- Samsung’s TV line-up has more Glare-Free options[1] further catering to the 58% of Australians who love living on the sunniest continent on the planet but hate on-screen glare[2].
- Samsung has expanded its ultra-large screen TV options to meet the demand of 60% of Australians who believe big screens offer more immersion[3].
SYDNEY, Sept. 11, 2026 /PRNewswire/ — From sun-filled living rooms to bigger screens, art-inspired interiors and endless entertainment, Australians have their own way of watching TV.
As the Global No.1 TV brand for 20 years[4], Samsung has developed a deep understanding of how Australians watch, live and entertain, designing TV experiences around the needs and preferences that make Australian homes and lifestyles unique.
Here are five key reasons Samsung TVs are made for Australians.
1.Made for Australian Homes: More certified Glare-free display technology that combats the Australian sunshine
Australians live in the sunniest continent on the planet[6], but all that natural light can create one of the biggest frustrations when watching TV: on-screen glare. More than half of Australians (58 per cent) say glare is one of their biggest TV frustrations[7].
Samsung’s certified Glare Free[8] technology is designed to help Australians enjoy their favourite content with fewer distractions. By diffusing light, it helps reduce reflections on screen, making it easier to see what’s being watched in bright, sun-filled living rooms.
It’s a Samsung innovation designed around a distinctly Australian reality: our homes are beautifully bright, and our TVs need to work with that light, not against it.
2. Made for Australian Preferences: Australians want bigger screens to watch moments that matter with friends and family.
Australians aren’t just going bigger, they’re going ultra-large. As TVs have grown in size and become more accessible, the big screen is increasingly becoming the centrepiece for how Australians come together, whether that’s watching sport, settling in for movie night or gaming with mates.
Size makes a real difference to the home entertainment experience. For Australians who love gathering around for big moments with friends and family, a larger screen can mean a more immersive experience while giving everyone in the room a great seat and viewing angle.
Samsung insights show that 60% of Australians believe the bigger the TV screen, the more immersed they feel in what they’re watching, while 68% agree bigger screens make content look more lifelike[9].
Ultra-large screens are also becoming more accessible, with Samsung expanding its 98-inch-plus range from four options in 2025 to up to 10 by the end of 2026 across Micro RGB, The Frame Art TV, Neo QLED and Mini LED ranges. This means Australians have more choice across sizes, TV types and price points, providing an ultra-large screen option to more Australian living spaces[10].
3. Made for Australian Lifestyles: Australians are bringing The Louvre, The Met and MoMA into their living rooms.
For Australians who want their homes to reflect their personality, Samsung pioneered a range of Art TVs in The Frame and The Frame Pro TVs that transforms the TV into a piece of art when it’s not being watched. But not just any art. Samsung partnered with leading galleries and artists around the world to build The Art Store[11] to bring Australians access to works from The Louvre, The Met, MoMA and Tate.
Fast forward almost a decade, Australians now consume more The Frame TVs per capita than any other country in the world[12], exploring more than 5,000 artworks from over 800 artists via The Art Store[13].
In response, Samsung has expanded Art Store beyond The Frame to two-thirds of its TV range[14], allowing Samsung Micro RGB, OLED S95H, Neo QLED, QLED, Mini LED, and Movingstyle owners to welcome da Vinci’s Mona Lisa into their living room.
4. Made for Australian Entertainment: 200+ subscription free channels and cloud-gaming built-in and ready to go
From family viewing to solo streaming, Australians have more ways to entertain themselves than ever. Samsung brings many of those options together, with 200+ subscription free Samsung TV Plus channels[15], top streaming apps, and Xbox Game Pass[16] and Gaming Hub[17] built in.
That means more entertainment is ready to go from the moment you switch your TV on, giving the whole family near endless ways to relax, watch and play without adding unnecessary complexity.
5. Made for Australian Viewing: Vision AI Companion making content discovery more personalised on the TV.
With near endless streaming choices at our fingertips, deciding what to watch can sometimes be the hardest part of the night.
Samsung’s Vision AI is designed to make the viewing experience more personal. It learns viewing habits, optimises picture and sound settings and recommends what to watch next, helping Australians spend less time searching and adjusting, and more time enjoying.
Further, Vision AI Companion (VAC) brings together Samsung’s broadest range of AI service platforms, including Bixby to make the TV experience more intelligent and personalised[18]. Designed to work alongside users as an entertainment companion, VAC can help guide what to watch while watching Samsung TV+ channels, what to eat, and what to listen to, extending the role of the TV beyond viewing alone[19].
Unlike AI designed for individual devices and users, Samsung Vision AI Companion is purpose-built for the communal TV screen[20] using various LLMs to share visualised, intelligent responses adapted to Australian questions and requests[21]. An upgraded version of Bixby sits at the core of Vision AI Companion which enables more natural dialogue, deeper contextual understanding, and personalised responses.
Samsung insights show that shared experiences with family around the TV is particularly important for Australians, with half of respondents claiming their TV brings their family closer together for quality time[22]. In fact, 45% of respondents say the TV enables them to spend more time together, while 41% of respondents say the TV enables them to share passions and interests with their families[23].
Vision AI Companion is available on Samsung’s entire 2026 TV range as well as being available on select 2025 models – Q7F or above[24].
Supported by 7 years of Tizen upgrades, together, these innovations reflect what Samsung has spent 20 years learning as the world’s No.1 TV brand[25]; great TV experiences aren’t one-size-fits-all.
From bright Australian homes and a preference for bigger screens, to design-led spaces and the way Australians discover and enjoy entertainment, Samsung continues to create TV experiences made for the way Australians live.
And after seven consecutive years as Australia’s Most Loved TV Brand, as voted by Australians in Finder Australia’s Customer Satisfaction Awards, that understanding continues to put Samsung at the heart of Australian living rooms.
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[1] Compared to 2025 AV line-up. |
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About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at news.samsung.com.