As India’s TV market continues to evolve, smart TV shipments declined in the first quarter of 2026, but larger screens, QLED and MiniLED models continued gaining consumer preference.
India’s smart TV shipments fell 3% year-on-year (YoY) during the first quarter of 2026 as economic uncertainty and cautious consumer spending reduced demand, particularly in the entry-level segment, according to Counterpoint Research.
The market slowdown was attributed to pressures on household budgets arising from macroeconomic and geopolitical developments, including the LPG crisis, regional conflicts and rupee depreciation.
These factors prompted many consumers to postpone purchases of discretionary products such as televisions. Brands also adopted a cautious approach by limiting new product launches amid subdued market conditions.
Despite the overall decline, premium television categories continued to register growth. Models with screen sizes of 55 inches and above emerged as the fastest-growing segment and accounted for nearly one-third of total smart TV shipments during the quarter.
Analysts attributed this trend to easier financing options and the wider availability of comparatively affordable large-screen televisions.
The ₹40,000-₹50,000 price band remained the most popular category for larger televisions, offering a balance of screen size, features and pricing.
Display technology preferences also shifted towards premium formats. QLED televisions increased their share to around 30% of the overall smart TV market in Q1 2026, up from 14% a year earlier. The ₹20,000-₹30,000 price segment recorded particularly strong demand for QLED models, reflecting greater consumer interest in premium display technologies at relatively accessible prices.
Meanwhile, MiniLED remained the fastest-growing display technology, recording more than 13-fold year-on-year growth, although from a relatively small base. Growth in this category was largely driven by demand for televisions measuring 55 inches and above.
On the other hand, according to Counterpoint‘s quarterly shipment tracker, conventional LED televisions continued to dominate the market but saw their share decline from 83% in Q1 2025 to 63% in Q1 2026, indicating a gradual shift towards more advanced display technologies. OLED and other display formats retained comparatively small market shares during the period.
