Report

TCL Unveils 163-Inch MicroLED TV at Sub-$40,000, Shattering Price Barriers

March 23, 2026

At TCL's 2026 Spring TV New Product Launch on March 17, the company unveiled two 163-inch MicroLED giant-screen TV models – TCL Max163M and TCL Max163M Pro – priced at CNY 249,999 (around $36,000) and CNY 349,999 (around $50,000), respectively.

The Max 163M supports an XDR brightness of 10,000 nits, is equipped with over 24.88 million inorganic self-luminous chips (LEDs) and supports 3*22-bit+ color depth.
The Max 163M Pro not only retains the same configurations as the Max 163M but also gets an upgrade to 120 Hz refresh rate.

MicroLED commercialization

The commercialization of MicroLED technology was once hampered by high costs, resulting in slow progress. According to Counterpoint Research’s MicroLED Display Technology and Market Outlook Report, MicroLED TV display revenues were estimated to be less than $17 million in 2024. However, as yield rates in mass transfer improve and breakthroughs are achieved in key technologies such as glass substrate packaging, production costs have dropped significantly. MicroLED display revenues surged by 150% YoY in 2025, but in the TV sector, MicroLED is still struggling to achieve mass adoption.

Despite Samsung announcing its first MicroLED TV at the end of 2020, shipments are still very low due to the high price. But this situation is set to change with the launch of TCL's latest products.

MicroLED TVs: Current status

Samsung has demonstrated seven MicroLED TV models:

-> 50”, 63”, 76”,89”,101”,114” and 140” (sizes in bold were launched in the US)
->Prices in the US: $110K→$130K→$150K

TCL launched a 163” 4K MicroLED TV in China for about $110,000 in 2025.
In 2025, Hisense also launched a 136” MicroLED TV in the US for $150,000 (later reduced to $100,000).
At CES 2026, LG presented a 136” AM MicroLED TV with 4K resolution and 144Hz VRR, while Hisense introduced a new 163” TV with RGBY pixels.

Impact on TV OEMs

1. Samsung

At CES 2026, Samsung unveiled its MicroRGB TV lineup spanning 55 to 115 inches, attempting to counter TCL's low-price competition through the following strategies:

Product portfolio expansion: Launched six MicroRGB TV models in 55, 65, 75, 85, 100 and 115 inches, achieving full-size coverage
Technology optimization: Employed independent RGB LED chips smaller than 100μm, equipped with the MicroRGB AI Engine Pro chipset to enhance picture quality
Pricing strategy: Avoided direct price cuts, but covered R&D costs by targeting mid-to-small sizes (e.g. 55 inches). The 115-inch flagship is priced at around CNY 230,000 (28% lower than the 2025 debut model).

2. Hisense

Hisense attempts to maintain technological leadership in the MiniLED domain through technical breakthroughs and scenario-based marketing:

Technical breakthroughs: Achieved 10,000-nit peak brightness and 134-bit color depth
Product positioning: Introduced three sizes – 85, 100 and 116 inches – with retail prices of CNY 34,999 ($4,850), CNY 54,999 ($7,600) and CNY 119,999 ($16,550) respectively
Scenario-based marketing: As the official global customized product for the 2026 FIFA World Cup, it is featuring the AI Panoramic World Cup function

3. LGE

LG Electronics (LGE) has adopted a multi-technology approach. Adding to its OLED and MicroLED technologies, LGE unveiled its first MicroRGB evo TV at CES 2026, adopting an LCD display solution with RGB backlight technology.

Technical approach: Employs MicroRGB (RGB MiniLED backlight LCD) technology, non-self-emitting, with brightness capped at merely 4,000 nits
Product positioning: Launched three models in 75, 86 and 100 inches, though specific pricing remains undisclosed

Outlook

As TCL drives MicroLED TV prices down to the $40,000 tier, the global display technology competitive landscape is poised for a critical battle pitting direct-view MicroLED against RGB MiniLED backlit LCD displays:

Technology convergence: Self-emissive MicroLED and RGB MiniLED backlight technologies will coexist and evolve across different application scenarios. Improvements in backplane technologies, including cost reductions, will serve as enablers for both.
Continued price decline: MicroLED TV prices are expected to continue to decline and may approach parity with the largest (116”/130”) flat panel display TVs.
Industry chain maturation: Collaborative innovation across upstream chips, midstream panels and downstream devices will expedite the maturation of the MicroLED industry chain.
Application expansion: Beyond the TV market, MicroLED technology will achieve broader adoption in automotive displays, AR/VR, commercial large screens and other domains.

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Author

Enze Qi

Senior Analyst at Counterpoint Research.