The global television market fell 1% year-on-year in November 2025, but behind that decline is the sign of a change in hierarchy: Samsung continues to be the leader with a 17% share, but TCL has boosted its sales by 20% compared to the previous year and is already close to first place. What seemed impossible two years ago (a Chinese brand that used to be seen as ‘cheap’ taking the throne from Samsung) is now a very real possibility.
The data comes out of latest monthly report sales report published by the market analysis firm Counterpoint Research.
The figures. Samsung has gone from 18% to 17% market share in one year, with a 3% decline in units sold. TCL, on the other hand, has climbed from 13% to 16% and continues to rise.
Hisense, the third manufacturer, has fallen 13%, dragged down by the collapse of the Chinese market (-24%), where it is stronger than in the West. LG has grown by 7% and stands at 9%, while Walmart has strongly entered the top 5 after completing the purchase of Vizio in December 2024.
Between the lines. TCL’s rise is neither coincidental nor ephemeral.
- The company has stopped being seen as a manufacturer of cheap TVs to position itself in premium technologies such as MiniLEDwhich sells at more competitive prices than Samsung.
- That combo has been lethal in emerging markets such as Eastern Europe, the Middle East and Africa, where demand for quality is growing but price remains decisive.
And there is another key factor: TCL hardly depends on the Chinese market, which is in free fall. Hisense has collapsed due to its exposure to its country of origin (it accumulates almost a third of its sales there), but TCL has diversified its sales and is now reaping those fruits.
The master stroke. TCL just signed a historic agreement with Sony to manufacture its televisions under a joint venture in which the Chinese will control 51% and the Japanese 49%. It is a move that changes everything: TCL gains instant credibility in the premium sector by associating with a brand synonymous with image quality, and also manages to penetrate Japan, a protectionist market where Chinese brands have a very difficult time.
- For Sony it is a way to survive in an increasingly competitive market where it does not manufacture its own panels and its premium prices leave it out of the game.
- For TCL it is the definitive boost: it stops being the cheap-Chinese manufacturer and starts managing one of the most respected brands in the sector.
The joint venture will start in 2027, so the immediate effects will be less than anecdotal. But in the medium term, history may change.
Yes, but. Samsung is not going to let itself be dethroned without going down into the mud. Although its share has fallen, it still has great financial muscle, a global distribution network full of alliances forged after many years of relationships with distributors, and an advantage in premium segments such as OLED and QD-OLED.
Besides, Walmart’s acquisition of Vizio It marks the entry of a third major contender in North America that could make life difficult for both Samsung and TCL.
- What is clear is that 2026 will be the definitive year: TCL, Hisense and Xiaomi are going to continue putting pressure on MiniLED and medium-large screens, just where demand grows the most.
- And if Samsung does not react as it should, the surprise It may be a matter of quarters.
He 2026 World Cup can alter all forecasts. It is one of the great incentives for millions of homes to renew their TVs, and whoever best positions themselves in price and technology will win the jackpot.
And now what. The battle to lead TV sales is no longer just a technological issue, it is also a question of pricing strategy and geographical expansion.
- TCL has shown that it can grow with a lot of commercial aggressiveness without giving up the best technologies.
- Samsung is going to have to decide whether to lower its prices or take refuge in the most premium segment.
The third option (staying still) does not seem viable for anyone’s sake.
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Featured image | TCL
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