The battle for the living room is moving beyond picture quality as TV manufacturers now competing on design, lifestyle features and digital art ecosystems. Samsung’s Art Store, originally developed for its The Frame TV, now offers access to thousands of curated artworks from more than 800 artists, including collections from institutions such as the Louvre, Art Basel and The Whitney Museum of American Art. Samsung’s success with The Frame has led to increased competition in the category, with TCL launching its 2026 Nxtvision range, including the A400 Pro, A400U and A400 models. Much like The Frame, the new TVs are designed to operate as digital art displays when not being used for traditional TV viewing. While TCL and other competitors are targeting the same design-conscious customer as Samsung, Samsung has built a strong lead through its partnerships with cultural institutions and established Art Store.