LG Electronics has solidified its global dominance in the OLED TV market, capturing over half of the North American market share in the first quarter of this year.
According to market research firm Circana, on Wednesday, LG held a 51% share in North America’s OLED TV market based on unit sales during Q1. Circana compiles sell-out data, which tracks actual sales from retailers to consumers. This means that one out of every two OLED TVs sold in the U.S. during that period was an LG product.
Circana attributed LG’s popularity to its outstanding picture quality, advanced wireless audio-video (AV) transmission solutions, and the industry’s most extensive OLED TV lineup, ranging from 42 to 97 inches.
LG’s premium OLED Evo series also swept the latest TV rankings from U.S. consumer media outlet Consumer Reports, claiming all top 10 positions. The flagship OLED Evo G4 models, available in 55-inch, 65-inch, and 77-inch sizes, each received a score of 90, considered a “magic number,” making them the highest-rated TVs among the 400 evaluated models. This marks the first time since 2019 that any TV has scored 90 or above in Consumer Reports’ evaluations.
LG has also led the North American OLED TV market for 12 consecutive years through 2024 in terms of sell-in volume, which tracks shipments from manufacturers to retailers.
However, a report from market research firm Omdia showed a shift in shipment rankings during Q1 2025: Samsung Electronics recorded a 45.2% market share in OLED TV shipments, narrowly surpassing LG’s 42.0% by 3 percentage points.