Samsung Electronics and Prime Video Bring ‘The Lord of the Rings: The Rings of Power’ to Life in 8K
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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 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 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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By Samsung Newsroom
Samsung Electronics today announced that its 2025 OLED TV (S95F model) has been officially certified as a Real Black display by the Verband der Elektrotechnik (VDE), a leading electrical engineering certification institute in Germany.1 By meeting the required standards to be genuinely considered Real Black, Samsung has proven that its OLED technology delivers a true black viewing experience.
The certification validates the OLED display’s crisp, reflection-free images with near-perfect blacks measured below 0.005 nits in dark environments, as well as black accuracy in sunlit rooms and even under direct sunlight. The result is crystal-clear visuals with rich, deep blacks in their truest form.
“Earning VDE’s Real Black certification is proof of our commitment to taking OLED technology to new heights,” said Hoon Seol, Vice President and Head of CE Division at Samsung Electronics Germany. “We look forward to bringing more customers the opportunity to experience world-class picture quality with the deepest blacks and color clarity.”
“VDE’s ‘Real Black’ certification is awarded only to displays that excel in our most demanding evaluations,” said Ansgar Hinz, the Chairman and CEO of VDE. “Samsung’s OLED stood out for its ability to maintain rich, accurate blacks across a wide range of lighting environments — from home theaters to brightly lit living rooms. This achievement reflects both technological excellence and a commitment to delivering consistent picture quality in real-world conditions.”
Meeting the Highest Standard for Real Black Validation
The flagship OLED TV series comes equipped with Samsung’s advanced Glare-Free 2.0. VDE’s certification affirms the exceptional performance of this proprietary technology, which preserves the depth and details of the OLED display’s black levels by minimizing reflections.
To earn this certification, Samsung’s OLED S95F series was evaluated on how “truly black” the display appears under various viewing conditions, with performance assessed through three rigorous tests:
Ambient light impact in bright rooms: The display was evaluated for the level of distraction caused by light reflections for viewers while watching TV.2 Black levels in dark settings: In a dark room test, the display’s black level performance was measured to ensure it met the standard of 0.005 nits or less.3 Surface gloss level: Screen surface reflections were measured to determine the amount of glare of Samsung’s Glare-Free Technology.4
Exceptional Color for Gaming and Entertainment
The Real Black-certified OLED series delivers exceptional color clarity and contrast that brings every detail to life, whether in fast-paced games or cinematic scenes. The advanced OLED Glare-Free technology enhances this experience by preserving rich colors and deep blacks in any lighting conditions so that viewers can enjoy stunning, true-to-life visuals no matter the content.
Samsung has led the global TV market for 19 consecutive years,5 a position built on its leadership in premium displays and leading-edge innovations in viewing experiences. In addition to the VDE Real Black certification, Samsung’s 2025 OLED TV lineup is the first in the industry to be certified with AMD FreeSync Premium Pro and has recently been validated as NVIDIA G-SYNC compatible, ensuring seamless performance and smooth gameplay.
To learn more about Samsung OLED TVs, visit www.samsung.com
1 All sizes of the 4K OLED TV S95F series (55’’, 65’’, 77’’ and 83’’) have received certification.
2 Greyscale discrimination AVG ΔE2000 ≤ 5 in a bright room with 500 Lx.
3 Black level ≤ 0.005 nits in a dark room (based on ITU-R BT.2100-3 under VDE’s dark room conditions).
4 Samsung OLED: ≤ 15 Gloss Unit (GU) (ex. Mirror: 100 GU)
5 Omdia, Feb-2025 (Results are not an endorsement of Samsung).
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By Samsung Newsroom
Samsung Electronics today announced the global debut of its all-new large-screen Odyssey G7 monitors at Gamescom 2025, the world’s largest gaming event held in Cologne, Germany from Aug. 20th to Aug. 24th. Alongside the new G7 models, Samsung is also showcasing its growing glasses-free Odyssey 3D gaming ecosystem and new partnerships with major game publishers and developers and leading game studios.
“We are thrilled to unveil our latest products and new gaming partnerships at a world-leading event like Gamescom,” said Hoon Chung, Executive Vice President and Head of Enterprise Business Team of the Visual Display (VD) Business at Samsung Electronics. ”Our recent collaborations will deliver more authentic gameplay through optimized 3D effects tailored to each title. We will continue to lead the premium gaming monitor market by enhancing hardware performance and deepening game partnerships like these.”
Samsung remains a global frontrunner in monitors, ranking as the world’s No.1 gaming monitor brand for six consecutive years. In the first quarter of 2025, Samsung once again led the market with an 18.9% global market share and is poised to continue its leadership for seven years straight, according to the latest data from the International Data Corporation (IDC).1 In Europe, Samsung is setting the pace for the regional gaming monitor market with a 24.6% market share.
Inside the New Odyssey G7 Lineup: Expansive Screens Built for Immersive Gameplay
The new Odyssey G7 (G75F model) is available in two sizes: a 37” 4K UHD (3,840×2,160) with a 16:9 aspect ratio, and Samsung’s first 40” Wide UHD (WUHD), offering 5K2K (5,120×2,160) resolution with a 21:9 aspect ratio. It expands consumer options for large gaming monitors beyond the existing 32- and 43-inch 4K resolution monitors.
It also supports features such as Picture-by-Picture (PBP) and Picture-in-Picture (PIP), so gamers can multitask with split-screen capabilities. The monitors feature VESA DisplayHDR 600 certification and 350 nits of brightness to deliver excellent contrast and vivid color reproduction for both gaming and video content. To enhance gameplay and everyday usability, each model offers:
HDR10+ Gaming for optimized HDR gaming performance AMD FreeSync Premium Pro to reduce lag and image tears for smooth, stutter-free visuals CoreSync for syncing ambient backlight color with on-screen visuals Auto Source Switch+ for automatic input detection when devices are connected or powered on Versatile connectivity with one DisplayPort 1.4 and two HDMI 2.1 ports Ergonomic design featuring a Height Adjustment Stand (HAS) and tilt and swivel capabilities
Gamescom attendees can experience the new large-screen Odyssey G7 by playing “Genshin Impact,” HoYoverse’s open-world adventure RPG, on both display sizes at the Samsung exhibition booth in hall nine on the first floor.
The Odyssey G7 is available now in Korea and the U.S., with availability in Europe in September.2
Bringing 3D Worlds to Life With New Partnerships
Samsung is expanding its 3D gaming ecosystem through new partnerships and exclusive content for its Odyssey 3D monitor (G90XF model), which delivers glasses-free 3D gameplay.
At Gamescom 2025, the company announced a new collaboration with major game publisher Netmarble and developer SHIFT UP. As a result, Gamescom attendees can experience “MONGIL: STAR DIVE,” an upcoming title from Netmarble, and “Stellar Blade,” the popular action game from SHIFT UP, in 3D for the first time at the Samsung booth.
From Aug. 22 to Aug. 23, Samsung will host The World of #PlayGalaxy user experience event at Dock2, an event space in the center of Cologne. The event will welcome gamers, offering an immersive and dynamic gameplay experience across a diverse range of devices like Galaxy Z Fold7 and Odyssey 3D.
Through strategic game developer partnerships, Odyssey 3D enhances gameplay with finely tuned 3D depth effects that adapt to each game’s characters, backgrounds and scenes without the need for 3D glasses. The Odyssey 3D monitor is supported by adjustable focal distance features and customizable 3D settings that let players control 3D depth for each game based on the parallax between left and right images.
Samsung is continuously expanding its 3D game offerings on the Odyssey 3D Hub — its dedicated 3D content platform — which currently supports more than 25 3D games like “The First Berserker: Khazan.” By the end of the year,3 the library will include more than 50 3D-supported games,4 including “Lies of P: Overture,” “Stellar Blade” and “MONGIL: STAR DIVE.”
Spotlighting Unreleased Titles From Top Gaming Studios With Odyssey OLED
Samsung is expanding opportunities to experience its Odyssey OLED monitors at Gamescom 2025 through collaborations with leading game studios, including Blizzard and Pearl Abyss.
At this year’s exhibition, the company is supplying its flagship displays to partner booths across the show floor, including the 500Hz ultra-high refresh rate Odyssey OLED G6 (G60SF model) and the 4K, 240Hz Odyssey OLED G8 (G81SF model).
The World of Warcraft booth features more than 80 gameplay stations with the 500Hz Odyssey OLED G6, offering World of Warcraft fans an ultra-responsive, premium gaming experience while they get their hands on the new housing systems for the first time ever. Pearl Abyss is showcasing its upcoming open-world action-adventure, “Crimson Desert,” on about 180 units of 500Hz Odyssey OLED G6 and the 4K, 240Hz Odyssey OLED G8 models.
With the OLED lineup’s exceptional picture quality, these installations will allow visitors to experience the games’ stunning graphics in full.
Attendees of Gamescom 2025 can find Samsung’s stand on Floor 1, Hall 9 at booths B030 and C031.
1 IDC Worldwide Gaming Tracker Q1 2025, Gaming monitor classification is based on IDC criteria: monitors with refresh rates over 144Hz (since Q2 2023) or over 100Hz (prior to Q2 2023). Rankings are based on value amount.
2 Launch schedules may vary by country.
3 The release timing for each game title may vary.
4 To check the updated list of new 3D-supported games, users can update the ‘Odyssey 3D Hub’ on the MS Store or Samsung.com.
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