The photo frame TV market ushered in a battle! LG Electronics launches Gallery TV against Samsung competitors

The Zhitong Finance App learned that LG Electronics has launched a television designed as a picture frame art, following the style popular in recent years by its competitor Samsung Electronics. According to reports, this TV, called Gallery TV, will launch 55-inch and 65-inch models in 2026. Similar to Samsung's product called The Frame, LG's TV will also allow consumers to choose from a range of stylish frames, which can also be replaced after purchase.

The marketing idea for this segment is that televisions should be integrated into home decor like any other home appliance or high-end item. Samsung has yet to disclose recent sales figures for The Frame, but several TV manufacturers have also launched their own imitations. LG said Gallery TV is aimed at “consumers who focus on interior design” and displays art when idle and not used for entertainment. The company classified it as a “lifestyle” TV product line, which also includes non-mainstream designs such as portable smart screens and even briefcase TVs.

Normally, the overall picture quality of these thin and light TVs is not as good as traditional TVs, so it is inevitable to compromise while getting a better aesthetic design. An LG spokesperson said Gallery TV will use LCD technology instead of the better OLED panels on high-end models — a decision likely to keep prices comparable to Samsung products. LG has yet to announce pricing. For reference, the 2025 65-inch The Frame TV sells for over $1,500.

Other similarities between Gallery TV and Samsung's The Frame TV include a matte display that reduces glare, and image quality enhancements that automatically adjust brightness and color according to the ambient light in the room, making the artwork appear more natural. LG said the design of this “gallery model” was based on the opinions of museum curators. The company's existing Gallery+ service allows users to choose from a monthly updated library of more than 4,500 works, “covering everything from artwork to movie scenes, game visuals, and animations.” Users can also create their own art using generative artificial intelligence.

Samsung's Art Store service also provides art collections from well-known institutions, including the Museum of Modern Art in New York, the Art Institute of Chicago, the Van Gogh Museum, the Louvre, the Musée d'Orsay, Tate Modern, and Art Basel. Earlier this year, Samsung expanded its Art Store service, which was originally exclusive to The Frame series, to other TV models. Both companies charge subscription fees for full access to their art collections.

LG will unveil its full 2026 TV product line at CES 2026 next week, and Samsung will also be showcasing its latest products. The two companies' new TVs usually hit the market in spring after being released in January.