Samsung Unveils Vision for the Next Era of Television at CES 2026 VD Deep Dive Session
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By Samsung Newsroom
Samsung Electronics is hosting its 2026 European Tech Seminar in Frankfurt, Germany, from April 15–16, offering media and industry professionals an early, hands-on look at its latest AI-powered TV, display and audio innovations ahead of their global rollout.
Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.
Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.
▲ Sangmin Lee from Samsung’s Picture Quality Solution Lab introduces the enhanced brightness of the new OLED and its reduced power consumption.
Making the Screen More Helpful With Vision AI Companion
At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.
▲ Steffen Greb from Samsung’s ECSO demonstrates the Art mode and explains the Vision AI Companion. Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.
Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.
Advancing Picture Innovation Across Premium Displays
Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.
▲ Olivia Lee from Samsung’s Picture Quality Solution Lab showcases Samsung’s latest Micro RGB technology. Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.
▲ Youngju Oh from Samsung’s Picture Quality Solution Lab introduces a new color evaluation method with the emergence of BT.2020 for 100% Wide Color Gamut Display. Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.
To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.
Extending Performance Across Gaming Displays and Lifestyle Audio
Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.
In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.
▲ Jin Yoo from Samsung Research America Audio Lab showcases the new Wi-Fi speaker, Music Studio 5. Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.
Expanding AI Across the Entire Screen Experience
“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”
Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.
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By Samsung Newsroom
Samsung Electronics today announced a new 14-meter standard size for its Onyx (ICD model) cinema LED lineup at CinemaCon 2026, expanding the platform into larger premium auditoriums. The new model is designed for Premium Large Format (PLF) theaters and delivers the same picture quality, reliability and scalability that define the Onyx platform at a larger scale.
As cinemas raise the bar on premium, differentiated experiences, larger-format auditoriums are becoming a key priority for exhibitors. Samsung’s new 14-meter format1 is designed to meet this demand — enabling greater immersion, optimized seating layouts and more efficient use of theater space.
“People go to premium theaters for something they cannot recreate at home,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “That raises the bar for every part of the auditorium, starting with the screen. Samsung’s new 14-meter Onyx gives exhibitors a way to bring the premium experience to larger auditoriums, helping turn moviegoing into a destination again.”
Expanding Premium Cinema Experiences With Screens Up to 20 Meters
Since its debut in 2017, Samsung Onyx has broadened what cinema LED can deliver with deep blacks, rich color and striking contrast. Following last year’s launch of the 5-meter model for boutique theaters and the 10-meter model for premium auditoriums,2 Samsung is now expanding the lineup with a 14-meter standard size designed for larger theater environments.
The new model brings the same core Onyx experience — including support for up to 4K 120Hz,3 exceptional clarity and ultra-smooth motion — while introducing two distinctions tailored to the 14-meter format:
3.3mm pixel pitch: optimized for the 14-meter format to deliver sharp, consistent image quality on a larger screen. Flexible scaling support: enables the 14-meter format to expand up to 20 meters — more than doubling total screen area without compromising presentation quality. Individual LED cabinets can be added to the sides and bottom to achieve the desired size, creating a seamless, floor-to-ceiling visual experience. As the world’s first DCI-certified cinema LED display,4 Onyx supports both scope (2.39:1) and flat (1.85:1) aspect ratios. Samsung’s HDR technology delivers peak brightness of up to 300 nits — approximately six times brighter than conventional cinema standards.5 Onyx also achieves 100% color volume at peak brightness, while its infinite contrast ratio enables true black levels for deeper immersion and greater detail in dark scenes.
Beyond traditional movie screenings, Onyx is also well-suited for alternative content such as live sports, concerts, gaming events and corporate presentations. Unlike conventional projection-based systems, the Onyx LED screen delivers consistent brightness and image quality regardless of screen size or seating position. Compatibility with Dolby and GDC media servers also helps support streamlined theater management.
Onyx Builds on Global Adoption Across Premium Cinemas
Since launching the latest Onyx lineup (ICD model) last year, Samsung has expanded its presence in premium cinema through growing exhibitor adoption and high-profile installations. One of the latest examples is Pathé Dar Essalam in Rabat, Morocco, where the latest Onyx has been installed as part of a newly developed premium cinema complex in the city’s luxury district.
Designed in collaboration with Pathé’s headquarters, the venue is positioned as a flagship destination comparable to Pathé Palace in Paris, with all four auditoriums equipped with Onyx displays in 10-meter, 5-meter and scaled 6.4-meter configurations. With 12 Onyx screens in total — including four of the latest Onyx screens — Pathé now operates more Onyx screens than any other cinema company in Europe.
Samsung’s momentum with the latest Onyx lineup also extends to the United States. In December 2025, Trilith Cinemas in Fayetteville, Georgia became the first U.S. theater to premiere the latest generation of Samsung Onyx cinema LED screens, installing them across 5 auditoriums. Located in one of the country’s most active production communities, the theater offers audiences a setting that matches the scale, visual detail and creative intent of the production process.
“The future of exhibition is driven by innovations that elevate how audiences experience film,” said Bo Chambliss, President of Georgia Theatre Company. “Partnering with Samsung to bring the latest Onyx Cinema LED to GTC Trilith Cinemas marks a meaningful step forward. With exceptional brightness, contrast and color accuracy, Onyx sets a new standard for image performance while remaining true to the filmmaker’s intent. Its reliability allows us to deliver a consistently premium experience for our guests — a natural fit for a location so closely connected to the creative community.”
Attendees at CinemaCon 2026 can learn more about Samsung’s latest cinema innovations at Samsung’s booth in Roman Ballroom 1&2 at Caesars Palace in Las Vegas, featuring the latest Onyx cinema LED display, glasses-free 3D Spatial Signage and a 115-inch digital signage display. Running April 13-16, CinemaCon is the official convention of Cinema United and the motion picture theater industry’s largest annual gathering.
For more information, please visit www.samsung.com.
All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal. ︎ All measurements in meters and feet refer to screen width, while all measurements in inches denote diagonal. ︎ Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB. ︎ Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems. ︎ “Conventional cinema standards” refers to specifications established by Digital Cinema Initiatives (DCI) for traditional projection systems. Peak brightness of up to 300 nits is supported when used in conjunction with a DCI-HDR supported IMB. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.
According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,1 reinforces Samsung’s position at the forefront of the home entertainment industry.
Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.
The lineup will include:
HW‑Q990H flagship soundbar, the successor to the HW‑Q990F All‑in‑one soundbar HW‑QS90H Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers “At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”
Omdia Q4 2025 Public Display Report, by unit sales. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today announced that its Micro RGB TV (R95H model) has received both the Safety for Eyes and Circadian Rhythm Display (CRD) certifications from Verband Deutscher Elektrotechniker (VDE), a leading global testing institute based in Germany.
Derived from VDE’s broader EyeCare Circadian certification, these certifications adopt a more refined evaluation framework, independently verifying eye safety and circadian rhythm support for a more rigorous assessment of display performance. This shift provides consumers with a more comprehensive assurance of comfortable viewing experiences.
Specifically, the Safety for Eyes certification evaluates display safety for prolonged viewing by analyzing light emissions from digital devices, with a particular focus on blue light and its impact on eye health. Meanwhile, the CRD certification examines how well a display supports the user’s biological clock. It measures the display’s ability to mimic natural light by adjusting color temperature and brightness based on time of day, while also reducing blue light in the evening to prevent melatonin suppression — supporting natural circadian rhythm and visual comfort.
Samsung’s Micro RGB meets the rigorous standards set by both certifications, demonstrating its commitment to eye safety and comfort. The display’s advanced Micro RGB LED architecture is especially noteworthy in that it finely adjusts brightness and color to create optimal viewing conditions at any time of day.
Having secured Safety for Eyes certification for its 2026 TV lineup and CRD for premium models, Samsung is now expanding CRD certification to a broader range of products.
“Micro RGB TV is setting a new standard in the premium TV market by being verified for both eye safety and circadian rhythm support,” said Taeyong Son, Executive Vice President of the Visual Display Business at Samsung Electronics. “We will continue to deliver display technologies that consider our users’ viewing environments and enhance their lifestyles.”
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By Samsung Newsroom
Samsung Electronics today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.
Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.
Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.
“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”
20 Years of Industry-Defining Innovation
Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:
2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays. 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing. 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home. 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas. 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology. 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K. 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens. Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.
Strengthening Leadership in Premium and Next-Generation TVs
Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.
Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.
With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.
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