The global TV landscape is shifting fast! Counterpoint Research‘s latest tracker reveals declining shipments but fierce competition, with Chinese brands closing in on Samsung’s dominance.
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TCL’s Aggressive Push Narrows the Gap
Global TV shipments dipped 1% year-over-year in November 2025, ending two months of consecutive growth. Despite the overall decline, TCL emerged as the standout performer, shipping 20% more units YoY and significantly narrowing the gap with market leader Samsung.
November 2025 Market Snapshot
| Brand | Market Share | YoY Change |
|---|---|---|
| Samsung | 17% | -3% shipments |
| TCL | Growing | +20% shipments |
| Hisense | 3rd place | -13% shipments |
| LG Electronics | 9% | +7% shipments |
| Walmart (ONN + Vizio) | Top 5 | Strong growth |
Samsung Holds Strong Despite Pressure
Samsung maintained its leadership with 17% market share, though shipments fell 3% YoY. The Korean giant’s share dropped from 18% in November 2024, signaling intensifying competition from aggressive Chinese rivals.
TCL’s Winning Strategy
TCL’s impressive 20% growth stems from competitive pricing on high-definition technologies like MiniLED. Associate Director Sujeong Lim notes the brand has gained strong traction in cost-sensitive emerging markets including Eastern Europe and the Middle East and Africa.
Regional Winners and Losers
Hisense, heavily dependent on China (27% of H1 2025 shipments), suffered a 13% YoY decline as the Chinese market plummeted 24%. Meanwhile, LG Electronics capitalized on reduced China exposure, posting 7% growth driven by North America (+8%) and Latin America (+29%).
Walmart’s Game-Changing Move
Following the December 2024 Vizio acquisition, Walmart vaulted into the top five. Combining its ONN brand with Vizio positions the retailer as Samsung’s strongest North American competitor.
Research Director Bob O’Brien predicts Samsung will retain global leadership in 2026, but Chinese brands like TCL, Hisense, and Xiaomi will rapidly expand across MiniLED and mid-to-large-size segments. For more tech market insights, visit Technosports and check our TV buying guides.
FAQs
Why did global TV shipments decline in November 2025?
September and October saw inventory buildup for year-end sales, causing a 15% MoM drop in November.
Which TV technology is driving competition in 2026?
MiniLED and mid-to-large-size screens are key battlegrounds as Chinese brands increase shipments.
