Report

TV Market Cools Off in May 2026

July 7, 2026

After a strong Q1 and April fed by preparation for the World Cup, the global TV market cooled off in May. Global TV shipments decreased 2% YoY in May 2026, according to Counterpoint’s Global TV Shipments Monthly Tracker. Demand in May continued to be strong in football-mad Western Europe but weakened in the host region of North America, while demand in China remained weak.

As shown in the first chart here, Western Europe has been the region with the strongest growth since the beginning of the year, and even though growth slowed from the torrid pace of 48% YoY in April, May still had 13% YoY growth. In May, Western Europe was outpaced by its Eastern brother, also fed by World Cup fever as Czechia, Bosnia and Herzegovina, Croatia and Turkey fought for the Cup.

YoY % Increase/Decrease in TV Shipments

On the other hand, China continues to see double-digit % YoY decreases in TV shipments, as May’s -12% represented the fourth consecutive month of such poor levels. With no team in the World Cup and no further government subsidies, Chinese consumers are holding onto their wallets.

At a brand level, Samsung held onto the lead in TV shipments despite a 12% YoY decline. A decrease of 24% YoY in TV shipments to North America represented the majority of the worldwide shortfall. TCL rebounded from a soft April with a strong May increase of 16% YoY, fed by a surge of shipments to the Middle East and Africa, up 125% YoY. Hisense held onto third place despite shipments declining by 5% YoY as shipments in its domestic market of China also decreased by 5% YoY.

Brand Family Share of Global TV Shipments by Month, 2026

Source: Counterpoint Research Global TV Shipments Monthly Tracker

On a year-to-date basis, Samsung continues to hold a solid lead over TCL. For YTD May results, Samsung has increased its TV share from 15% in 2025 to 16% in 2026, keeping the same three-point margin ahead of TCL, which increased from 12% in 2025 to 13% in 2026. Hisense and LG have each held their shares stable at 12% and 9%, respectively.

Counterpoint Research’s Global TV Shipments Monthly Tracker provides monthly TV shipment data by region, brand and display technology. The report covers 24 brands across 21 brand families. Readers interested in subscribing to the Global TV Shipments Monthly Tracker should contact [email protected].

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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.