Samsung study: Australians value art despite rising costs
Australians' Strong Connection to Art Despite Economic Challenges
Despite the ongoing cost of living pressures, Australians continue to show a strong interest in art. New research from Samsung Australia reveals that people are turning to art for inspiration during difficult times. This passion for art is evident across different age groups, with younger Australians showing a particularly high level of enthusiasm.
A third (34%) of Australian respondents dream of visiting Paris to see The Louvre, while nearly half (48%) of those aged 25-35 years old aspire to own a famous piece of art, even if they acknowledge it's unrealistic. This indicates that art remains a significant aspiration for many Australians, regardless of their financial situation.
The research also highlights a growing desire to be surrounded by fine art in everyday life. Nearly half (45%) of respondents say they would like more art in their homes, and over a third (38%) enjoy visiting art galleries on weekends to relax and feel inspired. These findings suggest that art plays an important role in enhancing mental well-being and creating a sense of comfort in daily life.
Samsung's Mission to Bring Art into Homes
Simon Howe, Director of Audio Visual at Samsung Australia, emphasizes that bringing world-class art into homes has been a long-standing mission for the company. Since introducing The Frame TV and Samsung Art Store in 2017, Samsung has continuously developed its Art TV offering to help Australians curate their own collections, enhance home décor, and feel inspired through their TVs.
In 2025, 90% of Samsung's TV line-up features the Art Store, transforming more TVs into beautifully curated pieces of art when not in use. "The Frame TV and the Art Store were a revolutionary pairing that brought the calibre of MoMA, The Met, and Tate Modern into Australian living rooms," said Howe. "The aim was to provide Australians with a virtual pass to access works from the world's most talented artists spread across various countries, all from the comfort of home."
This initiative reflects a local appreciation for fine arts and culture. In fact, Australians purchase more Frame TVs per capita than any other country, highlighting the deep connection between Australians and the arts.
Technology as a Tool for Inspiration
Howe adds that Samsung's goal has always been to make world-class art more accessible, personal, and part of everyday life. "Australians are increasingly looking to the technology in their homes not just for function, but to elevate their living spaces and reflect personal style. We also know people want to feel relaxed and inspired at home — and art plays a huge role in creating that atmosphere."
While generative AI art capabilities are becoming more available, Samsung insights reveal that 60% of Australians worry that AI-generated art could threaten human creativity and culture. This further underscores the value Australians place on authentic, human-made works of art.
Expanding Access to Art Through Innovation
Samsung's Art Store now features over 3,000 pieces of curated artworks from more than 800 artists and 70 world-class galleries and museums. With the Art Store available on Samsung's range of Neo QLED, 8K & 4K, and select QLED 4K TVs, artists like Australia's Mulga and Sarrita King can be showcased alongside new curated collections from the 2025 Art Basel Paris Fair in TV sizes ranging from 43" up to 115".
To enhance the art experience, Samsung has introduced new innovations such as the Wireless One Connect Box and Glare-Free coating, both available on The Frame Pro and Neo QLED QN990F models. These features enable Australians to display art via the Art Store cable-free, like a true gallery piece.
A Growing Appreciation for Art in Home Spaces
"With almost half (46%) of our research respondents saying they like when they receive compliments on the art in their home," Mr. Howe concludes, "Samsung will continue to drive the Art TV category forward, bringing new ways for more Australians to feel inspired in their homes."
Samsung has been the Global No. 1 TV brand for 19 consecutive years and was recently voted the Best TV Brand via Finder's Most Satisfied Customer Awards for the fifth consecutive year. For more information about Samsung's Art TVs and Samsung Art Store, visit samsung.com/au/tvs.
