Recent media reports indicate Samsung plans to launch its first WOLED panel display, the G70SH, in 2026. This 27-inch OLED model will feature 4K resolution and support dual refresh rates of 165Hz and 330Hz.

This strategic move signals Samsung's imminent adoption of a dual-technology approach in its OLED display portfolio, mirroring its OLED TV strategy: while maintaining its proprietary QD-OLED technology, the company will also prioritize WOLED panels.

Why Samsung Chooses a Dual-Track Strategy for OLED Displays

Industry analysts attribute this to several key factors. First, Samsung's precise market segmentation: QD-OLED emphasizes color saturation and brightness, while WOLED focuses on high refresh rates and cost efficiency. These complementary technologies cater to diverse user groups, including esports enthusiasts and design professionals.

Secondly, it better aligns with the rising trend of OLED displays. According to TrendForce's forecast, the OLED display market is projected to surge by 86% year-on-year in 2025, with this high-growth momentum expected to continue into 2026. As gamers increasingly demand higher refresh rates and superior image quality, OLED technology is transitioning from a' premium option 'to a' must-have feature. 'This shift also establishes the market foundation for Samsung's full-scale investment in OLED displays.

Therefore, by maintaining its QD-OLED display portfolio while strategically expanding into WOLED displays next year, Samsung can leverage complementary technological approaches to rapidly penetrate diverse price segments: QD-OLED will anchor its flagship market to establish a technical reputation, while WOLED will focus on mainstream pricing for mass-market adoption. This strategic shift signals Samsung's heightened expectations for OLED display performance in the coming year.

According to TrendForce data, ASUS will surpass Samsung (18.0%) for the first time in Q32025 with a 21.9% market share in the global OLED display market, securing the top spot in quarterly shipments and potentially clinching the annual sales crown.

Samsung naturally felt aggrieved when ASUS snatched the top spot. Reclaiming the lead will therefore be its top priority next year. The launch of WOLED displays could give Samsung more leverage in the mid-to-low-end market, positioning it to directly challenge ASUS head-on.

Thirdly, the success of Samsung's dual-technology coexistence strategy in OLED TVs has bolstered its confidence in pursuing a two-pronged approach for OLED displays.

Reports indicate that Samsung is currently one of the few TV manufacturers in the OLED market to adopt both QD-OLED and W-OLED technologies. By embracing this dual-technology approach, Samsung has emerged as the fastest-growing brand in the global OLED TV sector this year.

According to industry data from AVC, Samsung's OLED TV shipments reached 1.3 million units in the first three quarters, marking a 35.4% year-on-year increase that significantly outperformed the industry average. This year, Samsung may achieve its annual target of 2 million units and further solidify its market leadership over LG, the current OLED TV market leader.

Samsung's standout performance in OLED TVs has undoubtedly inspired the company to replicate its relatively successful dual-track strategy in the OLED display sector, aiming to reclaim its position as the industry leader in the market.

Is LG Display the only choice for WOLED panels?

From a first-person perspective, when Samsung was preparing to launch WOLED displays, it naturally chose LGD as its panel supplier, given that LGD is currently the dominant brand in WOLED panels. However, reports suggest this might not be the definitive answer.

Reports indicate Samsung is in talks with BOE to supply WOLED panels, potentially extending from displays to TVs. This suggests Samsung may also partner with BOE for its first WOLED display panel. If confirmed, this could reshape the OLED panel market landscape. Of course, these are just speculations. The definitive answer might emerge during next year's CES.

Postscript: Whether Samsung ultimately partners with LGD or BOE, its dual-technology strategy in the display sector next year is highly likely. This two-pronged approach may pioneer an industry paradigm: open collaboration becomes the fast track to market dominance when core technologies are self-reliant. This could redefine the future of the display market.