Samsung has retained its position as the global leader in TV shipments, despite a 3% decline in year-on-year shipments in 2025. The South Korean tech giant’s market share dropped from 18% in 2024 to 17%, but it still holds the top spot in the global TV market. However, TCL is steadily closing the gap with an impressive 20% year-on-year increase in shipments, signaling a shift in the competitive landscape.
TCL’s Growth and Strong Performance in Emerging Markets
TCL’s strong performance is largely driven by the demand for its affordable, high-definition technologies, such as MiniLED, particularly in price-sensitive regions like Eastern Europe and the Middle East. Despite sluggish sales in China, TCL’s global strategy and focus on cost-effective, high-quality products have allowed the company to gain significant traction.
Sujeong Lim, Associate Director at Counterpoint Research, commented that TCL’s strong position in emerging markets has been a key factor in its growth. “Offering high-definition technologies at competitive prices has resulted in great responses in emerging markets,” said Lim.
Other Key Players: Hisense, LG, and Walmart’s Entry
While TCL’s rise continues, Hisense, which held third place, saw a 13% year-on-year decline in shipments. The company’s heavy reliance on the Chinese market, which saw a 24% decline in shipments, has hindered its global growth.
LG Electronics, on the other hand, posted a 7% increase in shipments, raising its market share from 8% to 9%. This growth is particularly notable in the Americas, where shipments surged by 8% in North America and 29% in Latin America.
Walmart has also made a significant leap into the top five, thanks to the completion of its Vizio acquisition in December 2024. With its ONN brand alongside Vizio, Walmart is emerging as a stronger competitor in North America’s TV market.
Samsung’s Resilient Lead
Despite the gains made by TCL, Samsung’s position remains resilient, with the company holding a 16% share year-to-date through November. Experts predict that TCL, along with other Chinese brands like Hisense and Xiaomi, will continue to expand, particularly in high-growth segments like MiniLED and mid-to-large screen sizes.
The global TV market continues to evolve as emerging markets play a larger role in shaping the competitive dynamics. Samsung’s ongoing dominance, coupled with TCL’s aggressive growth, points to an exciting future in the TV industry.
As TCL’s growth continues and Samsung holds its ground, the global TV market remains highly competitive. The future will see further innovation in screen technologies like MiniLED, with emerging markets driving much of the industry’s expansion.
