The countdown to the FIFA World Cup is fueling a TV buying spree worldwide, lifting shipments 8% in April and giving Xiaomi fresh momentum in Europe.
According to Counterpoint Research, Global TV shipments increased 8% year-on-year (YoY) in April 2026 as manufacturers and retailers accelerated inventory build-up ahead of the FIFA World Cup 2026, according to Counterpoint Research’s Global Monthly TV Tracker.
The increase was driven primarily by channel inventory loading rather than end-user demand, with brands expanding shipments across major markets in preparation for the tournament, which runs from June 11 to July 19 2026 and is being co-hosted by the United States, Canada and Mexico.
North America, one of the World Cup host regions, recorded a 10% YoY increase in TV shipments during April. Counterpoint said inventory accumulation had been spread relatively evenly between January and April, resulting in year-to-date shipment growth of 10%.
MiniLED TVs remained a key area of competition in the region, with major vendors including Samsung and Hisense introducing new models across different price segments as they sought to strengthen their positions ahead of the sporting event.
In contrast, China’s TV market remained weak, with shipments declining 15% YoY in April. Although televisions continue to qualify for the country’s trade-in subsidy program, lower funding levels compared with the previous year and demand that had already been brought forward during earlier subsidy cycles weighed on domestic sales.
Western Europe emerged as the strongest-performing region, with TV shipments surging 48% YoY in April and accounting for the largest share of global shipment growth. The increase was supported by a low comparison base, multiple product launches ahead of the World Cup and heightened competition among manufacturers.
Samsung retained its position as the leading TV brand in Western Europe with a 27% market share. However, Xiaomi recorded the fastest growth among major vendors, with shipments increasing nearly twelvefold from a year earlier. The company’s market share rose from 2% in April 2025 to 13% in April 2026.
Counterpoint noted that Xiaomi’s European growth contrasts with its global performance, as the company’s worldwide TV shipments declined 17% YoY during the January-April period. The research firm said the surge reflected a strategic shift toward overseas markets as Chinese TV makers increasingly seek growth opportunities outside their domestic market.
The expansion was driven by Xiaomi’s rollout of its TV S Mini LED 2026 series across key European markets, including Germany, Spain, Italy and the Netherlands. Shipments accelerated in April as the company expanded distribution channels and increased inventory ahead of the World Cup.
Xiaomi is following a strategy similar to that of Chinese rivals TCL and Hisense, leveraging its strong smartphone brand recognition in Europe to strengthen its position in the region’s TV market while offsetting weaker demand in China.
