Industry Findings: South Korea remains one of the most technology-intensive television markets, with consumer demand centered on premium picture quality and seamless smart home integration. During 2024, high household connectivity and strong spending on home entertainment continued to support upgrades to OLED, QD-OLED, and ultra-large televisions. The market is mature, but consumers adopt advanced display technologies earlier than most countries, making South Korea a key test bed for premium products. This environment supports high average selling prices and rapid commercialization of new television architectures.
Industry Player Insights: South Korea’s market transformation is influenced by Samsung Electronics, LG Electronics, Kakao, and Naver. LG introduced its 2025 OLED evo lineup in Jan-2025, enhancing AI-based picture processing and webOS functionality. Samsung expanded its Vision AI television platform at CES 2025, integrating more advanced personalization and smart home controls. These launches reinforce South Korea’s leadership in global premium television innovation.