Samsung is arguably the 800-pound gorilla of CES, since many of the other consumer tech titans — Apple, Google, Microsoft, Meta, Amazon — either no longer have a presence, or have never shown up to begin with. In the past, that’s given Samsung free range to bow a full spectrum of products that range from phones and computers to refrigerators, AI assistants and rolling robots. But for CES 2026, the company is switching things up a bit: Instead of its longtime midday Monday press conference, the Korean giant will take the lead of the show with a Sunday night presentation.

Over the past few weeks, Samsung has been dropping press releases left and right, so we know at least some of what to expect in Vegas this year. Of course, we’re holding out hope that we get to hear an update on the Ballie robot — a star of previous CES presentations that ostensibly missed its previously promised 2025 release date.

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

The event will stream live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10PM ET. There are several ways to tune in: you can watch via Samsung Electronic’ official YouTube channel (which we’ve embedded below), Samsung Newsroom or via Samsung TV Plus.

What to expect from Samsung at CES 2026

Keynote speaker TM Roh, the CEO of Samsung’s Device eXperience (DX) Division, will discuss the company’s plans for the new year and beyond, which will (of course) include “new AI-driven customer experiences,” the company said in a press release. In addition, we’ll hear from the President and Head of the Visual Display Business, SW Yong and Executive Vice President and Head of Digital Appliances Business, Cheolgi Kim. Those two will “share their respective business directions for the upcoming year.”

But if you’re looking for more specifics, Samsung has been following its “Advent calendar” approach to early CES announcements, with new press releases dropping nearly every day in late December and early January. So far, we know that — like competitors LG and Hisense — the company will be offering details on a line of micro RGB TVs (replete with confirmed screen sizes of 55 to 115 inches). Also confirmed: a full line of appliances infused with what Samsung calls Bespoke AI. Samsung will also display its two newest speakers, Music Studio 5 and 7, at CES this year. Additionally, it’ll debut its latest Freestyle+ portable projector.

Just before the holidays, Samsung also unveiled a slew of new gaming monitors, but most impressive is the Odyssey gaming monitor. It boasts a 32-inch 6K screen and has glasses-free 3D. It’s likely we could see this at CES, along with other models like the 27-inch Odyssey G6 and the Odyssey G8 models.

It’s possible that Samsung will share even more early CES announcements in the hours preceding its presentation. If that happens, we’ll add them here!

Update, January 4 2026, 11:15AM ET: This story has been updated to include the embedded YouTube viewer for the Samsung event.