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.

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Memory Shortage Drives Downturn in Flat Panel Display Market

Global flat panel display (FPD) shipments are expected to decline 4.7% YoY in 2026 as dramatic price hikes for memory flow through to end market devices to suppress demand across key categories.