The achievement, reached in April 2025, comes 12 years after LG first brought OLED (organic light-emitting diode) technology to market in 2013. While it took eight years to reach the first 5 million units sold, the company doubled that number in just four years.
According to data from the market research firm Omdia, LG shipped approximately 391,100 OLED TVs in Europe during the first quarter of 2025 alone, commanding a 56.4 percent share of the regional OLED market.
Europe accounted for more than half of LG’s global OLED shipments for the quarter, with nearly one in two buyers on the continent choosing an LG-branded device.
The company attributes its success to a mix of technological innovation and cultural alignment.
OLED displays, known for their deep blacks, infinite contrast ratio and vibrant color reproduction, have found a receptive audience in Europe, where appreciation for high-quality content and refined interior design run deep, company officials said.
“European consumers value picture quality and aesthetics in equal measure,” the company said in a statement. “Our OLED technology delivers both.”
OLED's slim, backlight-free design has also proven popular in Europe’s living room-centric lifestyle, where televisions often serve as both entertainment centerpieces and design elements.
LG’s smart TV platform, webOS, has played a key role in reinforcing the brand’s presence through its localized content offerings.
The company’s FAST (Free Ad-Supported Streaming TV) service, LG Channels, now offers more than 1,700 channels across 16 European countries. LG has also expanded its own programming, including the recently launched LG 1 channel, developed in partnership with major content providers such as NBC Universal, FilmRise, and Lionsgate.
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Candice Kim
candicekim1121@ajupress.com
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