Electronics. (Yonhap)
Market research firm Omdia reported that Samsung has retained the No. 1 spot in global TV shipments for 19 consecutive years, but its market share has slipped from 21.9% in 2020 to 17.6% in 2024. LG, previously ranked second, has now dropped to fourth place.
To stave off further erosion in market share, both companies have ramped up promotional campaigns and broadened their mid-range product lines—moves that have exerted pressure on profitability.
One growing challenge is the rise of mid-tier OLED TVs. According to Omdia, OLED TVs priced below $1,500 made up 56% of total OLED sales in Q1 2025, up from 39% a year ago. This trend has forced premium manufacturers like Samsung and LG to balance high-end branding with affordable pricing.
Samsung has expanded its QLED and Crystal UHD lineup since debuting its Neo QLED 8K and 4K TVs in 2021. LG, for its part, has adopted a “dual-track” strategy, combining premium OLED TVs with QNED models that include mini-LED technology.
TV products from Samsung Electronics and a Chinese home appliance company are displayed side by side at an electronics store in Seoul. (Yonhap)
Panel supplier LG Display is also pushing to enhance the cost competitiveness of OLED TV panels through production innovation and scaling, offering models ranging from 40 inches to over 90 inches.
“TV makers are trying to retain their premium image while also making aggressive moves in the mid-range segment to protect market share,” said one industry insider. “To stay profitable in this environment, continued R&D and manufacturing innovation are imperative.”
Kevin Lee (kevinlee@koreabizwire.com)
