On-screen glare drives Australians to switch TVs & change habits
Consumer research conducted by Samsung Australia shows that on-screen glare is causing many Australians to turn off their televisions or avoid social viewing experiences at home.
The survey, carried out by Pure Profile and commissioned by Samsung, indicates that almost one in five Australians have admitted to ceasing television viewing mid-programme due to disruptive glare on the screen. This aversion is particularly pronounced among younger viewers, with 53% of those aged 18 to 35 reporting that they have abandoned shows because of reflections.
On-screen glare appears to be a widespread frustration for Australians. Over half (58%) of respondents claimed they "hate" on-screen glare. Furthermore, 41% indicated they always turn off all the lights in the room before watching television to minimise reflections, and nearly half (49%) of those aged 18-25 said they have to sit in specific locations to avoid the problem. The avoidance strategies extend to controlling natural light as well; 49% of Australians draw their curtains during the day to counteract glare, a figure that reaches 100% among respondents living in the Northern Territory.
Impact on social viewing
The research suggests that glare affects not only solitary viewing but also group occasions and social gatherings around major televised events. Approximately 43% of Australians value watching sporting moments and other significant events at home with family and friends. Despite this, one in five respondents said they would not invite guests over because of the issue of on-screen glare.
Changing TV habits
The negative impact of glare extends beyond comfort and into purchasing behaviour. Insights from Samsung found that almost a quarter (23%) of respondents would consider buying a larger TV if glare from windows were not an issue. In addition, over a third (37%) would be prepared to switch their current television for a model promising a glare-free experience.
Industry response
Simon Howe, Director of Audio Visual at Samsung Australia, addressed the persistent frustrations faced by viewers, relating them to both environmental factors and evolving consumer preferences. Howe noted the challenges associated with the Australian climate and contemporary living spaces:
"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."
Howe also commented on Samsung's approach to addressing these concerns by adapting technology to local conditions:
"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."
Samsung has responded to customer demand with its Glare-Free display technology, specifically designed for Australian homes. According to the company, this technology uses an embossed coating to scatter ambient light, diffusing reflections while maintaining screen brightness, sharpness, and colour accuracy. Several models across the Samsung product range, including Neo QLED and OLED lines, feature this glare mitigation technology, with screen sizes ranging from 43 inches up to 98 inches.
Television as a daily fixture
The role of television continues to remain central in most Australian households. Research found that nearly three-quarters (72%) of those surveyed see their TV as vital to their daily lives. This persistence of television as a core home feature supports heightened consumer expectations for improved viewing experiences, particularly under Australia's characteristically bright conditions.
Market offering
Samsung's glare-free televisions are available across several product lines, including the OLED S95F, Neo QLED 8K QN990F, Neo QLED 8K QN900F, Neo QLED QN90F, The Frame Pro, and The Frame. These televisions have been independently verified to meet glare reduction standards. The models are offered in a wide range of sizes and price points to suit different preferences and home environments, with select models available at reduced prices through major Australian retailers, depending on stock and promotional periods.