Before now, Samsung usually reshuffles top roles in December, but this recent decision came midyear. The company did not give a reason.

Won-jin moves into the role from Samsung’s Global Marketing Office. Before joining the company in 2014, he worked at Google, where he held senior positions, including a leadership role in Korea. 

Over the years, he has been linked to the growth of Samsung’s TV and mobile services operations.

His appointment also breaks the tradition of placing engineers in charge of Samsung’s TV division. This time, it has chosen someone with a background in marketing, content and services.

Samsung’s TV business is facing slower demand and higher costs. The company said last month that profit from its TV segment fell in the first quarter, as material expenses increased and sales did not keep pace.

Competition is also getting worse as Chinese brands such as TCL Electronics and Hisense are expanding quickly, helped by strong domestic demand and lower pricing. At the same time, Sony has entered a new partnership in home entertainment, adding pressure across the market.

Samsung still leads global TV shipments, a position it has held since 2006. However, the gap is narrowing with Chinese manufacturers gaining share and expanding into more markets.

Inside the company, the TV and home appliance division recorded losses in late 2025, including a sharp deficit in the fourth quarter. It returned to profit in the first quarter of 2026, but the recovery is still fragile.

In response, Samsung is adjusting its strategy, cutting back on lower-margin production and focusing on markets where it performs better, including the United States. Reports have also shown the company may scale down or stop TV sales in China this year.

At the same time, Samsung is putting more weight on services. Platforms such as Samsung TV Plus and its Art Store are expected to generate steady income beyond the hardware sales business. The company is also expanding artificial intelligence features across its TV range, from premium models to entry-level sets.

Marketing will play a bigger role as well, with major events like the 2026 FIFA World Cup approaching, Samsung is likely to step up promotions to drive demand.

• 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.”