Overview:

Global TV shipments grew 1% YoY in July 2026, but the flat headline masked a sharp divergence at the top of the market. TCL shipments fell 15% YoY, a decline well beyond what July's relatively weak seasonality alone can account for, and the pattern suggests that part of the brand's July volume was pulled forward into June, likely on promotional timing. Samsung held its decline to 3% YoY. The result was a renewed widening of the gap between Samsung and TCL, with monthly shipment share at 13% and 9% respectively, reversing the steady narrowing the two had shown in preceding months. On a single-month basis, the shipment ranking in July was Samsung, Hisense, LGE and TCL.

What the Full Report Will Cover

The Monthly Global TV Shipments Tracker provides a timely and comprehensive view of the global TV market, covering monthly TV shipments segmented by region, front plane technology, and brand. Updated on a monthly basis, the tracker allows clients to monitor market movements as they unfold — a critical advantage in an industry where competitive positions, technology mix, and regional demand conditions can shift rapidly from one month to the next.

Questions answered

• Who is now leading the global TV market, and how are brand rankings shifting month by month?
• Which brands are gaining or losing shipment share — globally and within each region?
• Which regions are driving global TV demand, and where is growth slowing down?
• How quickly are OLED TVs are penetrating the market compared with LCD?
• How are Chinese brands such as TCL and Hisense expanding beyond their home market, and how are Samsung and LG responding?

Companies mentioned

A selection of companies mentioned in the report:

• Samsung
• TCL
• Hisense
• Toshiba
• LG Electronics
• Panasonic
• Changhong
• Sony
• Sharp
• Xiaomi
• Philips
• Skyworth
• Vizio
• Konka
• ONN
• Haier

Published Date: September 2026