Report overview/summary:

Global TV shipments declined 4% YoY in June 2026, leaving Q2 2026 flat YoY. Samsung and TCL closed Q2 2026 with 7% and 10% YoY shipment growth, respectively, on a brand family basis, further narrowing the gap between the top two brands. Samsung has moved beyond its premium-centric playbook this year, rolling out value-tier MiniLED series alongside an aggressively price-tiered RGB MiniLED lineup — bringing a 55-inch model below the $2,000 mark — in a clear bid to defend volume share across price bands. TCL, in turn, continues its Mini LED-led expansion spanning entry to flagship tiers, with Q2 growth driven by its home market in China alongside strong momentum in Japan and MEA, where its price-competitive large-screen lineup keeps resonating. With the two brands now colliding across virtually every price tier and region, the race for Global TV leadership is set to intensify further in H2 2026.

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
• Sony
• Xiaomi
• Philips
• Skyworth
• ONNv
• Vizio
• ONN
• Haier

Published Date: August 2026