Samsung Tops Global TV Market for 20th Consecutive Year

Samsung continues to secure a strong foothold in the global TV market. The company led this space in both shipment volume and revenue during the third quarter of this year. This marks the firm’s 20th consecutive year at the top spot, showing its consistent ability to meet buyers’ demand around the world.

Samsung maintains lead in TV market despite stiff Chinese competition

According to data from Omdia (via Chosun), Samsung secured a 29% sales share of the global market in Q3 2025. This is a slight increase from 28.6% in the same period last year. LG remained in second position with a 15.2% share. Likewise, Chinese brands TCL and Hisense ranked third and fourth place with 13% and 10.9% share, respectively.

The total shipment share of Chinese companies, including TCL, Hisense, and Xiaomi, hit 31.8%. This is a notable increase over the combined share of Samsung and LG, which stood at 28.5%. This suggests that Chinese TV makers are performing well in the budget and mid-range segments.

While Samsung dominates the overall TV market, LG continues to lead he premium OLED segment. The latter accounted (Q3 2025) for 49.7% of OLED shipments and 45% of revenue in this category. Meanwhile, Samsung is also expanding its OLED offerings with models such as the flagship S95F, mid-tier S90F, and entry-level S85F. All models feature advanced AI-powered improvements.

Despite solid third-quarter sales, Samsung’s Video Display and Home Appliance divisions suffered an operating loss of 100 billion won. LG’s MS Business Division recorded a loss of 302.6 billion won. So, the low-cost Chinese brands have put pressure on margins, even for the top two firms.

In recent years, Samsung has focused heavily on integrating AI into its consumer electronics, including TVs. The company’s Vision AI provides a personalized viewing experience, making smart TVs more useful. This year, the firm also brought its Art Store to Neo QLED and QLED models.