Quick Read:
- Samsung maintained its top position with a 17% market share, although its shipments declined 3% YoY.
- TCL continued to expand its presence, shipping 20% more TVs YoY and narrowing the gap with the market leader.
- Competitive pressure is expected to intensify in 2026 as major brands increase shipments in high-growth segments such as MiniLED and mid-to-large-size screens.
Global TV shipments declined 1% YoY in November 2025, according to Counterpoint Research’s latest Global Monthly TV Tracker, reversing the growth seen in the previous two months.
In MoM terms, the shipments fell 15% in November, as September and October shipments had been boosted by inventory accumulation ahead of year-end peak sales.
Samsung remained the leading global TV brand in November 2025, although its shipments declined 3% YoY, resulting in a modest decrease in market share, from 18% in November 2024 to 17%.
TCL continued to expand its presence in the global TV market, narrowing the gap with market leader Samsung. Despite the continued sluggishness in the Chinese market, TCL’s global TV shipments surged 20% YoY, demonstrating the company’s growing competitiveness.
Associate Director Sujeong Lim said,
“Offering high-definition technologies such as MiniLED at competitive prices, TCL has received great response from emerging markets such as Eastern Europe and the Middle East and Africa (MEA), which are relatively cost-sensitive.”
Another Chinese brand, Hisense, maintained its third place, but its shipments declined 13% YoY.
This manufacturer is heavily reliant on its home market, which accounted for 27% of its total shipments in the first half of 2025, and was hit hard by a 24% YoY decline there.
LG Electronics recorded a 7% YoY increase in shipments, raising its market share from 8% to 9%.
With comparatively lower exposure to China, LG benefited from strong momentum in the North American and Latin American markets, where shipments grew 8% and 29% YoY, respectively.
Thanks to the successful completion of the Vizio acquisition in December 2024, Walmart saw significant YoY growth, quickly moving up to the top five.
With its own brand, ONN, and subsidiary Vizio, the company is now emerging as Samsung’s strongest competitor in North America.
Research Director Bob O’Brien said,
“For the year through November, Samsung’s lead over TCL remained stronger. Samsung’s share of TV shipments through November held steady at 16%, as total shipments decreased by 0.6%.
In 2026, Samsung will remain the global TV market leader, while Chinese brands such as TCL, Hisense and Xiaomi will rapidly expand their presence across various segments. In particular, they are increasing shipments in high-growth segments such as MiniLED and mid-to-large-size screens, increasing competitive pressure.”
