Key Takeaways

### Meeting Takeaways: Samsung’s Glare-Free TV Initiative

1. **Consumer Insights:**
– **Enjoyment of Sports**: Approximately 43% of Australians enjoy watching summer sports at home with family and friends.
– **Glaring Issue**: One in five respondents refrain from hosting due to on-screen glare; 58% express strong dislike for glare.
– **Viewer Distractions**: 53% of viewers aged 18-35 have abandoned shows mid-way due to glare distractions.

2. **Behavioral Adjustments:**
– **Curtains & Lighting**: 49% of respondents pull curtains during the day to mitigate glare. This figure rises to 100% in the Northern Territory.
– **Viewing Conditions**: 41% always turn off lights, while 49% of 18-25-year-olds seek specific seating to avoid glare.

3. **Product Development:**
– **Glare-Free Technology**: Samsung has introduced a glare-free display technology designed specifically for Australian homes, featuring an embossed coating that scatters ambient light for improved viewing experiences.
– **Brightness & Clarity Maintenance**: The technology reduces reflections while maintaining high brightness, sharpness, and color accuracy.

4. **Cultural Relevance of TV**:
– **Importance of TV in Homes**: By 2025, nearly 72% of Australians acknowledge that their TV is central to daily life.
– **Willingness to Upgrade**: 23% would consider purchasing a larger TV if glare issues were resolved. Additionally, 37% would switch to a glare-free model immediately.

5. **Product Recognition**:
– Samsung’s glare-free technology has won the “2025 Canstar Blue Innovation Excellence Award” for its potential to enhance everyday customer experiences.
– **Product Range**: The technology is incorporated in multiple models, including OLED S95F and various Neo QLED models, with sizes ranging from 43 to 98 inches.

6. **Action Items**:
– For any inquiries or further information, visit Samsung’s official website at http://www.samsung.com/au/tvs.

These takeaways illustrate Samsung’s commitment to addressing the glare issues faced by Australian consumers, alongside their efforts to enhance the viewing experience during a season filled with sporting events.

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Summary of Game on, Glare-off: Australians love summer sport and big screens but ‘hate’ on-screen glare

 

Australian summer is a season characterised by long-days and unmissable sporting moments. While around 43 per-cent of Australians say they like to watch these moments at home on the TV to bond with family and friends[1], new insights from Samsung Australia reveal one in five respondents won’t invite guests around to their house because of on-screen glare[2]. In fact, over half Australians (58%) claim they HATE on-screen glare[3], with 53 per-cent of 18-35 year old viewers admitting to abandoning shows mid-way through due to distracting reflections[4].

 

Further Samsung insights reveal that half of respondents (49%) draw their curtains during the day to avoid on-screen glare – this number hitting 100% for respondents living in the Northern Territory[5]. Moreover, two in five (41%) respondents say they always turn off all the lights in the room before they watch television, while almost half (49%) of viewers aged 18-25 years must sit in a specific spot where the glare won’t ruin their show[6].  

 

According to Simon Howe, Director- Audio Visual, Samsung Australia, living on one of the sunniest continents in the world is usually a fact Australians get to brag about. However, as Australians increase their appetite for bigger TV screen sizes[7], more people are becoming fed-up with having to rearrange furniture and performing ‘lights-out’ rituals around the house before they can relax in front of the television.

 

Responding to consumer demand, Samsung developed a ‘made for Australian homes’ Glare-free display technology that uses an embossed coating to scatter ambient light across wider diffusion patterns, providing reflection-free viewing experiences, day and night[8]. The certified result reduces on-screen reflections while maintaining the incredible brightness, object sharpness, and colour accuracy Samsung TVs are renowned for. 

 

“For around 100 years, the television has brought Australians together to watch moments that matter and to unwind in the comfort of their home. Over the years, modern home designs have made our living spaces brighter while our TV screens have gotten bigger, taking on-screen glare from being a mild annoyance to a daily frustration,” said Mr. Howe.

 

“Samsung’s Glare-Free technology isn’t just a technical innovation; it’s a response to how Australians live and is based on a belief that the technology in our homes should work with the environment it’s placed in, not against it.” 

 

In 2025, the TV continues to be the heart of the Australian home with almost three-quarters (72%)[9] of Australians agreeing their TV plays a vital role in their daily lives. New Samsung insights reveal nearly a quarter (23%) of respondents would buy a bigger TV if glare from windows wasn’t an issue while over a third (37%) are willing to swap their current TV for a glare-free option tomorrow[10]. 

 

Winner of 2025 Canstar Blue Innovation Excellence Award for being a “game-changing breakthrough” with the “potential to improve the everyday lives of customers”, Samsung’s Glare-free display technology is available on Samsung OLED S95F, Neo QLED 8K QN990F, Neo QLED 8K QN900F, Neo QLED QN90F, The Frame Pro, and The Frame. With screen sizes across the Glare-free TV line-up spanning 43-inches up to 98-inches, Samsung has a Glare-free TV option to suit various Australian lifestyles.

 

For more information, visit www.samsung.com/au/tvs/

 

[1] Samsung commissioned research by Pure Profile, conducted July 2024. N= 1,001

[2] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[3] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[4] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[5] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[6] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

[7] Based on Samsung internal data

[8] Samsung Glare-Free TVs including Neo QLED QN990F, Neo QLED QN900F, Neo QLED QN90F, The Frame Pro 2025, The Frame 2025, and OLED S95F have been independently verified as Glare Free: Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC. (UL Solutions), Certificate Number: V166045 – Exp. 31/12/2025

[9] Samsung commissioned research by Pure Profile, conducted July 2024. N= 1,001

[10] Samsung commissioned research by Pure Profile, conducted August 2025. N= 1,040

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