How has the TV market changed over the last 20 years: from cathode ray tubes to Smart TV

However, one thing remains surprisingly stable – according to reports from analytical companies, including: Omdia and Samsung have been among the largest TV manufacturers in the world for years.

In the global TV market, leadership positions rarely change, but different companies compete in specific segments, offering new technologies and different models to different customer groups

Behind this long-term position are, among others: consistent investments in technology development, large scale of production and the ability to respond to changes in the way we consume content.

One of the factors behind Samsung’s strong position is the development of technology. The company started developing its own solutions in the field of screen technology relatively early. When many manufacturers were just entering the LCD TV segment, Samsung invested in the research and development of panels and image enhancement technologies. The following years brought further steps: LED TVs, the development of quantum dot technology, and in recent years also advanced Mini LED solutions and the development of screens based on QD-OLED technology.

However, it is not only about introducing new technologies. The pace of their popularization is crucial. In many cases, technologies that were initially included in the most expensive models also appeared over time in cheaper devices available to a wider group of customers. Thanks to this, innovations cease to be a curiosity for a few, and become the standard of available TV sets.

The second element of success is scale. In the consumer electronics industry, production volume is of great importance. Samsung has been using an extensive global supply chain and large-scale production for years. Scale means lower costs, and lower costs allow you to compete on price without sacrificing quality.

That’s why Samsung’s offer includes both budget models and the most advanced premium TVs. The company offers devices in almost every market segment – from the first TV set for a small apartment to huge screens for home cinema. In practice, this means presence in almost every store and in almost every price category.

The third factor is understanding the changing media landscape. The TV is no longer just a device for watching TV channels. Today it is a home entertainment center, a streaming platform, and sometimes even an element of a smart home. In response to these changes, the manufacturer began to develop its own software ecosystem.

The Smart TV system in Samsung TVs has been developing for many years and offers wide integration with applications and streaming services.

Marketing is also important. For years, the company has been conducting intensive marketing campaigns related to the premieres of new models – these are often loud premieres and campaigns that emphasize the innovativeness of the products.

At the same time, the Korean manufacturer perfectly understands the importance of design. The TV is one of the most visible devices in the home. When designing TVs, great emphasis is also placed on aesthetics – thin frames, minimalist design and solutions that allow the screen to fit into the living space. Models such as TVs resembling paintings show that the company thinks about the product not only in terms of technology, but also in terms of lifestyle.

One more element cannot be omitted: consistency. In the technology industry, it is easy to achieve temporary success. All it takes is one breakthrough product or successful line of devices. It is much more difficult to maintain a leadership position for two decades. This requires continuous investment in development, response to market changes and willingness to take risks.

In the following years, the company adapted its products to changing market conditions. As streaming platforms emerged, the company developed Smart TV features. As customers began to pay more attention to image quality, Samsung invested in technologies that improved contrast and brightness. As interest in large screens increased, the company expanded its offer of TVs with increasingly larger diagonals.

At the same time, competition in the TV segment is very strong. Manufacturers such as LG, Sony, TCL and Hisense are developing their own display technologies and competing more and more aggressively on the price and parameters of devices. Each of these companies tries to stand out with its offer in specific market segments. As a result, the TV market remains one of the most competitive areas of consumer electronics.

New display technologies, the growing popularity of streaming and changes in the way we consume content mean that the fight for customers is constant. However, over two decades of a strong market position show that the company has built an extensive production, technology and marketing system.

Therefore, the question is no longer about the company’s market position itself, but about how long it will be possible to maintain it. In the world of technology, history teaches that no leader lasts forever. The history of the last two decades shows that the company is able to maintain a strong position on the market for a long time.