TCL Challenging Samsung’s Leadership in TV
- Global TV shipments decreased 1% YoY in November 2025.
- TCL’s shipments increased 22% YoY in November to nearly match Samsung’s.
- China’s shipments decreased 24% YoY in November, down 10% YTD.
TCL has gained share in the global TV market and came close to matching market leader Samsung in November 2025, according to the latest data from Counterpoint Research’s Global TV Shipments Monthly Tracker. Despite facing headwinds from a downturn in its domestic market in Mainland China, TCL’s shipments surged 22% YoY.
The Global TV Shipments Monthly Tracker provides detailed data on TV shipments for 24 brands across eight geographic regions, with pivot tables allowing analysis by brand family and display technology (LCD and OLED). The monthly report is issued 45 days after the end of each month.
Samsung remained the leading TV brand in November 2025, but its share of the global market edged down from 18% in November 2024 to 17% as shipments decreased 3% YoY. In contrast, TCL shipments increased 22% YoY and its share jumped from 13% to 16%.
Two other Chinese brands, Hisense and Xiaomi, remained in the top five but saw shipments decline 11% and 35% YoY, respectively. Both companies rely heavily on their home market in Mainland China, and suffered as the market there declined by 24% YoY.
LG Electronics gained share YoY from 8% to 9% as its shipments increased 7%. With little reliance on the Chinese market, LG benefitted from growth in both North America and Latin America, where shipments increased 8% and 29% YoY, respectively.
TV shipments by all brands decreased 1% YoY, with gains in Asia Pacific, Japan and the Middle East offset by declines in Mainland China and Eastern and Western Europe.
On a year-to-date basis, worldwide TV shipments increased 0.6% through November 2025, led by increases in the Middle East (+9% YoY), Latin America (+8%) and Asia Pacific (+7%). The market downturn in Mainland China after the end of appliance subsidies resulted in YTD shipments decreasing 10% YoY in that region.
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%. TCL increased its share from 11% in the first 11 months of 2024 to 12% in the comparable period in 2025. Hisense, LGE and Xiaomi rounded out the top five brands with shares of 11%, 9% and 4% respectively.
2025 saw OLED TV shipments increase by 3% through November, slightly faster than the overall market. LG maintained its leading position in the OLED TV segment with shipments higher than all other brands combined, but its share edged down from 54% in 2024 to 51% in 2025. Samsung gained share in the segment, rising from 24% in 2024 to 31% in 2025. LG and Samsung, and the remaining top-five OLED players – Sony, Panasonic and Philips – had a combined share of 96% in the worldwide OLED TV shipments.
Category
Industry
Display, Consumer Electronics
Service
Display - Others
Report Type
Report
Time Period
Other
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Author
Bob Obrien
Robert J (Bob) O’Brien joined Counterpoint Research as part of its acquisition of DSCC, where he was Co-Founder, Principal and CFO of DSCC. Bob has decades of experience turning market and business analysis into strategic insights in the display and electronics industries. At DSCC, Bob takes the lead role in analysis of display materials, including glass and AMOLED materials, and covers developments in TV and other large-screen display applications. He is the principal author of DSCC’s AMOLED Material Report, the Advanced TV Shipment Report, and the Display Glass Report, and Bob contributes regularly to the DSCC Weekly Review.