TCL right on Samsung’s heels
In recent years, the Chinese TV industry – led by Hisense and TCL – has made rapid gains. By November 2025, TCL had closed the gap to Samsung to just a single percentage point.
– “Samsung remained the leading global TV brand in November 2025, although its shipments declined 3% YoY, resulting in a modest decrease in market share, from 18% in November 2024 to 17%,” Counterpoint writes, and continues:
– “TCL continued to expand its presence in the global TV market, narrowing the gap with market leader Samsung. Despite the continued sluggishness in the Chinese market, TCL’s global TV shipments surged 20% YoY, demonstrating the company’s growing competitiveness.”
The figures are based on unit sales. Samsung is still significantly larger in terms of revenue, as it sells more high-end models than TCL.
The decline at Hisense is primarily due to the fact that many of its TV sets are sold in the Chinese market, which contracted in 2025. LG gained some ground in America.
According to Counterpoint, US retail chain Walmart is now the fifth-largest player globally when its TV brands Vizio and Onn are included.