Samsung's latest offering in the premium TV market is the "quantum dot" Q-LED TV.
The dots are tens of thousands of times smaller than the width of a strand of hair, and deliver outstanding color accuracy and brightness.
LG has already set a high bar in the ultra-high definition market, …with an even thinner screen using OLED pixels that emit their own light for improved sharpness.
Last month, Samsung uploaded a YouTube clip comparing its QLED TV with LG's OLED TV.
After 12 hours of viewing each, Samsung claimed LG's OLED left an image retention while Samsung's QLED did not.
LG called the video abusive marketing, …but Samsung insisted that comparison tests are a widely-used marketing strategy around the world.
The fierce spat over picture quality has now spread into a debate over market share.
Citing data from IHS Markit, LG claimed a double-digit lead over Samsung on TVs costing 25-hundred dollars or more …in the first half of this year.
Samsung pointed out that the study was based on distributor figures, and according to Gfk and NPD stats based on consumers, Samsung is leading the market with a 33 to 35 percent market share.
And ahead of the Pyeongchang Winter Games and other major sporting events, the competition between the two firms is only expected to intensify.
"In the two years between the Winter and Summer Olympic Games, they will step up their efforts to expand the reach of their products."
At the end of the day, the winner of this neck-and-neck race will be decided by the consumer.
Park Se-young, Arirang News.