Samsung Leads Global TV Market Even as Shipments Fall

Samsung has been leading the global TV market for 20 years in a row. However, the company saw a slight decline in shipments in November 2025, which led to a drop in market share. The good news is that it remains the top brand, showing the strength of its display technology and cutting-edge AI solutions that redefine TV viewing experiences.

Samsung continues to dominate the Global TV market

According to data from Counterpoint Research, Samsung’s TV shipments declined 3% year over year in November 2025. As such, the market share has gone down slightly from 18% to 17%. Despite this decline, Samsung continues to lead the global TV market, beating rivals such as TCL, Hisense, and LG.

The global TV market also suffered a slowdown, with total shipments declining 1% year over year. This is mainly because of earlier inventory buildup in September and October. Retailers filed the stock at large quantities ahead of the year-end peak sales season. As a result, November saw a correction in terms of shipments.

Meanwhile, TCL continues to perform well, with shipments growing 20% year over year. The company received a solid response in emerging markets like Eastern Europe, and the Middle East and Africa (MEA). It secured second place in the global TV market in November 2025, with a 16% share (13% in November 2024). This suggests the gap between TCL and Samsung is narrowing. However, the research firm does not see this as alarming for the Korean brand just yet.

“In 2026, Samsung will remain the global TV market leader, while Chinese brands such as TCL, Hisense and Xiaomi will rapidly expand their presence across various segments,” said Research Director Bob O’Brien. “In particular, they are increasing shipments in high-growth segments such as MiniLED and mid-to-large-size screens, increasing competitive pressure.”

Third and fourth spots were captured by Hisense (10% share) and LG (9%), respectively. The former saw shipments decline 13% year over year, while the latter recorded a 7% increase in shipments. So, both brands remain well behind Samsung.