Global TV shipments declined 1 per cent YoY in November 2025, according to Counterpoint Research’s Global Monthly TV Tracker, reversing the growth seen in the previous two months. In MoM terms, the shipments fell 15 per cent in November, as September and October shipments had been boosted by inventory accumulation ahead of year-end peak sales.

Samsung remained the leading global TV brand in November 2025, although its shipments declined 3 per cent YoY, resulting in a modest decrease in market share, from 18 per cent in November 2024 to 17 per cent.

TCL continued to expand its presence in the global TV market, narrowing the gap with Samsung. Despite the continued sluggishness in the Chinese market, TCL’s global TV shipments surged 20 per cent YoY, demonstrating the company’s growing competitiveness.

Associate Director, Sujeong Lim, commented: “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.”

Another Chinese brand, Hisense, maintained its third place, but its shipments declined 13 per cent YoY. This manufacturer is heavily reliant on its home market, which accounted for 27 per cent of its total shipments in the first half of 2025, and was hit hard by a 24 per cent YoY decline there.

LG Electronics recorded a 7 per cent YoY increase in shipments, raising its market share from 8 per cent to 9 per cent. With comparatively lower exposure to China, LG benefited from strong momentum in the North American and Latin American markets, where shipments grew 8 per cent and 29 per cent YoY, respectively.

Thanks to the successful completion of the Vizio acquisition in December 2024, Walmart saw significant YoY growth, quickly moving up to the top five. With its own brand, ONN, and subsidiary Vizio, the company is now emerging as Samsung’s strongest competitor in North America.

Research Director, Bob O’Brien, added: “For the year through November, Samsung’s lead over TCL remained stronger. Samsung’s share of TV shipments through November held steady at 16 per cent, as total shipments decreased by 0.6 per cent. In 2026, Samsung will remain the global TV market leader, while Chinese brands such as TCL, Hisense and Xiaomi will rapidly expand their presence across various segments. In particular, they are increasing shipments in high-growth segments such as MiniLED and mid-to-large-size screens, increasing competitive pressure.”

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Tags: counterpoint, Hisense, samsung, Sony, Vizio