Visit any electronics store today, and what will greet you are usually dozens of bright, enticing TVs, each promising to deliver the best visuals for your favorite movies and shows. What truly makes one stand apart from another? What are the most important features that prospective TV buyers in Southeast Asia and Oceania (SEAO) should be looking for?
It is easy to be stumped in today’s crowded TV market. Yet, we might find some answers from a recent Samsung study of 2,400 TV buyers’ preferences in the SEAO region. The survey notes that consumers intending to buy a new TV consistently highlight three crucial aspects: Unparalleled screen quality, deeply immersive sound, and seamless connectivity that places the TV at the heart of modern living.
This customer-centric focus is how Samsung has remained the world’s leading TV manufacturer for an unprecedented 19 consecutive years; not just by understanding these user desires, but also in delivering the innovation to match.
Screen quality: The picture matters most
Seeing is believing, and this is especially true for televisions. Among all key buying factors, a clear 59% of TV buyers in the SEAO region choose a TV’s picture quality and display technology as the most important consideration when purchasing a TV.
▲ A timeline of Samsung’s Quantum Dot technology.
For those seeking the pinnacle of visual experiences in the living room, Samsung’s top-end Neo QLED 8K and Neo QLED TVs provide class-leading picture quality, driven by flagship Quantum Dot innovation, thus delivering among the highest levels of color accuracy and brightness available. Samsung’s Quantum Dot technology represents a significant leap forward due to several breakthroughs:
- Rich Quantum Dot Content: Samsung ensures that its Quantum Dot displays contain a high concentration of quantum dots. This is crucial, as the amount of quantum dot material defines the TV’s ability to deliver a vivid, rich picture with the exceptional color expression characteristic of this technology. Reinforcing Samsung’s technological leadership, its QLED TVs received the ‘Real Quantum Dot Display’ certification from TÜV Rheinland in May 2025, officially validating Samsung QLED TVs as true quantum dot displays.
- Enhanced Efficiency and Color: Samsung QLED TVs eliminate the need for a separate phosphor layer, a design choice that enhances light and energy efficiency while simultaneously delivering more vibrant and purer colors.
- Commitment to Sustainability and Safety: A landmark achievement was Samsung’s development of the world’s first no-cadmium Quantum Dot material in 2014, successfully commercializing the technology the following year. This pioneering work in no-cadmium technology has been a core part of Samsung’s Quantum Dot story, ensuring breathtaking visuals without relying on hazardous materials, thus providing a safer viewing environment for consumers. Our efforts align with the EU’s Restriction of Hazardous Substances (RoHS) Directive[1], which aims at restricting the use of hazardous substances in electrical and electronic equipment. As of March 2025, this no-cadmium effort was certified by the global certification institute Société Générale de Surveillance (SGS).
These advancements, stemming from over a decade of research and investment, ensure that Samsung’s Quantum Dot TVs provide not only spectacular color and brightness but also do so responsibly.
Sound: Immerse me in the action
Just as important as stunning visuals are the audio quality that envelops the viewer, transforming the act of watching TV into an immersive experience. In the Samsung study, consumers pointed to the importance of sound quality in TV’s built-in speakers, with two in five considering it as a key buying factor. Today’s new TVs must offer immersive entertainment, whether you are catching the explosive action in a Hollywood blockbuster, or trying to discern the subtle dialogue between characters in a drama series.
▲ High quality audio is critical to ensuring an even more immersive TV experience.
Sound is more crucial to the entertainment experience today, and the latest developments in surround sound technology by Samsung are achieving exactly that. Samsung’s premium Neo QLED TVs feature new top-channel speakers that deliver a next-level Dolby Atmos experience that will immerse viewers inside the action with multi-dimensional sound. This creates a soundscape where audio moves with on-screen action, adding incredible realism.
To ensure dialogue remains clear and not drowned out, Samsung’s Active Voice Amplifier Pro offers AI-powered voice enhancements to make sure viewers hear clear crisp and intelligible dialogue. The technology analyzes background sounds, voice clarity, and ambient noise, and isolates voices from TV sound.
Adding another layer of auditory immersion is Object Tracking Sound (OTS). With this technology, Samsung TVs rely on AI-powered action tracking to deliver vividly realistic 3D sound through multi-channel built-in speakers or supported add-on soundbars, placing viewers right in the middle of their favorite content.
For a more personal experience, pairing Samsung TVs with Galaxy Buds enables 360 Audio mode[2], offering spatial 3D sound with enhanced head tracking for truly immersive listening.
Connectedness: Your TV at the center of simplified living
Beyond picture and audio, specifications play a significant role in TV purchase decisions. Within this category, smart features and functions stand out, with 22% of TV buyers in SEAO deeming them important. This is unsurprising, as the TV is increasingly serving as a central hub for the connected home, used for everything from sharing photos from a phone to controlling smart home devices.
At the core of this connected experience on Samsung TVs is the Tizen operating system, recently updated to reflect the new One UI Tizen[3] update. It links various devices effortlessly through a common software experience, where diverse connected devices can collectively learn from usage behaviors to make interactions seamless.
▲ Access useful information throughout the day with Daily Board, which is customizable with widgets such as Weather, Home Status, Energy, Notes, Tips, and more!
The Daily Board[4] app , available on the new Samsung Vision AI and AI TVs, allows users to approach the screen (even when off) or use voice commands like “Hi Bixby” to activate and check useful information like the status of connected smart devices, play music on Spotify and even apply new wallpapers.
Crucially, Samsung provides seven years of updates for the Tizen software for free. This commitment ensures that your Samsung TV stays current with the latest features, apps, and security updates, offering new experiences throughout its lifetime and future-proofing your investment.
Go with the market leader
TV buyers today are spoilt for choice when it comes to picking the right screen for their living room, bedroom, or study. In this crowded space, Samsung has stayed ahead of the competition through constant innovation and deep commitment to meeting customer needs. Our latest Neo QLED and QLED TVs, for example, with their superior image and sound quality and advanced connected experiences, are a direct response to what consumers tell us they desire.
This customer-centric approach is the cornerstone of Samsung’s success and the reason it has been the world’s leading TV manufacturer for 19 straight years. In fact, there might not be any hidden secret after all – it is simply about understanding what customers truly want and delivering innovation that enriches their every day.
For more information about Samsung TVs and sound devices, please visit: https://www.samsung.com/my/.