How to watch Samsung’s ‘First Look’ presentation at CES 2026

Samsung is arguably the 800-pound gorilla of CES, with a full range of products from phones and computers to refrigerators to AI assistants and rolling robots. But for the company is shaking up the program a bit: instead of its long-standing position at the Monday lunchtime press conference, the Korean giant will lead the entire show with a presentation on Sunday evening.

Samsung has already given some hints about what’s on the agenda, but what we’re really hoping to see is an update on the – a star of previous CES presentations that ostensibly missed its initial promise .

How to watch Samsung’s ‘The First Look’ presentation at CES 2026

The event will be broadcast live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10 p.m. ET. There are several ways to connect: you can watch via the , or via Samsung TV Plus. (We’ll embed the stream here once it appears on the channel.)

What to expect from Samsung at CES 2026

Keynote speaker TM Roh, CEO of Samsung’s Device eXperience (DX) division, will discuss the company’s plans for the new year and beyond, which will include (of course) “new AI-driven customer experiences,” the company . We will also hear from President and Head of Visual Display Business, SW Yong, and Executive Vice President and Head of Digital Devices Business, Cheolgi Kim. These two will “share their respective business directions for the coming year.”

But if you’re looking for more details, Samsung is following its “Advent calendar” approach to the first CES announcements, with declines almost every day. So far we know that, like rivals LG and Hisense, the company will offer details on a range of products. (filled with confirmed screen sizes from 55 to 115 inches). Also confirmed: a full range of home appliances infused with what Samsung calls .

It’s likely that Samsung will detail its plans for CES closer to the January 4 event. We will therefore update this story accordingly when that happens.