OLED monitors have shifted from niche luxury to the center of the premium display market, and the balance of power inside that boom has just changed. After years of Samsung setting the pace in panels and branding, Asus has surged ahead, claiming the largest global share of OLED monitor sales and signaling a new phase in the fight for high-end desktop screens.
That changing of the guard matters far beyond bragging rights. It reflects how quickly gamers, creators, and even office workers are embracing OLED’s contrast and response time, and it shows how aggressive product strategy can overturn an incumbent in a young category. With Asus now out in front and Samsung and MSI chasing, the next generation of monitors is being shaped by a very different competitive map than the one that defined the LCD era.
The numbers behind Asus’s OLED breakthrough
Asus has not just edged ahead in OLED monitors, it has opened a clear lead. The company says it now holds a global OLED monitor market share of 21.9%, a figure that puts it ahead of both Samsung and MSI in a segment that is expanding rapidly. That 21.9% slice is not a rounding error in a sleepy category, it is the result of a deliberate push into premium displays that has resonated with buyers who are willing to pay more for deep blacks, fast response times, and aggressive gaming features.
Independent tracking backs up that claim of dominance. According to market research cited by Asus, the same 21.9% share is attributed to the brand in global OLED monitor shipments, confirming that this is not just a regional win or a marketing spin but a genuine leadership position. One report notes that this surge represents strong growth from the previous year, underlining how quickly Asus has scaled its OLED portfolio to overtake rivals that once seemed unassailable in display technology, particularly According market estimates.
How Asus passed Samsung in a booming category
The most striking part of Asus’s rise is who it has overtaken. Samsung has long been synonymous with cutting-edge panels, from TVs to phones, and it entered the OLED monitor race with clear advantages in manufacturing and brand recognition. Yet by the third quarter of 2025, Asus had already pulled ahead as the global leader in OLED monitors, a shift that reflects not only product quality but also timing, pricing, and channel strategy. In a market where early adopters scrutinize every spec sheet, Asus managed to position its offerings as the default choice for serious gamers and creators.
Reports on the third quarter show Asus outpacing Samsung in OLED monitor shipments, with analysts pointing to a combination of strong designs, aggressive refresh rates, and a willingness to experiment with form factors as key reasons for the swing. That momentum did not fade after a single quarter, it carried into the broader 2025 picture where Asus’s share solidified and Samsung found itself reacting rather than dictating the pace. The fact that Asus trumps Samsung in this specific slice of the display market underscores how quickly leadership can change when a new technology hits its stride.
Inside Asus’s OLED playbook
Asus’s ascent did not happen by accident, it is the product of a clear strategy to treat OLED monitors as a flagship category rather than a side project. The company has leaned on its Republic of Gamers and ProArt brands to cover both ends of the premium spectrum, pairing ultra-high refresh rates and low latency for esports players with color-accurate panels for video editors and 3D artists. By saturating the high end with multiple sizes and resolutions, Asus has made it easy for enthusiasts to stay within its ecosystem when they upgrade.
Corporate messaging from Asus highlights this as a deliberate market grab, not a happy byproduct of broader display sales. In a statement from FREMONT, California, the company framed its OLED push as part of a wider “Market Momentum and Strategic Vision,” emphasizing that it wants to lead in everything from large desktop panels to OLED screens in a portable form factor. That language matches the product reality: a steady cadence of new OLED models, including curved ultrawides and compact high-refresh options, that keep the brand visible at the top of comparison charts and help explain how ASUS Seizes Market Leadership in this space.
TrendForce data and the validation of leadership
Market share claims always invite skepticism, which is why independent validation matters so much in a fast-growing category like OLED monitors. In this case, Asus’s assertion that it holds 21.9% of the global OLED monitor market is not just internal accounting, it is attributed to an external research firm that tracks shipments across brands. That outside confirmation gives weight to the idea that Asus is not only ahead of Samsung and MSI in a single quarter but is on track to rank first globally for the full year.
The TrendForce data, as cited by Asus, paints a picture of a company that has moved from challenger to incumbent in a remarkably short time. It notes that Asus’s OLED monitor share has climbed to 21.9%, a figure that would have been unthinkable when OLED was still a boutique option for a handful of early adopters. By tying its leadership narrative to TrendForce research, Asus is effectively inviting investors, partners, and consumers to see OLED monitors as a core pillar of its business rather than a speculative bet.
Why OLED monitors are exploding in popularity
The context for Asus’s rise is a market that is finally ready for OLED at the desk. For years, OLED was associated with smartphones and high-end TVs, while PC users stuck with LCD panels that were cheaper and less prone to burn-in. That calculus has shifted as panel makers refine OLED longevity and as gamers demand the same inky blacks and instant pixel response they see on their living room screens. The result is a boom in OLED monitors that spans everything from 27-inch 1440p displays to 49-inch ultrawides aimed at simulation fans.
As more people work, play, and create on the same machine, the appeal of a single, high-quality display has grown. Streamers want HDR that actually looks like HDR, video editors want to trust their color grading, and competitive players want motion clarity that LCD struggles to match. OLED delivers on all three fronts, and as prices inch down from early-adopter levels, the addressable audience widens. That is the environment in which Asus’s 21.9% share has materialized, and it helps explain why rivals like Samsung and MSI are unlikely to cede the field quietly.
Samsung, MSI, and the race to catch up
Samsung’s response to losing the top spot in OLED monitors will shape the next phase of this market. The company still has deep expertise in OLED panel production and a powerful brand in gaming displays, particularly with its Odyssey line. Its challenge is not technological capability but portfolio focus: it must decide how aggressively to pivot from high-end LCD and QLED monitors into a world where OLED is increasingly seen as the default premium choice. That pivot will likely involve both new models and sharper pricing to claw back share from Asus.
MSI, meanwhile, sits in an interesting middle position. It has built a strong reputation among gamers for value-focused hardware, and its OLED monitors have been part of that story, but it now finds itself behind both Asus and Samsung in a category that is central to enthusiast mindshare. To close the gap, MSI will need to differentiate on features like integrated KVM switches, console-friendly HDMI 2.1 support, and software that makes calibration and cross-device use easier. The fact that Asus’s 21.9% share explicitly surpasses both Samsung and MSI, as highlighted in ASUS claims the #1 position, sets a clear benchmark for how far they have to climb.
What Asus’s lead means for gamers and creators
For end users, Asus’s leadership in OLED monitors is not just a scoreboard update, it has practical consequences for what ends up on store shelves. When a single brand commands 21.9% of a fast-growing category, it gains leverage with panel suppliers and retailers, which can translate into more varied models, faster refresh cycles, and sometimes better street pricing. Gamers looking for 240 Hz or higher refresh rates at 1440p or 4K resolutions are already seeing a concentration of those cutting-edge specs in Asus’s lineup, while creators benefit from a wider range of color-accurate OLED options tuned for work in Adobe Premiere Pro, DaVinci Resolve, or Blender.
There is also a software and ecosystem angle. Asus’s dominance gives it an incentive to invest in calibration tools, on-screen display software, and cross-device features that make its OLED monitors more than just panels. Features like built-in crosshair overlays, low-latency modes for consoles, and presets for sRGB, DCI-P3, and Rec. 709 workflows become more polished when they are spread across a large installed base. As Samsung and MSI respond with their own OLED innovations, users stand to benefit from a feature race that goes beyond raw panel specs and into the quality-of-life details that define everyday use.
The next phase of the OLED monitor boom
Looking ahead, I see Asus’s current lead as a snapshot in a race that is far from over. OLED technology itself is still evolving, with improvements in brightness, burn-in mitigation, and power efficiency on the horizon. As those advances arrive, they will open up new segments, from more affordable 1080p OLED monitors for competitive esports players to ultra-high-resolution panels for professional colorists and CAD designers. Asus’s 21.9% share gives it a strong starting position in that future, but it will need to keep pushing on innovation and reliability to hold off a motivated Samsung and an ambitious MSI.
The broader PC ecosystem is also shifting in ways that favor OLED. As GPUs from companies like Nvidia and AMD make 4K high-refresh gaming more accessible, and as creative software leans harder on HDR and wide color gamuts, the case for OLED monitors becomes stronger. That is why the current boom feels less like a fad and more like a structural change in how people think about desktop displays. Asus has seized the early advantage, validated by external data and its own messaging from FREMONT, California, but the real story will be written over the next few product cycles as every major player decides how much to bet on OLED as the new standard.
More from MorningOverview