Samsung’s art TV push

Samsung is trying to turn the blank black rectangle in your living room into a paid art wall. In April 2025, it said the Art Store would move beyond The Frame and onto its 2025 Neo Quantum Light-Emitting Diode 8K, Neo Quantum Light-Emitting Diode 4K, and Quantum Dot Light-Emitting Diode televisions too. (news.samsung.com) That changes the pitch from “buy our special art television” to “buy almost any premium Samsung television and it can act like one.” Samsung said that expansion would put the Art Store on 2025 Frame, Frame Pro, Neo Quantum Light-Emitting Diode 8K, Neo Quantum Light-Emitting Diode 4K, and Quantum Dot Light-Emitting Diode models. (news.samsung.com) The store itself has been getting much bigger. Samsung said in June 2025 that the catalog had passed 3,500 works from more than 800 artists and 70 galleries and museums, and by March 2026 it said the library had grown to more than 5,000 works from 800-plus artists and 80-plus partners. (news.samsung.com 1) (news.samsung.com 2) Samsung is filling that library with both museum-style art and familiar entertainment brands. Recent additions have included collections tied to Art Basel Hong Kong, plus Disney, Pixar, Star Wars, Keith Haring, and Jean-Michel Basquiat. (news.samsung.com 1) (news.samsung.com 2) (news.samsung.com 3) The hardware is built around one old problem: televisions look like televisions even when they are off. Samsung’s Frame line uses a matte, glare-reducing screen and an Art Mode that shows still images instead of a black panel, so the set reads more like a framed print from across the room. (samsung.com 1) (samsung.com 2) Samsung is also widening the ladder above The Frame. In April 2025 it introduced The Frame Pro in 65-inch, 75-inch, and 85-inch sizes, while the regular 2025 Frame line ran from 43 inches to 65 inches. (news.samsung.com) The business model is not just the television sale. Samsung’s United States promotions page has offered up to $50 in one-year Art Store credit on smaller qualifying models and up to $100 in two-year credit on larger ones, which shows the company wants buyers inside a recurring art subscription after the television is on the wall. (samsung.com) Samsung is also seeding the habit with free samples. Its Art TV page says owners get access to more than 350 free pieces a year through monthly “Art Store Streams,” alongside the paid catalog. (samsung.com) The result is a television strategy that looks less like a one-time electronics purchase and more like a hybrid of a screen, a wall decoration, and a content service. The television still has to win on picture quality, but Samsung is betting that a 4K art library and a screen that blends into the room will make people pay to keep the set “on” even when they are not watching anything. (news.samsung.com) (news.samsung.com)