Tracking a cooling TV market, global shipments slipped 1% in November 2025 as Samsung held the lead, and Chinese brands intensified MiniLED competition.
Global television (TV) shipments slipped back into decline in November 2025, falling 1% year-on-year (YoY), as earlier momentum faded after two months of growth, according to a report by Counterpoint Research.
On a month-on-month basis, shipments dropped sharply by 15%. The report attributed the fall to inventory corrections, after manufacturers and brands had built up stocks in September and October ahead of year-end festive and promotional sales.
Despite the slowdown, Samsung retained its position as the world’s largest TV brand. Its shipments declined 3% YoY in November, resulting in a slight erosion of market share to 17%, from 18% a year earlier.
TCL, however, continued to close the gap with the market leader. The Chinese brand posted a strong 20% YoY increase in global TV shipments, even as demand in China remained weak. The performance highlighted TCL’s growing competitiveness in overseas markets.
“Offering high-definition technologies such as MiniLED at competitive prices, TCL has received great response from emerging markets such as Eastern Europe and the Middle East and Africa (MEA), which are relatively cost-sensitive,” said Sujeong Lim, Associate Director at Counterpoint Research.
Another Chinese player, Hisense, retained third place globally but faced pressure. Its shipments fell 13% YoY, largely due to its heavy dependence on the domestic Chinese market. China accounted for 27% of Hisense’s total shipments in the first half of 2025, where volumes declined 24% year on year.
LG Electronics moved in the opposite direction. The South Korean company recorded a 7% YoY increase in shipments, lifting its market share from 8% to 9%. Lower exposure to China helped LG, while demand strengthened in North America and Latin America, where shipments grew 8% and 29%, respectively.
Walmart also emerged as a notable gainer. Following the completion of its Vizio acquisition in December 2024, the retailer climbed quickly into the global top five. With its ONN brand and Vizio subsidiary, Walmart is now shaping up as Samsung’s strongest challenger in North America.
Looking ahead, Counterpoint expects competition to intensify. “For the year through November, Samsung’s lead over TCL remained stronger,” said Counterpoint’s Research Director Bob O’Brien.
“In 2026, Samsung will remain the global TV market leader, while Chinese brands such as TCL, Hisense and Xiaomi will rapidly expand their presence, particularly in high-growth segments like MiniLED and mid-to-large-size screens,” he said.
