Global TV shipments declined by 1 percent year over year in November 2025, based on data from Counterpoint Research’s Global Monthly TV Tracker. The drop reversed the growth recorded in the previous two months. On a month over month basis, global TV shipments also fell 15 percent as brands and retailers had already increased inventory in September and October ahead of year end sales.
Why it Matters: Changes in global TV shipments often reflect consumer demand, retail inventory planning, and pricing trends. When shipments slow down, it can influence discounts, product availability, and how quickly new TV models reach stores, especially in price sensitive markets.
Samsung remained the top global TV brand in November 2025, although its shipments declined 3 percent year over year. Its market share dipped slightly from 18 percent in November 2024 to 17 percent. Despite the decline, Samsung continued to hold the leading position in total global TV shipments.
TCL continued to expand its presence in the global TV market and narrowed the gap with Samsung. Its global TV shipments surged 20 percent year over year even as the Chinese domestic market remained sluggish. Counterpoint Associate Director Sujeong Lim said TCL gained strong response in cost sensitive regions such as Eastern Europe and the Middle East and Africa by offering MiniLED and other high definition technologies at competitive prices.
Hisense maintained third place in global TV shipments, but its volumes declined 13 percent year over year. The brand remains heavily reliant on China, which accounted for 27 percent of its total shipments in the first half of 2025. A 24 percent year over year drop in its home market contributed to the overall decline in global TV shipments for the company.
LG Electronics recorded a 7 percent year over year increase in global TV shipments, lifting its market share from 8 percent to 9 percent. With lower exposure to the Chinese market, LG benefited from stronger demand in North America and Latin America, where shipments grew 8 percent and 29 percent year over year, respectively.
Walmart entered the top five brands after completing its acquisition of Vizio in December 2024. Through its ONN brand and subsidiary Vizio, the retailer posted strong year over year growth and is now emerging as a major competitor to Samsung in the North American global TV shipments landscape.
For the year through November, Samsung maintained a wider lead over TCL with a 16 percent share of total global TV shipments, even as the overall market declined by 0.6 percent. Counterpoint Research Director Bob O’Brien said Samsung is expected to remain the global TV market leader in 2026 while Chinese brands such as TCL, Hisense, and Xiaomi continue expanding in MiniLED and mid to large screen segments. With global TV shipments shifting among major brands, will competition lead to better prices and more options for buyers next year?
