Key Takeaways

Here are clear, action-oriented takeaways from the Samsung SEAO home entertainment notes.

Strategic takeaways
– Shift in focus: Move from incremental hardware updates to a broader “Your Companion to AI Living” strategy that combines hardware with AI-driven visual intelligence to anticipate user needs.
– Regional emphasis: SE Asia and Oceania are early adopters of AI-enabled experiences (consumers’ interest in AI is about 3x the global average), guiding a proactive, multi-agent product and ecosystem approach in 2026.
– Experience-led value: The premium experience is defined by high-end sight and sound, intuitive environments, and smart home orchestration rather than purely display quality.

Market and consumer insights
– Current role of TV: 88% of SEAO consumers surveyed now use a smart TV as their primary screen, indicating a shift from passive displays to intelligent entertainment hubs.
– Demand drivers: Consumers seek proactive, context-aware assistance and a centralized home command hub (via Vision AI Companion and SmartThings).

Product and technology highlights
– Vision AI Companion (VAC): Aims to make TV intuitive, conversational, and personalized. Quick example use cases include sports insights, travel suggestions, fashion/style recommendations, and local dining ideas. VAC works with SmartThings as the orchestration layer.
– Core architecture: SmartThings underpins VAC-enabled experiences, enabling automation across climate control and household management.
– Premium displays: Expanding ultra-large screen offerings (notably a 130-inch Micro RGB TV, model R95H) with redesigned LED light sources for enhanced color, brightness, and contrast.
– Audio integration: Q-Symphony evolves to create adaptive, room-aware sound via compatible TVs and select soundbars; focuses on an integrated acoustic environment.
– Gaming: Odyssey 3D (G90XH) — a 32-inch, 6K glasses-free 3D gaming monitor, pushing high resolution and refresh rates for immersive play (noting 3D effects depend on game content and hardware).
– Frame Pro and aesthetics: The Frame Pro leverages Glare-Free display tech and Samsung Art Store access to blend technology with room aesthetics and personal heritage/tashion statements.
– Content and ecosystem: Samsung TV Plus has surpassed 100M MAU in 30 countries; FAST service continues to scale as a foundation for entertainment on Samsung TVs.

Roadmap implications
– Hardware roadmap: Accelerate development of premium, immersive displays (130” Micro RGB TV) with strong color accuracy and eye comfort features (Glare-Free technologies as validated by UL/VR tests).
– AI living platform: Invest in VAC and deeper multi-agent capabilities, expanding use cases (sports, travel, lifestyle, local services) and multilingual voice support as feasible.
– Audio-visual integration: Expand Q-Symphony-enabled ecosystems and ensure adaptive sound optimization (Adaptive Sound Pro) aligns with room layouts and ambient conditions.
– Gaming leadership: Continue Odyssey 3D advancements to maintain leadership in high-end gaming displays and consider ecosystem partnerships for content and titles.
– Art and aesthetics: Grow Frame Pro adoption as a lifestyle/heritage piece, leveraging Art Store subscriptions and monthly content refreshes.
– Content strategy: Scale Samsung TV Plus and Art Store offerings to increase engagement and MAU, tying content to hardware capabilities.

Operational actions (owners and next steps)
– Product/Technology leads:
– Develop and validate VAC capabilities across supported languages, ensure reliable context awareness and quick visual content delivery.
– Continue refinement of Adaptive Sound Pro and Q-Symphony across more models and room types.
– Complete readiness for 130″ Micro RGB TV launch (manufacturing, supply chain, calibration, color science).
– Marketing and Communications:
– Prepare regional campaigns highlighting “Your Companion to AI Living” with regional case studies (SEAO use cases, lifestyle framing around Frame Pro and Art Store).
– Highlight premium cinema experiences (68% prioritization) and the 130″ Micro RGB TV as a transformative home cinema solution.
– Partnerships and content:
– Expand partnerships for Samsung TV Plus MAU growth and content offerings; align with local markets in SEAO.
– Promote Art Store and Frame Pro as lifestyle hubs for personalization and heritage storytelling.
– Customer experience and support:
– Develop onboarding and in-device tutorials for VAC and multi-agent features.
– Ensure clear internet/connectivity requirements and feature availability notes are accessible to customers.

Key metrics to track
– Adoption metrics: VAC usage rates, voice interaction depth (languages supported, accuracy), SmartThings-enabled scenes executed.
– Premium display uptake: 130″ Micro RGB TV orders/shipments, color accuracy and HDR performance feedback.
– Audio experience: Adoption of Q-Symphony features and user satisfaction with adaptive sound in diverse room layouts.
– Gaming and immersion: Odyssey 3D monitor adoption, 3D game compatibility, perceived immersion and performance.
– Content and ecosystem: Samsung TV Plus MAU growth, Art Store subscriptions, Frame Pro engagement (time spent, content interactions).
– Regional KPIs: SEAO market share shifts, awareness metrics from the 2025 TV Awareness Study, and regional NPS/CSAT.

Risks and considerations
– Tech complexity: VAC and multi-agent experiences require robust localization, natural language understanding, and privacy safeguards; ensure performance consistency across SEAO markets.
– Hardware feasibility: Ultra-large formats (130” Micro RGB) require careful supply chain, manufacturing yield, and after-sales support readiness.
– Market readiness: While enthusiasm is high, ensure pricing, availability, and content ecosystem match consumer willingness to invest in premium experiences.
– Privacy and consent: Clear communication around AI voice interactions and data usage, especially in shared home environments.

Potential follow-ups for leadership
– Confirm prioritization: VAC scope and regional rollout plan for 2026; sequencing of 130″ Micro RGB TV launch.
– Budget alignment: Resources for accelerating the Frame Pro integration with Art Store and Glare-Free validation across markets.
– Partnership strategy: Key content and distribution partnerships to accelerate Samsung TV Plus growth and Frame Pro adoption.
– Metrics dashboard: Establish a real-time SEAO-specific dashboard for VAC, Q-Symphony, Frame Pro, and TV Plus MAU progression.

One-page summary takeaway
Samsung’s SEAO strategy for 2026 centers on turning TVs into proactive, AI-driven home companions rather than static displays. The plan leverages Vision AI Companion (VAC) with SmartThings as the control hub, expanding Ultra-premium displays (130″ Micro RGB TV), sophisticated audio (Q-Symphony), and immersive gaming (Odyssey 3D). Aesthetics and content are elevated through Frame Pro and Art Store, with Samsung TV Plus reaching over 100 million MAU globally. The regional emphasis is driven by strong SEAO consumer affinity for AI experiences, aiming to create intuitive, personalized entertainment and broader home orchestration. Action across product, marketing, content, and partnerships should focus on accelerating VAC capabilities, delivering premium display experiences, expanding the ecosystem, and tracking region-specific adoption metrics.

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Summary of Unveiling a New Era of Home Entertainment in Southeast Asia and Oceania

 

At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors, and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

 

As the world’s leading TV brand for 19 consecutive years[1], we recognise that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers.

 

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average[2]. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

 

 

From Tactical Usage to Intuitive Environments

 

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study[3] shows that 88% of consumers surveyed in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device; they want an intelligent Entertainment Companion – a device that understands context.

 

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC)[4], designed to make television more intuitive, conversational and personalised. Simply ask a question[5] while you’re watching the TV about a sports event, or even travel suggestions and Vision AI Companion will deliver an answer near instantly, accompanied by helpful visuals and related content. Questions might include asking VAC to recommend what to wear based on trending clothing styles, or to find you an ideal brunch spot nearby. Alongside SmartThings[6] as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

 

 

Defining the Premium Experience: Sight and Sound

 

The bar for home cinema has shifted towards premium, ultra-large screen experiences designed for zero compromise. In SEAO, 68% of consumers surveyed prioritise high-end, cinematic experiences at home3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV[7] (R95H model), marking a big step in display innovation and ultra-realistic picture quality.[8] The core LED light source is redesigned and re-engineered,[9] delivering exceptional colour performance on top of great brightness and contrast.

 

True immersion is a multi-sensory business. We pair our display expertise with 12 years of audio excellence[10] to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony[11] evolves select TVs and speakers into an adaptive ecosystem that intelligently optimises sound based on each room’s unique layout[12].

 

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), Samsung’s first 6K glasses-free 3D[13] gaming monitor that pushes the boundaries of resolution and refresh rates,[14] ensuring a visual experience that is as seamless as it is immersive.

 

 

Elevating Home Expression Through Art and Content

 

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

 

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilising our advanced Glare-Free display technology^[15] and access to curated art via the Samsung Art Store^[16], the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

 

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide[17], marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

 

 

Inspiring the Next Two Decades of Innovation

 

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

 

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

 

[1] Samsung is ranked No.1 for 19 consecutive years in TV, Source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] Google, Temasek, and Bain, e-Conomy SEA 2025

[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, Philippines, Malaysia, Singapore and New Zealand.

[4] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Availability of features may vary, depending on the source content and privacy settings. Requires internet connection. Available on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs (not available on Crystal UHD TVs), or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[5] Feature only available on free-to-air TV and Samsung TV Plus.

[6] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit https://ift.tt/x3nOAUC for a list of current compatible devices.

[7] Based on internal research as at 17 November 2025. VDE Testing and Certification Institute has tested and positively evaluated that the RGB Micro LED size is ≤ 100 µm. Test Report 331701-TL6-, valid until 8 July 2026.

[8] VDE Testing and Certification Institute has tested and positively evaluated that Series MR95 has a picture quality for Micro RGB Colour gamut ratio of BT.2020 (CIE u`,v` ≥ 100%). Test Report 331701-TL6-, valid until 8 July 2026.

[9] Compared to conventional LED TV backlighting technologies

[10] Samsung is ranked No.1 soundbar brand for 12 years ® Futuresource Consulting Ltd. Based on overall soundbar market share by manufacturer on an annual unit & value basis.

[11] Q-Symphony is available only with compatible 2022 Q-Series and S-Series Soundbars and onwards. Soundbar sold separately. Audio effects may vary based on source content, installation and environmental characteristics.

[12] This feature is called Adaptive Sound Pro. Performance may vary depending on installation environment and surroundings.

[13] 3D effects may vary depending on the game content and PC capabilities. 3D capabilities may be limited in multi-monitor environments with more than one Odyssey 3D monitor. Game compatibility can be seen in Samsung Odyssey 3D Hub, which can be downloaded from Samsung.com or Microsoft Store.

[14] Refresh rate and response time may vary based on the performance of the input source.

[15] The Frame Pro LS03HW has 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. 31/12/2026

[16] Stream complimentary curated art or additional artworks available via subscription. Internet connection required. Offering 30 refreshed artworks monthly through Art Store Streams and over 70 ambient content supported complimentary throughout the year.

[17] Based on internal Samsung data as at 16 February 2026.

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